# Bill Liu

> Bill Liu is the Co-Founder and COO of Seel, the San Francisco-based company that invented Return Assurance — AI-powered insurance that lets shoppers add a refund window to final-sale purchases at checkout. Liu co-founded the company (originally called Kover.ai) in 2019 with CEO Zack Peng after completing the Techstars MetLife Digital Accelerator. He oversees team-building and go-to-market strategy for a platform now trusted by 5,000+ merchants, protecting 24 million+ orders and serving 2 million+ monthly shoppers. Seel has raised $29M+ in total funding including a Series B in May 2025 and was named to CB Insights' AI100 list of the world's most promising AI startups in 2023.

- **Role:** Co-Founder and COO at Seel
- **Organizations:** Seel, Kover.ai, Techstars MetLife Digital Accelerator, ibiblio.org, UNC ITS Research Computing Center
- **Nationality:** American
- **Education:** Bachelor's Degree, Library and Information Science / Philosophy, University of North Carolina at Chapel Hill
- **Known for:** Co-founded Seel (originally Kover.ai) in 2019, building it to 150+ employees, Scaled Seel to 5,000+ merchants, 24M+ protected orders, 2M+ monthly shoppers, Raised $29M+ in total funding across seed, Series A, and Series B rounds

## Career timeline

- **2017** — Web Developer at ibiblio.org
- **2017** — IT Operations at UNC ITS Research Computing Center
- **2019** — Co-founded Kover.ai (later renamed Seel) with Zack Peng
- **2019** — Completed Techstars MetLife Digital Accelerator program
- **2019** — Raised $1.5M seed round led by West Loop Ventures
- **2022** — Seel raised $17M Series A led by Lightspeed Venture Partners
- **2023** — Seel named to CB Insights AI100 list of world's most promising AI startups
- **2024** — Seel won Shoplazza Partner of the Year award
- **2025** — Seel raised Series B round (May 2025), total funding reaches $29M+
- **2026** — Seel partners with Authentic Brands Group and Debenhams Group

## Achievements

- Co-founded Seel (originally Kover.ai) in 2019, building it to 150+ employees
- Scaled Seel to 5,000+ merchants, 24M+ protected orders, 2M+ monthly shoppers
- Raised $29M+ in total funding across seed, Series A, and Series B rounds
- Led go-to-market strategy helping Seel partner with 500+ brands and marketplaces
- CB Insights AI100 recognition in 2023 as one of the world's most promising AI startups
- Shoplazza Partner of the Year 2024
- Seel's Return Assurance product achieves 1-in-4 shopper opt-in rate at checkout
- Platform delivers 30% net new revenue lift for merchant partners
- Selected for prestigious Techstars MetLife Digital Accelerator 2019 cohort

## Latest updates

- **2026-03** — Seel partners with Authentic Brands Group to enhance post-purchase customer experience
- **2026-01** — Seel launches AI post-purchase program with Debenhams Group
- **2025-05** — Seel closes Series B funding round, bringing total raised to $29M+
- **2024-00** — Seel wins Shoplazza 2024 Partner of the Year award

## Links

- Website: https://seel.com
- LinkedIn: https://www.linkedin.com/in/zhangsinong-liu/
- Facebook: https://facebook.com/koverai

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Profile page: https://yespress.io/bill-liu
Published by YesPress — https://yespress.io
Last updated: 2026-05-27