About boringstack
boringstack is an AI-native platform that joins a company's data into one trusted view, makes it legible to agents, and turns insights into measurable outcomes. We work with mid-market retailers in Australia, New Zealand and the United States.
What boringstack does
Secure data foundation
We connect your ecommerce, point-of-sale, email, service and finance systems and land the data in secure AWS servers. Nothing is joined or analysed until it is stored securely and compliantly, and you keep ownership of your data.
One set of numbers
We reconcile your systems into one profit and loss that finance, marketing and operations all agree on. The board pack, the marketing dashboard and the store report stop giving three different answers.
Store and Customer 360
Every customer's purchases, returns, channels, stores and service history in one place, and every location's performance, utilisation, reviews and track record. Your team can see when, how and what to offer each customer.
Segments and actions
We split your customer base into segments, show which ones make or lose money, and put a named action and an owner against each one. For example: reprice customers who cost more to serve than they pay, win back high-value customers who have gone quiet, and withdraw discounts from customers who would have bought at full price anyway.
Agent-ready data
The same trusted tables feed AI agents, so decisions you make again and again can be automated safely. We only automate once we agree the decision is worth repeating.
What makes boringstack different
We inform decisions instead of automating tasks
Most AI and software vendors make work you already do go faster, so their savings are capped at the labour removed. We focus on the decisions themselves, where the upside is the revenue and margin the decision moves.
First insight in weeks, not quarters
Large consultancies typically scope data programs in quarters. We show you a working prototype on your own data within weeks.
Data engineering and commercial judgement in one team
BI and dashboard agencies build reports. Management consultants write recommendations. We are a team of former founders, engineers and consultants who join the data reliably and turn it into a decision worth taking, so the work doesn't stall at a dashboard nobody trusts.
Pay for outcomes
Part of our fee is linked to measured impact, so you can be confident you are paying for outcomes.
Who uses boringstack
- Multichannel retailers with A$50m to A$500m in revenue, selling through both stores and ecommerce
- Founder-owned and private-equity-backed retailers without an in-house data and AI team
- Apparel, homewares and beauty brands with a loyal repeat-customer base
- Multi-site hospitality and franchise groups that need one view across locations
- CEOs, CFOs and heads of marketing who get three different answers to "how many customers do we have?"
The team behind boringstack
Justin and Alan founded boringstack in Sydney in 2026, backed by Airtree through its Frontier program. At Eucalyptus, Airwallex, Constantinople, Bain and Kearney they kept seeing the same thing: a company's most valuable decisions were made without the data already sitting in its own systems.
Today we are a team of 10 in Australia, covering data engineering, forward-deployed engineering and commercial strategy.
Justin Teo
Co-FounderJustin spent four and a half years helping scale Eucalyptus from a 100-person Series B startup to more than 600 people across four countries. He built its first People function, led its international expansion and was General Manager, Japan, through its acquisition by Hims & Hers (NYSE: HIMS).
Before that he was a consultant at Bain & Company in Sydney and Tokyo, and he holds degrees in law and commerce from UNSW.
Justin on LinkedInAlan Nguyen
Co-FounderAt Constantinople, Alan launched four transaction banks, including Great Southern Bank, MYOB and Tyro, from $0 to $700 million in deposits. He also put AI agents into production that handle about half of customer support tickets across multiple banks.
Before that he founded the Developer Experience team at Airwallex, a $5.5b Australian fintech unicorn, and was a Kearney consultant who delivered more than $30 million in annual savings for a leading Australian telco. He studied law and computer science at UNSW.
Alan on LinkedInHow boringstack works
Research and discovery
Before the first call we research your business. The discovery call then pins down your commercial goals and challenges, the decisions that matter most to you, and the systems that hold the data.
Prototype on your own data
We build a working prototype that answers your questions with your own numbers. You see the value before you commit to a full build.
Phased build
Each phase has a fixed scope, clear outputs and an agreed measure of impact. Phases typically last 4 to 6 weeks, and you can stop after any phase if you aren't happy.
Who you work with
A delivery lead and a forward-deployed engineer run your build day to day, and additional industry or technical specialists support as needed.
Communication and response times
We typically create a shared Slack channel and provide Slack and email updates. We also conduct weekly check-in calls and always reply within one business day, if not sooner.
Frequently asked questions
What does boringstack cost?
Our engagements vary in pricing depending on the needs of the client and the complexity of the work. We aim to deliver millions of margin uplift for clients and charge a small proportion of the value delivered.
Where is our data stored, and who owns it?
Your data lands in secured, isolated AWS accounts and stays there. We collect only the personal data a decision needs and never use it outside your engagement. You own the data, including after the engagement ends.
How long until we see results?
You see a working prototype on your own data during the discovery phase. A full build with stable system integrations and robust modelling typically takes 4 to 8 weeks.
Do we need an in-house data and AI team?
No. We supply both the data engineering and the commercial analysis. Your team needs to give us access to your systems, give input on methodology and definitions, and give feedback on and test what we build.
Which systems do you connect to?
We work across the retail and multi-site stack: ecommerce and POS (Shopify, Indigo8), ERP and accounting (SAP S/4HANA, Infor, NetSuite, Xero), inventory and wholesale (Cin7, Joor, SPS Commerce), marketing and CRM (Klaviyo, GoHighLevel, Meta, Google Ads), customer service and reviews (Gorgias, Okendo, Reviews.io), payments (Stripe, Airwallex), and data warehouses and BI (Snowflake, Power BI). We also work with the spreadsheets and shared drives that hold the rest, and can add any other custom data source as long as we receive access.
How is boringstack different from a customer data platform?
A customer data platform is software you still have to configure, staff and interpret. We deliver the decisions and recommended actions for you.
Do you build AI agents?
Yes, once the data underneath them is reliable. We make your data agent-ready first, then automate the decisions that are worth repeating.
What size of business do you work with?
Mostly retailers with A$50m to A$500m in revenue, selling through stores and online. If you have customer data across more than one system and no one has time to join it up, we should talk.
How do we get started?
Email team@boringstack.ai. We can set up an introduction call to see if there is a good fit to work together.