growth playbook · Oct 22, 2026

Riskified growth playbook

Riskified is growing faster again (Q2 2026 revenue $98.7 million, up 22%, guidance raised to $400-410 million) and its hiring shows where it wants to go next: a new product-led growth business for "a much larger universe of ecommerce merchants", a Policy Protect sales overlay, APAC partners and business development, and seven multilingual sites kept in sync.

The storefronts for that down-market push lag behind: the Shopify App Store listing's newest review is from 2016 and promises integration "in just a few weeks", there is no WooCommerce plugin, and the homepage fails Core Web Vitals for real visitors.

This playbook fixes those first, then builds a self-serve proof-of-value, platform pages, PSP and agency channels and a free tier.

Growth Score

Biggest Opportunity

Turn an enterprise-grade guarantee into a self-serve product that small merchants can try on their own orders and buy where they already shop for apps.

Biggest Risk

Signifyd, Forter and Wyllo (formerly NoFraud) already compete down-market with trials and public pricing, and Shopify offers its own free fraud analysis, so a slow, sales-led entry path would lose small merchants by default.

Start here

The three moves to make first. Each one is written up in full below.

Rebuild the Shopify App Store listing as the front door of the new self-serve motion
Pull the list of active Shopify merchants with the best approval-rate gains and ask ten of them for a review this week.
High impact First result in 1 month
Give the Shopify learning pages a direct way to start
Add the install button to the three Shopify pages.
High impact First result in 1 month
A public policy abuse cost calculator for Policy Protect
Write the formula with the specialist and two merchant examples.
High impact First result in 1 month

Your idea portfolio

20 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

6 ideas are marked Unexpected: plays you are unlikely to have tried.

This week 5

Quick wins with a clear first action.

