We're New Yorkers
Founded in New York City, Onyx Optimization is all about thinking globally but reaching locally.
We're all about change.
We’ve been helping organizations grow since 2013.
Founded by David Rothstein and Kenna Adams at age 14, Onyx began as a web development company serving small businesses. As we built websites, we noticed something interesting: some design choices consistently increased traffic, engagement, and sales.
That curiosity led us deeper. We expanded into SEO, social media, and digital marketing before realizing the real question wasn’t how people found products—it was why they chose them.
Over the next decade, we immersed ourselves in consumer behavior, product adoption, and brand growth. After supporting hundreds of launches, campaigns, and growth initiatives, we found our niche:
Helping organizations understand people, build momentum, and bring ideas to market.
Our Values
Be Kind
Founded on the values of kindness and integrity because we believe being kind is key to building strong relationships and creating positive impact.
Be Giving
We believe in improving the world around us and that means giving back to our communities through our Pro-Bono Programs. (learn more here)
Be Open
Founded on the idea to constantly learn and evolve, to be open to ideas, people, difference, and being challenged.
Be Different
We believe in the idea that those who think like others, do like others. We believe in embracing novel ideas and divergent thinking.
We’re All People People
We believe products don't win markets, people do so everything we do starts with understanding them – what they value, what motivates them, and what drives them to act, Whether we’re helping launch a new product, solve a consumer challenge, build a community, or design an experience, the answer is almost always found in human behavior.
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That’s why we spend less time chasing trends and more time asking better questions. We believe curiosity, empathy, and evidence create stronger brands, better experiences, and more meaningful growth.
Because at the end of the day, every purchase, recommendation, subscription, and interaction comes down to a person making a decision.
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Built on Trust
For more than a decade, our business has grown primarily through referrals.
Nearly 95% of our work comes from clients, partners, and colleagues recommending us to others. We believe that’s the strongest endorsement a company can receive.
We don’t measure success by presentations delivered or campaigns launched. We measure success by whether our clients trust us enough to bring us back, introduce us to their peers, and invite us into their next challenge.
That trust is something we work to earn every day.
We'd love to work with you, see how here.
