Behind The Tool: Andrei and Misha From Finsi

For someone just hearing about Finsi, how do you describe what it does?

Andrei: "Finsi connects to your Shopify, Recharge, Klaviyo, Meta Ads, and Google Ads — basically your entire stack — and runs five AI agents on your data. One finds revenue you didn't know you were losing. Another shows you which ad channels produce customers who actually stick around versus ones who leave in 60 days. Another automates your email campaigns. Another monitors how AI search engines see your brand. And the last one reads every support ticket and review to tell you what customers are actually saying.

Most analytics tools show you dashboards. Finsi tells you what to do and does it — builds the campaigns, creates the segments, drafts the emails in your brand voice. It's like having a data analyst, email marketer, and media buyer for $500 a month."

What was the moment you realized this was a real problem worth solving?

Andrei: "At Scentbird, we built internal tools to figure out which subscribers were about to leave and why. Retention systems, cohort analysis, churn prediction — we built it all from scratch because nothing existed that did what we needed. When I left and started talking to other subscription brands, I realized they all had the same problem. A $50M brand with 335,000 active customers was paying for three analytics tools and still couldn't get cohort analysis. Their two-person team was drowning.

The gap isn't data. The gap is action. Brands have the data — it's scattered across 5-10 tools. They just can't connect it and act on it fast enough."

How did your co-founder Misha's background shape the product?

Andrei: "Misha spent years at Amazon and Datadog dealing with scale — millions of data points, real-time decisions, keeping $40M in revenue from walking out the door. That's exactly what subscription brands need but can't afford to build. He built the AI infrastructure that lets Finsi process all your data — transactions, subscriptions, email engagement, ad performance, support tickets — and turn it into specific, prioritized actions. Not 'your churn is 8%.' More like 'here are the 183,000 subscribers on your list who aren't getting any emails, and here's the flow to re-engage them.'"

Most brands say they have a growth problem. You say they actually have a data connection problem. Explain that.

Andrei: "Every founder I talk to wants to grow. They're spending on Meta and Google, running Klaviyo campaigns, managing subscriptions on Recharge. But they're doing it in silos. Their ads team doesn't know which campaigns produce subscribers who stay past month three. Their email team doesn't know which subscribers just had a failed payment. Their retention person — if they even have one — is manually pulling reports that take a full workday.

One brand we work with had a blended ROAS that looked great at 4-5x. When we split it by channel, one campaign was producing subscribers who churned three times faster than the rest. They'd been pouring money into it for months because the blended number hid the problem."

There's a lot of analytics software out there. What makes Finsi different?

Andrei: "Two things. First, we don't just analyze — we execute. Finsi drafts email campaigns in your brand voice, manages ad budgets, creates customer segments, and deploys retention flows directly into Klaviyo. Most tools stop at the dashboard. We go through to the action.

Second, we built this for subscription brands specifically. Not generic e-commerce. Not SaaS. Subscription DTC — the brands on Shopify and Recharge and Klaviyo that live and die by whether subscribers stay past month three. That focus means every feature is designed around the metrics that matter for subscriptions: cohort LTV, acquisition channel quality, subscriber lifecycle, involuntary churn recovery."

What's the hardest lesson from building Finsi?

Andrei: "Your real competitor isn't another software tool — it's the agency. Brands are paying $5,000 to $15,000 a month for agencies to do what Finsi does for $500 to $5,000 a month. But they're comfortable with agencies because agencies come with a human who gets on calls and explains things. We had to learn that showing a dashboard isn't enough. You have to tell people what to do in plain language, and then do it for them. That's why we built the AI agents — they don't just surface insights, they take action."

What's a shift happening in e-commerce that brands are underestimating right now?

Andrei: "AI agents are going to audit your subscriptions for you. Right now, 41% of consumers say they have subscription fatigue. Within two years, AI assistants will proactively recommend which subscriptions to cancel based on usage patterns. When that happens, the brands with clean retention data — the ones who can prove they're delivering value — survive. The ones still relying on dark patterns and hidden cancel buttons don't.

The window to build retention infrastructure is now, before AI subscription management becomes mainstream."

If you could go back to day one, what would you do differently?

Andrei: "Talk to 50 brands before writing a single line of code. We talked to maybe 15. The product would have been sharper faster if we'd really understood the workflow — not just the problem, but how people actually work with their data day to day. The other thing: hire for the intersection of marketing and engineering. Finsi sits at that crossover, and finding people who think in both languages is the hardest part."

Last one — what's the best piece of advice you've ever received?

Andrei: "Treat your AI agent like an employee, not an appliance. You wouldn't onboard someone and never give them feedback. Same with AI. Every week there's a new skill to teach, a new integration to add, a workflow to improve. The people getting real value from AI agents are the ones willing to manage them like they'd manage a person — with regular attention, clear feedback, and genuine investment in improvement."

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Andrei Rebrov and Misha Druzhinin are Co-CEOs and Co-Founders of Finsi (finsi.ai). Andrei was previously CTO and Co-Founder of Scentbird for 11 years. Misha previously held senior engineering roles at Amazon and Datadog.