Riskified is hiring a Growth Marketing Manager and a Staff Growth PM to take its technology "to a much larger universe of ecommerce merchants", with Shopify first in the list of platforms. The place those merchants look first is the Shopify App Store, and Riskified's listing reads like the enterprise sale it is replacing: "Integrate in just a few weeks", pricing that only says "Additional charges may apply", and 43 reviews of which the newest is dated July 2016. Signifyd, on the same store, shows 90 reviews from as recently as 2026 and a 14-day free trial.
High impactLow effort First result in 1 month Growth Marketing Manager
First action
Pull the list of active Shopify merchants with the best approval-rate gains and ask ten of them for a review this week.
How to measure it
Monthly Shopify installs
Now
–
Target
3x
By
90 days
Steps
Agree the entry offer
Plan, trial or guarantee terms shown on the listing.
GM, Product-Led Growth 1 week
Rewrite copy
Headline, benefits, setup time and pricing text.
Growth Marketing Manager 3 days
Refresh media
Screenshots of the Control Center and ARIA, plus a 60-second video.
Growth Marketing Manager 1 week
Ask for reviews
Merchants with measured results.
Customer Success Lead 2 weeks
Reply to old reviews
Short, factual updates.
Customer Success Lead 2 days
Measure
Listing views, installs and activations.
Staff Growth Product Manager weekly
First result
1 month
Cost
Staff time only
Owner
Growth Marketing Manager
Smallest test
Change the listing headline and setup line, and compare installs for four weeks.
Why it works
Ready to use
ChecklistShopify listing refresh
Risks and how to handle them
Evidence
Riskified already publishes pages that Shopify merchants search for, such as "Shopify fraud prevention apps 2026", "Shopify Plus fraud prevention tools" and "Best Guaranteed Fraud Protection for Shopify". Those readers are the down-market audience the new PLG team is built for.
High impactLow effort First result in 1 month Growth Marketing Manager
First action
Add the install button to the three Shopify pages.
How to measure it
Content-sourced installs
Now
–
Target
100 a month
By
90 days
Steps
List pages
All Shopify and Shopify Plus pages.
Web Content Specialist 1 day
Design the block
Install button and cost box.
Growth Marketing Manager 2 days
Publish
With tracking.
Web Content Specialist 2 days
Write nurture
Five Shopify emails.
Growth Marketing Manager 1 week
Test
Button copy.
Growth Marketing Manager 1 month
Measure
Installs by page.
Staff Growth Product Manager weekly
First result
1 month
Cost
$0
Owner
Growth Marketing Manager
Smallest test
Add the button to the "Best Guaranteed Fraud Protection for Shopify" post.
Why it works
Risks and how to handle them
Evidence
The new Policy Protect specialist must "show merchants exactly how much it's costing them". That calculation happens on calls today. Returns, promo and refund abuse are costs merchants feel but rarely size.
High impactMedium effort First result in 1 month Product Sales Specialist Poli…
First action
Write the formula with the specialist and two merchant examples.
How to measure it
Calculator-sourced POVs
Now
–
Target
20 a quarter
By
2 quarters
Steps
Agree the math
Benchmarks from the network.
Product Sales Specialist - Policy 1 week
Design
One page, five inputs.
Growth Marketing Manager 1 week
Build
WordPress template.
Web Content Specialist 1 week
Route leads
To the specialist.
Sales Operations 2 days
Promote
Retail and CX audiences.
Growth Marketing Manager ongoing
Measure
POVs and wins.
Product Sales Specialist - Policy monthly
First result
1 month
Cost
Staff time
Owner
Product Sales Specialist Policy
Smallest test
Use a spreadsheet version on five calls first.
Why it works
Risks and how to handle them
Evidence
Real Chrome visitors fail Core Web Vitals on the homepage: the main content takes 2.7 s at the 75th percentile and the first byte alone takes 2.0 s. The largest element is just the H1 text, so the delay is server and script time, not images.
Medium impactMedium effort First result in 1 month Digital Experience Manager
First action
Check why the first byte takes 2 seconds for real visitors.
How to measure it
Field LCP p75
Now
–
Target
under 2.5 s
By
60 days
Steps
Diagnose TTFB
Edge cache and origin.
Digital Experience Manager 2 days
Cache HTML
At the edge.
Digital Experience Manager 3 days
Defer scripts
Third parties after the H1.
Digital Experience Manager 1 week
Trim JavaScript
Unused bundles.
Digital Experience Manager 1 week
Re-test
PageSpeed.
Web Content Specialist 1 day
Watch field data
28 days.
Web Content Specialist monthly
First result
1 month
Cost
Engineering time
Owner
Digital Experience Manager
Smallest test
Turn on HTML edge caching for the homepage only.
Why it works
Risks and how to handle them
Evidence
nofraud.com now presents itself as Wyllo. Merchants who knew NoFraud are searching for what changed and for alternatives, and Riskified has no page for them.
Medium impactLow effort First result in 1 month Product Marketing Manager
First action
Check search volume for the old and new brand names.
How to measure it
Comparison-page conversions
Now
–
Target
40 a month
By
90 days
Steps
Research
Rival pages and terms.
Product Marketing Manager 1 week
Write pages
Three comparisons.
Product Marketing Manager 1 week
Legal review
Trademark and claims.
Legal 1 week
Publish
With migration offer.
Web Content Specialist 2 days
Promote
Paid search on rival names where allowed.
Growth Marketing Manager ongoing
Refresh
Quarterly.
Product Marketing Manager quarterly
First result
1 month
Cost
Staff time and search budget
Owner
Product Marketing Manager
Smallest test
Publish the NoFraud/Wyllo page first.
Why it works
Risks and how to handle them
Evidence

This quarter 10

The core plays for the next three months.

