About Yellow Tokens | Turning Feedback into Action

Why Yellow Tokens exists

Companies generate massive volumes of customer feedback every day across digital platforms, yet most of this information remains fragmented, unstructured and underutilized.

Yellow Tokens was created to bridge this gap by consolidating spontaneous feedback from multiple public sources and transforming it into actionable insights, competitive benchmarks and decision-ready intelligence for marketing, operations, customer experience, product management, market research and leadership.

Creating a new category

Yellow Tokens is not a traditional social listening tool, nor a conventional customer experience (CX) platform.

Through years of practical work with brands, markets and consumer data, we identified the need for a new business category focused exclusively on spontaneous, public and unsolicited feedback.

This led to the creation of the Spontaneous Feedback Intelligence & Action (SFIA) category — a new approach that combines intelligence, benchmarking and structured action planning based on real-world consumer feedback.

Founders & leadership

Ricardo Pomeranz — Chief Technology Officer (CTO)

Ricardo Pomeranz brings decades of global leadership experience at the intersection of digital marketing, data, technology and customer experience. He served as President of RAPP Brazil and later as Global Chief Digital Officer at RAPP Worldwide, part of the Omnicom Group , one of the world’s largest marketing and communications networks.

Throughout his career, Ricardo led digital transformation initiatives for large organizations, working with data-driven strategies, customer intelligence, analytics and enterprise-scale technology.

His academic background includes a Master’s degree from Cornell University in computer graphics, providing a strong technical foundation that complements his executive experience.

Ricardo’s professional trajectory directly shaped the conceptual and analytical foundations of Yellow Tokens, including the definition of the Spontaneous Feedback Intelligence & Action (SFIA) category and the development of the proprietary methodology that powers the platform.

Official interview on RAPP.com PR Newswire / UOL press release LinkedIn profile

Bruno Pomeranz — Chief Executive Officer (CEO)

Bruno Pomeranz is an entrepreneur focused on building data-driven SaaS products and transforming complex information into scalable software. At Yellow Tokens, he leads product strategy, technology execution and go-to-market initiatives.

Before founding Yellow Tokens, Bruno worked in digital marketing, analytics and business intelligence, including leadership roles at Inroots, where he led data-driven initiatives for technology-oriented audiences.

Bruno is responsible for translating the SFIA category into practical software solutions, dashboards and workflows that enable companies to turn spontaneous feedback into decision-ready intelligence and structured action plans.

LinkedIn profile

From category to methodology

Operating within the SFIA category requires more than data collection. It demands a structured, repeatable and decision-oriented analytical model.

Yellow Tokens applies a proprietary methodology that transforms spontaneous feedback into structured intelligence, competitive benchmarks and actionable plans, including PDCA-based workflows.

Learn more about our analytical approach on the Methodology page.

Transparency and trust

Yellow Tokens operates exclusively with public, spontaneous and unsolicited customer feedback. We do not modify, fabricate or solicit reviews.

Our platform is designed to provide companies with a clear, honest and responsible view of how they are perceived by consumers, supporting continuous improvement and informed decision-making.