Founded in 1997, CEO Global Resources focused initially on providing marketing services and launched Servicefinders in 1999 to help company presidents find service providers. In 2000, the company launched GENI-Connects, a software-as-service customized networking platform with a multi-variable search engine. In 2003, the GENI-Connects service was discontinued and the company pivoted to focus on helping organizations launch new products, enter new markets or get new customers.