What happened
Return‑fraud detection startup Pinch AI has secured $5 million in seed funding to expand its platform aimed at reducing abusive retail returns. The round was co‑led by Dynamo Ventures and Infinity Ventures. Pinch uses machine learning to analyze post‑purchase behavior and distinguish abusive return patterns from legitimate customer activity, helping retailers reduce loss without creating friction for trusted shoppers. Early adopters have reported measurable improvements in return rates and customer retention.
Who is affected
The funding and technology are relevant for retailers and e‑commerce businesses grappling with rising return costs. Pinch AI was founded by fraud and risk veterans including CEO Arthi Rajan Makhija, Chirag Vaya, and Jayan Tharayil, all of whom previously built risk systems at large tech platforms such as PayPal and Google.
Why CISOs should care
Return fraud is increasingly a cyber‑enabled loss vector that impacts profitability and customer trust. Abusive behaviors such as “wardrobing” and SKU swapping exploit traditional return systems, quietly eroding margins while appearing legitimate to basic rule‑based controls. Pinch’s AI‑driven approach highlights how behavioral and post‑purchase signals can surface fraud that evades conventional systems, an insight that applies broadly to fraud detection across digital operations.
3 practical actions
- Audit return process risks: Evaluate if current return policies and systems expose your business to fraud that smart automation could detect earlier.
- Integrate behavioral analytics: Incorporate tools that analyze user behavior and post‑purchase patterns, not just transaction data, to improve fraud discrimination.
- Balance risk and experience: Ensure fraud controls don’t unduly penalize legitimate customers; use tiered risk scoring and adaptive friction to protect margins while maintaining trust.