Hidden Gems: Meet Theo Robinson of Sould App

Today we’d like to introduce you to Theo Robinson.

Hi Theo, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I’m the founder and CEO of the Sould App. After about 12 years in the tech world launching products for companies like Google, Hulu, and Meta, I decided to bring my passion project Sould to life. My connection to Black-owned businesses runs deep and is intensely personal, being both the Grandson and Husband of Black Small Business owners. I’ve seen firsthand the challenges these entrepreneurs confront, from difficulties in acquiring essential capital to traversing the widening racial wealth gap.

The stats are hard to ignore: Black people represent about 13.4% of the U.S. population, but only a fraction own businesses, and of those, about 4% make it past the 3.5-year mark. This reality hit close to home and made me realize that change wasn’t just necessary—it was urgent.

I also noticed an increase in corporations and consumers wanting to buy Black-owned during Black History Month or after moments of social injustice, but these revenue spikes were inconsistent and temporary and do not offer sustainable growth for the business owners.

After conducting surveys and reviewing data about consumer habits, I learned that most consumers do want to support black-owned businesses but haven’t found an easy way to do so. Which is where the idea for Sould. The Sould App provides a way to incentivize and reward consumers to buy Black-owned year round. It also supports the Black business owners with an opportunity to reach new consumers and scale their businesses in a sustainable way.

Since Sould’s inception, the response has been nothing short of unbelievable. We’ve connected countless customers with great Black-owned brands, such as Scotch Porter, Sienna Naturals, and Proudly, alongside an ever-growing list of over 50 small businesses.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Facing the challenge of being a non-technical founder has been quite the journey. With my roots in Product Design, I stepped into a whole new arena, launching an app without having a coding background. Every day is a new lesson. Whether it’s dealing with unexpected bugs, understanding user feedback, or navigating the ever-evolving tech landscape, there’s always something to keep you on your toes. But that’s also what keeps it exciting, right? You’re not just creating a product; you’re part of an ongoing process of growth, adaptation, and innovation. It’s humbling, to say the least, and also immensely rewarding to see something you’ve envisioned come to life and continue to evolve. This journey has not only taught me about app development but also about resilience, continuous learning, and staying passionate about your vision despite the challenges.

Appreciate you sharing that. What should we know about Sould App?
Sould is the first cash-back and affiliate network for Black-owned businesses. We provide customers with the ability to browse and discover new Black businesses and earn cash back and rewards for shopping with them. Sould is also a cash-effective option for Black-owned businesses by providing commission for sales to content creators and publishers, the businesses are able to cast a wider net with an audience that is in their target demographic.

The buying power in the Black community is over $1 trillion, but only a small fraction of that goes to Black-owned brands. At Sould, our mission is to change that by promoting the discovery and purchase of quality Black brands all year round, not just during special occasions.

In short, Sould isn’t just a marketplace but a community dedicated to sustaining and amplifying Black-owned businesses. We’re here to make every purchase count towards supporting economic diversity and empowerment.

Contact Info:

• Website: https://www.souldapp.com/
• Instagram: https://www.instagram.com/sould.app/
• Facebook: https://www.facebook.com/souldapp
• Linkedin: https://www.linkedin.com/company/sould-app/
• Other: https://www.tiktok.com/@sould.app

Image Credits
Theo Robinson