Apex Compliance, a boutique regulatory consulting company focusing on natural product marketing, was established to address this pressing industry need.  

“I went looking for a product that could find and replace risky marketing and other phrases on websites,” said Apex Compliance founder and principal Asa Waldstein. “To my surprise, there was no programme like this available.”

This inspired Waldstein to build a beta version for his consulting company. After doing so, he found himself increased asked by industry colleagues to license the product.

“It was then I knew I was on to something,” he said. “So I rebuilt the programme, and added more features and functionalities.”

Waldstein found the experience of starting a SaaS (software as a service) company both exhilarating and daunting. Key challenges included perfecting the proprietary algorithm and integrating AI to enhance functionality without compromising simplicity or the user experience.

“As with any new and disruptive technology, adoption can be slow at first,” said Waldstein. “So educating people about how Apex Compliance can save time and remove human error out of the regulatory review process was integral to introducing the product.

“The idea is that once companies start using Apex Compliance, it becomes a tool they can't live without.”

Enhancing user experience and search capabilities

At its core, Apex Compliance’s proprietary technology is all about enhancing user experience and search capabilities through the integration of AI.

“While AI alone isn't a panacea, our approach strategically layers it on to a robust algorithm,” explained Waldstein. “This synergy not only leverages the strengths of AI but also amplifies the reliability and effectiveness of our existing technologies.”

While the software comes preloaded with a list of trigger words common in regulatory sanctions, warning letters, and lawsuits, it can also be easily customised. AI-powered features help subscribers develop keywords for their specific country, region, or need.

“For example, you can ask the programme to create a list of words and lower-risk alternatives common in ESG [environmental, social, and governance] lawsuits, or when marketing products for sleep,” said Waldstein.

“Our Apex Compliance AI is custom-trained on compliance principles, and chatting with the programme to identify risky phrases and develop possible lower-risk alternatives is simple.”

Keywords and possible lower-risk alternatives are used to find and replace problematic phrases on websites and in videos, audio files, YouTube channels, and other content before publishing. Comprehensive reports also provide a line-by-line playbook showing where risky phrases occur, giving them a risk rating, and making possible suggestions.

Innovative approach with a global audience

The business, which was launched last year, has surpassed initial growth and user satisfaction targets.

“We are excited to see companies of all sizes, from small startups to the biggest multinationals, finding Apex Compliance helpful for daily compliance tasks,” said Waldstein. “Some of the most common feedback from new subscribers is, ‘This is going to save us so much time’."

The company is continually looking to add new functionality and features. Recent updates, for example, make finding and replacing risky marketing phrases even easier and more comprehensive.

This drive towards constant improvement was a factor in Apex Compliance’s success as a finalist (Most Innovative Service, Technology, or Digital Solution Supporting the Nutraceutical Industry category) in this year’s Vitafoods Europe Startup Innovation Challenge.

“As an entrepreneur, my goal is to share our innovative approach with a global audience,” said Waldstein. “Being chosen as a finalist is an affirmation that companies worldwide can benefit from our offerings.

“The event also reminded me that the world is full of passionate and brilliant entrepreneurs, each with unique insights and experiences. Sharing the valuable lessons we've all learned along the way reinforces the idea that we are indeed stronger together.”