Maju Kuruvilla, the former CEO of one-click checkout startup Bolt, is back in the e-commerce game—but this time, he’s taking on a different challenge. His new venture, Spangle AI, aims to fix a common pain point for online shoppers: the disconnect that happens right after clicking an ad.
“Too often, shoppers click an ad only to land on a page that doesn’t even show the product they were promised,” Kuruvilla told TechCrunch. “That gap costs retailers conversions and frustrates customers.”
Determined to solve this, Kuruvilla built Spangle AI—a platform that uses artificial intelligence to generate personalized landing pages based on each shopper’s click or search. The startup sells this solution to major retailers looking to squeeze more value from their marketing dollars and boost conversion rates.
At the core of Spangle AI’s technology is a proprietary model called ProductGPT. This AI engine analyzes customer behavior, decodes their intent, and generates dynamic pages tailored to what they actually want. The goal? Guide shoppers to products faster, reduce bounce rates, and drive more sales.
Seattle-based Spangle AI quietly raised $6 million in seed funding last year. Backers include Madrona Ventures from Seattle and Streamlined Ventures out of Silicon Valley, two firms known for betting early on transformative tech.
Kuruvilla’s timing couldn’t be better. Startups across the globe are racing to personalize online shopping experiences with AI. Competitors like Unbounce from Vancouver raised nearly $40 million to simplify landing pages, while Dubai’s Qeen.AI secured $10 million this month to develop intelligent shopping assistants.
Despite being early in its journey, Spangle AI claims strong initial results. In pilot tests, the platform boosted conversion rates by 51%—a compelling proof point as the company shifts focus toward ramping up sales and landing bigger retail clients.
“I love e-commerce and solving hard problems,” Kuruvilla shared, reflecting on his latest venture. After leading Bolt for two years and spending nearly a decade at Amazon, he’s no stranger to the complexities of online retail.
His exit from Bolt came after a turbulent chapter for the company. Kuruvilla had stepped in as CEO in 2022, following Ryan Breslow’s high-profile feud with Y Combinator. But controversy continued, culminating in investor lawsuits over a $30 million personal loan Breslow took from the company. Breslow has since returned as CEO, claimed Bolt’s legal troubles are behind it, and defended the loan as a show of confidence.
Meanwhile, Kuruvilla is focused forward. Joking on X (formerly Twitter) that he “one-click checked out” of Bolt, he’s now betting on Spangle AI’s mission to reshape digital shopping. With AI leading the charge, he’s setting out to make the online shopping experience faster, smarter, and far more rewarding—for retailers and customers alike.