The enterprise sale proves value with weeks of integration and a proof-of-value. Down-market merchants will not wait. The Staff Growth PM is hired to build PLG from acquisition to activation.
High impactHigh effort First result in 2 quarters Staff Growth Product Manager
First action
Run the analysis by hand for five Shopify merchants.
How to measure it
Merchants activating after the report
Now
–
Target
25%
By
3 quarters
Steps
Define the report
Three numbers and one chart.
Staff Growth Product Manager 2 weeks
Data access
Shopify order read scope.
Staff Growth Product Manager 1 month
Build scoring
Retrospective decisions.
Data Science Lead 1 quarter
Design the page
Report and switch-on.
Growth Marketing Manager 1 month
Pilot
50 merchants.
Staff Growth Product Manager 1 month
Measure
Activation and guarantee uptake.
Staff Growth Product Manager monthly
First result
2 quarters
Cost
Engineering and compute
Owner
Staff Growth Product Manager
Smallest test
Do five manual reports and track who signs.
Why it works
Risks and how to handle them
Evidence
The growth role names WooCommerce among the target platforms, but a WordPress.org search for "riskified" returns no plugin. WooCommerce merchants look for fraud tools in that directory first.
High impactMedium effort First result in 2 quarters Staff Growth Product Manager
First action
Check which platforms current SDKs already support and what a plugin needs.
How to measure it
Active WooCommerce installs
Now
–
Target
500
By
3 quarters
Steps
Scope
Reuse PHP SDK.
Staff Growth Product Manager 2 weeks
Build plugin
Order hooks and onboarding.
Integration Engineer 1 quarter
Security review
Before release.
Application Security Architect 2 weeks
List
WordPress.org.
Growth Marketing Manager 1 week
Promote
WooCommerce content.
Growth Marketing Manager ongoing
Measure
Installs and activations.
Staff Growth Product Manager monthly
First result
2 quarters
Cost
Engineering time
Owner
Staff Growth Product Manager
Smallest test
Publish a simple plugin that links stores to onboarding.
Why it works
Risks and how to handle them
Evidence
The Growth Marketing Manager is expected to "replicate and adapt existing website templates" and use AI tools heavily, with platform-specific strategies for Shopify, Shopify Plus, WooCommerce and Adobe Commerce.
High impactMedium effort First result in 1 quarter Growth Marketing Manager
First action
Pick the first four platform-vertical pairs.
How to measure it
Platform-page conversion
Now
–
Target
2x homepage
By
2 quarters
Steps
Pick pairs
Platform and vertical.
Growth Marketing Manager 1 week
Draft with AI
From case studies.
Growth Marketing Manager 1 week
Review
PMM and legal.
Product Marketing Manager 1 week
Publish
From templates.
Web Content Specialist 1 week
Test
Paid campaigns.
Growth Marketing Manager 1 month
Scale
Winners.
Growth Marketing Manager ongoing
First result
1 quarter
Cost
Ad test budget
Owner
Growth Marketing Manager
Smallest test
Launch Shopify plus fashion first.
Why it works
Risks and how to handle them
Evidence
The Web Content Specialist is hired to keep "seven multilingual websites" in sync. The English resources were updated this week, but the German resources were last updated in January 2026 and the Italian in December 2025.
Medium impactMedium effort First result in 1 quarter Web Content Specialist
First action
Count English resources from 2026 that have no translation.
How to measure it
Median days from English to local
Now
–
Target
under 14
By
2 quarters
Steps
Measure lag
Per locale.
Web Content Specialist 1 week
Set priorities
Locales with sales teams.
Digital Experience Manager 1 week
Brief translators
Weekly batch.
Web Content Specialist weekly
QA
hreflang and links.
Web Content Specialist weekly
Dashboard
Lag per locale.
Web Content Specialist 2 weeks
Review
Local leads.
Digital Experience Manager monthly
First result
1 quarter
Cost
Translation budget
Owner
Web Content Specialist
Smallest test
Translate the newest case study into German and Italian.
Why it works
Risks and how to handle them
Evidence
Riskified is hiring a Tokyo Partnership Manager and Directors of Business Development for APAC, and already has Japanese case studies such as &st and Akomeya.
High impactMedium effort First result in 2 quarters Partnership Manager
First action
List 20 Japanese platforms and integrators to approach.
How to measure it
Japan partner pipeline
Now
–
Target
$2M
By
3 quarters
Steps
List partners
Platforms, PSPs, integrators.
Partnership Manager (Tokyo) 2 weeks
Design program
Fees and co-marketing.
Partnership Manager (Tokyo) 1 month
Localize proof
Japanese case studies.
Web Content Specialist 1 month
Sign three
First partners.
Partnership Manager (Tokyo) 1 quarter
Joint webinars
Quarterly.
Partnership Manager (Tokyo) quarterly
Measure
Pipeline by partner.
