Worth noting: Seattle tech vets tackle Google Alerts with Alertmouse, a startup to track who’s talking about you

Worth noting: Seattle tech vets tackle Google Alerts with Alertmouse, a startup to track who’s talking about you

By Kurt Schlosser | Published: 2025-10-29 15:20:00 | Source: GeekWire

Three veteran entrepreneurs have joined forces to create a new startup in Seattle — and any mention of the company online will likely be traced back to what they’re building.

alert Creates email alerts for people and brands who want to know what’s being said about them – or anything else they care about – online. The goal is to provide a better offering than other monitoring tools, most notably Google Alerts, which Alertmouse described as “so bad they may not even exist.”

The startup was created by co-founders Rand Fishkin (Spark Toro, Studio Snack Bar), Adam Doublet (Urbanspoon, Dwellable), and Nathan Craig (AI chart, fresh chalk).

Fishkin, the CEO, posted about Alertmouse on LinkedIn this week, saying that although the side project has turned into a full-fledged business, he won’t be leaving his other two jobs.

“It doesn’t take up a lot of my time, but it’s been really fun to build this thing that I desperately needed,” Fishkin said in a video on his post, before listing his complaints about Google Alerts, including how it “doesn’t catch everything you want, sends you useless alerts” and more.

Fishkin said tracking his or his companies’ mentions, whether it’s in a news article or a Reddit thread, allows him to monitor what’s being said and intervene if necessary to respond.

Alertmouse says it searches the index of websites and accessible pages two or three times a day for a unique string of words/phrases/rules entered by the user. An email is sent with the pages it contains.

“It’s not rocket science, but it takes a lot of smart programming, testing, and iteration to provide a good alert service,” the company says in its FAQ.

In an interview with GeekWire this week, Fishkin said there are enterprise tracking tools that do what Alertmouse does, such as Mentioned, Hootsuite and Brandwatch, but they can be expensive.

“Google Alerts was this free alternative for a long time, but sometime in the last decade, and maybe even before that, it stopped sending me anything decent,” he said. “I have no idea what they’re doing under the hood. I suspect it’s an old product that no one keeps anymore, but I can’t tell you what’s really going on.”

On a website full of corny puns, there’s Alertmouse Four pricing levelsincluding Nibble (free), Slice ($120 per year), Wedge ($600 per year), and Wheel ($1,200 per year).

Alertmouse attracted 1,000 registrations in its first few hours of going live, and Fishkin credits the website’s fun interface and language, and the fact that it’s easy to use.

“We wanted to create a brand that no one could confuse with artificial intelligence,” Fishkin laughed. “This is not an AI company. There will be no venture capital, no AI under the hood. It’s just simple, straightforward, fun, cheerful humans.”

Fishkin, an SEO expert who founded and led Moz, a Seattle-based maker of marketing software tools, co-founded SparkToro in 2018. The audience research tool helps marketers and others understand their target audiences. He raised $2.15 million last year for his new independent video game studio, Snackbar Studio.

Doppelt and Kriege previously worked at vacation rental startup Dwellable (which was sold to HomeAway in 2015), local career recommendations site Fresh Chalk, and task management company Blueprint AI together. Last year they teamed up to create a resource website with everything you need to know about smoke detectors.

Fishkin and Doppelt are also part of a dedicated group of “Dungeons & Dragons” players.

Alertmouse says the startup has no plans to hire. But that could change after a morning in which a lot of people were emailing questions.

“If things continue like this, we may have to get someone involved,” Fishkin said.

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