FoundFi
A decision-first operating system for DTC brands.
FoundFi turns a store’s data into a ranked queue of decisions, each with its estimated financial impact, its evidence, and a confidence rating, instead of another dashboard to interpret.
figures illustrative
Why it exists
A dashboard tells you what happened. FoundFi tells you what to do about it.
FoundFi is in development. The interface shown here is a working prototype, real screens and real interaction built against realistic store data, showing how the product is meant to feel: conclusion first, evidence underneath. The figures shown are illustrative.
Underneath it, the harder infrastructure is already built and tested in its own right: a multi-tenant database, an encrypted credential vault, a Shopify connection, and the engine that turns store data into a ranked queue of decisions. The next step is connecting it to its first live store.
Underneath the prototype
What is already built
Attribution engine
Assigns every completed order to exactly one marketing channel, so nothing is double-counted.
Decision engine
Six rule types watch for underperforming spend, pricing opportunities and margin risk.
Outcome ledger
Measures whether an accepted decision actually delivered, against a pinned baseline.
Credential vault
Store connections are encrypted per tenant and never stored in plain text.
Availability
FoundFi is in active development. The decision engine is built and tested; first live store connection is next.
A little more about FoundFi.
What is FoundFi?
FoundFi is decision software for direct-to-consumer brands. It is being built to turn store data into a ranked queue of actions, with estimated financial impact, evidence and a confidence rating.
Can I connect my store today?
Not yet. FoundFi is in development. Its decision engine has been built and tested; the first live store connection is the next step described by the team.
Are the numbers in the screenshot real results?
No. The screenshot shows a working interface prototype with illustrative store data. It is not a claim of customer revenue, profit or results.