George Kapernaros
“Don’t walk when you can run.”
George Kapernaros is the founder and CEO of YOCTO and one of the most sought-after retention strategists in ecommerce. The agency he founded and leads is retained by category leaders across health and wellness, including:
- Healf, ranked No. 1 on the Financial Times’ 2026 list of Europe’s fastest-growing companies
- Gratsi, America’s fastest-growing boxed wine brand
- Kilo.co
- BetterMe
- Eyr Holistic Group
- Orbio World
Klaviyo handpicked George for its Partner Advisory Council in 2025 and again in 2026. The council is the small group of partners, drawn from Klaviyo’s global network, that advises the company on its roadmap, AI and the future of B2C CRM. YOCTO has also sat on Yotpo’s email advisory board and holds Platinum partner status with Loop Subscriptions.
His conviction is simple: ecommerce is math. Every brand he works with is run against the numbers that decide its future. His LTV Parthenon, first published in Forbes, reduces a brand’s growth to nine of them. YOCTO runs the entire retention side of the business on that principle, from the offer a customer first buys to the moment they think about leaving, with lifecycle email and SMS on Klaviyo built on top.
Before founding YOCTO in 2022, George led marketing for a bootstrapped ecommerce company that grew past 100 people in under three years. He was behind more than 200 product launches across the world’s largest markets. Since then, the YOCTO team has run retention for more than 100 brands across 21 countries.
Because of the demand on his time, George works with brands on a strictly limited basis. He advises a small number of founders directly at any one time. New engagements are accepted case by case, based on the team's availability. Many begin with an introduction from a founder he already advises. Direct access to George is reserved for YOCTO’s top-tier partnerships.
He is regularly brought in alongside the team when the stakes are highest:
- platform migrations with millions in recurring revenue on the line
- subscription programs that have to keep more of their members
- peak seasons that have to beat the last
He is known for fast decisions, clear calls and a refusal to promise what he cannot deliver.
George writes for Forbes and Fast Company and has been published on Klaviyo’s own blog. He holds an MBA from Quantic School of Business and Technology.
Wherever the Team Works, The Numbers Move
Results delivered by the YOCTO team under George’s direction. In all, seven technology companies, including Klaviyo, Skio and Loop, have published YOCTO-credited case studies under their own names.
HEALTH · LIFECYCLE
CPG · LIFECYCLE
SUBS · HEALTH · LIFECYCLE
HEALTH · LIFECYCLE
CPG · SUBSCRIPTIONS
What Clients Say About Working With George.
Most of you know I’m not a fan of the agency model. But there’s one agency I keep coming back to: YOCTO. They actually have senior, data-driven lifecycle strategists leading the team - not a fancy title slapped on for a nice mark-up.
A true master in retention marketing. I’ve worked with many agencies and freelancers, but YOCTO has brought the best results combined with an outstanding work ethic.
Your know-how was easy to see from the first few weeks - immediate impact and results. Your experience in women’s health is a real advantage. You understand our customer.
Extremely knowledgeable and a true expert in their field. The value our company received exceeded our expectations.
YOCTO did a phenomenal job on our email strategies, campaigns and analytics - we came out the other end in a much healthier position.
We came from a good agency, but I believe we’re working with a great agency now - and the difference is quite obvious.
Bring the Team Your Hardest Retention Problem.
New engagements are accepted case by case, based on the team's availability.