orphL, a Romanian start-up company, managed to position itself as an important development organization during the ongoing COVID-19 pandemic. The start-up company is using AI to automatize online and e-commerce processes.

In these uncertain times when online businesses are looking to gather accurate data in order to build a predictable technology roadmap and offline businesses are starting to switch into the online, MorphL has become an important part of their plan and the company has been able to provide services that ease the migration into online as well as automatizing existing online processes.

How did it all start

Back in 2018, Alexandra Anghel and Ciprian Borodescu managed to access a grant from Google and founded MorphL.

They were already running another company, Appticles, but MorphL was different because inside this company, they were developing a product that would help companies abroad to better understand the online data that were gathering.

MorphL managed to get the support from Techstars Montreal accelerator as well as Orange Fab accelerator.

Now, it has a challenge that it’s facing as a start-up on its own: the COVID crisis. But the founders as well as the team are optimistic and ready to face it all. They have the right mindset.

2018 - present

MorphL was founded in 2018 and it took the start-up one year to get in touch and get the support of Techstars Montreal accelerator.

Their product is helping ecommerce companies gather accurate data and it’s also helping them understand how this data can help the customer as well as how it can help grow their business.

Alexandra Anghel, one of the founders, has stated for start-up.ro that MorphL has managed to predict over 20 millions ways for growing.

Their big client, the telecommunication behemoth, Orange, has incorporated the product of the start-up into their platform.

“Orange is one of our biggest clients. The platform is mostly self-service and that means that everyone can get on board very easily and choose from 10 prediction models that are available there.” say Alexandra Anghel for start-up.ro.

The going global mindset

Alexandra and Ciprian first developed the product for the publishing industry. They knew that this industry lacks an automatization process, so they were looking to make a change.

That’s how they got the grant from Google.

But their mindset was changing, more exactly shifting to e commerce as well, because the publishing industry wasn’t so interested in automatization.

The shifting to e-commerce proved to be the right mindset: soon after they were able to secure support from Techstart Montreal, a step closer to their global dreams.

The co-founders had a big plan for 2020: accessing investments and continue to grow at an even higher rate.

But the pandemic came, so the plan had to be changed accordingly.

Both of them had been in the entrepreneurial system for over 10 years, so they knew how to handle a crisis. They assured their team that no one is going to lose their job and they started to focus on what can be done.

“We have been entrepreneurs for over 10 years, so it was not the first time when we had to face a crisis. From the first moment we had clarity on what we need to do: to focus on what we know. ” says Alexandra for start-up.ro.

They focused on growing in the right direction rather than reaching a certain goal.

“We adopted a workmodel that is based on small wins. It’s hard to keep a right mindset when working in a start-up and the pandemic only made it worse. That’s why we put an emphasis on personal development within the company.” says Alexandra.

The right mindset also means a global mindset. Every start-up founder should put a priority on three aspects: control, money and impact.

Money and the financial situation are not the only things a founder should be concerned about when developing a product.

The product has to leave an impact in society, no matter how small, that’s how it should be built in the first place.

Then control comes in. More exactly, the need to control everything - a founder should always learn to master the need for control.

The artificial intelligence mindset

The pandemic is here, but the A.I. must go on.

As any other start-up company, MorphL has suffered from the pandemic, but it won’t stop. The company has produced a lot of webinars, inviting guests and discussing the future of AI in business.

They know the people would listen, so they produced a podcast too, suggestively called “Get your AI on” and they talk about similar issues and debating several themes regarding the rise of AI in business.

2020 hasn’t been so bad either: their services have been integrated into the e-commerce giant, Shopify.

They’re on a mission: they are looking to sell their product to the right customers rather than selling it to various customers that have no idea what to do with it.

“We have a strategy that is focused on the product rather than just selling it. That’s how we want to attract more users.” say Alexandra for start-up.ro.

They want to expand the product for a global audience, because they know that e-commerce is really the future.

“A lot of offline retailers have switched to online, so there are a lot of new potential customers.  Interestingly enough, the pandemic also saw a lot of people shopping online. A lot of new online shops have opened during the pandemic and the competition became very tough. That’s why MorphL is needed. We are intelligently targeting potential customers while optimizing the costs at the same time.” says Alexandra.

The second accelerator: Orange Fab

MorphL has managed to get the support of another accelerator: Orange Fab. They have managed to integrate their services into a big platform and study the behavior of the AI there.

“We’ve started a close collaboration with Orange Fab and their marketing department. We integrated our AI into their platform and have managed to understand why the customers are abandoning their purchases. We have got some good results regarding targeting.” say Alexandra.

2020 is not over yet and the founders of MorphL have big plans for the rest of the year.

They will continue to get the investments they need in order to grow even bigger and reach new customers.

“We want to contribute to the development of the local business ecosystem and we want to show that it can be done.” says Alexandra.

2020 doesn’t seem that bad, after all.

What do you think about this start-up? Will they be the next great thing?

Let us know in the comments.

Jul 27, 2020

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