Our Story

The story of Kendall begins with a store- a skincare company, Maelove, that Brad and Jackie started in 2018. As they embarked on the journey of growing Maelove, they realized pretty quickly that there were very few analytics tools that could cut through the noise of all their ads and sales data and actually provide the critical insights they needed to lower their CAC and grow the business. The few tools they did find were overwhelmingly complex, ridiculously expensive and didn't seem well-suited to the challenges independent store owners really faced.

When Brad and Jackie spoke with other e-commerce operators, they found that everyone seemed to be facing the same analytics roadblocks - so they decided to do something about it. Together with Rishi and Karthik, they created Kendall.

We built Kendall to be what we ourselves would want for our own store - a fairly-priced, easy-to-use platform that ultimately helps us lower our CAC and grow our business.

What Drives Us

We care deeply about entrepreneurs, and we know building an e-commerce business can be a difficult road to navigate. Everyday, we strive to empower independent stores to succeed by giving them the tools to lower their CAC, better understand their operations, and identify leaky checkout flows and poor-performing ads.

How We Got Here


We start a DTC skincare company, Maelove, and quickly run into major analytics roadblocks when trying to grow the business.


When speaking with other store owners through the eCommerceFuel forum, we find that most other store owners are encountering similar analytics and attribution challenges to our own.


We start work on a powerful analytics product and begin using it internally to help us manage and grow our Maelove skincare business. This product will eventually become Kendall.


Kendall finally launches to external users, with the mission of empowering independent stores to succeed through intuitive, powerful, affordable analytics tools.

Meet Our Team

Ralph Edwards
Brad Yim

CEO & Co-Founder

UVa/MIT/Wharton alum, Co-Founder of Maelove Skincare; Bootstrapped Maelove into an 8-figure sales per year business on Shopify

Darrell Steward
Rishi Khaitan

CTO & Co-Founder

Berkeley/MIT alum, ex-Google PM, ex-VP at Branch (leading ad attribution platform used by apps like Uber and Spotify)

Cameron Williamson
Jackie Kim

Head of Design & Co-Founder

Co-Founder of Maelove Skincare (8-figure sales per year business built on Shopify)

Karthik Sridharan

CPO & Co-Founder

Penn/Wharton alum, Co-Founder of Kinnek (Supplies/Equipment Marketplace for SMBs); 12+ years building products to help entrepreneurs

Kendall by the Numbers



Ads checked for poor performance



Orders provided with accurate attribution



Ad Spend analyzed in 2023



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