[2][3][4] It describes itself as operating a "Responsive Acquisition Marketing Platform", and cites privacy as one of its principal foci, although it has been criticized for its influence on privacy-focused properties, including search engine Startpage.com.

[7] Michael Blend and Chuck Ursini founded the company in Venice Beach, California, in 2013.

[2][3] System1’s subsidiary, digital media publisher HowStuffWorks, also spun out as an independent podcast network in 2017.

[12] In February 2020, System1 acquired Waterfox; concern about the acquisition, as well as secrecy surrounding it, was expressed by the public.

[20][21] In March 2022, System1 purchased online coupon provider CouponFollow in a deal worth up to $110 million.