# Orphex

Aiolum story: https://aiolum.com/story/orphex/ · added 2026-11-05 · updated 2026-11-05

**In short.** Orphex (Ad and sales data connector for AI assistants, Turkey): More than 100 brands on Orphex MCP, November 2026. Evidence grade E: no revenue figure was checked. Team: 2 co-founders in 2023; a 14-person core team by August 2025 (Webrazzi); the UK company filed an average of 2 employees for 2025. Launched 27 June 2024; still running, revenue growing.

Ad and sales data connector for AI assistants · Turkey · AI-native · started small, grew without outside funding · still running, revenue growing · group: Marketing and social content

- Outcome: More than 100 brands on Orphex MCP, November 2026 (evidence grade of the headline number: E; no revenue figure)
- Launch: 27 June 2024; months from launch to the outcome: 29
- Team: 2 co-founders in 2023; a 14-person core team by August 2025 (Webrazzi); the UK company filed an average of 2 employees for 2025
- Outside funding: None reported (Webrazzi, August 2025); a graduate of the Workup program of Türkiye İş Bankası
- Main factor: Domain knowledge
- Meters, 1 to 4: evidence strength 1, copyable pattern 2, capital needed 2
- Tags: AI-native, Small team, Bootstrapped, Running, B2B, Marketing technology

Links:

- Visit orphex.co: https://orphex.co/
- Shopify App Store: https://apps.shopify.com/orphex

**The product.** A data layer for advertising teams. It reads a company's ad accounts (Meta, Google, TikTok and more than 50 other platforms), its Shopify store and its analytics, and passes the numbers to the AI assistant the team already uses: Claude, ChatGPT, Copilot, Grok, Cursor or Gemini. The assistant can answer questions about the accounts and prepare changes, such as a budget move, that a person must approve before they reach the ad platform.

**Why it worked.** The founders came from digital marketing agencies, and their first customers were people from the CEO's former agency team, who now work in the marketing departments of large Turkish companies. In 2026 the company rebuilt its dashboard product around the Model Context Protocol, so that general AI assistants can work on live ad data, and opened it to everyone with a free plan.

Evidence grades: A = disclosed by a public company, a filing or a payment processor, or verified by one; B = two or more independent reports agree, or a journalist confirmed it; C = a founder claim that no one else verified; D = reported, not verified: one founder claim or a third-party estimate with no second source; E = no revenue figure found, so the headline is a non-money fact and the other facts carry their own grades; calc = computed on this page from graded facts.

## Summary

Orphex is a marketing data platform, software that collects the numbers from many advertising and sales systems into one place, for brands and agencies. Its newest product, Orphex MCP, is an MCP server: a program that speaks the Model Context Protocol, an open standard that lets an AI assistant such as Claude or ChatGPT call outside tools and read outside data. Through it, an assistant can read Meta, Google or TikTok ad results next to Shopify sales, and propose changes that a person approves.

Kıvanç Ünal (CEO) and Atıl Samancıoğlu founded it in 2023, according to the company's About page and the Turkish technology site Webrazzi. Webrazzi reported in August 2025 that it had a core team of 14 people, more than 40 brands as customers and no outside investment. The UK company, Orphex Tech Limited, was registered on 9 August 2023, and its Shopify app has been listed since 27 June 2024.

No revenue figure was found. The headline is the company's own statement on Product Hunt on 4 November 2026 that more than 100 brands use Orphex MCP. Its other public counters, about the ad spend that customers manage with it, differ from page to page and are not revenue.

## Pricing

Orphex MCP prices on the Shopify App Store listing, read 5 November 2026 (grade C)

| Plan | Per month, billed yearly (US$) | Per month, billed monthly (US$) | Limit |
|---|---|---|---|
| Free | 0 | 0 | 3 connected accounts, 250 data reads and 50 write actions a month, 1 user |
| Read | 33.33 | 39.99 | 25 connected accounts, 2,000 data reads a month, read-only, 10 users |
| Action | 124.99 | 149.99 | 100 connected accounts, 2,000 data reads and 500 write actions a month, BigQuery |

All charges are in US dollars and billed every 30 days, according to the listing. The yearly prices are US$399.90 for Read and US$1,499.90 for Action, shown here per month. Webrazzi reported in August 2025, from the company, that plans of the older Orphex platform started at US$199 a month; that page was not checked against today's orphex.co pricing, which loads by script.

