Rewind AI
The business, the turning points, and the decisions behind them.
Some sections are still being researched1 / 4
Sections to complete：02
01 / WHAT IT BUILT
What the company did
Rewind AI was a San Francisco-based personal-productivity AI company founded in 2020 by Dan Siroker (co-founder of Optimizely) and Brett Bejcek. Its flagship product was a macOS app promising 'perfect memory': it continuously recorded and indexed everything users saw, said or heard on their computer, making past screens, audio and meetings searchable. In March 2023 it launched 'Ask Rewind' — 'ChatGPT for me' — which went viral. Backed by Andreessen Horowitz and NEA, the company raised $30 million at a $350 million valuation. In 2024 it rebranded to Limitless and pivoted to a wearable, the Limitless Pendant, which recorded and transcribed real-world conversations.
02 / FAILURE REASONS
Material for this section is being gathered and checked. It will appear here once ready.
03 / EVENT HISTORY
Events in the structured record
- Founded
Dan Siroker and Brett Bejcek founded Rewind AI to give humans 'perfect memory' via computer capture.
- Ask Rewind
Rewind launched Ask Rewind, a GPT-4 assistant answering questions about the user's recorded history; it went viral.
- Rebrand to Limitless
The company rebranded to Limitless and shifted to a cloud service plus the Limitless Pendant wearable.
- Meta acquisition
Meta acquired Limitless; the original Rewind screen and audio capture was disabled on December 19, 2025.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
Material for this section is being gathered and checked. It will appear here once ready.
Overall assessment: Not completed
05 / CAUSAL CHAIN
How the factors connect
- 01
Meta acquired Limitless (formerly Rewind) in December 2025.
- 02
Pendant sales to new customers ceased, with existing Pendant customers supported for at least another year, while the original Rewind desktop capture product was sunset — its recording was disabled on December 19, 2025, and subscriptions discontinued.
- 03
No failure causes were reported — the product was wound down as part of the acquisition, not as an independent failure.