The project profile is Mavel’s structured description of your company: what you do, what you sell, who you sell it to, and how you present your brand. It is the foundation that makes everything else in Mavel specific to your business rather than generic.
What the profile contains
The profile holds five categories of information:
How the profile is created
During onboarding, Mavel fetches your website and uses it to draft the profile automatically. The extraction runs before you reach the profile step, so you arrive at a pre-filled form rather than a blank one. You review every field and confirm or edit before anything is saved.
If the extraction cannot reach your site or returns low-quality results, Mavel creates a minimal profile stub carrying the country you entered in step one. The other fields arrive empty by design, and you fill them in on the review step before continuing. Nothing is fabricated on your behalf.
Where the profile is used
The profile drives three things downstream:
Prompt and topic suggestions. When Mavel generates your initial prompt set and topic structure, it feeds your occupation, industry, brand presentation, products, and target markets into the suggestion engine. A profile that accurately describes what you sell produces prompts that match what your buyers actually ask AI engines.
Brand and competitor suggestions. The profile’s brand presentation and product fields inform the quality of the suggestions Mavel makes: which competitors to propose, which prompt themes fit your market. Note that detection of mentions in captured answers is driven by your Brands configuration (names and aliases), not by the profile.
Analyses and MCP context. The profile provides context to Mavel’s built-in analyses. When you use the MCP server to query your data from Claude, Cursor, or another AI tool, the profile is part of the context those queries run against.
Keeping the profile current
Update the profile when your positioning changes: new product lines, a repositioning, entering a new market, or a significant messaging shift. A stale profile silently degrades prompt, topic, and competitor suggestions.
You can update the profile from the project settings area in the dashboard. If you use the MCP server, the set_project_profile tool lets you update the occupation, industry, brand presentation, and products and services fields programmatically.
After updating your profile, regenerate your topic and prompt suggestions to pick up the new context. Existing prompts and historical data are not changed; only new suggestions reflect the updated profile.
What the profile does not control
The profile is separate from your Brands setup. Brands lists the specific brand names and competitor names Mavel detects and tracks in answers; it is not the same as the profile’s brand presentation field, which is used for context and suggestion quality. Both matter, but they serve different purposes.
The profile also does not set your target country for data collection. Country routing is controlled by the project’s default country setting, which flows into every prompt. See Surfaces for how per-country collection works. 
