The story of Sander
A builder shaped by family, games, and debate
Sander grew up in a small Estonian town in a family of entrepreneurs, with relatives who worked as tinkerers, an electrician, and an inventor. Early access to computers, strategy games, books, and hands-on projects developed his curiosity about systems and taught him to treat failure as a chance to restart with better information. At fourteen, he began attending adult business education events with his parents and reading books about psychology, economics, communication, and public speaking.
He later chose his high school for its debate program, which trained him to research complex subjects and present arguments clearly. At university, he studied law and business while deliberately sampling far more courses than required and retaining the ones that offered practical value.
Hard lessons in teams, cash, and focus
Sander's first student startup ended after a Silicon Valley mentor asked whether the idea came from genuine conviction or only analysis. When Sander closed it, his teammates revealed they had never wanted to build it, teaching him to invite dissent before commitment hardens. Later ventures brought further lessons about assigning too many co-founders, monitoring finances outside his formal role, and choosing collaborators with complementary skills and shared expectations.
His blockchain supply chain company raised money through an NFT collection but kept its treasury in Ethereum, sharply reducing its runway during a market collapse. The team also diverted developers into a community-requested game, lost focus on the core product, and eventually discovered that e-commerce, not supply chain infrastructure, was the problem they truly wanted to solve.
Designing Perxify for agentic commerce
Sander now builds Perxify with co-founder Oliver as an e-commerce platform for new products, community resale, personalized shopping, and AI-assisted business decisions. Its planned consumer account stores purchase records with permission controls, allowing people to carry preferences across participating stores and opt out of uses they do not want. For merchants, an AI marketing agent is intended to analyze products, customers, competitors, pricing, and loyalty opportunities that smaller businesses may lack staff to study.
Sander also wants referrals and unused rewards to return more value to customers. Alongside the company, he helps organize BananaConf, a regional event that brings builders together around technology, regulation, and creative work without token promotion. His immediate priority is launching the marketplace and learning from real use.