Retentics
Founded 2021 · 12 employees on LinkedIn · 2 known investors
Retentics is a Shopify app that integrates with Klaviyo to build AI-driven email flows for ecommerce brands, predicting when each customer will reorder and generating personalized product recommendations and send timing. It targets direct-to-consumer merchants aiming to increase repeat order revenue through automated retention marketing.
Also known as Fridays Lab · Fridays Lab Inc.
Investors · 2
Also in the syndicate · 1
Company profile
researched Aug 2026Retentics is an AI-powered customer retention product built by Fridays Lab Inc., a South Korean data analytics startup founded in December 2021. The product is positioned as a flow optimization add-on for Klaviyo and installs on Shopify. It analyzes a merchant's transaction history to learn purchase cycles, repeat-order patterns and SKU-level buying behavior, converts those patterns into targeted audiences, and then automatically generates and triggers corresponding Klaviyo flows without manual configuration by the merchant.
Core capabilities include send timing based on estimated consumption rate rather than fixed delays, per-variant timing logic across bundles, variant-level product recommendations with cross-sell and upsell logic, offer management (an escalating incentive as a deadline approaches, winback incentives tied to lapse behavior, and suppression of offers for high-intent buyers), and AI-surfaced customer segments that update as behavior changes. Predefined buyer types map to specific flows, such as frequent one-time buyers to a first-purchase bounce-back flow, lapsed customers to a winback flow, and periodic bulk buyers to a replenishment flow.
In its earlier positioning, Retentics was described as a subscription-based, AI-powered analytics platform that let e-commerce operators manage customer journeys and retention without in-house data scientists, using only transactional data to identify customer properties, forecast demand and encourage repurchase. Company materials also describe Retentics as an AI email agency SaaS aimed at scaling email revenue for Shopify brands at half the price.
Founding story
Fridays Lab CEO and founder Lim Yeongjae developed the original concept while completing an MBA at the University of Michigan's Stephen M. Ross School of Business alongside a dual degree in data science. During a 2019 summer internship at a large US mortgage company he built a machine-learning segmentation algorithm to speed up evaluation of loan applicants. He returned to South Korea in 2020 to develop a more advanced SaaS-based segmentation prototype and, before founding his own company, joined Korean home-cleaning O2O platform Miso Inc. as a data scientist, where he led a Fulfillment Team that applied the recommendation algorithm to expand cleaner supply and balance supply and demand. After validating the algorithm's versatility, Lim founded Fridays Lab in December 2021 with fellow Michigan MBA alumnus Jang Jin-hyuk to commercialize Retentics.
Business model
Subscription software-as-a-service sold to e-commerce merchants, delivered as an add-on layered on top of the merchant's existing Klaviyo email marketing account and installed via Shopify. The website offers a four-week free trial, a published pricing page, and a book-a-demo path alongside self-serve Shopify installation.
Recurring subscription fees for access to the analytics and flow-automation platform; company materials position the offering as scaling email revenue for Shopify brands at roughly half the price of alternatives.
Traction
By the time of the 2023 profile, Retentics had won more than 20 clients, including three in the US, since its February 2022 launch, and reported aggregate client outcomes of a 12% increase in customer retention rate, a threefold increase in loyal customers and 1.5x higher revenue. Published case studies cover brands including Beauty of Joseon (5.8x higher flow revenue, 180% higher order rate), Mixsoon (up to 22.9x versus default flows), Ceremonia (12.20x versus standard EDNO flows, 17.25% higher AOV), BWH Plant Co. (7.58x more replenishment revenue, 44% of total flow revenue), Konny (21x revenue growth), Allbirds (117% higher conversion value, 21x ROI), Stumptown Coffee, Jordan Craig (fivefold revenue increase), Dr. Woof (3x higher conversion rate, 9.48% more email-driven revenue) and Zezebaebae (4.5x flow revenue proportion, 17x average ROI).
Latest developments
The company blog published a Mixsoon case study on 2026-03-17 reporting flows outperforming default flows by up to 22.9x, and two case studies on 2026-03-06 covering Ceremonia (12.20x versus standard EDNO flows, 17.25% higher AOV) and BWH Plant Co. (7.58x more replenishment revenue over two months). Earlier, in February 2024, Michigan Ross professor Hyun-Soo Ahn joined as an external advisor.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Retentics positions itself as a repeat-order layer on top of Klaviyo rather than a replacement email platform, competing on predictive timing and variant-level personalization versus Klaviyo's default flows and recommendations. Company materials contrast Retentics with larger digital analytics platforms such as Amplitude on the basis of simplicity, and note that a large majority of e-commerce operators do not actively manage retention because they lack data scientists or dedicated retention tooling.
