Cherto: Modern experimentation for product and engineering teams.
Server-side, warehouse-native experimentation. Built to help every tech team run a world-class experimentation program.
Our team built experimentation at Booking.com, Meta, Canva, Microsoft, Block, Xero and SEEK.
Why a new platform
Running A/B tests is easy. Running an experimentation program that shapes decisions across a business is not. That gap holds the hardest problems like delivering executive value, teams with competing goals, and knowing what's worth building next.
Other platforms leave those problems to you. The ones pushing the boundaries have been absorbed into much larger companies. And AI is only making these problems harder.
We've spent our careers closing that gap. Cherto is an opinionated platform that helps teams work differently, and makes experimentation part of how the business operates.
How Cherto works
Raw data never leaves your warehouse. Only aggregates reach Cherto.
Everything the best teams expect
- A/B testing: Draft, launch, conclude, roll out. Every change on record.
- Feature flags: A flag and an experiment are the same object.
- Targeting: Attributes, groups, app versions. Overrides for QA.
- Warehouse metrics: Define them once, computed where your data lives.
- Advanced statistics: Frequentist and Bayesian. CUPED, sequential testing, delta method, winsorisation and more.
- Trust checks: SRM, crossover, guardrails and more, on every run.
- Holdouts: Hold a slice out and see what everything was worth.
- Built for AI: Console API and MCP server. Agents run experiments alongside people.
Founding team
- Simon Jackson, Founder. Led experimentation at Booking.com, Meta and Canva.
- Jacob Christophersen, Founding engineer. Built and led engineering at Microsoft and Block.
- Ashley Anderson, Founding statistical engineer. Built and ran experimentation at SEEK and Xero.
Join us early
Cherto is at an early stage, working with a handful of teams and backed by January Capital. We're headquartered in Sydney, Australia.
Email the founder ยท Connect on LinkedIn