We build a calmer way to scale growth and trade.
Norfolk Royal Inc turns both CPI growth and footwear-apparel trade into operable systems: tighter loops, safer execution, and explainable outcomes.
Make growth and trade controllable.
Give teams dual control loops: reduce acquisition drift on the front end and reduce footwear-trade uncertainty on the back end.
A world where scale is safe.
Every team — regardless of budget — should be able to operate with clarity, defend truth, and scale without chaos.
Our journey
Five phases — each one focused on turning noise into usable signal.
We started with a frustration: teams were drowning in charts while CPI drifted anyway.
We built pacing that adapts to inventory elasticity and keeps spend moves safe.
Channels became execution engines. Control stayed consistent across networks.
We learned to treat spikes as signatures: isolate synthetic cohorts and preserve truth.
Every decision leaves a trace: what changed, why it changed, and what it will change next.
Leadership
People who build systems with failure modes you can understand.
CEO & Co-FounderChief ExecutiveCEStrategyMarket DesignPartnershipsClick to read bio
CTO & Co-FounderChief Technology OfficerCTOSystemsML InfrastructurePerformanceClick to read bio
Head of ResearchAI Research LeadARAnomaliesCausal SignalsModel GovernanceClick to read bio
Head of GrowthGrowth DirectorGDAcquisitionScalingExperiment DesignClick to read bio
Platform EngineeringEngineering LeadELWebGL UXObservabilityReliabilityClick to read bio
Product & ExperienceProduct DirectorPDUXDesign SystemsNarrativesClick to read bio
Principles
We ship traces, not magic. If it cannot be explained, it cannot be operated.
We move spend with guardrails and reversible steps — no cliff-edge tactics.
Attribution is fragile. Our job is to defend the signal, not decorate it.
Fast loops let you make smaller, safer corrections before drift compounds.
Want to build the next loop?
We love engineers and operators who care about truth, clarity, and safe scaling.