Rather than requiring merchants to build and maintain flow logic, Retentics generates the flows automatically inside Klaviyo from analysis of the merchant's own purchase history. Timing is derived from estimated per-variant consumption rates instead of generic delays, recommendations are personalized at the variant level and refresh as habits change, discounts are withheld from high-intent buyers, and segments are surfaced by AI and updated continuously. The company frames its approach as forecast-driven triggering versus interest-based triggers, and emphasizes usability for teams without data analysts.
Technology
Machine learning and deep learning models applied to transactional data, spanning customer segmentation, demand forecasting and product recommendation. The system derives per-SKU and per-variant purchase cycles and consumption rates, forecasts likely next-order timing, generates dynamic segments that refresh as behavior changes, and writes preconfigured flows, audiences and timing signals into Klaviyo, triggering messages from real-time purchase and browsing behavior. The company describes a forecast-based triggering model as an alternative to standard event triggers such as price drop and low inventory.
Go-to-market
Self-serve installation through the Shopify app ecosystem plus a sales-assisted demo motion, supported by a four-week free trial. Content marketing is a significant channel: the company blog publishes customer success stories with quantified flow-revenue results and educational posts on Klaviyo flow optimization, email marketing fundamentals and seasonal (BFCM) strategy. The product's dependence on Klaviyo positions it as an ecosystem add-on rather than a standalone ESP.
Direct-to-consumer e-commerce brands running Shopify with Klaviyo as their email service provider, particularly in replenishment-oriented categories such as skincare, haircare, apparel, footwear, coffee, pet products and baby/infant goods. Earlier positioning targeted e-commerce operators generally, including those without dedicated data science teams.
Geography
Fridays Lab operated two main offices, in the United States and Seoul, South Korea, and reincorporated as a US entity per its own blog. Commercial focus expanded from Korean e-commerce clients toward the US market, with US-based brands among its referenced customers.
History
Fridays Lab was incorporated in December 2021 and secured seed investment from Kakao Ventures with only a Retentics prototype. Retentics launched officially in February 2022, having already worked with early clients including Coupang Flex, the online health supplement store of Daewoong Pharmaceutical and the online shopping site of shoemaker Sappun. In October 2022 the company announced a Pre-A round and, per its own blog, redomiciled as a US corporation around the same period. A pre-A bridge round from a Silicon Valley-based investor followed in June 2023. In February 2024 the company announced that Professor Hyun-Soo Ahn of Michigan Ross had joined as an external advisor. The product's positioning subsequently narrowed toward Shopify and Klaviyo email flow automation, with customer case studies published through 2025 and into 2026.
Risks & controversies
The product is structurally dependent on two third-party platforms, Klaviyo and Shopify, for distribution and delivery, and it competes directly with native Klaviyo flow and recommendation functionality. Performance figures cited publicly are self-published customer case studies. Funding disclosed publicly totals about $3 million as of 2023, and the company's own blog carries an internal inconsistency in one 2022 post's stated round amount ($1.66 million in the headline versus $1.16 million in the body).
Compiled by commissioned research from 7 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 6
launches, deals, and filingsRetentics announced that Professor Hyun-Soo Ahn of the University of Michigan Ross School of Business joined the company as an external advisor.
Fridays Lab, operating the customer retention solution Retentics, raised $900,000 in Pre-A bridge funding from Silicon Valley based investment.
$900K source ↗
Company blog post marking 10 months since establishment cites milestones including the Pre-A round investment and a flip to U.S. corporation.
Fridays Lab, operator of the customer retention solution Retentics, announced a Pre-A round from Silicon Valley based investment. The blog headline states $1.66 million while the body states $1.16 million.
$1.2M source ↗
Retentics was officially launched in February 2022, after early use by clients including Coupang Flex, Daewoong Pharmaceutical's online health supplement store and shoemaker Sappun's online shop.
Fridays Lab secured 600 million won ($467,000) in seed investment from Kakao Ventures with a Retentics prototype immediately after the company's inception in December 2021.
$467K source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 7
primary sources listed
- Retenticsretentics.com · web
7 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Retentics do?
- Retentics is an AI retention tool that auto-builds Klaviyo email flows to drive repeat orders for Shopify brands.
- Who are Retentics's investors?
- Retentics's investors include Laguna Investment.