BOSTON - eTradeWire -- Visible Ventures, the venture capital firm backing founders who build better paths to health, wealth, and upward mobility for Gen Z and Gen Alpha, today announced that it has acquired dcdx, a leading Gen Z research and strategy firm. Together they will build a new kind of human intelligence company. It will pair continuous, first-hand listening to a community of more than 300,000 Gen Z and Gen Alpha youth with the speed and scale of AI, so brands, founders, and investors can understand the next generation as it changes. Terms were not disclosed.

Founded in 2020, dcdx helps brands understand and build stronger relationships with Gen Z at a time when culture is moving faster than ever. Its Gen Z-native research methods and its network of more than 300,000 Gen Zers have made it a trusted partner to Spotify, Google, TikTok, Snapchat, PepsiCo, Chipotle, L'Oréal, Eventbrite, Hinge, Crocs, YouTube, and Match Group. The Wall Street Journal, The New York Times, Business Insider, and Vogue have cited its research. In 2025, founder Andrew Roth was named to the Forbes 30 Under 30 list for Marketing & Advertising.

Priti Mehra joins dcdx as CEO. She was previously Global Head of Brand and Reputation Insights at Google and Managing Director of Kantar West Coast. Her experience building insights functions at global scale positions her to lead dcdx's next chapter: growing its community, expanding its client work, and developing new ways to combine human intelligence with AI to help organizations understand people and change.

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dcdx will keep its name, brand, and independent operations under Mehra's leadership. Client engagements and client data remain confidential and separate from Visible Ventures.

For Visible Ventures, the acquisition deepens a core part of its investment approach: listening closely to the generations reshaping the economy. The firm and its portfolio companies will gain independent insight into emerging behavior and a community to learn from and build with. dcdx's community members, in turn, will gain access to Visible Ventures' mission of expanding pathways to careers, financial security, and wellness.

"Gen Z and Gen Alpha are already shaping the economy. The companies that listen closely will build what's next," said Lori Cashman, Managing Partner of Visible Ventures. "dcdx has spent six years earning the trust of 300,000 young people. Our job now is to grow that community and give back to it, with real pathways to careers, financial security, and wellness."

"The more powerful AI becomes, the more valuable genuine human intelligence becomes. dcdx has something incredibly important at its core: an ongoing connection to the people shaping the next generation of culture and consumption. By combining that relationship with the speed and scale of AI, we can help brands understand not only what Gen Z is saying today, but what is changing underneath - the context, motivations and lived experiences behind their decisions," said Priti Mehra, CEO of dcdx.

Andrew Roth, who founded dcdx in 2020, will continue to support the company as a Board Advisor while he leads his new venture, Offline, as co-founder and CEO.

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"dcdx was born six years ago with the commitment to make the future human. To give Generation Z - my generation - and the ones to come, a future built for people as humans, not just users. Perhaps there is no more critical time in the history of our world than today to listen to the real, raw voices of those humans who make up our future. As new technologies threaten to disrupt the fabric of our society, and as we face that future with uncertainty, I believe it is not just our job - but our responsibility - to stay firmly rooted in what makes us who we are: our ability to open up, to listen, and to connect," said Roth.

About dcdx
dcdx is a Gen Z research and strategy firm, founded in 2020 and named for the rate of cultural change. Through its future human network of more than 300,000 Gen Zers and its Brand Magnetism® methodology, dcdx helps companies understand how young consumers discover, evaluate, and commit to brands. Its mission is to make the future human. Clients include Spotify, Google, TikTok, Snapchat, PepsiCo, L'Oréal, Chipotle, Eventbrite, and Hinge. dcdx publishes the annual Gen Z Screen Time Report and the quarterly Magnetic 100. Learn more at dcdx.co

About Visible Ventures
Visible Ventures backs founders building better paths to health, wealth, and upward mobility for Gen Z and Gen Alpha, the generations reshaping the economy. Its mission is to ensure the next generation has access to paychecks and purpose, financial security, and good health. When they thrive, the whole economy thrives, including our aging population. Visible Ventures backs founders whose lived experience calls them to build for unmet needs and overlooked audiences.