Market Overview

Retail Tech Venture Capitalist Indy Guha to Lead Signifyd's Enterprise Marketing Team


Silicon Valley venture capitalist Indy Guha this week joined
fraud-protection provider Signifyd
to lead its enterprise marketing team. The hire marks the company's
latest move to further advance its market leadership in helping
enterprise and omnichannel retailers enhance customer experience via
fraud-free global commerce.

The move — part of an initiative to assemble the best-in-class
enterprise executive team — comes on the heels of Signifyd's latest
round of funding, a $100
million infusion
by Premji Invest and others, including Bain Capital
Ventures, where Guha was a partner focused on ecommerce and
software-as-a-service investments.

"Indy has spent years understanding the challenges faced by enterprise
retailers," Signifyd CEO and Co-founder Raj Ramanand said. "Adding him
to our enterprise team is another leap forward in our mission to drive
more revenue for the most sophisticated merchants while helping them
provide their customers with a friction-free buying experience."

Guha, who spent nine years at Bain Capital Ventures, said he was eager
to apply the insights he gained while investing and working with some of
the premier digital retailers and retail solution providers in the world.

"Signifyd solves a conversion problem that even the most savvy retail
enterprises have not been able to tame," Guha said. "Fraud is growing
faster than ecommerce itself and most merchants combat that by managing
downside, by declining transactions, not by managing upside, by
maximizing revenue. I couldn't pass up a chance to help the world's
biggest merchants unlock that growth, all while working alongside a
battle-tested team I know well."

Guha, Signifyd's vice president of enterprise marketing, will be part of
an enterprise executive team that has honed its understanding of large
retailers' needs by becoming intimately familiar with their challenges,
successes and potential.

Guha, who was the youngest partner named in Bain Capital Ventures'
history, oversaw some of the firm's key ecommerce-related investments,
including SquareTrade, BloomReach, Kenshoo and Signifyd itself. His
fascination with the modern commerce technology stack was fanned with
Bain Capital Ventures' investment in, the most prominent example
of a new breed of ecommerce enterprises.

Sometimes referred to as digital natives, members of the new breed are
born digital first and they seek to off-load operational distractions by
building a commerce stack consisting of best-in-class technology

The model, which was laid out in Mary Meeker's Internet
Trends 2018
report, is the future of ecommerce, Guha said, citing
examples like Kylie Cosmetics, a company valued at nearly $800 million
with only seven full-time employees.

"Understanding the tech stack that Jet assembled to hit massive scale in
mere months was really interesting to me," he continued. "And Signifyd
was a key part of that stack. Jet was quick to figure out that there is
a lot more to this story than preventing fraud. As a merchant, tuning
fraud operations to maximize sales is one of the single biggest levers
you can pull to drive profitable revenue."

Signifyd offers a new model of fraud management called guaranteed fraud
protection. The model uses big data and machine learning paired with
domain expertise to shift fraud liability from merchants to Signifyd.

Merchants are able to ship more orders and expand into new markets with
Signifyd, because the company makes merchants financially whole for any
approved orders that later turn out to be fraudulent. Legitimate
customers are better served because their orders are not delayed or
falsely declined by cumbersome manual reviews or fear of fraud.

"Slowing down the buyer journey and adding frustration to the customer
experience is a great way to lose a buyer to Amazon," Guha said. "The
merchant has already spent real dollars in getting that buyer to visit
the site and click on the buy button. Why lose them after doing all the

Signifyd has established itself as the market leader in fraud
protection, enabling digitally native and innovative enterprise
retailers to increase revenue and improve customer service. Guha said he
looks forward to leading the team that will further accelerate the
broader enterprise adoption of Signifyd's solution.


About Signifyd

Signifyd, the world's largest provider of guaranteed fraud protection,
enables online retailers to provide a friction-free buying experience
for their customers. The company leverages big data, machine learning
and domain expertise to provide a 100 percent financial guarantee
against fraud on approved orders that later turn out to be fraudulent.
This effectively shifts the liability for fraud away from retailers,
allowing them to increase sales and open new markets while reducing
risk. Signifyd counts among its customers a number of companies on the
Fortune 1000 and Internet Retailer Top 500 lists. Signifyd is
headquartered in San Jose, CA.

View Comments and Join the Discussion!