Building the data infrastructure layer under digital commerce. When your DoorDash order shows the right price, Will's platform probably had something to do with it.
Will Bewley — Woflow, San Francisco
Before a restaurant menu appears on DoorDash, before a product listing loads on Walmart's marketplace, before Uber Eats displays the price of a burrito - someone has to structure that data. Someone has to take a handwritten menu or a spreadsheet from a supplier and turn it into clean, machine-readable, consistently formatted information at scale. Will Bewley decided that "someone" should be a software platform, not a room full of people copying and pasting.
Woflow started in 2017 at Workshop Cafe, a co-working coffee shop in San Francisco's Financial District, as a side project between Bewley and his co-founder Jordan Nemrow. The origin is almost embarrassingly practical: Nemrow posted on Facebook that he wanted to buy a beer for anyone who copies and pastes at work. Bewley replied. He was a product operations professional at the time, working through the inefficiencies of merchant data onboarding at companies like Zenefits and ForUsAll. He didn't have a venture pitch deck. He had a very specific problem and a co-founder who knew how to automate it.
Eight years later, Woflow has digitized over 60 million products for 800,000-plus restaurants and retail stores across multiple continents. The platform serves DoorDash, Square, Walmart, Uber, Deliveroo, Wolt, and Popmenu. In January 2022, the company closed a $7.3 million Series A co-led by Base10 Partners and Construct Capital, with Craft Ventures participating - bringing total funding to $10.8 million. In 2025, Inc. 5000 ranked Woflow at number 836 among America's fastest-growing private companies.
None of this was the obvious path for a Chartered Accountant from the UK who spent his early career at EY in London. Bewley left England in 2015 with no startup and no product - just a conviction that technology would reshape commerce and that San Francisco was where that reshaping was happening. He spent two years working in operations roles, learning how product data moved through organizations, before the Workshop Cafe meeting that started everything.
We're building the data infrastructure layer that'll power businesses as they transition to this next generation of technologies.
- Will Bewley, Co-Founder & CEO, WoflowWhat Woflow sells is, in Bewley's framing, not a data cleaning service but a new vertical entirely. The comparison he makes is against the old way: manual human labor to ingest, format, and maintain product catalogs. Woflow replaces that with a combination of machine learning models, AI agents, and a distributed global workforce to handle edge cases. The result is faster merchant onboarding, higher data accuracy, and a system that can handle the scale that DoorDash or Walmart actually operate at.
In 2023, Woflow acquired XtremeAI, a Seville-based startup specializing in document digitization and data structuring. The move expanded Woflow's presence in Europe and brought in a team with deep expertise in document-level AI - a complement to Woflow's existing catalog and menu management capabilities. It was a strategic bet that the merchant data problem is a global one, not a San Francisco one.
Bewley graduated from Stanford Graduate School of Business in 2022 - while running the company. He describes himself on Twitter as a "day dreamer," which is either disarming modesty or an accurate description of someone who saw the invisible plumbing of digital commerce before anyone thought it needed building. His personal website, willbewley.com, was built with ChatGPT in roughly 30 minutes and costs nothing to host on GitHub Pages. For a CEO of an AI data platform, there's something satisfying about that.
Before Woflow, before San Francisco, there was London. Bewley qualified as a Chartered Accountant with the ICAEW - the kind of credential that signals a very specific kind of rigor and patience - and joined EY as a Senior Associate, working in corporate finance. He even coordinated EY's Entrepreneur of the Year program, which puts him in the odd position of having organized recognition for exactly the kind of person he would later become.
In 2015, he left. Not for a startup, not for a specific job offer, but for proximity to where the future was being built. San Francisco was having its moment, and Bewley wanted to be in it. He spent the next two years working in product and operations - first at Zenefits, the cloud HR automation platform, then at ForUsAll - absorbing the mechanics of how data moves through companies and where the friction accumulates.
In 2012, three years before any of this, Bewley spent a month and a half as a volunteer teacher at the Kaghan Memorial Trust, teaching sports and handling administration at a school in the remote mountains of Northern Pakistan. It's the kind of biographical detail that doesn't fit the Silicon Valley origin story template, which is probably why it's worth noting.
Jordan Nemrow had been building software since college. In 2017, he was doing what engineers do: looking for real problems to automate. He posted on Facebook asking to meet anyone who copies and pastes at work. Will Bewley answered.
The intersection they landed on was restaurant menu data. Getting a restaurant's menu into a food delivery platform sounds trivial. In practice, it involves inconsistent formats, missing nutritional information, items that exist in one system but not another, prices that change daily, regional variations, and menus in multiple languages. Multiply that by hundreds of thousands of restaurants, add the requirement that data needs to be updated in real time, and you have a data infrastructure problem that was being solved, expensively and slowly, by humans typing things.
Woflow started as exactly that: a better way to ingest and maintain merchant data. They built ML models to automate the extraction and formatting. They built a distributed workforce model for the cases that AI couldn't handle. They built integrations with point-of-sale systems, delivery platforms, and retail marketplaces. And they built it with enough consistency and reliability that DoorDash, Uber, and Walmart trusted it with their actual operations.
Merchant data is not a glamorous category. It doesn't generate the kind of coverage that consumer apps do. But it is genuinely foundational - the kind of infrastructure that, once it breaks, makes headlines. Bewley has been clear that Woflow is not a food tech company. It is a data infrastructure platform that happens to have started in food delivery because that was where the pain was most acute.
The rebranding from "merchant data platform" to "AI agent platform for enterprise operations" signals where Bewley is taking the company. The language of AI agents - autonomous systems that can handle complex, multi-step workflows without constant human supervision - fits the direction the broader enterprise software market is moving. Woflow's combination of ML models, structured data expertise, and workflow automation positions it as a natural fit for the agent economy that every major software company is currently racing to build toward.
The 2023 acquisition of XtremeAI, a Seville-based startup with expertise in document digitization and data structuring, added European market presence and a team that had been solving adjacent problems in a different language and regulatory context. It also signaled that Bewley is building Woflow to operate at global scale, not just in the North American food delivery market where it started.
Bewley talks about the digital transition in large, infrastructural terms. He has said publicly that the future involves most people interacting with digitized versions of their physical lives - through VR, AR, or whatever comes next - and that the prerequisite for that future is structured, reliable data about physical products and services. Woflow, in his framing, is the company building the layer that makes that future possible for brick-and-mortar businesses that can't build it themselves.
That's a large ambition for a company that started as a side project in a co-working cafe. But Bewley's career has a pattern of taking the long view - qualifying as a chartered accountant, spending years in operations before founding a company, attending Stanford GSB while running a startup - that suggests someone willing to build slowly toward something large.
He mentors other founders. He reads consistently and talks about continuous learning. His Twitter bio says "day dreamer." The phrase is doing more work than it looks like.
As consumers demand more digital experiences, and businesses adapt, it's inevitable that in the future most people will be interacting with digitized versions of their physical lives, through VR/AR or in the metaverse.
We're building the data infrastructure layer that'll power businesses as they transition to this next generation of technologies.
We are thrilled to welcome the XtremeAI team to Woflow. Their deep industry knowledge and cutting-edge technology will play a crucial role in our mission to structure the world's unstructured data.
We're creating a new vertical, which cost is compared against the old way of doing it.