Some people have a knack for seeing patterns others miss. They can watch how a person scrolls, clicks, or lingers on a page and instantly know what caught their eye — and why. In marketing, that kind of insight isn’t just valuable, it’s rare. It’s the secret ingredient behind campaigns that don’t just reach people, but resonate deeply enough to make them stop, think, and act.
That rare instinct is exactly what Sarah Levinger, Founder and CEO of Tether Insights, has built her career on. She doesn’t just track numbers — she translates human behavior into strategies that work. From consulting leading e-commerce brands to building her own insights-driven company, Sarah has helped over 40 businesses move beyond shallow “vanity metrics” and instead focus on what truly drives customer decisions. Her approach blends psychology, empathy, and data, proving that when you understand emotion, you unlock results no algorithm alone can deliver.
Why Curiosity Was the Spark Behind Tether Insights?
Sarah began her career in traditional marketing, where she focused on drafting marketing campaigns, developing customer funnels, and overhauling websites to help small businesses strengthen their presence. While her work was straightforward, she had a strong passion for marketing and steadily gained clients through word of mouth.
However, her clients often asked if she could handle additional tasks beyond her current expertise. She would frequently say “yes,” even when she wasn’t entirely sure how to do them. This led her to spend her evenings learning and figuring things out, sometimes by visiting a real library to expand her skills.
Her journey took a pivotal turn when she discovered books on psychology and consumer behavior. This sparked a deep fascination, and over the following decade, she immersed herself in understanding how people think, feel, and make decisions—especially about what they buy.
In 2020, she began sharing these insights on Twitter, which helped build her reputation.
This passion eventually grew into Tether Insights, a company dedicated to helping brands understand the real reasons behind their customers’ purchases. The company creates messaging strategies that reduce advertising costs, boost campaign performance, and simplify scaling creative efforts.
Building a Better Way for Brands to Create and Grow
In the beginning, Sarah’s goal was clear and straightforward: “help brands stop guessing.”
She noticed that many marketing teams were simply following trends, copying competitors, or relying on gut feelings, and this was reflected in their advertising results.
Sarah aimed to help brands base their messaging on real human insights, and to do so without requiring advanced degrees or lengthy six-month research projects.
As time went on, that vision grew. “We realized we weren’t just improving creativity,” she explained, “we were building a repeatable system for generating, testing, and scaling the right ideas.”
Today, Tether Insights is about much more than insights alone. According to Sarah, “We’re building the infrastructure for creative clarity—something any brand or agency can plug into to get better results, without the chaos, burnout, or guesswork.”
Key Statistics and Milestones of Tether Insights
- 48% reduction in Customer Acquisition Cost (CAC) within 48 hours after new messaging rollout
- 3x increase in Conversion Rate (CVR) for brands using emotional insight frameworks
- Over $30 million in incremental revenue tracked following implementation
- 100+ ad tests launched utilizing identity-mapping tools
- Partnerships with 3 of the top 10 creative agencies in the United States
Turning Skepticism into Results
In the early stages, one of the main challenges was demonstrating the value of “insight.” Clients wanted tangible results such as hooks, copy, and content. They often did not fully understand why investing in emotional truth, behavioral mapping, or identity research would be beneficial.
To address this, Sarah shifted her approach from explaining to showing. She presented side-by-side ad tests where one version was created based on intuition, and the other was developed using genuine psychological insight. The difference in performance was striking. One of their earliest case studies achieved a 48% reduction in customer acquisition cost within 48 hours.
Sarah explains, “Once I had proof, I didn’t have to ‘sell’ the process anymore. The results did it for me.”
Innovation as a Daily Practice
Innovation is an integral part of how Tether Insights operates. The team consistently asks, “What is the real problem here? And what is a cleaner, simpler way to solve it?”
Many of its most effective tools began as internal experiments. An individual would create a rough prototype using platforms like Monday or Typeform, which would then be tested with clients and gradually developed further.
The team understands that they are not only permitted to challenge existing methods but are also expected to do so. When processes are “clunky or confusing,” they address and improve them quickly.
A Complete Path from Psychology to High-Performing Creative
Most creative agencies or research firms typically do one of two things:
They either create appealing content based on intuition or they provide a research report and say, “Good luck!”
Tether Insights takes a different approach. It offers a complete insight-to-creative process that begins with psychology and concludes with concrete ads, headlines, and marketing assets designed to perform effectively. Additionally, the company trains your team to apply this process independently, so you don’t have to rely on it indefinitely.
