The SaaS CFO · Ben Murray
podcastplaybook£250K Pre-seed Round to Drive Conversion Rates Up in Fashion Ecommerce
Source excerpt
About The SaaS CFOVestico, a London, UK-based fashion tech startup that uses AI to help online shoppers find the perfect sizes and shades while buying a product, secured £250,000 in funding. I interviewed Maddie Forman, co-founder and CCO at Vestico. She is a first-time founder with a strong sales background at Diageo. She met one of her co-founders, Maia Sasania, while getting her MBA. Vestico is an all-in-one content, sizing, and personalization platform for fashion and beauty eCommerce. Type in your body measurements to see how fashion fits your body type. They are doing the same thing for the beauty industry. The investment came from the early-stage-focused London-based venture capital firm Jenson Funding Partners. The funds will be used to develop its technology further and transform the next generation of e-commerce. The company has already partnered with the Spanish fashion label Desigual and plans…
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Apollo layer
What a founder can learn
Founder takeaway
Build around a specific source of purchase hesitation. Vestico combines content, sizing, and personalization to help fashion and beauty shoppers feel more confident about fit and shade; for founders, the lesson is to connect product capabilities to a measurable customer behavior such as conversion rather than positioning AI as the value itself.
Why it matters
At pre-seed, a narrow link between customer friction, product value, and a commercial metric gives technology development a clear priority and makes retailer partnerships more useful as evidence and learning opportunities.