RapLeaf was founded in San Francisco by Auren Hoffman and Manish Shah in March 2005. In May 2006 the Founders Fund led a seed round of about $1 million, including angel investors such as Peter Thiel and Ron Conway. In June 2007 a second round included Founders Fund, Rembrandt Venture Partners and included Conway.
The company's first product was a meta-reputation system that allows users to create reviews and ratings of consumer transactions, which they then contribute to multiple e-commerce websites. On January 26, 2007, Rapleaf released Upscoop, a service that allowed users to search for and manage their contacts by email address across multiple social networking sites.
In 2012, Rapleaf began selling segmented data tied to email addresses for marketers to personalize email communications. Around September 2012 the company moved its headquarters from San Francisco to Chicago, and Phil Davis became chief executive, replacing Hoffman.