Around 2015, during Pouya's (founder) doctoral work in theoretical computer science, he encountered a perplexing realization – the algorithm that his research group had designed surpassed all reasonable performance expectations. Are there general principles behind high performance algorithms? Pouya's casual exploration of psychology and neuroscience triggered conjencures on possible links between principles behind effective heuristics and brain processes.

Despite lacking a background in cognitive neuroscience, Pouya sought further education at Cambridge University. His association with the prestigeous computational and biological learning laboratory (School of Engineering) and School of Psychology equipped him with essential foundations. One of his research projects connected cognitive neuroscience concepts with mathematical theories that explain computational efficiency, forming the bedrock of the technology our company continues to develop.