RAD Intel announced the beta launch of its new portfolio company, Lickly, a real-time SaaS platform built to give mid-market brands access to the same audience intelligence infrastructure traditionally reserved for enterprise teams.

Global advertising spend now exceeds $1T annually, and over 40% of that investment fails to reach the right audience or drive measurable outcomes. At the same time, digital culture has fragmented into thousands of fast-moving micro-communities across platforms, where attention and influence shift quickly. Large enterprises typically address this complexity with dedicated analytics teams and custom tooling. Most mid-market teams rely on delayed reporting and static creator databases that aren’t designed to keep pace with real-time audience behavior.

Marketing Technology News: MarTech Interview with Omri Shtayer, Vice President of Data Products and DaaS at Similarweb

Lickly brings a real-time, high-powered, AI-driven solution to mid-market and boutique teams that have been priced out of the enterprise tool stack. Creator marketing shouldn’t be a walled garden. Lickly is audience-first by design, starting with the people you need to reach, then mapping the creators, micro-communities, and content shaping what they trust and share. With data and insights that refresh in real time, teams can spot demand as it forms, pressure-test messaging before budget is committed, and adjust quickly as conversations shift.

“Two quarters ago, someone ran a great deodorant campaign and everyone copied it,” said Jeremy Barnett, Lickly co-founder and CEO of RAD Intel. “That’s not strategy, that’s lag. Lickly shows you what the same shopper is into now, what they’re pairing with deodorant, what they’re complaining about, and what they’ll switch for, down to the micro-communities where taste forms. That level of detail is where real positioning comes from.”

In beta, Lickly removes the slow, fragmented parts of creator marketing that drain time and budget. No more manual research sprints. No more static creator databases. No more guessing which creators actually match the audience you’re trying to reach. Teams get a live, audience-first view of the micro-communities driving attention, and a continuously refreshed read on which creators and messages are aligned as conversations shift.

Unlike traditional influencer platforms that start with a creator list and work backward, Lickly starts with the audience. The system updates in real time, so brands aren’t making decisions off a snapshot that’s already outdated.

“Before Lickly, we relied on manual research to find and manage influencers,” said Kellee Khalil, CMO of EnergyX and Lickly beta customer. “Within minutes of onboarding, we had a ranked view of our top performers and a clear set of high-fit creators inside the communities that actually shape our reputation. The depth of real-time audience insight makes it easier to see where trust is strongest and where to lean in, which is already elevating the impact and authenticity of our marketing programs.”