Yofi

What Yofi does

Yofi is a digital identity and policy abuse prevention platform for e-commerce brands, founded in 2021 in Bozeman, Montana (originally as BotNot). The company applies machine learning to telemetry signals, behavioral analysis, and customer clustering to detect bots, resellers, serial returners, and policy abusers across digital storefronts. Its core technology ingests "1000s of data sources" — including device telemetry, return behaviors, label manipulation signals, and consortium-shared bad actor records — to produce real-time risk scores that flag accounts, transactions, and profiles before checkout. The Yofi Consortium, a network of more than 1,600 merchants, contributes to a shared Bad Actor Database that improves detection accuracy as the network grows. The platform is reported to detect $1.5B in return abuse across its customer base in 2024, with stated accuracy of 90%+ in Fashion & Apparel and 98% in Financial Services.

Yofi's product portfolio centers on the Yofi Core Platform, with modular add-ons including Bot Blocker 2.0 (bot prevention with deferred actions and sell-through mechanisms), Yofi Telemetry with SDK (gyroscopic, network, and behavioral signal collection), Dynamic Returns (risk-tiered return policies), Card Testing & Bad Actor Prevention, POS and Warehouse Management Integration, and Employee Abuse Identification. The platform integrates with 25+ systems including Shopify, Salesforce Commerce Cloud, Klaviyo, Loop Returns, Narvar, UPS, FedEx, Gorgias, and Zendesk, and is available as a self-serve app on the Shopify App Store.

Yofi operates a SaaS subscription business with a 30-day free trial and a hybrid go-to-market: self-serve distribution via the Shopify App Store for SMBs, complemented by direct enterprise field sales for mid-market and large brands (targeting $5M-$25M+ revenue companies). Pricing is not publicly disclosed. In October 2025, Yofi was acquired by NoFraud (a PSG-backed fraud prevention company), and in March 2026 NoFraud rebranded as Wyllo, combining Yofi's policy abuse and post-purchase risk capabilities with NoFraud's checkout fraud prevention into a unified CX-first risk intelligence platform. Named customers include JD Sports, OluKai, Melin, Quip, Koio, Ponch, and Redo, with primary vertical concentration in Fashion & Apparel.

Name

Yofi

Legal name

YoFi, Inc.

Website

https://yofi.ai

Company type

Private

Founded year

2021

Operating status

Acquired

Headcount range

1–10 employees

Short description

Yofi is a digital identity and policy abuse prevention platform for e-commerce brands, using AI and behavioral telemetry to detect bots, resellers, and return fraudsters; acquired by NoFraud (now Wyllo) in 2025.

Ownership category

akta.pro rank

Product category

Fraud Detection Software

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Testing Laboratories (8734)

akta.pro primary industry

Endpoint Forensics & Incident Response (DFIR) (HDADAEAJ)

Keywords

• E-commerce fraud detection
• Return abuse prevention
• Bot mitigation software
• Policy abuse analytics
• Digital identity platform

Headquarters

HQ city

Bozeman

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription Platform: Yofi operates as a SaaS platform providing fraud detection and policy abuse prevention services to e-commerce brands. The platform is subscription-based with a 30-day free trial offering access to all premium features. Revenue is generated through recurring subscription fees scaled based on customer size, transaction volume, and features utilized.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Yofi is an AI-powered digital identity and policy abuse prevention SaaS platform for e-commerce brands. It uses telemetry, behavioral analysis, customer clustering, and machine learning risk scoring to detect and prevent bots, resellers, return fraud, discount abuse, and policy exploitation. The platform is delivered through 25+ prebuilt integrations with e-commerce, CRM, return management, shipping, and customer support systems.

Product overview

Yofi is a digital identity and policy abuse prevention platform that helps brands identify bots, bad actors, and fraud across ecommerce operations. The core Yofi platform combines telemetry data, customer clustering, and machine learning risk scoring to detect and prevent return fraud, bot activity, resellers, and policy abuse. The product portfolio includes the core Yofi platform, the Yofi Consortium (shared bad actor database across 1,600+ merchants), Bot Blocker 2.0 for enhanced bot prevention, Yofi Telemetry with SDK for behavioral signal collection, Dynamic Returns for policy customization, Card Testing Prevention, POS/Warehouse Integration, and Employee Abuse Identification. All features share the unified risk scoring and clustering infrastructure.

