The problem
Brands pay for clicks then dump shoppers on a generic site; matched, tested shopping paths convert better
What they do
AI-generated post-click shopping pages, funnels and carts for ecommerce brands' ads and emails
Traction ARR up 5x Mar 2024-Jun 2025 (company, undisclosed base); 100+ brands incl. GNC, Glossier
Hiring trend
- Open roles
- 2
- Headcount
- ~60-90
Shrinking: LinkedIn 86 staff (-13% YoY); company now says '60+ person team'; 3 open roles vs ~42 posted in 2025
Hiring in
- San Francisco
Glassdoor
3.3 ★ 11 reviews ↗Funding
- Last round
- $45M
- Stage
- Series B
- Date
- Jun 2025
Led by VMG Partners (B); Bain Capital Ventures (A); Greylock, QED (seed)
- Hiring+0.52 open roles on the live job board (1–2 roles = +0.5)
- Funding recency+0.5Series B · $45M, Jun 2025 (16 months ago): 12–24 months = +0.5
- Traction+0.75Some growth: ARR up 5x Mar 2024-Jun 2025 (company, undisclosed base); 100+ brands incl. GNC, Glossier
- Red flags−11 significant flag in the last 24 months, −1 eachLate-2025 restructuring: a Dec 2025 Glassdoor review says entire groups were eliminated after GTM strategy shifts; headcount down ~13-17% YoY on LinkedIn-based trackers and the company's own Oct 2026 posting now cites a '60+ person team' (vs ~90 in 2025; Revelio shows flat 87). Marketing leadership churn (VP Marketing left Sep 2025, CMO Oct 2025); Storeleads detectable installs down 7.6% YoY.Glassdoor review 'Headwinds': restructuring, entire groups eliminated (Dec 2025) ↗ · TrueUp: ~60 employees, -17% past 12 months (2026) ↗ · LinkedIn company page: 86 employees, -13.1% YoY (2026) ↗ · FERMÀT Greenhouse posting: 'a 60+ person team' (Oct 2026) ↗ · Alexa Kilroy: last day as VP of Marketing at FERMÀT (Sep 2025) ↗ · Rabah Rahil (CMO): last day at FERMÀT (Oct 2025) ↗ · Teardown: Storeleads installs down 7.6% YoY; Glassdoor groups-eliminated accounts (Aug 2026) ↗
- Total0.750.5 + 0.5 + 0.75 − 1 = 0.75 → Cool-down
Cool-down rule: score under 1.5 and headcount is shrinking or there were layoffs.
Distance (10K) is a separate read on how long the lead can last. It doesn't change the score.
Distance
10K · edge: learns from use
Claims a cross-brand shopper behavior graph, but lift is unproven publicly; it competes with cheap self-serve builders (Replo, Shogun, Comet) and enterprise testing tools, depends on Shopify, which keeps adding native AI storefront tools, and is shrinking.
Sources: Teardown: FERMÀT business model, competitors and outlook (Aug 2026) ↗ · PR Newswire: FERMÀT raises $45M Series B led by VMG (Jun 2025) ↗
Watch-outs
Late-2025 restructuring: a Dec 2025 Glassdoor review says entire groups were eliminated after GTM strategy shifts; headcount down ~13-17% YoY on LinkedIn-based trackers and the company's own Oct 2026 posting now cites a '60+ person team' (vs ~90 in 2025; Revelio shows flat 87). Marketing leadership churn (VP Marketing left Sep 2025, CMO Oct 2025); Storeleads detectable installs down 7.6% YoY.
Sources: Glassdoor review 'Headwinds': restructuring, entire groups eliminated (Dec 2025) ↗ · TrueUp: ~60 employees, -17% past 12 months (2026) ↗ · LinkedIn company page: 86 employees, -13.1% YoY (2026) ↗ · FERMÀT Greenhouse posting: 'a 60+ person team' (Oct 2026) ↗ · Alexa Kilroy: last day as VP of Marketing at FERMÀT (Sep 2025) ↗ · Rabah Rahil (CMO): last day at FERMÀT (Oct 2025) ↗ · Teardown: Storeleads installs down 7.6% YoY; Glassdoor groups-eliminated accounts (Aug 2026) ↗
Open ops roles
No ops roles open right now
Last checked Oct 25, 2026