One of the nine victims of a tragic plane crash on Sunday was the tech entrepreneur behind MoltSets, RB2B, and Retention.com, according to his LinkedIn.
Adam Robinson, his wife Helen, their two kids, and five other people were among the lives claimed in the air disaster in Florida’s Palm Beach County. Distressing dash cam footage circulated online Sunday and Monday in which a tiny plane plunges toward the ground with blistering speed, resulting in a fireball. In a recording of a radio distress call, which also circulated extensively on social media, a pilot claims to be dropping at 20,000 feet-per-second.
Robinson’s enterprises were all ad tech-based, and referred to as “The Retention.com Group of Companies.” Retention.com is largely built around a “deanonymization” tool for websites. As one page says, “Retention.com’s B2B website deanonymization solution is built around a simple concept: resolve anonymous visitors to a hashed email (HEM), then enrich that identity with business profile data.”
Moltsets is a more AI-forward variation on a similar concept, allowing the user to “Pull emails, mobile numbers, and company data into your sequencer, CRM, AI tool, spreadsheet, or wherever.”
In a LinkedIn post on Sunday, the day of the crash, Robinson acknowledges that his multiple companies are similar. RB2B and Moltsets are “stupid-simple PLG products supported almost entirely by Fin,” he writes, referring to Fin, a division of Salesforce advertised as “A major step toward a fully agentic customer experience.” Repliers theorize that the post was set to go live in advance.
I just read that Adam Robinson of Retention dot com died in the Palm Beach plane crash, along with his wife Helen and their two kids.
He was a competitor, and we butted heads on social media more than once.
But he was a builder who pushed our whole category forward, and he made…
— Larry Kim (@larrykim) November 2, 2026
Tech influencer and CEO of the similar company CustomersAI, Larry Kim, wrote on X that he had “butted heads” with Robinson online, but says “he was a builder who pushed our whole category forward, and he made me sharper. Competing with him was a privilege.”
