Yofi
TL;DR
Customer identity and intentionality platform that uses behavioral analysis to protect and reward good customers while stopping fraud, bots, and policy abuse.
What's the backstory?
While running bot mitigation for Nike China, Yofi’s founders saw the rise of new types of fraud beyond traditional credit card fraud, particularly around returns.
Jordan Shamir, Alex Shamir and Andrii Stetsenko teamed up to form Yofi and combat these new types of fraud.
Initially focused on punishing bad actors, Yofi evolved a new philosophy of “customer intentionality detection” and response — the idea that rewarding good customers is just as important as stopping bad ones.
How does it work?
What makes it different?
Key offerings
Identity resolution
Identify and connect alias accounts into a single customer profile.
Real-time risk scoring engine
Machine learning models trained on extensive transaction data deliver accurate, customized risk assessments, enabling proactive fraud prevention with minimal disruption to legitimate customers.
Dynamic customer policies
Eliminate hard-coded return and loyalty policies that rewards loyal customers with new benefits, while introducing smart friction for bad actors and unprofitable shoppers.
Consortium-based fraud detection
Yofi has built a network of over 1,600 merchants to share data on fraudulent activities, enhancing early detection and prevention of sophisticated fraud tactics.
How does pricing work?
Typical budget
Billing models
Who is it for?
Profile last edited by StartOps on April 1, 2025.