Simba Sleep’s Success Story: Partnership with Riskified Enhances the Customer Experience and Safeguards Online Transactions

Over five years, the collaboration has strengthened fraud prevention, streamlined transaction processes, and enhanced the online shopping experience for customers worldwide

London – April 29, 2025  – Simba Sleep, the award-winning British sleep tech brand, has partnered with Riskified, a leader in ecommerce fraud and risk intelligence, since 2017. This long-standing partnership has played a crucial role in Simba Sleep’s ongoing global success, enabling the brand to safeguard online transactions from payment fraud and chargebacks and deliver a seamless, secure shopping experience to customers worldwide.

Since its launch in 2016, Simba Sleep has become a market leader, with over 1,000,000 products sold globally and 325,000 five-star ratings. The brand’s innovative approach to sleep, centered on its flagship Hybrid® mattress, has earned the trust of customers and helped Simba expand its product range and international reach. As the brand continued to grow, managing fraud risk became increasingly complex, especially with high-value products and international customers.

“Our mission has always been to give customers the best night’s sleep possible,” said Russell Alexander, Finance Manager at Simba Sleep. “As we expanded globally, it was essential that we maintained a secure, seamless shopping experience for our customers. Fraud was a growing concern, and we needed a solution that allowed us to protect our customers’ transactions without compromising their shopping experience.”

Riskified’s AI-powered fraud prevention platform has been instrumental in enabling Simba Sleep to fight fraud effectively. By instantly reviewing transactions and flagging high-risk orders, the platform ensures legitimate purchases are approved in real time. This allows Simba to focus on what matters most: delivering quality products and exceptional customer service, while minimizing chargebacks and fraudulent activity.

Since integrating Riskified, Simba Sleep has seen a dramatic reduction in fraud rates, dropping from as high as 2% of monthly sales to virtually zero in the first 12 months after going live, based on their analysis. Additionally, Simba Sleep’s customer service team has been able to focus on providing the best possible experience rather than spending time resolving fraud-related issues, leading to a significant improvement in customer satisfaction.

“We’ve been able to handle a much higher volume of orders, especially from international markets, without worrying about fraud,” Russell continued. “The partnership with Riskified has given us the peace of mind to focus on growing our business and serving our customers better. They’ve helped us improve not just our fraud protection but our entire transaction process.”

As part of the collaboration, Simba Sleep has also been able to effectively adapt to changes in regulatory requirements, such as PSD2 in the UK and EU, without adding unnecessary friction for customers. Riskified’s technology continues to evolve with the ever-changing ecommerce landscape, ensuring Simba Sleep can stay ahead of fraud trends.

Aviram Ganor, General Manager of EMEA at Riskified, shared, “The increasing sophistication of fraud stands in the way of online merchants’ desire to give their customers a seamless experience. By leveraging Riskified’s AI-powered fraud prevention platform, Simba Sleep is able to accurately detect and block payment fraud and enable smarter checkout experiences. We’re proud to have supported Simba Sleep since 2017, whose tech-forward approach to ecommerce fraud management empowers their teams to unlock new growth opportunities with confidence.”

Looking ahead, Simba Sleep is excited about its continued global growth, with the support of Riskified’s technology playing a vital role in enabling the brand to scale operations securely and efficiently. The ongoing partnership will remain central to Simba’s commitment to providing a seamless shopping experience, ensuring the highest standards of security and customer service as they expand their reach and continue innovating to deliver the perfect night’s sleep to more customers worldwide.