True Classic Case Study
increase in order approval rate
monthly revenue increase
saved on manual review each month
“We didn’t realize how much money we were leaving on the table until we used NoFraud.”Breanna Moreno, VP of CX at True Classic
In 2018, True Classic Founder Ryan Bartlett had the idea for the company’s first t-shirt, setting out on a mission to help the everyday guy look good and feel good in a t-shirt that finally fit right at an accessible price. The following year, Nick Ventura and Matt Winnick joined as cofounders and the team launched their first crew neck t-shirts in six colors. Within two years, the bootstrapped company hit its first $100 million mark. By 2022, True Classic had become a global brand — selling in 192 countries — with an expanded product line that included activewear, men’s bottoms, and more.
The company prides itself on being stewards of their community with an emphasis on giving back and consistently showing up for humans when they need them most. Whether it’s sending supplies to cities after natural disasters, replacing people’s wardrobes after their house burned down, helping teachers get supplies for their students, or putting clothing on the backs of the homeless, True Classic is here to help and wield their resources for good.
“Our goal with this company has always revolved around over-indexing on the value we give our customers and communities. Value can come in the form of best-in-class customer service, entertaining ads that make you laugh, products that are intentionally designed to help you look better and donating shirts at scale to help communities in need,” says Ryan Bartlett, True Classic Cofounder and CEO.
From Manual Review to Scaling Operations
The True Classic customer support team was grappling with the increasing amount of chargebacks and high-risk orders they were managing. Also adding to the team’s workload was a growing trend of return fraud. Breanna Moreno, VP of CX at True Classic, knew it was time to look for a better solution — Was there a service that could minimize time spent and fortify their defenses upfront?
Amid their quest for a solution, the company stumbled upon NoFraud, who provided an eye-opening experience. “I didn’t realize how proactive we could be in stopping fraud and minimizing risk. There is a whole business method that goes into preventing fraud,” Breanna shares. The NoFraud team went above and beyond, revealing dark web conversations from fraudsters who were scheming to take advantage of True Classic’s return policy.
True Classic was impressed by NoFraud’s robust approach of looking at IP addresses, leveraging databases, and using machine learning to proactively prevent fraud. The ability to have blocklists that prevent fraud has been helpful in protecting their business from criminals taking advantage of their policies or using stolen credit cards to make purchases.
NoFraud Helps Capture $140,000 More in Monthly Revenue
“We didn’t realize how much money we were leaving on the table until we used NoFraud,” says Breanna. The NoFraud team showed True Classic the difference between Shopify’s Fraud Tool and what they could achieve with NoFraud. True Classic’s previous approach was limited by technology that required overly rigid rules and processes that unnecessarily created friction in their customer experience — which blocked good customers from completing orders, causing the company to miss out on well-deserved earnings.
This was a familiar challenge that the NoFraud research team had seen across merchants. The team’s analysis found that 23.8% of all orders classified as “high-risk” by Shopify and 84.4% deemed “medium-risk”, were actually safe to ship and received a pass by NoFraud. NoFraud Protection delivers highly accurate pass or fail decisions by using a combination of powerful technology and analytics, diversified data sources, and expert human review. With NoFraud, eCommerce merchants pass more good orders with a high level of confidence as all transactions passed by the NoFraud decision engine are backed by our chargeback guarantee.
After switching to NoFraud, True Classic was able to unblock their pipeline with a seamless solution that removed friction and made it easy for good shoppers to complete their purchases. With the improved pass/fail decision accuracy, the company safely increased their order approval rate by 5%, which helped them capture an additional $140,000 in monthly revenue.
NoFraud is an Extension of Our Team
“NoFraud has been the most human-centric and most open to customizing their solution to our business needs,” says Breanna. The relationship with NoFraud extends beyond a mere security measure. NoFraud also provides valuable insights, collaborative support, and a proactive approach to the ever-evolving challenges of eCommerce fraud. NoFraud has become a trusted ally in their business growth, helping to optimize revenue streams and improve customer relationships. “Having a great connection with the NoFraud team has been most rewarding,” says Breanna, “It feels like having an in-house employee — they’re always available, getting into Slack to provide support in real-time.”
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