We didn’t just change our name.
We changed what we believe commerce protection should look like.
When NoFraud and Yofi came together, we made a bet that the future of ecommerce risk wasn’t about stopping bad actors at the door. It was about understanding every shopper, at every moment, across the entire lifecycle.
Welcome to Wyllo.
The old stack was built for a different era
For years, the fraud prevention playbook looked the same: verify identity at checkout, block anything suspicious, trust the machines, don’t ask questions. It was a payment-first, friction-heavy approach designed to protect merchants from a problem that has since evolved far beyond the checkout page.
The result? Merchants are losing on both ends.
Identity-only tools are too blunt. They frustrate legitimate customers — the ones who are good for your business — because of a bad action they took somewhere else, or a signal that looked risky out of context. At the same time, bad actors and policy abusers slip through quietly, exploiting returns, refunds, and customer support interactions that traditional fraud tools never even see.
Margin leaks, and good customers leave. Merchants are left managing three separate problems — fraud, policy abuse, and customer experience — with tools that were never designed to even talk to each other, let alone work together.
Identity is good. Behavior is better. Intent is best.
Knowing who a shopper is only tells part of the story. Knowing what they intend to do — in your store, in that moment, from one interaction to the next — is real risk intelligence.
That’s the insight at the heart of Wyllo. We combine identity signals with behavioral intelligence, analyzing patterns across transactions, returns, claims, and customer support interactions to help merchants understand shopper intent in context. Not just at checkout. Not just in returns. Across the entire customer journey.
The fastest-growing risks in ecommerce happen after the sale — returns abuse, refund manipulation, policy exploitation. Merchants need a platform built for how commerce actually works today, not how it worked a decade ago.
One platform. One intelligence layer.
Wyllo is the only CX-first, end-to-end risk intelligence platform. Pre-purchase, checkout, post-purchase, unified under one roof, with identity and behavioral signals working together across the full lifecycle.
With Wyllo, merchants get:
- More visibility into what’s happening throughout the entire customer lifecycle
- More transparency into the risk and trust signals driving our recommendations
- More control over customer experience and policies
- More connection to their ecosystem — from Wyllo risk scores surfacing in Kustomer and Gorgias, to real-time risk updates from shipping and returns data
- More clarity on revenue retained and ROI for every dollar spent
We’ve broken down data silos to massively expand our data and data science capabilities. Plus, we’ve built Wyllo to embed where merchants already work, in the platforms and workflows they depend on every day.
Why Wyllo?
Our new name is inspired by the willow tree — known for being both strong and flexible, for providing shelter and protection, and for growing in ways others can’t. That’s exactly what we’ve built: a platform that doesn’t just protect merchants, it helps them grow.
Wyllo is built for the changemakers — merchants obsessed with customer experience who know that growth doesn’t come from playing defense. We share their belief that the best risk intelligence should make you more confident, not more cautious.
This is just the beginning
The rebrand marks the next phase of our evolution. Over the coming months, you’ll see more capability, more intelligence, and more of what you’ve come to expect, in one unified platform, embedded where and when you need it.
We’re grateful to every merchant and partner who has been part of this journey. You’ve helped shape what Wyllo is, and what it will become.