## How much revenue does Orphex make? The numbers, graded

A bootstrapped Turkish marketing data company with a UK legal entity, about 14 people, more than 100 brands by its own count, and no published revenue

| Fact | Value | Grade | Note | Sources |
|---|---|---|---|---|
| Brands using Orphex MCP, November 2026 | more than 100 | C | Company statement in the Product Hunt launch post of 4 November 2026: '100+ brands already use Orphex MCP'. Not checked by anyone outside. | [8] |
| Brands using Orphex, second quarter of 2025 | more than 40 | C | Webrazzi, 6 August 2025, from the company's data: '2025'in ikinci çeyreği itibari ile 40'tan fazla marka Orphex kullanıyor' (as of the second quarter of 2025, more than 40 brands use Orphex) (translation). | [4] |
| Founded | 2023, by Kıvanç Ünal and Atıl Samancıoğlu | C | Company About page and Webrazzi ('2023 yılında kurulan Orphex', Orphex, founded in 2023) (translation). Webrazzi gives Samancıoğlu the title CTO. | [5, 4] |
| UK company | Orphex Tech Limited, number 15059471, incorporated 9 August 2023 | A | Companies House. Registered office in London; software development (SIC 62012). The register lists three directors; Kıvanç Ünal signed the 2025 accounts as director. The Shopify listing gives a care-of address in Marlow, England. | [2, 1] |
| Team | 14-person core team, August 2025; 14 people on the About page, November 2026 | C | Webrazzi: 'toplamda 14 kişilik bir çekirdek ekiple çalışıyor' (works with a core team of 14 people in total) (translation). The UK company's accounts give an average of 2 employees in 2025 and 1 in 2024, so most of the team is not employed by the UK entity. | [4, 5, 3] |
| Outside funding | none, as of August 2025 | C | Webrazzi: 'Şimdiye kadar yatırım almayan Orphex, bootstrap şekilde büyüyerek' (Orphex, which has not taken investment so far, grew bootstrapped) (translation). The team said it planned a round later. It is also described as a TÜBİTAK-supported project. | [4] |
| UK accounts, year to 31 December 2025 | net assets of £48,704; no turnover published | A | Micro-entity accounts filed with Companies House, approved 16 June 2026. Micro-entities do not have to publish turnover, so the filing gives no revenue. | [3] |
| Shopify app | listed since 27 June 2024; rating 5.0 from 1 review | C | Shopify App Store listing, read 5 November 2026. The single review is dated 19 August 2026. | [1] |
| Platforms connected | more than 50 | C | Webrazzi (2025) and the company's article of 30 October 2026, which names Meta, Google and TikTok among them. | [4, 6] |
| AI assistants supported | Claude, ChatGPT, Copilot, Grok, Cursor, Gemini | C | Shopify listing and the MCP site. The customer uses its own assistant; the sources do not say which AI models Orphex runs inside its older platform beyond 'machine learning models' and RAG (Webrazzi). | [1, 7, 4] |
| Ad spend managed by customers, as stated by the company | US$15M+ a month (2025), US$30M+ a month (site), US$100M+ a month (Product Hunt) | C | Customers' advertising budgets, not Orphex revenue. The three figures come from Webrazzi (August 2025), the orphex.co and mcp.orphex.co home pages (read 5 November 2026) and the Product Hunt post (4 November 2026). | [4, 9, 7, 8] |
| Time from the Shopify listing to the November 2026 brand count | 29 months | calc | Calculated: June 2024 to November 2026. | [1, 8] |

How to read this table: grade A values come from the UK company register and the company's filed accounts. Grade C values are statements by the company, on its own pages, on Product Hunt or as reported by Webrazzi. A "calc" value was computed on this page. No revenue figure exists in any source read.

## When did Orphex launch, and how did it grow? Timeline

From a company registered in London in August 2023 to an MCP product launched on Product Hunt in November 2026. Each entry carries its grade.

- **9 August 2023** (grade A [2, 4]): Orphex Tech Limited is registered in England and Wales. The founders say Orphex was founded in 2023.
- **27 June 2024** (grade C [1]): The Orphex app is listed on the Shopify App Store.
- **6 August 2025** (grade C [4]): Webrazzi profiles the company: more than 40 brands, a 14-person core team, no outside investment, and an AI agent system planned for beta.
- **16 June 2026** (grade A [3]): Accounts for 2025 are approved: an average of 2 employees in the UK company, up from 1 in 2024.
- **12 to 14 October 2026** (grade C [6]): At Slush'D Istanbul the CEO says Orphex has handed the ad management of its own brands to Claude and ChatGPT through Orphex MCP.
- **4 November 2026** (grade C [8]): Orphex MCP launches on Product Hunt, with 170 votes and the statement that more than 100 brands already use it.

