MarketFrame (@marketframe)

In depth: MarketFrame: News Sentiment Tracking for the Companies You Follow, Currently Being Rebuilt

Written from MarketFrame's own profile data — claims, answers and testimonials — in a measured human voice via ScriptGrain · last written 2026-09-30

Anyone who has tried to keep tabs on a competitor through the news knows the routine. Open a dozen tabs, skim the headlines, form a gut feeling about whether the coverage is turning sour, and then forget most of it by Friday. It's a method that works right up until someone asks you to prove it.

MarketFrame exists to replace that routine with something measurable. It is part of Adapt Progress Evolve Limited, it is based in the United Kingdom, and at the moment it is in an unusual position: the product is being rebuilt, new sign-ups are paused, and there is no pricing. That is the headline. The rest of this piece is the picture behind it.

What MarketFrame Does

The platform collects news coverage about the companies a user chooses to follow, then scores each article as positive, neutral or negative. Each score comes with a confidence figure, so a reader can tell the difference between a clear-cut verdict and a borderline one. That last detail matters more than it sounds. A sentiment label on its own is basically a shrug with a number attached; a label plus a confidence score tells you how much weight to put on it.

Three things sit under that description: news sentiment analysis, company coverage tracking, and sentiment research reports. The first is the scoring itself. The second is the act of following a set of companies and gathering what is written about them. The third is the written output, the reports that turn a pile of scored articles into something a team can read and act on.

How It Works

Here's how it actually works, stripped back. A user follows a company. MarketFrame gathers the coverage. Each article is scored. Then the scores are kept.

That final step is the interesting one. Because sentiment scores are stored over time, a shift in how a company is covered becomes something you can actually measure, rather than something you vaguely sense. A run of mildly negative articles that would slip past a human skimming headlines shows up as a trend. And because every company is scored on the same scale, one can be compared with another, which is where the practical value sits. Saying a rival "seems to be getting a rough ride" is an opinion. Showing that its coverage has moved while yours hasn't is a finding.

Earlier descriptions of MarketFrame placed it as a broader competitive intelligence platform, watching competitors across several channels and using an AI layer to score news and summarise articles. The current direction is narrower. The rebuild is organised around one question: what does the news say about the companies you care about, and what is the sentiment behind it?

Who It Is For

The intended audience is product, marketing, sales and strategy teams, specifically those who need to track what competitors are doing without assembling the picture by hand. Picture a strategy lead at a mid-sized software firm who is asked, every quarter, how a main rival is being perceived. Without a tool, the answer is an afternoon of reading and a slide built on instinct. With scored, dated coverage, the answer is a comparison.

The pitch isn't that the tool thinks for those teams. It's that it does the gathering and the scoring, the tedious part, and leaves the interpretation where it belongs.

Where Things Stand

Since 28 September 2026, new sign-ups have been paused while MarketFrame is rebuilt. Existing accounts can still sign in, so people who already use the platform haven't been locked out. The previous plans have been withdrawn, and pricing for the new version has not been set. Nobody outside the company can say yet what it will cost, or when it will reopen, because neither has been decided.

So can you sign up? Not yet. The route MarketFrame offers instead is a waitlist, for anyone who wants to hear when access opens. There is no promised date attached to it, which is worth sitting with: a waitlist without a launch date is an honest admission that the work isn't finished.

What the Record Shows

It would be easy to dress up a paused product with big claims, and MarketFrame's public profile doesn't. What it does show is narrow and checkable. It scores news coverage. It attaches confidence to the scores. It keeps them over time. It compares companies on a common scale. It also reports sentiment research, and it has stopped taking new customers while it rebuilds.

That is a short list, but each item is concrete. For a team that has spent years reading competitors' headlines by hand, a tool that does one thing, measures the tone of the coverage, and does it consistently, is a fairly modest promise. Whether the rebuilt version delivers on it is something only its return will settle. Until then, the tabs stay open.