Executive Summary
Banu Guler is the Founder and CEO of Co–Star, a prominent astrology technology company headquartered in New York. Since founding Co–Star in October 2017, Guler has positioned the firm as the market-leading, hyper-personalized, AI-driven astrology app, recording major adoption metrics such as 30 million registered accounts and approximately 800,000 monthly active users (as of 2023, per data.ai). Her background uniquely blends senior experience in product, design, and technology from the fashion and art sectors with a cross-cultural upbringing that bridges scientific rigor and ancestral divination practices.
Professional Background
Education
- New York University (NYU)
- Field of Study: Psychology
Previous Experience
- Director of Product + Design, VFILES
- Lead and contributory design/product roles at major fashion and lifestyle brands:
- Michael Kors
- Alex & Ani
- Eugenia Kim
- Ann Taylor
- LOFT
- Diane von Furstenberg (DVF)
- Artnet Insights
- Art Resources Transfer
- New School
Guler’s portfolio demonstrates depth in building immersive, consumer-facing tech experiences for globally recognized brands before pivoting to entrepreneurship in the digital astrology space.
Co–Star: Company Overview & Performance
- Founded: October 2017
- Headquarters: Manhattan, New York
- Core Product: Co–Star Astrology App (iOS and Android)
- Unique Selling Proposition:
- Delivers hyper-personalized, real-time horoscopes powered by data from NASA’s Jet Propulsion Laboratory.
- Integrates cutting-edge natural language AI and a proprietary database of astrological interpretations, curated by a cross-disciplinary team of poets, astrologers, and technologists.
- Designed as a social, community-driven experience rather than a generic horoscope app.
- Technological Innovation:
- Among the first in the astrology sector to leverage artificial intelligence (AI) and partner with OpenAI for generative language models.
- In 2023, introduced the “Ask the stars” chatbot, an AI-powered feature offering users personalized astrology-based guidance for a micro-fee, enhancing stickiness and monetization.
- Adoption & Market Impact:
- As of 2023, 30 million registered accounts with ~800,000 monthly active users.
- Fastest-growing segment: Young adults (notably, was downloaded by 20% of US youth by 2020).
- Consistent press coverage and accolades from publications including the New York Times, Financial Times, Vogue, Vanity Fair, The Verge, Buzzfeed.
- Repeatedly highlighted for its “minimalist, genderless, slick, and of-the-moment” design and the integration of tech with ancient reflection practices.
- Recognized for fueling a resurgence in popular interest in astrology among millennials and Gen Z.
Leadership Style & Vision
- Guler’s leadership at Co–Star reflects both humanistic and data-driven sensibilities. She blends “scientific pragmatism” with deep respect for traditional forms of divination in both product vision and company culture.
- She is vocal about making astrology accessible and relevant for contemporary audiences, with a focus on reflection, connection, and validation of personal experience through data-driven insights.
- Emphasizes ethics in AI deployment, implementing safeguards such as limits on chatbot conversations, question rejection protocols, and internal monitoring of user behavior to mitigate risk and encourage healthy engagement.
- Noted for leveraging her multicultural background (child of Pakistani and Turkish immigrants) to inform both product development and marketing narratives.
Product and Brand Reputation
- Co–Star is known for its direct, sometimes irreverent tone, which distinguishes its messaging within the digital self-help space.
- The app routinely integrates new features that blend personalization, technology, and pop subcultures to maintain user engagement.
- Endorsements and testimonials from high-profile individuals (e.g., musician Phoebe Bridgers) and repeated coverage in mainstream cultural outlets underscore strong brand resonance.
- The phrase “the app to beat” and “cult following” are attached to Co–Star by respected media, highlighting both its social penetration and position within its competitive set.
Team & Organizational Structure
- Banu Guler sets strategic direction as CEO and Founder, backed by a diverse, specialized leadership and engineering team:
- COO: Nicole Ivey (Yale/Harvard graduate, extensive leadership and education technology experience)
- Heads of Content, Brand, Strategy, Engineering, and Data Science lead a multidisciplinary team reflecting the brand’s blend of technology, creative writing, and astrology expertise.
- The employee value proposition is centered on hacking tech, culture, and consciousness to foster collectivity and reflection.
Public Persona & Communication
- Active on major social media platforms (Instagram: @banu__guler; Twitter/X), carving out a public persona as both relatable and authoritative in the astrology-tech intersection.
- Frequently interviewed and featured on podcasts, in press, and at industry events.
- Guler highlights her personal identity as a Scorpio (with rising Cancer and moon in Leo), which ties her own brand closely to her product’s core audience and theme.
Strategic & Actionable Insights
- Open to New Technology & Partnership: Guler’s early adoption of OpenAI models and openness to new tech partnerships signals receptivity to innovative B2B SaaS, AI, analytics tools, or media collaborations.
- Values Differentiated, Human-Centric Solutions: Any value proposition presented to her or Co–Star should highlight customization, user insight, and engagement together with strong technical rigor or ethical controls.
- Emphasis on Brand & Community: She prioritizes experiences that drive both personal reflection and collective social interaction. Solutions that enhance community features, retention, or content personalization are likely to align with strategic priorities.
- Mature, Multi-Platform User Base: Co–Star’s large, engaged, and demographically broad user base makes it a prime candidate for platform integrations, cross-promotional partnerships, or advanced analytics offerings.
- Design Appreciation: Given Guler’s background and Co–Star’s critical acclaim for design, she is likely to respond positively to products and services emphasizing best-in-class UX/UI or design-driven functionality.
Key Identifiers
| Full Name | Banu Guler |
|-----------------|-----------------------------|
| Role | Founder & CEO |
| Company | Co–Star Astrology |
| LinkedIn | [banuguler](http://www.linkedin.com/in/banuguler) |
| Education | New York University (Psychology) |
| Location | New York City (HQ: Manhattan)|
| Heritage | Pakistani and Turkish descent|
| Public Social | Instagram: [@banu__guler](https://www.instagram.com/banu__guler/?hl=en)
Twitter/X: [@banu__guler](https://x.com/banu__guler) |
Banu Guler is a recognized leader at the intersection of technology, consumer engagement, and contemporary spirituality, driving Co–Star’s rapid growth and sustained relevance among digitally native audiences. Approaches to her or her organization should emphasize innovation, personalization, design, and tech-enabled scale, aligning with her proven track record of turning visionary consumer tech into mainstream cultural phenomena.
