October 2025
BLOG POST
Why we invested in Brij
by Francisco Nunes
The Changing Consumer Landscape
Today’s consumers connect with brands everywhere – on social, in-store, online marketplaces, and even through digital experiences built into the products themselves. We seek to connect with the brands we love, redeem rewards, or register new purchases with ease. Brands on the other hand, especially the ones selling on third-party channels, need to find ways to get direct access to the end consumer and capture critical first-party data that’s been missing from retail and marketplace purchases for decades.
Introducing Brij
Meet Brij, an AI engine that powers smarter data acquisition, analysis, & activation, helping consumer brands redefine omnichannel enablement by unlocking and monetizing offline customer relationships and our newest investment.
At Bright Pixel Capital, we back companies building critical infrastructure for the future of commerce. Brij is one such company – addressing what we see as an essential challenge faced by brands in today’s retail environment – the disconnect between offline sales and customer engagement. With most retail transactions—over 80%—still happening offline, we believe that there is a big gap in how brands currently address omnichannel engagement, demanding a seamless integration between online and offline customer experience, which hasn’t been solved and can dramatically drive revenue for brands.
Kait Stephens, Brij’s CEO, refers to it as a “trillion-dollar disconnect”, because brands lose direct access to data and relationships when their products are sold through third-party stores. Despite significant investments in CRM, CDPs, and customer engagement tools, the point of sale in brick-and-mortar environments remains largely disconnected from digital systems. Brij addresses this blind spot by transforming physical products into digital touchpoints, enabling brands to identify end customers, collect first- and zero-party data, and activate tailored engagement.
How Brij Works
The platform enables a wide range of use cases—from product registration, warranties, and rebates to cross-sell, re-order, and loyalty programs—all surfaced seamlessly via QR codes or other digital/offline triggers including dynamic, re-routable links. These experiences are form factor–agnostic and integrate natively with a brand’s broader marketing and data stack.
Brij is uniquely positioned to address current broader industry trends including the widespread adoption of QR codes, rising customer acquisition costs, and new regulatory mandates such as California’s AB 899 and the EU’s proposed “Digital Product Passports”. These developments, combined with efforts like GS1’s “Sunrise 2027” initiative to replace traditional barcodes, present a significant opportunity for Brij to help brands turn compliance requirements into valuable customer engagement tools. Built with enterprise-grade infrastructure and global compliance at its core, Brij enables brands to scale confidently across markets while meeting evolving data and regulatory standards.
A Team Built to Scale
We are backing a team that combines deep domain insight with execution prowess. We first met Kait in early ’23 at her office in NY, and her incredible drive, deep expertise, and ability to articulate a massive market gap was striking. Her passion is evident, and importantly, customers trust her as a thought leader and peer who understands their challenges. CTO Zack Morrison, who met Kait during their MBA at Harvard, has demonstrated a strong track record in building complex technical products. He has previously led successful teams at Auris Health (acquired by Johnson & Johnson) and was instrumental in developing much of what Brij’s product is today, from inception.
Looking Ahead
In a short period of time and, something that quickly became clear during our reference calls, Brij has built a product that +150 customers love, including global brands like Chobani, Heineken, Skullcandy & Feastables – both brands and end-consumers. The market trends aren’t short-term, they represent a fundamental shift in how consumer businesses will operate and so, we believe Brij has positioned itself at the forefront of that shift, essentially looking to create a new category of offline-to-online enablement. We’re excited to partner with Kait, Zack, and the team on this journey to build Brij into the category leader.
