After 12 Years in Fintech, Here's Why We Built FraudPulse

After 12 years of working in fintech, across fraud, risk, and data, one thing has become very clear: the problem is rarely the system itself. It's how it's understood.

Where it started

I started my journey at Riskified. Back then, it was a small startup. Today, it's a global fraud solution for eCommerce. I spent close to six years there, working with merchants across the spectrum — from very small businesses to Fortune 500 companies.

Then I moved to Melio, which was a completely different environment. B2B payments, SMB-focused, mostly U.S.-based. I joined early on the risk side, and my role was to build the data and analytics function from scratch — which meant everything from onboarding (KYB), to transaction monitoring, to compliance, to automating decisions.

Later, I joined Creednz, where I met Yaniv Hayun (my now co-founder). He was leading R&D, I was leading analytics, and we worked on a product focused on outgoing payment risk — things like invoice fraud, impersonation, and internal payment controls.

The same problem, everywhere

During that time, we noticed the same problem kept repeating — across all environments.

Some companies try to manage fraud internally without enough expertise or resources. Others go in the opposite direction and invest in expensive, complex solutions that don't fully match their needs.

In many cases, neither approach works particularly well.

What we're building

So over the past few months, Yaniv and I started building something that sits in between.

The idea: instead of another fraud tool, we're building something that acts more like an internal advisor. It connects to your data — either through an API or directly — analyses it continuously, and translates that into very clear, actionable insights such as:

• Where you're currently exposed
• What rules you should adjust or create
• What tools (if any) are actually needed
• What impact to expect from each change

Who it's for

The goal is to support the person inside the organisation who is already responsible for this. This is for teams in eCommerce, fintech, and payments — where fraud isn't owned by a large dedicated team, but by someone already managing risk, payments, or product.

After working in this space for a while, you realise the problem is rarely a lack of data or tools. It's a lack of clear, usable direction.

If this is something you're dealing with, we'd love to show you what FraudPulse can do on your data.