We believe that a happy team is important to creating happy clients. Our culture puts our clients first, even if it means that we don’t make any money.

Our mission: To help our merchants succeed even if it means we don’t make money.

Jay El-Kaake

CEO & Engineer
Jay has over 15 years engineering eCommerce solutions. He was previously the founder and CEO of Smile IO, before working for BigCommerce and founded Wellfounded. Jay is co-author of Amazon top seller “The Software Engineer’s Guide to Freelance Consulting”, attended University of Waterloo for Software Engineering and has an MBA from the Ivey Business School. Aside from programming, Jay enjoys playing guitar/drums.

Lisa Glutting

Merchant Success Specialist
Lisa previously handled carrier sales operations at BlackBerry, product management at BASF in New Jersey, and customer support at Nestle. She attends the University of Waterloo for Environment & Business studies. She enjoys volunteering and learning new languages. Did you know she can speak German?

Jacob Steves

Full-stack Engineer
Jacob previously worked for Innovasium and attends the University of Waterloo for Computer Science. He has a strong passion for writing high-quality code and building things that people love. He enjoys programming, playing and developing video games, exploring and creating music and playing hockey.

Kopila Adukia

Support Engineer
Kopila previously led support engineering at Smile IO, the world’s most popular eCommerce loyalty platform among merchants. She is Magento Frontend Engineering certified and has a degree in Computer Engineering. Aside from helping create happy merchants, Kopila enjoys spending time with family and traveling to new places.


A-Class Performer
Want to be part of the best team in the world? Check out our careers page to see what positions are currently available.

Want to see where the magic is made?

Check out our office and location page to see where we work!