About
Built by a merchandiser, for merchandisers.
We come from retail operations, not venture capital. The tool we built is the one we could never find.
The problem we lived before we solved it.
Katy spent years running category strategy for independent online retailers from Tampa: building product hierarchies, writing sort rules, manually deciding what went on the front shelf of each collection. The job was constant maintenance because every merchandising call was made for an average shopper who did not actually exist.
The frustration was specific. Retailers with strong repeat-buyer bases kept showing those buyers the same top-20 products every time they came back. A shopper who had already bought the linen throw kept seeing the linen throw at the top of the page. The personalization tools on the market either cost what a full data team costs, or they reduced the problem to a homepage widget. Nothing was built for the 5K-to-100K-session retailer who needed something rigorous but realistic.
In 2024, Katy and Marcus, who had spent years building recommendation and real-time ranking infrastructure for large e-commerce platforms, formed the founding question: what does it actually take to rebuild a product grid per shopper, in real time, without requiring a data science team on the retailer's side?
Curated For You is that answer. Independently funded, built in Tampa, by people who know what a category page is supposed to do and why it usually fails.
The team.
Katy Aucoin
CEO & Co-Founder
Spent years running category management systems for independent online retailers, building the sort rules, product hierarchies, and seasonal grid logic that most stores manage manually. Founded Curated For You when the personalization tools she needed did not exist at a price a mid-size retailer could justify.
Marcus Osei
CTO & Co-Founder
Spent years building recommendation systems and real-time ranking infrastructure for high-volume e-commerce platforms. Specializes in per-session personalization pipelines, low-latency product scoring, and catalog-scale data reads. Designs the systems that turn Katy's merchandising intuitions into sub-100ms grid responses.
Priya Nair
Head of Merchant Success
Spent years optimizing onboarding workflows and conversion funnels for mid-size direct-to-consumer brands. Knows where retailers get stuck moving from default sort to intent-based ordering, and translates each store's catalog structure and business goals into the CFY setup that produces results from the first week.
How we operate.
Purchase truth over browse noise.
We read what shoppers actually paid for, not what caught their eye for a second. Clicks are curiosity. Purchases are intent. CFY is built on purchase data, not click streams. That distinction is the whole product.
Mid-size is a market, not a consolation prize.
Retailers doing 5K to 100K sessions per month deserve the same category-page intelligence as the large platforms. We built CFY specifically for this segment. We do not serve enterprise accounts or offer white-glove ML consulting. We built one product that works for stores at this scale.
Earn the cart by rebuilding around the shopper.
Every category page visit is an opportunity to surface the product this shopper is most likely to buy. Not the best-seller across your whole catalog. The right item for this person, this session, based on what they have already paid for.
"We are built for retailers who know their customers deserve a better storefront than an alphabetical sort."