How Proof Wallets Turned AI Skepticism Into a Core Growth Engine

Proof Wallets didn’t set out to build just another minimalist wallet.

Most minimalist wallets on the market were rigid, uncomfortable, and limited—typically holding 12 cards or fewer, often made entirely of metal, and designed for front-pocket carry that didn’t reflect how most people actually use their wallets.

Proof took a different approach. They built a wallet that could:

• Hold anywhere from a few cards up to 25
• Combine leather and structure for comfort and durability
• Work in any pocket, not just the front

But just as important as the product was the experience around it.

“Customer service is treated like an expense by most companies today. We wanted to make it a priority and give customers an experience they wouldn’t typically find anywhere else,” shared Dana Peters, Co-founder at Proof Wallets.

That philosophy would later shape how they approached AI.

The problem

As Proof scaled, one thing became clear:

Customers weren’t dropping off because they didn’t want the product. They were dropping off because something small got in the way.

A quick question. A moment of uncertainty.

• How many cards does it hold?
• What’s the difference between materials?
• Is this going to feel bulky?
• Can I change my order if I mess something up?

Individually, these are simple questions. But in ecommerce, timing is everything.

“Early on, support gets overloaded very quickly. And the default reaction is always, ‘let’s hire more people,’” explained Dana.

That delay kills intent. And at scale, it quietly kills revenue.

The obvious solution—hire more support agents—didn’t align with how Proof wanted to operate.

But Proof wasn’t trying to build a bigger team. They were trying to build a more efficient one. So the challenge wasn’t just operational. It was philosophical.

How do you scale support without degrading the customer experience?

The solution

Proof didn’t adopt AI blindly. They adopted it cautiously, and with a clear standard.

Like most consumers, they’d experienced how frustrating bad automation can be. 

“You call your phone provider or your internet company, and you’re just stuck talking to a robot. You end up frustrated because you can’t get what you need.”

So the bar was high.

The turning point came when they reframed the role of AI entirely.

“What we realized was if AI chat is actually effective, and you can accomplish what you need quickly, then it becomes a premium feature. Nobody gets upset with automation if it works.”

That’s where REP AI stood out.

Instead of replacing human support, Proof used REP to handle the questions that don’t require a human in the first place while still giving customers a direct path to talk to someone when needed.

“We pair REP with the ability to always reach a human. You’re not fighting the AI to get support. You can just ask for a human and get one.”
— Dana Peters, Co-founder at Proof Wallets

That balance became the foundation of their approach.

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Eliminating Repetitive Questions Before They Hit the Inbox

Today, REP handles a large portion of the most common customer questions in real time.

Instead of waiting for a response or digging through product pages, customers can simply ask.

This shift from searching → asking removes friction from the buying experience. And it solves a major conversion problem:

“I find myself doing this too. I want to buy something. I have a quick question. I send an email, and by the time they reply 24 hours later, I don’t even want it anymore,” Dana said.

With REP, that delay disappears.

Turning Idle Browsers Into Buyers

REP doesn’t wait for customers to reach out, it engages them at the exact moment hesitation appears.

If a shopper lingers on the site without committing, REP steps in often with an incentive.

“For example, someone’s been sitting on the homepage for a couple minutes and hasn’t committed, it’ll prompt them with an offer—10 or 15% off—and that makes a big impact,” Dana said.

At the same time, it removes friction by answering questions instantly.

“One of the most effective things it does is push people over the edge to commit, whether that’s through a promotion or just giving them the reassurance they need.”

The result is simple: Customers don’t lose momentum. And when momentum stays intact, conversions follow.

Building a brand experience through AI

Proof intentionally shaped the tone and personality of their AI to match how they communicate with customers.

“We set it up to be very transparent that it’s AI, but people still think they’re talking to a human because it has personality,” Dana said.

That personality can even vary across brands: “We’ve used completely different tones across our other brands. One brand was pretty snarky, and people would just sit there having conversations with it because it was fun.”

The result is something that feels less like a tool and more like an extension of the brand.

From support tool to revenue driver

What started as a way to reduce support load quickly became something else entirely. A revenue engine.

“To be honest, it’s something we’ve kind of neglected — and we haven’t had any issues because of that. It generates a lot of revenue, it answers a ton of questions, and it just works,” shared Dana.

In fact, the team estimates REP has already contributed millions in revenue.

“I’m always wary of software metrics because they’re usually inflated. So I went through the conversations myself—and I concluded that the numbers were real,” said Dana.

The Results: More Efficiency, Higher Conversions, Less Support Load

Since implementing REP AI, Proof Wallets has been able to scale support and sales without increasing team size.

Their results prove the impact of having an agentic commerce platform like REP: 

• $84 earned for every $1 invested in Rep AI
• 12.7% of Proof’s total store revenue is powered by Rep AI.
• Rep-assisted shoppers convert at 5x the rate of unassisted shoppers.
• 2,721 orders rescued = 13% of all orders - One in eight orders came through Rep.
• 33% conversion rate when Rep AI guides customers to the right products
• 97.53% of customer support inquiries resolved by Rep AI.
• 96.10% question-answering rate, which signifies that the AI is well-trained on the store's content.

Looking at these metrics, the power of Rep AI is undeniable.

Conversion happens in the moments most brands miss

Most ecommerce brands focus on driving traffic.

Fewer focus on what happens in the moments right before a purchase. That’s where Proof Wallets wins.

By answering questions instantly, removing hesitation, and engaging customers before they leave, they’ve built a system that captures revenue most brands lose.

“I’ve recommended REP to at least 50 businesses at this point. It’s always part of the core tech stack—it’s a no-brainer.”
— Dana Peters, Co-founder at Proof Wallets