The Yes
The Yes is an AI-powered mobile fashion app that uses generative AI and large language models to deliver hyper-personalized styling recommendations and curated shopping to fashion-conscious consumers. Founded in 2018 by Julie Bornstein, the Burlingame-based company distributes exclusively through iOS and Android app stores on a transaction-fee revenue model.
- Company typePrivate
- Founded2018
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What The Yes does
The Yes is a direct-to-consumer mobile fashion application that uses generative AI and large language models to deliver hyper-personalized styling recommendations to individual consumers. Founded in 2018 by Julie Bornstein, who serves as Founder and CEO, the company is headquartered in Burlingame, California, and operates a single mobile app available on iOS and Android platforms. The product combines three engagement layers: a curated shopping experience, AI-powered personal styling, and gamified features designed to drive consumer interaction. Creative & Fashion Director Taylor Tomasi Hill provides editorial direction, positioning the platform at the intersection of editorial-quality fashion content and transactional e-commerce. The target customer is the tech-savvy, fashion-conscious consumer, particularly younger demographics seeking curated discovery and personalized guidance in online apparel shopping.
The platform's underlying technology is described as AI-driven personal styling that leverages generative AI and large language models to power hyper-personalization, with the stated differentiator being accuracy and precision in recommendations. The Yes distributes exclusively through mobile app stores on a global basis, with no disclosed geographic restrictions. Its go-to-market motion is direct-to-consumer, relying on app-store discovery, fashion press coverage, and earned media in publications such as Coveteur for top-of-funnel awareness. The company employs 51-100 people across product, engineering, and merchandising functions.
The business model is transaction-based: The Yes generates revenue through fees on curated fashion purchases completed within the app, with no publicly disclosed pricing structure, take rate, or subscription component. The company has raised $30 million in a single funding round in October 2019 from Bain Capital Ventures, Comcast Ventures, Forerunner, New Enterprise Associates, and True Ventures. No subsequent funding events, acquisitions, or material strategic transactions are documented in the source material, and the company is confirmed to be operating as of May 2026. The Yes operates within the global AI-driven personal styling market, which is estimated at $1.8 billion in 2025 and projected to grow to $9.7 billion by 2034 at a 20.4% CAGR, with North America holding a 38.2% market share.
The Yes firmographics
Firmographics- Name
- The Yes
- Website
- https://theyes.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Yes is an AI-powered mobile fashion app that uses generative AI and large language models to deliver hyper-personalized styling recommendations and curated shopping to fashion-conscious consumers. Founded in 2018 by Julie Bornstein, the Burlingame-based company distributes exclusively through iOS and Android app stores on a transaction-fee revenue model.
- Ownership category
- akta.pro rank
The Yes industry classification
Industry- Product category
- Fashion E-commerce Platform
- NAICS
- Hobby, Toy, and Game Retailers (45912), Health and Personal Care Retailers (456), Electronics and Appliance Retailers (4492)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)
- akta.pro industry
- Fashion & Accessories MarketplacesVirtual Styling & Outfit Planning
Keywords
Where The Yes is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
The Yes business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- E-commerce Transaction Revenue: The Yes operates as a fashion e-commerce platform generating revenue through product sales transactions, likely with a commission or take-rate structure on fashion items sold through the app.
- AI Styling Services: Virtual styling and personal shopping services powered by AI technology, likely monetized through transaction fees or service fees on curated fashion purchases.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
The Yes product offering
Product offeringCore offering
The Yes operates a consumer-facing mobile fashion application that combines shopping, styling, and gaming features to deliver curated, personalized fashion shopping experiences. The platform uses AI-driven personal styling technology powered by generative AI and large language models to provide hyper-personalized fashion recommendations and virtual styling services to individual consumers.
Product overview
The Yes is a single mobile application — a fashion app that combines shopping, styling, and gaming features to deliver curated, personalized shopping experiences to consumers digitally.
Differentiator
Problem solved
Functional benefit
Products and services
- The Yes mobile app A consumer-facing mobile fashion application that combines shopping, styling, and gaming features to deliver curated, personalized fashion shopping experiences using AI-driven personal styling technology for individual consumers.
Companies that use The Yes
Customer profileSegments2 records
Ideal customer profiles1 record
The Yes technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
The Yes partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights4 records
The Yes competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
The Yes social profiles
Digital presenceThe Yes financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Yes leadership team
Management profileNumber of profiles
Profiles2 records
The Yes funding detail
Funding detailFunding overview
Funding rounds1 record
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Yes M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Yes
What does The Yes do?
The Yes operates a consumer-facing mobile fashion application that combines shopping, styling, and gaming features to deliver curated, personalized fashion shopping experiences. The platform uses AI-driven personal styling technology powered by generative AI and large language models to provide hyper-personalized fashion recommendations and virtual styling services to individual consumers.
Is The Yes a public or private company?
The Yes is a private company. It is classified as venture growth investor backed and is currently operating.
When was The Yes founded?
The Yes was founded in 2018. It employs 51 to 100 people.
Where is The Yes based?
The Yes is headquartered in San Francisco, United States, in the North America region.
How does The Yes make money?
Two revenue lines are on record. E-commerce Transaction Revenue is the primary driver. The others are AI Styling Services.
Does The Yes have an API?
No public API is recorded for The Yes.
What industry is The Yes in?
The Yes's product category is Fashion E-commerce Platform. Its primary akta.pro industry code is CRAFABAA, Fashion & Accessories Marketplaces, with a secondary code of HSACAJAF, Virtual Styling & Outfit Planning. Its NAICS code is 45912 and its SIC code is 5600.