ABOUT
We're just getting started
Frilly started as an experiment in using AI to aggregate local events in Madison, WI, and as the capabilities of the technology have grown, so have our ambitions. We're building infrastructure that helps local businesses, organizations, and makers get discovered through AI-powered conversations.
If you have any specific questions, please don't hesitate to get in touch!
Team
Jorge ReynaFounder, CEO/CPOJorge Reyna founded Frilly after spending two decades building digital products at scale—from designing a SaaS platform that hit $20M in first-year revenue to leading product design teams at Livingly Media through its acquisition by Axel Springer. Along the way, he pioneered cryptocurrency infrastructure in Guatemala, Central America, earned five USPTO design patents (now owned by TiVo), and led marketing and digital product development at Madison-based Civic Media.
It was that last experience that crystallized the problem: digital marketing is evolving rapidly and new techniques for connecting with audiences are badly needed. Nearly 60% of searches end without a click, AI assistants are becoming the new search engines, and local businesses are struggling to find ways to prepare for it. Jorge's passion is to build infrastructure that helps businesses thrive in the AI era by making their content discoverable and engaging in this new medium.
Advisors
Ben RuggCofounder, TaimetBen Rugg is a seasoned entrepreneur and software engineer with over two decades of experience building, scaling, and selling technology products. Before founding Taimet, he co-founded and led multiple successful ventures, including Clover — an early SaaS website builder and payments platform that reached millions of users and processed over $500 million in transactions. His career spans software engineering, AI, product design, and company leadership, uniting a deep technical foundation with a passion for creating tools that solve meaningful, real-world problems. His mentorship on Frilly has been instrumental in keeping the project focused and moving forward.
