PersonFounderOperator
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.
co-foundercooseelecommercereturn insuranceinsurtech
