Updated November 2026
Replay review: what it pays and who is behind it
Replay licenses operating companies' historical records to AI labs for upfront cash plus a perpetual revenue share, and shows $10K-$100K for 20-50 employees, $100K-$1M for 50-250 and $1,000,000+ for 250+. Replay is run by the people behind Sunset, the startup wind-down service. Its pages name three different legal entities.1,2,3,4
It tells sellers "This is a license, not a sale", and tells AI buyers it holds "the full rights and titles to license it onward".5,6
Its terms, privacy policy and footer name three different entities, and no page says which one signs a data license.4
Its homepage says any industry, its referral page says 20+ employees, and its form accepts 1 to 9 people.7
Key facts
Replay in its own words and others'
| Fact | Value and source |
|---|---|
| Replay: pay by headcount | $10K-$100K for 20-50 employees; $100K-$1M for 50-250; $1,000,000+ for 250+, under the heading "What companies your size get paid" |
| Replay: deal structure | Typically upfront cash plus a perpetual revenue share; the share rate is not published; new data can keep paying |
| Replay: who it takes | Homepage: any industry, the one requirement being a record of how the work happened. Referral page: 20+ full-time employees, English-language operations, US preferred. Valuation form: accepts 1 to 9 people and under 2 years |
| Replay and Sunset | Every replay.ai footer reads "Sunsets HQ Corp."; its Founder and CEO letter says "I started one called Sunset" and "So we built Replay"; its job listings run through the Sunset board on Ashby |
| Replay company details | Terms name Replay Data, LLC, a Delaware LLC at 45 Main Street, Suite 502, Brooklyn, NY 11201; the privacy policy names Replay Data, Inc., a Delaware corporation; the footer on both names Sunsets HQ Corp. |
| Replay referral program | $10,000 or 10% of the company's upfront licensing fee, whichever is greater; one-time per company, no cap on referrals, paid the day the company's upfront fee lands, on top of what it receives |
How much does it pay?
Replay's pay bands run by headcount
Replay lists $10K-$100K for 20-50 employees, $100K-$1M for 50-250 and $1,000,000+ for 250+, under the heading "What companies your size get paid". Replay says headcount is a proxy and that age, industry, apps and volume also count. In our view the bands read as outcomes, and no completed deal is named.2
Offers are typically upfront cash plus a perpetual revenue share, and new data can keep paying. The share rate is not published, and "Millions" paid to businesses comes with no exact figure.1,8
Who is behind it?
Replay and Sunset share a founder
Replay is run by the people behind Sunset: every replay.ai footer reads "Sunsets HQ Corp.", its Founder and CEO writes "I started one called Sunset" and "So we built Replay", and its job listings run through the Sunset board on Ashby. replay.ai names no founder. Design agency Pixel Up Labs, which worked for Replay, names Brendan Mahony, and Sunset names him as its founder and CEO.3,9,10
Replay and Sunset describe different deals. Sunset's blog says it buys datasets outright from wound-down companies; Replay says it licenses, and ownership stays with you. Replay's valuation form also asks whether the business is still operating, so ask which deal you are being offered.11,5,7
Where its pages disagree
Replay's pages disagree on rights and on who you sign with
Replay tells sellers "This is a license, not a sale", and tells AI buyers it holds "the full rights and titles to license it onward". Its homepage also says your data is "only sold" to AI and data labs. Get the wording reconciled in your agreement.5,6
A sample license on Replay's buyer page shows a perpetual term, while its data privacy page ties deletion on request to a seller who does not continue. In our view, ask what deletion means once a license is live.12,5
Replay's terms name Replay Data, LLC, its privacy policy names Replay Data, Inc., and the footer on both names Sunsets HQ Corp. No page says which entity signs a data license.4
Do we qualify?
Replay sets three different bars
Replay's homepage says any industry with a record of how the work happened; its referral page says 20+ full-time employees, English-language operations, US preferred; and its valuation form accepts 1 to 9 people and under 2 years. Plan on the 20+ rule, since its pay bands start there.7,2
Replay takes code and commits, decision threads, financial records, support history, product logs, CRM, sales conversations, internal docs and analytics.13
What happens to the files?
How Replay handles your records
Replay does the export and removes identifiers across 60+ categories in an isolated environment per engagement, and says raw data never leaves the pipeline. It puts your time at 120 minutes. Replay says data goes only to AI and data labs, never to foreign adversaries, and is not resold through brokers.14,15
Replay asks you to represent that the data is yours to license, and says it caps your exposure to the fees paid. Ask to see that cap in the agreement.16
Referrals
Replay's referral program
Replay pays $10,000 or 10% of a company's upfront licensing fee, whichever is greater, for a referral. Replay says it is one-time per company and paid on top of what the company receives, the day its upfront fee lands.17
Process
How it works with each buyer
In each buyer's own words. Where a buyer publishes nothing, we say so.
Replay
- Historical operating data: code and commits, decision threads, financial records, support history, product logs, CRM, sales conversations, internal docs and analytics13
- Homepage: any industry, the one requirement being a record of how the work happened. Referral page: 20+ full-time employees, English-language operations, US preferred. Valuation form: accepts 1 to 9 people and under 2 years7
- $10K-$100K for 20-50 employees; $100K-$1M for 50-250; $1,000,000+ for 250+, under the heading "What companies your size get paid"2
- Typically upfront cash plus a perpetual revenue share; the share rate is not published; new data can keep paying1
- Replay does the export and removes identifiers across 60+ categories, in an isolated environment per engagement; raw data never leaves the pipeline; 120 minutes of your time14
- Not published
Check first
How to check Replay, or any buyer
The same checks for every company we profile. We state facts; you decide.
- 1.Find the company behind the ad: a legal name, a registered address and named people.
- 2.Ask for a written offer and a sample agreement before you send any data.
- 3.Ask who removes personal data, by what method, and approve it before anything is exported.
- 4.Ask which AI labs will receive the data, and whether you will be told.
- 5.Ask how they are paid: by you, by the buyer, or from a share of your deal.
- 6.Get terms from at least one other buyer before you answer.
Reader reviews
What people who worked with Replay say
7.1/10
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FAQ
Questions, answered with sources
Replay says 120 minutes of your time, because it does the export and removes identifiers itself.14
Replay does not publish the rate. It says offers are typically upfront cash plus a perpetual revenue share.1
Every business is different, so this one is best talked through with the buyer you're working with. Their team goes over it with you before anything is signed.
Before you sign
Questions to talk through with your buyer
Every business is different, so these are best talked through with the buyer you're working with. Their team goes over them with you before anything is signed.
Questions for this kind of business
- Which entity signs our data license: Replay Data, LLC, Replay Data, Inc. or Sunsets HQ Corp.?
- How does "the full rights and titles to license it onward" fit with a license where nothing is transferred?
- What does deletion on request mean once a perpetual license to a buyer is live?
- Who owns this data: the company, an estate, or someone else?
- Do customer, supplier or platform contracts, NDAs or API terms restrict this?
Questions for any buyer
- Is the license exclusive, and for how long?
- Can you sublicense the data, and to whom?
- Which AI labs will receive it, and will you tell us?
- How long do you keep it, and how is it deleted?
- What is your liability cap, and who indemnifies whom?
- Will the contract ban re-identification of people in the data?
- Who removes personal data, by what method, and do we approve it first?