seel
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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.
Zack Peng
Zack Peng is the founder and CEO of Seel, a San Francisco-based AI-powered return insurance platform that serves 2,000+ ecommerce merchants. A former software engineer at Orbital Insight with a philosophy and physics background from UNC Chapel Hill, Peng built Seel into an 8-figure platform in five years by turning ecommerce returns - historically a pure cost center - into a risk-priced insurance product. Backed by Lightspeed Venture Partners with over $29M raised through Series B, Seel enables merchants to offer extended return windows on final-sale and non-returnable items while using AI underwriting to manage refund liability at checkout.