Differentiator

Problem solved

Functional benefit

Products and services

• Yofi Core Platform Digital identity and policy abuse prevention SaaS platform that helps e-commerce brands identify bots, bad actors, resellers, and serial returners using telemetry data, customer clustering, and machine learning risk scoring across e-commerce operations.
• Yofi Consortium Shared defense system comprising over 1,600 merchants that creates a continuously updated Bad Actor Database to proactively alert businesses and detect suspicious activity early, with adaptive risk scoring evolving alongside fraudsters' changing strategies.
• Bot Blocker 2.0 Enhanced bot prevention solution featuring deferred bot actions, enabled sell-through mechanisms, and robust defenses against bots attempting to bypass Shopify and Salesforce Commerce Cloud APIs via separate brandname.yofi.ai protection pages.
• Yofi Telemetry with SDK Telemetry system offering extensive signals and features designed to decode digital body language using gyroscopic, network, and other telemetry signals, enhancing fraud detection, account takeover prevention, and purchase likelihood prediction.
• Dynamic Returns Dynamic return policy system that layers customer segmentation based on intentionality with tailored policies including surcharges for bad actors, instant refunds for high-value customers, and credits for new customers.
• Card Testing & Bad Actor Prevention Fraud prevention feature using advanced identity mapping and clustering techniques to identify card testers and known bad actors in real-time, reducing chargebacks and improving authorization rates.
• POS & Warehouse Management Integration Integration into POS and warehouse management solutions enabling online, in-store, employee, and customer abuse detection with anomaly detection within specific stores.
• Employee Abuse Identification Solution that assists Loss Prevention and Risk teams in identifying employee abuse and theft, detecting suspicious employee behavior in warehouses, unauthorized reselling, return fraud, and collusion with organized retail crime.
• Bad Actor Detection for Klaviyo Klaviyo integration feature that instantly identifies fake accounts and bad actors within email marketing audiences, improving email campaign performance metrics such as open rates, click rates, and order place rates.
• Yofi Recommendations for Klaviyo Klaviyo recommendation engine feature that harnesses user behavior analytics to deliver tailored offers and personalized product recommendations per customer, improving customer experience and business growth.

Quantifiable outcome

• $1.5B in return abuse detected in 2024
• +7 more outcomes

Named customers12 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability5 records

Feature12 records

Partnerships

Six partnerships are on record, tiered core.

• KlaviyocoreTechnology or IntegrationDeep integration partnership where Yofi integrates with Klaviyo's email marketing platform to identify fake accounts and bad actors, improving email campaign performance metrics. Yofi is the only solution that instantly identifies fake accounts and bad actors spamming Klaviyo. The partnership enables improved open rates, click rates, and placed order rates for customers, with Yofi growing Klaviyo order place rates by 323%.
• ShopifycoreTechnology or IntegrationPrimary e-commerce platform integration. Yofi is available as an app on Shopify, offering services to protect businesses on this platform from abuse and bad actors. Integration includes Shopify Flow compatibility for automated workflows.
• Loop ReturnscoreTechnology or IntegrationIntegration with Loop Returns platform enables dynamic return policies based on customer risk scores. Yofi layers dynamic policies through Loop, combining customer clusters and risk scores to enable personalized return policies.
• NarvarcoreTechnology or IntegrationIntegration with Narvar's post-purchase customer experience platform enables coordinated fraud prevention across the customer journey.
• GorgiascoreTechnology or IntegrationIntegration with Gorgias customer support platform allows Yofi data to be accessible in support workflows, enabling customer service teams to make informed decisions backed by fraud risk data.
• Salesforce Commerce CloudcoreTechnology or IntegrationIntegration with Salesforce Commerce Cloud (Adobe Commerce) enables enterprise e-commerce brands to deploy Yofi's fraud prevention capabilities.

Scale indicators21 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NoFraud (now Wyllo): PSG-backed fraud prevention platform that acquired Yofi in October 2025 and rebranded as Wyllo. Operates in the same e-commerce fraud detection category with complementary checkout-time fraud prevention capabilities, making it the most direct comparable to Yofi's pre-acquisition offerings.
• Signifyd: Leading e-commerce fraud prevention platform providing guaranteed fraud protection for online retailers across checkout and post-purchase flows. Competes directly with Yofi's identity clustering and bad actor detection for the same fashion/apparel and marketplace merchants.
• Riskified: Public e-commerce fraud management platform using ML to approve legitimate orders and reject fraudulent ones for merchants globally. Serves the same fashion/apparel and DTC brand customers as Yofi with chargeback guarantee models and policy abuse tools.
• Forter: Real-time e-commerce fraud prevention platform serving merchants across fashion, marketplaces, and digital goods with identity-based decisions. Competes with Yofi in policy abuse prevention, account protection, and merchant-side fraud decisioning.
• Sift: Digital trust and safety SaaS platform combining ML, identity, and global data network to detect fraud across account takeover, content abuse, and payment fraud. Operates a similar consortium-style intelligence approach to Yofi's Bad Actor Database.

Broad incumbents

• Kount (Equifax): Equifax-owned digital fraud prevention and identity trust platform with ML-driven risk scoring and global data network. Serves enterprise e-commerce customers with broader credit-bureau-backed identity data, an established alternative to Yofi's behavioral telemetry approach.
• Returnly (Affirm): Affirm-owned returns and digital wallet platform serving apparel and lifestyle merchants with instant credit-based returns. An established incumbent in the post-purchase returns space where Yofi competes on policy abuse detection.

Emerging players

• Loop Returns: Returns management platform that integrates directly with Yofi to power Dynamic Returns. Adjacent peer with overlapping return fraud prevention use cases and shared fashion/apparel customer base, though focused on the returns experience layer.
• Narvar: Post-purchase customer experience platform integrated with Yofi for coordinated fraud prevention. Provides adjacent returns, tracking, and customer engagement tooling for the same enterprise retail customers Yofi serves.
• Happy Returns: Return management platform with barcode-driven box-free returns at Return Bars, integrated with Yofi for fraud prevention. Adjacent peer with shared apparel customer base and complementary returns infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/yofi_ai
• LinkedInlinkedin.com/company/yofiai
• Instagraminstagram.com/yofi_ai

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Yofi