This week we reorganized Loop to move faster for our merchants, and that meant s
By Hannah Bravo · October 23, 2026 · Curated by George's Blog
This week we reorganized Loop to move faster for our merchants, and that meant saying goodbye to great people.
Everyone leaving has severance, extended health coverage, and our help finding what’s next. There’s no painless way to do this, but we’ve tried to do it with care.
This was my decision, and I own it. It’s the hardest one I’ve made as CEO. We need to double down where we know we can build game-changing product for our merchants.
Here’s the future we’re building. Every call a brand makes should be shaped by the shopper in front of them, not just the rules they’ve set. One brand’s data can only show so much, so Loop’s models learn from patterns across our entire network and turn them into better calls for each brand.
Agents can already help shoppers discover, buy, and even process a return. But what happens next decides whether that shopper buys again, and too many brands are still optimizing for the transaction instead. For many brands, the first order doesn’t cover the cost of winning that customer.
Our network intelligence puts merchants in the strongest position to make the right call in that crucial moment. We’ve already built it into Shopper Trust, drawing on hundreds of millions of shoppers, with 83% of those returning having shopped at 2+ Loop brands.
Loop does its best work with brands that treat post-purchase as part of how they grow. We’re financially strong, and we’re choosing focus: a smaller team with fewer layers between our people and those merchants. So we’re doubling down on what they need most from us:
- Network intelligence behind every decision, from checkout through repurchase
- Shipping and logistics capabilities for brands selling anywhere in the world, on any platform
- Partnerships and integrations that make all of this stronger
- AI we’ve built in-house to run Loop, so merchant issues get solved faster and more accurately
And starting now:
- More engineers working directly with our largest merchants
- Products that bring our network’s intelligence to growth teams
To everyone leaving Loop this week: thank you for what you built here.
If you’re hiring, DM me; I’d be happy to make personal introductions.