About

Shoppers went to stores. Now stores go to them.

firmly.ai is the agentic commerce platform: one integration that makes any merchant transactable on any surface, on any protocol, without any merchant engineering effort.

Our role

What we are not.

The sale, the money and the customer stay with the merchant.

Not a payment rail.
Not a marketplace.
Not a PSP.
Not a checkout widget.
Never in custody of funds.
Never the merchant of record.

Executive team

Built by people who’ve shipped commerce at scale.

Co-founder & CEOKumar N Senthil

Led global Samsung eCommerce product, growing it from $50M to $1B in five years. Built the Groupon Goods platform. Launched v1 of Windows Azure and Office 365.

Co-founder & PresidentDamien Balsan

Co-founder of Conexo Ventures. Co-founder of Loop Pay, acquired by Samsung, which became Samsung Pay; Mobeewave, acquired by Apple (Apple Pay); Way Systems, acquired by VeriFone; and Roam, acquired by Ingenico.

Co-founder & CTOMurali Krishnamurthy

Chief technical architect for Samsung US and global eCommerce, with a rollout across 20+ countries. Chief architect at Xome, 4C Insights, and Global Scholar.

Chief AI OfficerRomeu Gouvea

Senior Director of Architecture at Samsung, responsible for performance and reliability across 20+ countries. Lead engineer at Samsung Brazil on globally used Android solutions.

Chief Revenue OfficerScott Hendrickson

25 years launching and scaling businesses where media meets commerce. Revenue leadership at WHERE Inc. (acquired by PayPal) and Drizly (acquired by Uber), plus eBay, News Corp, VICE Media, and Time Inc.

VP, Partnerships & GTMBrian DeMelo

15+ years building partnership GTM with the largest SIs and agencies. Former VP of Agency Alliances at FAST. Previously led Agency Alliances for North America and LATAM at Salesforce, via the Demandware acquisition, where he was Head of Partnerships for North America.

Advisors