Partnership Manager (Tokyo) monthly
First result
2 quarters
Cost
Referral fees
Owner
Partnership Manager (Tokyo)
Smallest test
Sign one integrator.
Why it works
Risks and how to handle them
Evidence
The Staff Growth PM needs experience "working with PSPs/Orchestrators", and Riskified has just partnered with Marqeta. Small merchants buy fraud tools where they buy payments.
High impactHigh effort First result in 2 quarters Staff Growth Product Manager
First action
Shortlist three PSPs with large SMB bases.
How to measure it
PSP-sourced merchants
Now
–
Target
1,000
By
4 quarters
Steps
Shortlist PSPs
SMB focus.
Staff Growth Product Manager 2 weeks
Design the add-on
Pricing and scope.
Payments Product Manager 1 month
Build onboarding
Co-branded page.
Growth Marketing Manager 1 month
Pilot
One PSP.
Staff Growth Product Manager 1 quarter
Review
Loss and approval rates.
Data Science Lead monthly
Scale
More PSPs.
Staff Growth Product Manager 2 quarters
First result
2 quarters
Cost
Partner revenue share
Owner
Staff Growth Product Manager
Smallest test
Pitch the add-on to one PSP.
Why it works
Risks and how to handle them
Evidence
Riskified now brings identity risk intelligence into Zendesk to stop returns fraud. Customer service leaders are a buyer that fraud teams rarely bring in, and the new Policy specialist must reach stakeholders across "Customer Service".
Medium impactLow effort First result in 1 quarter Partnership Manager
First action
Check the Zendesk marketplace listing and its reviews.
How to measure it
CX-sourced leads
Now
–
Target
50 a quarter
By
2 quarters
Steps
Optimize listing
Zendesk marketplace.
Partnership Manager (Tokyo) 2 weeks
Write guide
Refund abuse for CX.
Product Marketing Manager 2 weeks
Webinar
With Zendesk.
Partnership Manager (Tokyo) 1 month
Trial offer
For Zendesk customers.
Product Sales Specialist - Policy 1 month
Follow up
Specialist calls.
Product Sales Specialist - Policy ongoing
Measure
Leads and wins.
Product Sales Specialist - Policy monthly
First result
1 quarter
Cost
Webinar costs
Owner
Partnership Manager (Tokyo)
Smallest test
Run one joint webinar.
Why it works
Risks and how to handle them
Evidence
The homepage loads 31 third-party services weighing much of its 8.2 MB, including several account-intelligence, content-experience and video tools that overlap.
Medium impactMedium effort First result in 1 quarter Digital Experience Manager
First action
Export the tag manager container and mark owners.
How to measure it
Third-party services
Now
–
Target
under 15
By
1 quarter
Steps
Inventory
All tags and hosts.
Digital Experience Manager 1 week
Assign owners
Each tag.
Marketing Operations 1 week
Find overlaps
Tools that do the same job.
Digital Experience Manager 1 week
Consolidate
One tool per job.
Marketing Operations 1 month
Defer
After main content.
Digital Experience Manager 2 weeks
Re-test
PageSpeed.
Web Content Specialist monthly
First result
1 quarter
Cost
Possible license savings
Owner
Digital Experience Manager
Smallest test
Remove one duplicate tool.
Why it works
Risks and how to handle them
Evidence
ARIA answers merchants' questions about their own risk in plain language. Prospects only see it in sales demos.
High impactMedium effort First result in 1 quarter Product Marketing Manager
First action
Pick a sample dataset and ten good questions.
How to measure it
Demo-to-signup rate
Now
–
Target
10%
By
2 quarters
Steps
Sample data
Anonymized store.
Data Science Lead 1 month
Limit scope
Read-only, guarded prompts.
Application Security Architect 2 weeks
Build page
Embedded demo.
Growth Marketing Manager 1 month
Promote
Listing and webinars.
Growth Marketing Manager ongoing
Measure
Usage and signups.
Staff Growth Product Manager monthly
Improve
Questions people ask.
Product Marketing Manager monthly
First result
1 quarter
Cost
Compute cost
Owner
Product Marketing Manager
Smallest test
Record a 60-second ARIA video first.
Why it works
Risks and how to handle them
Evidence
Integration today is run by engineers for "international enterprise customers". Down-market merchants need to reach first value without them.
High impactMedium effort First result in 1 quarter Customer Success Lead
First action
Define the three activation events.
How to measure it
30-day activation
Now
–
Target
70%
By
2 quarters
Steps
Define activation
Three events.
Staff Growth Product Manager 1 week
Build checklist
In app.
Staff Growth Product Manager 1 month
Write emails
Five-step series.
Growth Marketing Manager 2 weeks
Score
Day 30 health.
Customer Success Lead 2 weeks
Intervene
Short calls.
Customer Success Lead ongoing
Measure
Activation and retention.
Staff Growth Product Manager monthly
First result
1 quarter
Cost
Staff time
Owner
Customer Success Lead
Smallest test
Track activation by hand for 20 merchants.
Why it works
Risks and how to handle them
Evidence