## Why did Orphex work?

### Agency experience turned into software

The CEO, by the company's account, built a marketing agency, AnalyticaHouse, to 70 to 80 people. Former members of that team now work in the marketing departments of large Turkish companies, and the company says they were Orphex's first users and customers.

### One connection layer for many ad platforms

Each ad platform has its own interface and its own reports. Orphex connects more than 50 of them once, cleans and normalizes the data, and gives the same numbers to a dashboard or to an AI assistant. This is the part that is expensive to build and that a single marketer cannot easily copy.

### The assistant is the customer's, not Orphex's

Orphex MCP does not ship its own chat window. It plugs into Claude, ChatGPT, Copilot, Grok, Cursor or Gemini, which the customer already uses. Changes such as budget moves wait for a person's approval, and campaigns created through it start paused.

### A free plan and store listings

The Shopify App Store listing offers a free plan with 3 connected accounts, so a small store can try it without a sales call. The older Orphex platform was sold through demos to larger brands.

## How it was built

These details come from the company, on its own pages and as reported by Webrazzi. They are grade C.

- The team says it built its own architecture over about 1.5 years, without ready-made dashboards or third-party business-intelligence software.
- An ETL pipeline (extract, transform, load: the steps that copy data out of each platform, clean it and store it) fills gaps, normalizes history and prepares the data for AI.
- Machine learning models and RAG (retrieval-augmented generation: the model is given documents found for each question) over the team's own documents produce segment, creative, channel and budget recommendations.
- Orphex MCP exposes the connected data to AI assistants through the Model Context Protocol, with a catalog of prepared 'skills' such as a weekly performance review.
- Write actions are limited by plan and by each platform's permissions, and each change needs the user's approval.

Sources: [4, 7, 6, 1]

## Who tried this before Orphex, and why did they fail?

Four companies in our database of failed startups promised to automate ad management or ad analytics for businesses. The values below are from that database and are not independently verified.

The failed startups come from our database of dead startups, retold here in our own words; Its entries are AI-assisted summaries of public sources, so they carry no evidence grade.

### Automate Ads (2015 to 2018; funding US$1.5M; cause: Competition)

- Promise: Automated management of Facebook and Instagram ad campaigns.
- Why it died: Facebook and Google kept improving their own ad tools, and the startup's dependence on their APIs made it hard to keep up.
- Record: 

### Metigy (2014 to 2022; funding US$14M; cause: No Market Need)

- Promise: An AI 'marketing brain' that analyzed social media results and recommended what small businesses should do.
- Why it died: Small businesses wanted marketing done for them, not recommendations to act on, and the money ran out.
- Record: 

### Trada (2008 to 2015; funding US$19M; cause: Competition)

- Promise: Outsourced Google AdWords management by a marketplace of paid-search experts.
- Why it died: Human experts were too costly to scale, and Google's own automation took over the work.
- Record: 

### Intent Media (2008 to 2018; funding US$51M; cause: Competition)

- Promise: Predictive analytics that helped online retailers place and price ads by shopper intent.
- Why it died: Google and Facebook built better targeting into their own platforms, and privacy rules reduced the data it could use.
- Record: 

## What changed

All four sold a layer of intelligence on top of ad platforms that they did not control, and the platforms built the same intelligence in. Orphex is in the same position: Meta and Google decide what their APIs allow, and their own automated campaign types compete with any outside optimizer.

The difference is where the work happens. The predecessors had to build the whole interface and the recommendation logic. Orphex hands the conversation and much of the reasoning to general AI assistants made by others, and keeps the part those assistants do not have: clean, connected data from many platforms at once, and an approval step before money moves.

## Can one person copy Orphex now?

**Verdict: The idea, yes. The 50 integrations, not alone.**

An MCP server that gives an AI assistant clean data from one hard-to-reach system is a small, copyable product for one person. Orphex's version rests on years of integration work by a team of about 14 and on a founder's network of marketing managers, which one person cannot copy quickly.

1. Pick one data source that marketers check daily and that AI assistants cannot read today.
2. Build an MCP server for it with read access first, and add write actions only behind an approval step.
3. Offer a free tier in a store that the buyers already use, such as the Shopify App Store.
4. Sell first to people you have worked with, as Orphex says it did.

