Hi, we're Frigade.

A team of builders in San Francisco shipping software that explains itself.

What we believe

Out of the box, on purpose.
You can rebrand every component, override every animation, swap any copy. Most teams shouldn't have to. We sweat the defaults: the animation curves, the empty states, the way a checklist collapses on the last step. So you can install on a Friday and ship something polished by Monday. The knobs are there when you want them, not the price of entry.
Drink your own champagne.
Nobody wants to eat dog food. We onboard and support Frigade's own customers with Frigade. Every checklist, banner, and tour they see runs through the same SDK they're integrating against. We hit our own bugs first. The empathy isn't a value we have to remind ourselves to keep; it's the byproduct of using the product every day.
Everyone talks to customers.
Engineers, designers, and founders all talk directly to customers. There's no account-rep layer between the team and the people using the product. When a feature lands, the person who built it is on the call the first time a customer uses it. When a contract goes out, it was drafted by someone who'll be in the implementation meeting.
Depth before breadth.
We compound on what's already working before opening new surface area. The math keeps repeating. A feature that's twice as good usually moves customers more than a second feature. Most weeks the right call is to make the existing thing better.

How we got here

We built onboarding the hard way.

Some of us came from LinkedIn, where the growth team built an internal system for onboarding flows that the rest of product engineering relied on. It was a huge help to internal teams. They didn't have to design, build, and own the same checklists, tours, and announcements every product team needed. We wanted to bring that same leverage to the rest of the industry, so every company didn't have to build and own it themselves.

Frigade started as a dev tool. We made it easier for product teams to build great onboarding flows like checklists, tours, and announcements, without hand-rolling them every time. Along the way we studied thousands of flows and helped build hundreds with our customers.

The pattern was the same in every shape. Every flow our customers shipped started decaying the moment their product changed. Static answers, dynamic products. The math never worked.

When AI got good enough, the math flipped. All that hard-won expertise didn't have to ship as a library of components. It could live in the model itself, learning the product as it ships, shaped by customer and team feedback, choosing what to surface in the moment. That's the bet behind everything we've shipped since.

The Frigade team working in their San Francisco office.

The team

Built by engineers from LinkedIn, Discord, and Digit.

Eric Brownrout

Cofounder

Christian Mathiesen

Cofounder

Micah Snyder

Founding Engineer

Elton Lai-Rego

Senior Engineer

How we work

We work in person from a sunny office on Market Street in San Francisco. Most days end with someone leaning over someone else's screen, demoing what they built that day. Ideas bounce across the room. The Frigade bar gets a little higher each time.

We push ourselves to ship fast. A customer files a request on Monday. The improvement is often in their hands the same day, sometimes within the hour.

Frigade ships into other companies' products. It has to belong there, next to design teams have spent years getting right. That's the responsibility we signed up for, and it's the standard we hold our work to.

Backed by