About Cleverific
Founded in 2015 to solve a critical problem: Shopify had no way to edit orders. Today, merchants tell us their businesses wouldn't be possible on Shopify without Cleverific.
Our story
How we got started
Andrew Le and Tu Pham encountered the same problem while working on client projects for brands like SeaVees and Johnson & Johnson: Shopify had no way to edit orders. What seemed like a simple feature request turned out to be a fundamental limitation that was holding merchants back.
Andrew transitioned to working on Cleverific full-time in 2018, with Tu following in 2019. Both founders left successful careers to focus on solving the same core problem: helping merchants handle order changes.
We've remained bootstrapped, which means we answer to merchants rather than investors. This allows us to focus on long-term sustainability and building features that actually matter, rather than chasing growth metrics.
Our Philosophy
We emphasize pragmatic problem-solving over growth narratives. Many merchants tell us their business models wouldn't be possible on Shopify without Cleverific, and that's what matters to us.
Bootstrapped & Independent
We've never taken outside funding. This keeps us focused on what merchants need, not what investors want to see.
Who we are
Team
Andrew Le
Cofounder
Former chemist turned software engineer with a background in competitive Brazilian Jiu-Jitsu (2018 BJJ World Champion). Andrew applies principles of mastery and deliberate practice to product development, focusing on fundamentals-first improvement rather than shortcuts.
Before going full-time on Cleverific in 2018, Andrew worked as a developer for various e-commerce brands where the lack of order editing capabilities became an obvious pain point.
Tu Pham
Cofounder
15-year agency veteran who worked as art director and strategist with clients including Adobe and Pantone before founding Cleverific in 2015. Tu brings design-thinking methodology with an emphasis on understanding actual user needs rather than assumed ones.
Her years working with major brands gave her a deep understanding of how e-commerce operations work in practice, not just theory. When she's not working, Tu enjoys spending time in nature, playing games, and hanging out with friends, family, and animals of every kind.
Josh Stratton
Growth & Merchant Strategy
Josh leads Growth and Merchant Strategy at Cleverific, bringing a rare combination of customer success, partnerships, and enterprise sales experience to the team.
Before rejoining Cleverific in 2025, Josh spent five years at Microsoft driving Modern Work adoption across the U.S. West territory, partnering with some of the largest Retail and CPG brands in the world. With experience spanning both startups and established software companies, he knows the key to success is always building trust and putting customers first.
Josh is based in Atlanta, Georgia, where he lives with his wife Emily, their two cats, and a bearded dragon.
Alex Wu
Senior Full-Stack Software Engineer
Alex is a Senior Full-Stack Software Engineer who probably spends too much time typing. When not working, you can find him working on side projects, playing video games, or watching anime. He's perpetually modding Skyrim and obsessing over which Final Fantasy is his favorite (still probably 14).
Laura Simonow
Customer Support and Success Specialist
Originally from Belgium, Laura is now based in Santa Barbara and joined the team in 2021 and has been helping merchants solve problems ever since. She loves the people side of support; understanding what's actually going on and finding solutions that work.
Laura's approach is straightforward: be clear, be helpful, and make things easier for both customers and the team. Whether it's investigating an issue, troubleshooting an integration, testing new features before they go live, or walking someone through a setup, she's all about building trust and making sure everyone feels supported.
Felipe Furlanetti
Senior Full-Stack Software Engineer
A Brazilian software engineer with a passion for turning ideas into real products. He brings both technical depth and an entrepreneurial mindset to everything he works on.
When he's not coding, you can find him on the tennis court or diving into his favorite games.
Our mission
Enabling unique business models on Shopify
We believe every merchant should be able to build their ideal business on Shopify, not just what the platform makes easy. Order editing is foundational to that. It's not a nice-to-have, it's essential.
Get in touch
Want to learn more?
support@cleverific.com • 805-749-2162
27 West Anapamu Street, Santa Barbara, CA 93101
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