**What is still open.** Single-platform MCP servers for niches that the large connector companies skip: one regional ad network, one marketplace's seller data, one subscription-billing tool.

## What could go wrong for Orphex?

- **What is not verified.** No revenue figure was found. The UK company files micro-entity accounts, which publish no turnover, and no payment-processor profile, founder interview with numbers or investor statement was found. The brand counts (more than 40 in 2025, more than 100 in November 2026) are the company's own statements. The ad-spend counters are customers' budgets, not revenue, and differ between pages read in the same week: US$30M+ a month on orphex.co and mcp.orphex.co, US$100M+ a month in the Product Hunt post. The customer-story page quotes testimonials with first names and initials only. The team of about 14 works mainly outside the UK entity, which reported an average of 2 employees for 2025. A reader could look for a TrustMRR or Stripe profile, Turkish company records, or a later interview with figures.
- **It depends on the ad platforms and on Shopify.** The product reads and changes accounts through the APIs of Meta, Google, TikTok and others, and the MCP site says that coverage and available actions vary by platform, plan and permissions. A change in any platform's API terms can remove a feature. The Shopify app asks for broad store access, including customer data, orders and Shopify Payments payouts, according to its listing.
- **It depends on the AI assistant makers.** Orphex MCP works only inside assistants made by Anthropic, OpenAI, Microsoft, xAI, Google and Cursor. If they change how outside MCP servers are added, or build their own ad connectors, the product loses its place. The sources do not say which models Orphex itself runs.
- **Crowded field.** Webrazzi names Triple Whale, Funnel.io and Supermetrics as competitors, and orphex.co has comparison pages against Supermetrics, Windsor.ai and Porter Metrics. The ad platforms' own automated campaign tools are a further competitor.

## Sources

1. Shopify App Store: Orphex: AI Marketing MCP, by Orphex Tech Limited — https://apps.shopify.com/orphex (grade C). Read in full on 5 November 2026. Source for the prices, the launch date, the rating, the supported assistants, the data access and the developer address.
2. Companies House: ORPHEX TECH LIMITED, company 15059471, overview and officers — https://find-and-update.company-information.service.gov.uk/company/15059471/officers (grade A). Read the company overview, the officers page and the filing history. Source for the incorporation date, the registered office and the directors.
3. Companies House: Orphex Tech Limited, unaudited micro-entity accounts for the year ended 31 December 2025 — https://find-and-update.company-information.service.gov.uk/company/15059471/filing-history (grade A). Read in full (the iXBRL filing). Source for the average number of employees and the balance sheet.
4. Webrazzi, 6 August 2025: Yerli gelişmiş dijital pazarlama ve kullanıcı davranış analizi platformu: Orphex — https://webrazzi.com/2025/08/06/yerli-gelismis-dijital-pazarlama-ve-kullanici-davranis-analizi-platformu-orphex/ (grade C). Read in full, in Turkish. Press report based on data the company shared. Source for the founding year, the founders, the team size, the brand count, the funding status, the starting price and the technology.
5. Orphex: About Us — https://orphex.co/en/resources/about-us (grade C). Read in full. Source for the founders, the team list and the Workup program.
6. Orphex blog, 30 October 2026: Orphex CEO Kıvanç Ünal on AI and the Future of Digital Marketing at Slush'D Istanbul — https://orphex.co/en/resources/blog/kivanc-unal-slushd-istanbul-yapay-zeka-dijital-pazarlama (grade C). Read in full. The company's own account of the CEO's talk. Source for the first customers, the AnalyticaHouse background and the use of Claude and ChatGPT for its own brands.
7. Orphex MCP home page — https://mcp.orphex.co/ (grade C). Read in full on 5 November 2026. Source for how the product works, the approval step, the supported assistants and the ad-spend counter.
8. Product Hunt: Orphex MCP launch post (id 1272509), 4 November 2026 — https://www.producthunt.com/r/p/1272509 (grade C). Read through the official Product Hunt API on 5 November 2026 (description and first 20 comments); the short link redirects to mcp.orphex.co. Source for the brand count, the votes and the US$100M+ ad-spend statement.
9. Orphex home page — https://orphex.co/ (grade C). Read in full on 5 November 2026. Source for the product lines, the US$30M+ ad-spend counter and the comparison pages.
10. Database of failed startups, local export — /method/#dead (grade C). Local export. AI-written summaries, not independently verified. Source for the failed predecessors.

Contact: aiolum@livyden.com. Run Orphex? Send corrections or a verified figure to aiolum@livyden.com (subject: Correction: Orphex).