About Cavefish
Emotional intelligence
built in Wales,
deployed globally.
Cavefish is a Cardiff-based emotional AI company. EchoDepth is our flagship platform: a real-time emotional analysis engine built for high-stakes commercial and regulatory environments.
Our Mission
The world makes better decisions when it understands human emotion.
Financial services is built on trust. But trust — the real kind — has always involved reading people. EchoDepth doesn't replace human judgement. It gives human judgement a foundation.
We built EchoDepth to close the gap between what people say and what their physiology reveals — a gap that fraud exploits, that stress widens, and that consequential decisions are made across every day.
Our constraint is intentional: EchoDepth does not claim to detect lies. It measures the involuntary physiological markers that accompany stress, cognitive load and emotional state change. What humans do with that information is a matter of their process, their policy and their judgement. We build the instrument. We don't render the verdict.
Company timeline
Cavefish founded in Cardiff with a focus on emotional AI — applying affective computing to high-stakes commercial environments.
EchoDepth platform launched. First enterprise clients onboarded. Grant funding secured.
FCA Regulatory Sandbox entry. Two accelerator programmes. First fintech proof of concepts.
13 industry awards. API platform launch. Defence, insurance and sports verticals in active development.
Credentials
Validated by the
institutions that matter.
Infrastructure
Enterprise-grade.
Compliance-ready.
EchoDepth is built on ISO 9001 and Cyber Essentials certified infrastructure, designed for regulated and mission-critical environments.
Community & Ecosystem
Rooted in the Welsh
AI ecosystem.
Cavefish is an active contributor to the Welsh AI ecosystem — not just a product company, but an organisation committed to building the infrastructure for responsible AI adoption in Wales and beyond.
- AI Wales CIC — active member and programme contributor. AI Wales represents ~2,500 members across Wales.
- FTW (Foundry) — programme development for Welsh Government, including the Pathfinder AI adoption model.
- Welsh Government — engagement on AI adoption frameworks for SMEs and public sector organisations.
- Behavioural analytics background — the Cavefish team brings prior experience leading behavioural analytics across the EU, UK and US, including the Royal Mint and Assurant.
The Founder
Jonathan Prescott
Founder & CEO · Cavefish
Jonathan led digital performance and behavioural analytics teams across the EU, UK and US before founding Cavefish. He was Director of Digital at The Royal Mint and Director of Digital Performance at Assurant — a 0bn global insurance group — where he ran analytics programmes that required precise measurement of human response to financial products and communications.
EchoDepth came from a conviction formed in those roles: that financial services organisations are making consequential decisions about customers based on what customers say, when what they feel — their actual emotional and cognitive state — is the signal that determines whether those decisions are fair. He holds an MBA from Bayes Business School, a B.Eng in Computer Systems Engineering, and has lectured on AI strategy at NYU Stern School of Business. He is Strategy Director at AI Wales CIC.
Ethics & Responsible AI
We've thought harder
about the limits than the capabilities.
Emotional AI can be misused. We know this. Our approach to responsible deployment is not an afterthought — it is built into the product, the documentation and the commercial terms.
EchoDepth does not claim to detect deception. It measures physiological markers. This distinction is fundamental — and non-negotiable in all deployments.
EchoDepth outputs are advisory. No automated decision that affects an individual may be made solely on the basis of EchoDepth data. A qualified human must review and act.
Training across 6 countries and 14 cultures is not a marketing claim — it is a bias mitigation strategy. We will not deploy EchoDepth in contexts where demographic bias in the model could cause discriminatory outcomes.
No raw video is retained. No biometric data is stored. All outputs are anonymised scores and statistical summaries. GDPR compliance is structural, not procedural.