The people building the Control Layer
Founded in Helsinki. Built for global commerce.
Working with Expanly has been straightforward and effective. They took the time to understand our business and translated complex requirements into practical solutions, with persistence and a clear sense of responsibility.
Vladimir Tokoi
CEO, Suojakalvotukku
Helsinki Entrepreneur of the Year 2022
Exceptional market understanding, commercial insight, and strong technological expertise. Results came fast and are already visible in customer value. This group has everything it takes to build the next global success story.
Samu Hällfors
CEO & Founder, Framery
Expanly was born out of firsthand frustration
As ecommerce leaders, we experienced what happens when you build a business, know exactly what should grow, and watch ad platforms ignore it completely.
Performance looked fine on the surface. But we had no real control over where money went. The question was simple: What if we could teach the algorithms what actually matters?
Expanly is our answer
Founded in Helsinki and built for global commerce, we're building the Control Layer: the bridge between commercial strategy and advertising execution. Our team has spent over a decade in ecommerce, ad operations, and data engineering. We know the gap between business intent and platform behavior, because we lived it.
Why we exist
Google and Meta don't have your business data: your margins, your return rates, your strategic priorities. They never will. Expanly bridges that gap without sharing what shouldn't be shared. This isn't better optimization. It's business context they structurally cannot replicate. That's why we built the Control Layer.
How we show up
We care deeply about clarity over noise, honesty about tradeoffs, and building systems that earn trust over time.
How we think
We believe the hardest problem in retail advertising isn't automation. It's making sure automation serves the business, not the other way around. That's why we start with your strategy, not ours. Every customer has different priorities. The system should reflect that, not force a template.
How we work
We're a focused team building systems meant to last. We build for clarity first. If you can't explain it, we don't ship it. If it doesn't change a decision, we don't build it. No busywork. No vanity metrics. Just work that matters.
The era of strategic control
Commerce is only getting more complex. More channels, more signals, more tradeoffs. The companies that thrive won't be the ones who automated the most. They'll be the ones who controlled the best.
Innovator of the Year, eCom Summit & Awards 2025
Expanly was recognized for returning strategic control to e-commerce retailers through intelligent advertising optimization.
The Expanly Playbook
Curious what it's really like to work at Expanly? We've made our internal playbook public. Visit the full playbook →
Want to join us?
We're building something that matters. If that excites you, we'd love to hear from you. Visit our careers page →
The algorithm is ready to listen.