Moreover, Tether Insights has a strong focus on clarity. It doesn’t just uncover “interesting” insights; instead, it identifies useful ones and transforms them into testable, scalable creative systems that genuinely drive results.
What Clients Say?
Clients rave not just about Tether Insights, but about Sarah Levinger herself — praising her rare ability to blend psychology, empathy, and data into strategies that truly work. They credit her with helping them cut ad costs, boost engagement, and see their customers in a completely new light. Many say Sarah’s approach has moved them beyond chasing “vanity metrics,” giving them clarity and results that last.
“I’ve always followed Sarah’s advice, resulting in a -64% CPA in some ad accounts! ~ Paolo Santanicchia, Meta Ads Specialist
“If I’m ever in a creative rut. And there’s only one way to get out of it. I contact Sarah Levinger” ~ Ash Melwani, Co-Founder & CMO, Obvi
At Original Grain, we sell men’s watches, but over 50% of our customers are women—buying gifts for the men in their lives. With Sarah Levinger’s help, we’ve crafted messaging that speaks to both the gift buyer and the recipient, addressing their emotional needs. Don’t forget to focus on the buyer, not just the recipient!” ~ Nate Lagos, VP Marketing, Original Grain
It’s clear from stories like these that Sarah isn’t just offering advice — she’s changing the way brands think, create, and connect with their audiences. Whether it’s cutting costs, sparking fresh ideas, or shaping messages that truly land, she leaves a lasting mark on every team she works with. For many, partnering with Sarah isn’t just a game-changer — it’s the moment everything starts to click.
Platforms for Marketing Insights and Community
Apart from being the leader of Tether Insights, Sarah is also the host of the podcast “Brain Driven Brands.” Alongside her co-host, Nate Lagos, she explores the neuromarketing strategies behind today’s nine-figure brands. Each episode explains psychological techniques that help reduce costs, increase sales, and encourage customers to return. It is highly recommended for anyone seeking practical, science-based methods to succeed in digital marketing.
In addition, Sarah shares her knowledge, marketing insights, and behind-the-scenes experiences on her official YouTube channel. Through this platform, she builds a community of marketers and brand builders focused on understanding the true factors that drive customer engagement.
Expanding with Licensing and AI-Powered Tools
Currently, Tether Insights is expanding the licensing aspect of its business. The company is training high-growth agencies to implement the complete TetherOS system across its creative teams and client accounts.
In addition, it is developing AI-powered tools designed to help teams automatically evaluate and prioritize messaging ideas based on emotional impact and behavioral indicators.
As Sarah describes it, this approach means “less guessing, more winning. Faster.”
Adapting to the Future
Tether Insights is preparing for three major changes in the industry:
First, AI is transforming the ways people search, shop, and make decisions. Traditional marketing funnels are disappearing, requiring messaging to adapt across answer engines, social media, and emerging interfaces.
Second, creative work will become operational. Currently, advertising creative is often viewed as a form of art or “magic.” In the near future, it will be managed like engineering—systematically, repeatably, and with measurable results.
Third, psychology will become essential. Sarah states, “The brands that understand human behavior will outperform those chasing trends. Period.”
Tether Insights is already designed for this growing environment, with its entire system based on human behavior rather than specific platforms.
Empowerment Through Trust and Transparency
For Sarah, empowerment means providing individuals with the tools, permission, and clear direction to create work they can be proud of.
Within Tether, this approach is reflected by:
- Hiring people based on their curiosity and their ability to take ownership of their work
- Developing systems that employees can manage independently without the need for micromanagement
- Freely sharing knowledge to help other teams grow as well
Beyond the company, Sarah practices transparency by openly sharing challenges, offering frameworks freely, and responding to direct messages. As she puts it, “You don’t empower people by gatekeeping.”
Leading with Systems, Honesty, and Curiosity
Sarah’s daily decision-making is guided by a clear set of leadership principles:
- She values clarity over cleverness, believing that if a message is not clear, it will fail to achieve its purpose.
- She prioritizes systems over individual talent, understanding that successful teams are built through consistent and repeatable processes rather than relying on exceptional employees.
- She emphasizes honesty over performance, encouraging openness even when the truth is difficult or uncomfortable to express.
Additionally, Sarah believes in hiring individuals who are naturally curious and then allowing them the freedom to work independently.
Breaking the Hard-Edged Leadership Myth
Early in her career, she assumed she had to model herself after the most dominant styles she saw around her. Over time, she discovered that the most effective approach wasn’t about copying a type at all—it was about leaning into her own strengths.
