Customer identity and intentionality platform that uses behavioral analysis to protect and reward good customers while stopping fraud, bots, and policy abuse.
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.
Identify and connect alias accounts into a single customer profile.
Machine learning models trained on extensive transaction data deliver accurate, customized risk assessments, enabling proactive fraud prevention with minimal disruption to legitimate customers.
Eliminate hard-coded return and loyalty policies that rewards loyal customers with new benefits, while introducing smart friction for bad actors and unprofitable shoppers.
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.
Profile last edited by StartOps on April 29, 2025.
