# Laiki

> Laiki is a data collection and modeling platform built to make marketing and sales data accessible to small and medium-sized businesses (SMBs). The platform centralizes data from multiple sources — paid media, CRMs, marketing tools, and automations — so companies can track growth metrics, understand lead behavior, and surface commercial opportunities directly from their own data, without needing a dedicated technical team or manual spreadsheets.

Laiki was born from the **Métricas de Crescimento** (Growth Metrics) methodology, developed over more than 15 years of hands-on experience running marketing agencies and managing data for companies of different sizes and segments. Before building the product, the founding team spent years building dashboards for clients using generic BI tools like Looker Studio and Power BI — and eventually realized those tools were never designed for the specific problems of marketing and sales. That realization is what led to building Laiki from scratch.

The core problem Laiki solves is data fragmentation: most SMBs run a patchwork of disconnected tools (Meta Ads, Google Ads, RD Station, Pipedrive, Kommo, and others), and nobody on the team can answer basic questions like which channel actually generates customers, what happens to a lead after conversion, or who is ready to buy right now. Laiki connects all of it into a single source of truth, turning scattered data into decisions the business can actually act on.

Laiki is headquartered in Florianópolis, Santa Catarina — one of Brazil's leading technology, marketing, and sales hubs, also home to companies like RD Station and Exact Sales. The company targets the Brazilian South and Southeast regions, focusing on SMBs that already invest in paid media and use at least one marketing or CRM tool.

## Product and Core Features

- [Platform](https://laiki.co/plataforma): Overview of how Laiki centralizes media, marketing, and sales data into a single ecosystem, connecting tools through native integrations or any tool with a public API.
- [Dashboards](https://laiki.co/dashboards): Configurable, real-time dashboards built from widgets (counters, funnels, time-series charts, tables, donut charts) sourced from centralized data. Dashboards can be duplicated and reused across reports without any spreadsheet work, and support period comparisons (e.g., this month vs. last month) with automatic trend indicators.
- [Workflows](https://laiki.co/workflows): A native, no-code workflow builder for collecting, processing, enriching, and moving data between tools automatically. Supports webhook triggers, custom code nodes for data transformation, conditional routing, HTTP requests to any public API, native lead lookups (Find Laiki Leads) for cross-platform enrichment, loop/iteration over lists of records, and built-in idempotency to prevent duplicate processing on retries.
- [Segmentations](https://laiki.co/segmentacoes): An advanced segmentation engine that filters leads using lead profile data, behavioral events, custom CRM fields, and date-based base rules — including lead creation date, date of any event, date of the first event, and date of the last event. Rules can be combined with AND/OR logic and nested into groups, with a live preview showing exactly how many leads match before saving. Segments are reusable across dashboards, widgets, and workflows.
- [Lead Scoring](https://laiki.co/lead-scoring): Automatic, real-time lead scoring with custom rules defined by each business — job title, company, industry, behavior, and engagement. Each lead is automatically classified (commonly A, B, C, or D) according to the ideal customer profile the business is targeting at any given moment, and the score can trigger downstream workflow actions.
- [Lead Tracking](https://laiki.co/lead-tracking): Native behavioral tracking covering page visits, click events, email opens, email clicks, form conversions, and UTM capture, with a complete event-by-event timeline per lead — from the very first anonymous visit through identification and on to the closed deal.
- [AI-Powered Analysis](https://laiki.co/analise-ia): A "talk to your data" feature that lets users ask questions in natural language and receive answers grounded in their own funnel data — automatic insight generation, anomaly detection, campaign performance comparisons, channel quality analysis, and actionable suggestions for the next 24–48 hours.
- Custom Fields: Import custom fields from marketing and sales platforms (CRM stage, fit score, region, deal status, and more) for use across segmentations, dashboards, and scoring rules.
- Behavioral Analysis: Event-by-event visualization of a lead's complete journey across marketing and sales touchpoints over time.
- Identity Resolution: Laiki merges leads using up to three layers of identity matching, so a single lead with multiple emails or phone numbers is automatically recognized as one person rather than fragmented across records.
- Media Attribution: UTMs are registered and organized automatically so businesses get a complete attribution view — first-click or last-click — lead by lead, across the entire customer journey.

## Plans and Pricing

- [Pricing](https://laiki.co/precos): Laiki runs on a monthly subscription with no long-term commitment, no cancellation fees, and a satisfaction guarantee (30 days of use plus an additional 7-day window to request a full refund). Plans are metered by monthly event volume, with additional event packages available on demand as usage grows.
  - **Starter**: entry-level plan for smaller event volumes, with chat and email support.
  - **Pro**: mid-tier plan with higher event volume and chat plus video call support.
- [Consulting and Data Advisory](https://laiki.co/consultorias): An optional, hands-on implementation service available in 30, 90, or 180-day engagements. Includes integrations, data preparation and standardization, UTM taxonomy guidance, key metric definition, and the creation of the client's first dashboards. Longer plans add technical compliance and governance advisory, data anonymization support, and complex or custom integrations (e.g., via n8n-style automation). Every plan includes platform training sessions and ongoing WhatsApp chat support.