By prioritizing emotional intelligence, clear communication, and the ability to simplify complex ideas, she found a leadership style that was not only more natural but also far more impactful.
Sarah also shared that “being underestimated is kind of a superpower.” This underestimation provides the opportunity to surprise others through the depth of her thinking and the excellence of her execution.
Daily Rituals That Keep Work and Life in Balance
Sarah Levinger acknowledges that she does not always get it right, admitting there are days when she is “just barely keeping a smile on [her] face.” However, she has learned to treat mental clarity with the same importance as strategy—not as a luxury, but as a necessity.
She believes that “if I’m not clear, the business isn’t either.” To support this, she sets aside dedicated time each week that is completely off limits to others—no calls, no Slack messages, no content creation—just time for reflection and thinking. This, she explains, is when the best ideas emerge, not while rushing between tasks, but when there is genuine space to breathe.
Sarah Levinger also establishes daily rituals to mark the beginning and end of her workday. Once her children are at school and her workout is completed, she fully focuses on work and is highly productive during those hours. Conversely, at 5 PM she stops working, regardless of any remaining tasks, allowing herself to enjoy life outside of the office.
She notes that “those tiny cues keep me from living in a 24/7 startup blur.” Some weeks require intense effort, while others are for recovery. The key, she says, is “knowing which season you’re in and not trying to be in all of them at once.”
Advice from Sarah for Emerging Leaders in Tech
Sarah Levinger advises emerging leaders, particularly women aiming to create impactful technology ventures, to “not try to blend in.” Instead, she encourages building something based on unique insights that others may overlook.
She recommends starting with limited resources, engaging directly with real customers, and sharing ideas openly. According to her, “You don’t need a massive team or VC funding to make an impact; you just need something useful and the systems to deliver it.” She emphasizes that every perspective is valuable and deserves to be heard.
Finally, Sarah Levinger believes in supporting others once success is achieved. She suggests that if you encounter other emerging leaders eager for opportunities, you should assist them in gaining visibility, as “reciprocity goes a long way.”
Open Letter to Aspiring Professionals, Entrepreneurs, and Future Leaders
Dear Reader,
No one is going to pick you—you have to pick yourself.
Don’t wait until you feel completely ready, because that perfect feeling is very hard to create on demand.
Instead, show yourself that it is okay to start messy. It’s okay to share what you’re learning. It’s okay to listen when you want and to speak up when you want. Most importantly, keep going, even during the quiet moments when it seems like no one is paying attention to what you have to say.
Remember, there is always someone out there watching, listening, and appreciating the light that comes from what you do and who you are.
Also, protect your unusual ideas—they are often the ones that lead to success.
With best wishes,
Sarah Levinger, Founder and CEO
Tether Insights
5 Key Takeaways from the Story of Sarah Levinger
1. The Power of Psychology in Business.
Sarah Levinger built her company, Tether Insights, by focusing on a simple but often overlooked idea: understanding human psychology. Instead of just tracking numbers, she learned to read people’s behaviors to figure out why they make certain choices. This approach allows brands to create messages that truly connect with customers on an emotional level, leading to much better results than following trends or guesswork.
2. Turn Skepticism into Success with Proof.
When Sarah first started, many clients didn’t understand the value of focusing on “insight” and psychology. To win them over, she didn’t just explain her process; she showed them the results. By running side-by-side ad tests, she proved that her method could dramatically improve performance, like reducing customer acquisition costs by nearly 50% in just two days. The results spoke for themselves.
3. Build Systems, Not Just Ideas.
Tether Insights moved beyond simply providing good ideas and instead created a “repeatable system” for generating and scaling successful creative work. Sarah Levinger believes in prioritizing systems over individual talent, because a solid process allows a team to consistently produce great results without relying on a single “genius.” This systematic approach ensures success is repeatable and measurable.
4. Leadership Doesn’t Have to Be Hard-Edged.
Sarah Levinger broke the mold of traditional, “hard-edged” leadership. She found that her own style, which emphasizes emotional intelligence, empathy, and clear communication, was far more effective. She believes in hiring curious people and giving them the freedom to take ownership of their work, creating an environment built on trust and transparency.
5. You Have to Pick Yourself.
In her open letter, Sarah shares a powerful message for aspiring professionals: “No one is going to pick you — you have to pick yourself.” She encourages people to start messy, share their ideas, and keep going even when it feels like no one is watching. Her advice is a reminder that you don’t need a massive team or a huge budget to make an impact; you just need to believe in your unique perspective and get started.
