Corgi Labs GTM brain

category

market profile

• text: Ecommerce and subscription merchants lose revenue when legitimate customers are declined while also bearing fraud and chargeback costs.
• text: Corgi combines analytics, rule management and merchant-specific models alongside existing payment processors.

personas

• title: Head of payments or revenue operations
  pains:

  • False declines suppress revenue and the true approval gap is hard to quantify.
  • Multiple payment providers make performance difficult to compare.
• title: Fraud and risk operations lead
  pains:

  • Overly broad rules block legitimate customers while fraud and disputes still require intervention.
  • Teams need evidence before changing risk controls.
• title: Ecommerce founder or owner
  pains:

  • Limited specialist resources make payment leaks hard to diagnose.
  • Fraud tools must justify their costs in recovered revenue.

icp

• text: Consumer-facing ecommerce and SaaS subscription merchants with meaningful card transaction volumes.
• text: Businesses with dedicated payments or risk staff, or more than one payment service provider, fit the higher tiers.

message pillars

• text: Train risk decisions on each merchant's own payments data.
• text: Diagnose the revenue lost through payment friction.
• text: Test the custom model on historical data before committing to launch.

objections

• objection: Will reducing fraud also reject more good customers?
  response: Evaluate the model on historical transactions and compare approval and loss outcomes before rollout.
• objection: Will we need to replace our processor?
  response: Corgi says it integrates with existing processors including Stripe and Adyen; confirm support for the actual stack.
• objection: Is the model worth the cost?
  response: Use the free diagnostic and discuss the model's revenue-lift pricing.

competitors

• name: Fraud.net
  why: AI fraud detection and enterprise risk management overlaps with Corgi's fraud offering.
• name: ClearSale
  why: Ecommerce fraud protection alternative listed in Corgi comparisons.

influencers

• name: Saif Farooqui
  url: https://www.linkedin.com/in/sfarooqui1/
  why: Founder and CEO with a payments and fraud background.

keywords

• payment acceptance optimization
• false decline prevention
• ecommerce fraud detection
• chargeback reduction
• payment analytics
• Stripe fraud rules

voice

• Practical and revenue focused
• Plainspoken and transparent
• Quantitative

signals

• text: A merchant reports rising false declines or deteriorating card authorization rates.
• text: A growing ecommerce or subscription business adds a dedicated payments or fraud operations team.

stack

• Stripe
• Adyen
• Shopify
• Checkout.com
• Airwallex

pricing

motion

channels

• SEO
• LinkedIn
• X
• payment processor partnerships

confidence

Founders

• name: Saif Farooqui
  title: Founder
  role: Founder
  bio: Saif is the founder of Corgi Labs, where he builds modern fraud and payments intelligence for fast-growing businesses. Previously, Saif was a Data Scientist at Stripe, Google and Facebook (now Meta), and a healthcare economist in an earlier life.