Company Profile: Yofi
Background
Yofi is a digital identity platform founded in 2021 by siblings Alex and Jordan Shamir, along with co-founder Andrew Stetsenko. The company is headquartered in Bozeman, Montana, United States. Yofi's mission is to help brands and retailers better understand their customers by eliminating bad actors, thereby enhancing data integrity and decision-making processes. The company aims to protect 3-5% of brand profits by mitigating policy abuse and skewed data.
Key Strategic Focus
Yofi specializes in fraud prevention and policy abuse protection within the retail sector. The platform identifies and prevents actions by bad actors such as resellers, bots, and return abusers. By analyzing telemetry data, customer information, and return behaviors, Yofi detects and mitigates fraudulent activities. Additionally, the company provides a consortium-based defense system to share intelligence among retailers.
Financials and Funding
In October 2022, Yofi closed a pre-seed funding round, raising $1.5 million. The round was led by Kickstart Fund, with participation from Data Tech Fund, Signal Peak Ventures, Rocky Point Ventures, BBQ Capital, and other angel investors. The funds are intended to further develop Yofi's platform and expand its market reach.
Pipeline Development
Yofi's platform is designed to integrate seamlessly into existing customer environments, offering over 25 prebuilt integrations. The company focuses on identifying and preventing bad actor clusters, nurturing relationships with high lifetime value customers, and providing AI-powered alerts and controls to enhance decision-making processes.
Technological Platform and Innovation
Yofi utilizes machine learning algorithms to analyze customer data and detect fraudulent activities. The platform offers real-time AI risk scoring, automating fraud detection and reducing manual review hours. This approach enables faster order fulfillment and improves customer experience.
Leadership Team
- Alex Shamir: Co-founder and Chief Operating Officer (COO) of Yofi. She has a background in business and technology, with experience in mitigating bot activity during her tenure at Nike.
- Jordan Shamir: Co-founder and Chief Executive Officer (CEO) of Yofi. He has a background in business and technology, with experience in mitigating bot activity during his tenure at Nike.
- Andrew Stetsenko: Co-founder of Yofi. Specific details about his professional background are not readily available.
Market Insights and Competitor Profile
The retail sector faces significant challenges from fraud and policy abuse, with return fraud and abuse costing merchants over $100 billion annually. Traditional fraud systems often focus narrowly on payments and chargebacks, creating friction for legitimate customers.
Yofi competes with companies like Pasabi, BioCatch, and others in the fraud prevention and policy abuse detection space. These competitors offer solutions that analyze user behavior and transaction data to identify fraudulent activities.
Strategic Collaborations and Partnerships
In October 2025, Yofi was acquired by NoFraud, a leader in e-commerce fraud prevention. This acquisition allows Yofi to expand its capabilities beyond payment fraud to address policy abuse at scale, turning fraud prevention into a profit driver for merchants.
Operational Insights
Yofi's platform integrates seamlessly into existing customer environments, offering over 25 prebuilt integrations. The company focuses on identifying and preventing bad actor clusters, nurturing relationships with high lifetime value customers, and providing AI-powered alerts and controls to enhance decision-making processes.
Strategic Opportunities and Future Directions
Post-acquisition by NoFraud, Yofi aims to integrate its capabilities into the NoFraud platform ahead of the holiday season, in time for Black Friday and Cyber Monday. This integration is the first step in a broader strategy to help retailers safeguard profits and build customer loyalty year-round.
Contact Information
- Official Website: www.yofi.ai
- Social Media Profiles:
- Instagram: @yofi.ai
- Twitter: @yofi_ai
- LinkedIn: Yofi