Big bets 3

Larger plays that can change the trajectory.

Riskified's value is a chargeback guarantee, priced for scale. The largest universe of merchants is small stores that cannot justify that yet but will grow.
High impactHigh effort First result in 4 quarters Staff Growth Product Manager
First action
Model the cost and upgrade rate for stores under the threshold.
How to measure it
Upgrades
Now
–
Target
10% within 12 months
By
4 quarters
Steps
Model economics
Cost per free store.
Finance 1 month
Define limits
Volume threshold.
Staff Growth Product Manager 2 weeks
Build
Scores and alerts.
Staff Growth Product Manager 2 quarters
Launch
Shopify first.
Growth Marketing Manager 1 month
Upgrade prompts
At triggers.
Staff Growth Product Manager 1 month
Measure
Upgrades and cost.
Staff Growth Product Manager monthly
First result
4 quarters
Cost
Compute and support
Owner
Staff Growth Product Manager
Smallest test
Offer free alerts to 100 small stores.
Why it works
Risks and how to handle them
Evidence
Riskified sees $41.3 billion of GMV a quarter and already publishes travel and return fraud trends. A recurring index makes it the source journalists, analysts and AI assistants cite.
High impactHigh effort First result in 3 quarters Product Marketing Manager
First action
Pick five metrics that can be published safely.
How to measure it
Index citations
Now
–
Target
100 a quarter
By
1 year
Steps
Pick metrics
Safe and useful.
Product Marketing Manager 2 weeks
Data review
Privacy and investor rules.
Legal 1 month
Build pipeline
Quarterly refresh.
Data Science Lead 1 quarter
Design
Report and benchmark tool.
Growth Marketing Manager 1 month
Launch
Press and social.
Communications Lead 1 month
Repeat
Quarterly.
Product Marketing Manager quarterly
First result
3 quarters
Cost
Analyst time
Owner
Product Marketing Manager
Smallest test
Publish one benchmark chart.
Why it works
Risks and how to handle them
Evidence
Riskified has published guides on agentic commerce risk. As AI agents place orders for shoppers, merchants need to tell good agents from bad ones.
High impactHigh effort First result in 4 quarters Head of Product
First action
Talk to five agent builders about verification needs.
How to measure it
Verified agents
Now
–
Target
50
By
4 quarters
Steps
Interview builders
Needs.
Head of Product 1 month
Draft the standard
Open spec.
Head of Product 1 quarter
Build verification
Signals and API.
Staff Growth Product Manager 2 quarters
Pilot merchants
Five.
Customer Success Lead 1 quarter
Publish
With partners.
Product Marketing Manager 1 month
Measure
Agent orders approved.
Staff Growth Product Manager quarterly
First result
4 quarters
Cost
R&D
Owner
Head of Product
Smallest test
Publish a draft spec for comment.
Why it works
Risks and how to handle them
Evidence

Wildcards 2

Unexpected experiments, each with a cheap way to test it.

