The bulk of Fyllo’s appeal is an online platform called CannaBrain: a detailed compendium, zip code by zip code, of the fractured U.S. legal landscape that enables automated compliance and advertising. While breathless headlines huff and puff about legalization, investment, product development, and sales, Fyllo operates one step ahead: managing the tedious logistics of advertising, distribution, growth, labeling, licensure, marketing, and other unsexy minutiae of the cannabis business. 

Imagine Fyllo as an early DoubleClick or PayPal of weed, assuming the role of a nascent tech’s proving ground (and reaping the benefits), hoping soon to be its standard-bearing bedrock foundation. 

At a recent count, Fyllo reports 15 clients—everything from a multistate supplier of medical marijuana to an edibles boutique in Washington State. Although Fyllo declines to elaborate on its revenue, citing its fundraising push for $30 million by March, Chock says the company expects profitability in the second quarter of 2020. 

Fyllo hopes to capitalize on the preference of Silicon Valley blue chips like Google and Facebook to buy success rather than build it. The startup also hopes to take advantage of the largely local cannabis industry’s bent toward word of mouth, physical billboards, and primitive email lists.

“Fyllo isn’t Google. Thank God. There’s a tendency of the smaller players to figure out the modeling, the infrastructure—to do the fucking heavy lifting—and deliver premium at scale,” says Ford. “Fyllo is offering the Good Housekeeping seal and mitigating risk once all the low-hanging fruit has been taken. They’re ready for 50 versions of the California Consumer Privacy Act. Who else can say that?”

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