# One To Watch - Sequen on recursive ranking and endless personalisation > Source: > Published: 2026-09-23 07:59:40+00:00 *Welcome to The Stack’s One To Watch. Every week we pick out a notable startup and go deep on what they’re building, why they’re building it, and the trials behind it all.* At this point most people understand that the results on search engines and feeds on social media were brought to them by the “algorithm,” even if they couldn't define the term. Companies have built massive data science and machine learning teams to build even better algorithms, and AI has only made the drive for personalisation stronger. Sequen says it can do even better. Founded in 2024 by Zoe Weil and Mo Afshar, the ranking startup has grown to a staff of 21 and raised a $90 million Series B in September after finding a technology breakthrough with “Recursive Ranking Intelligence.” Weil spoke to *The Stack* about that breakthrough, why she’s not worried about competitors right now, and the endless possibilities of personalisation for human users.