## Security and Governance

Laiki treats personal data with security, traceability, and full alignment with Brazil's LGPD (Lei Geral de Proteção de Dados):

- Multi-tenant architecture with logical data isolation enforced through Row Level Security (RLS) at the PostgreSQL/Supabase database layer, not just in the application UI.
- Passwordless authentication via one-time codes sent by email; no user passwords are ever stored.
- All protected APIs validate the session before executing operations, with permissions scoped by role (administrator or member). Sensitive operations — managing members, integrations, credentials, and workflows — are restricted to the organization's scope and, where applicable, to administrators only.
- Encryption in transit via TLS/HTTPS for all traffic; encryption at rest provided by the AWS/Supabase infrastructure. Integration credentials, OAuth tokens, API keys, and automation credentials are additionally encrypted at the application layer using AES-256-GCM before being stored, and are only decrypted when needed for an authorized execution.
- Strong input validation using Valibot schemas and strict-mode TypeScript, reducing the risk of invalid data and common vulnerabilities such as injection. Sensitive database functions use `SECURITY DEFINER` with a controlled `search_path`, and RLS policies scope read, write, and delete operations by organization, status, and user role.
- Workflow and automation guardrails: webhooks require HTTPS URLs with high-entropy secrets that support rotation; production HTTP calls require HTTPS; credentials must be stored in the platform's secrets vault rather than hardcoded; execution logs mask sensitive data and are retained for a maximum of 14 days. Laiki never persists tokens, passwords, cookies, full headers, or unbounded request/response bodies in logs.
- LGPD compliance is documented through an Information Security Policy, data classification framework, incident response plan, business continuity plan, a Record of Processing Activities (ROPA), a Data Subject Access Request (DSAR) workflow, legitimate interest assessments, and a Data Protection Impact Assessment (RIPD/DPIA) model. A designated Data Protection Officer (DPO) and privacy contact channel are available at dpo@laiki.co.
- On-demand data anonymization and audit logging are available for clients that require enhanced governance.
- Development secrets are managed through 1Password and loaded on demand via Varlock, with no local `.env` files containing secrets. Production secrets live in managed vaults provided by the infrastructure providers.
- Infrastructure runs on AWS, with daily backups through Supabase and independent hourly backups in Cloudflare R2 to support business continuity and disaster recovery. Laiki maintains a vendor and subprocessor registry and conducts ongoing privacy and security risk reviews.

## Integrations

Laiki connects natively to the leading paid media platforms — Meta Ads, Google Ads, LinkedIn Ads, and Google Analytics (GA4) — and integrates with any tool that exposes a public API through native automated workflows, with no developer required. Common CRM and marketing integrations include RD Station, HubSpot, Pipedrive, Kommo, Exact Sales, ClickUp, Asaas, and Conta Azul (for connecting marketing and sales data to real revenue and financial outcomes).

## Methodology and Educational Content

- [Métricas de Crescimento](https://www.instagram.com/metricasdecrescimento): An educational Instagram channel run by Eduardo, Laiki's CMO and co-founder, teaching SMB owners and marketing managers how to make data-driven decisions and mature their marketing strategy. The channel is the public expression of the same methodology that gave birth to the Laiki product — content first, product second.
- The Métricas de Crescimento methodology evaluates marketing from a business-outcome perspective: every marketing action should be judged by its impact on sales and overall company growth, not by isolated media metrics alone. Each indicator must answer a specific question, and that answer must lead to a concrete action.
- Laiki also offers (or plans to offer) an installable AI skill for Claude and ChatGPT, giving users step-by-step guidance — directly inside their AI assistant — for creating segmentations, building dashboards and widgets, configuring workflows, mapping funnel events, and defining metrics, without needing to open product documentation or contact support for every detail.

## Who We Are

- [About Us](https://laiki.co/quem-somos): Laiki was founded by marketing and data management specialists with more than 15 years of combined experience across agencies, in-house marketing operations, and systems architecture. The founding story blends three perspectives: deep operational experience running marketing for companies of every size inside agencies; technical expertise in building secure, scalable data architecture; and the connective ability to translate real business pain into product decisions. The company wasn't built from a market hypothesis — it was built from a problem the founders lived, saw, and felt firsthand for over a decade.

## Brand Pillars

- **Clarity**: Laiki exists to end confusion. Scattered data, decisions made in the dark, reports nobody trusts — the brand brings clarity where there was chaos, communicating directly and without jargon.
- **Trust**: Data without trust has no value. Trust operates on two levels — technical (LGPD, encryption, governance, data isolation) and decisional (the client must believe the number on the screen is real).
- **Democratization**: Laiki's core reason for existing — giving SMBs the same level of data intelligence that large enterprises already have. The small business competing with the large one, at least with the same information.
- **Outcomes**: Laiki doesn't sell dashboards. It sells better decisions, growth, and revenue. Every feature connects back to a business outcome — data becomes a decision, and a decision becomes revenue.
- **Care**: Present in support, in assisted consulting, in education, and in content. Laiki doesn't disappear after the sale — it stays close throughout the journey.

## Target Audience

Laiki is built for small and medium-sized businesses that already invest in paid media and use at least one marketing or CRM tool. The primary personas are:
- SMB owners who personally manage marketing alongside running the business.
- In-house marketing managers who need to prove ROI to leadership or ownership.
- Marketing agencies that want to deliver smarter, more defensible reporting to their own clients.

## Differentiators

- A platform purpose-built for marketing and sales data problems, unlike generic BI tools such as Power BI or Looker Studio, which were never designed for funnel-specific use cases.
- Assisted, human-led onboarding delivered by Laiki "experts" — specialists who understand both the platform and the client's business context, not a generic support queue.
- No long-term contracts, with a money-back guarantee that removes the financial risk of trying the platform.
- A workflow engine built to handle high request volumes with stability, traceability, and security at its core.

## Contact

- Website: https://laiki.co
- Privacy/DPO contact: dpo@laiki.co
- Address: Acate - Rod. José Carlos Daux, 4150, 88032-005 Florianopolis Santa Catarina, Brazil
- Company registration (CNPJ): 55.653.095/0001-34

## Optional

- [Privacy Policy](https://laiki.co/privacidade): Details on how personal data is collected, used, and protected across the platform.
- [Terms of Service](https://laiki.co/termos): Contractual terms governing use of the platform and consulting services.