Agencies that build Shopify and Shopify Plus stores recommend the fraud app at launch. The growth plan aims at that exact segment.
Medium impactLow effort First result in 1 quarter Growth Marketing Manager
First action
List 30 Shopify Plus agencies.
How to measure it
Agency referrals
Now
–
Target
30 a quarter
By
2 quarters
Steps
List agencies
Shopify Plus partners.
Growth Marketing Manager 2 weeks
Design offer
Fee and badge.
Partnership Manager (Tokyo) 2 weeks
Recruit
First ten.
Growth Marketing Manager 1 month
Enable
Setup guide.
Integration Engineer 2 weeks
Partner page
Directory.
Web Content Specialist 1 week
Measure
Referrals.
Growth Marketing Manager monthly
First result
1 quarter
Cost
Referral fees
Owner
Growth Marketing Manager
Smallest test
Sign three agencies.
Why it works
Risks and how to handle them
Evidence
Riskified is listed on AWS Marketplace with AWS Accelerate partner status. Mid-market merchants with AWS commitments can buy through the marketplace and draw down committed spend.
Medium impactLow effort First result in 1 quarter Partnership Manager
First action
Check which open deals run on AWS.
How to measure it
AWS Marketplace deals
Now
–
Target
10 a quarter
By
3 quarters
Steps
Review listing
Offer and plans.
Partnership Manager (Tokyo) 2 weeks
Train sales
When to offer it.
Revenue Enablement 2 weeks
Joint campaign
With AWS.
Partnership Manager (Tokyo) 1 quarter
Private offers
For open deals.
Sales Operations ongoing
Case study
First buyer.
Product Marketing Manager 1 quarter
Measure
Deals and cycle time.
Partnership Manager (Tokyo) monthly
First result
1 quarter
Cost
Marketplace fees
Owner
Partnership Manager (Tokyo)
Smallest test
Offer one open deal a private offer.
Why it works
Risks and how to handle them
Evidence

Other companies we have researched, each read from what they are hiring for.

See every playbook and website review

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

Days 1 to 305 ideas
Shopify listing, install paths on Shopify content, the Policy Protect calculator, homepage speed and the NoFraud/Wyllo comparison.
Days 31 to 6012 ideas
Self-serve report, WooCommerce plugin, platform pages, local sites, Japan partners, PSPs, Zendesk, tag audit, ARIA demo and onboarding; agency and AWS channels.
Days 61 to 903 ideas
Commit to the free tier, the quarterly risk index and the agent trust layer.

Riskified growth playbook

Diagnosis

Rebuild the Shopify App Store listing as the front door of the new self-serve motion

Give the Shopify learning pages a direct way to start

A public policy abuse cost calculator for Policy Protect

This week 5

How to run it: Rebuild the Shopify App Store listing as the front door of the new self-serve motion

Steps

Why it works

Why it works

Ready to use

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Give the Shopify learning pages a direct way to start

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: A public policy abuse cost calculator for Policy Protect

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Bring the homepage back under Google's 2.5-second line for real visitors

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Catch "NoFraud alternative" searches while the brand changes to Wyllo

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

This quarter 10

How to run it: A free "what Riskified would have approved" report on a merchant's own past orders

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Publish a WooCommerce plugin, so WordPress merchants can find Riskified at all

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: One landing page per platform and segment, built from templates with AI

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Bring the six local sites up to date with the English one

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence