About Us

FairX was founded by a team of data and engineering professionals with a proven track record of addressing complex business challenges - from regionalized pricing and price optimization to first-time sales conversion, and increasing repeat purchases - across various industries.

Our flagship solution, FairX, is designed to help businesses unlock their full potential in global markets through data-driven regionalized pricing.

We are excited to share our expertise through a growing suite of APIs to empower businesses navigate price-sensitive markets worldwide.

Our Mission

At FairX, our mission is to empower both businesses and customers with fair pricing tools that redefine commerce.

Meet Our Team

Ronald Filloon III

CEO

Ron is a metric-minded Product Manager with a strong background in data analytics and data platform engineering. He has worked at top companies across industries, including Electronic Arts, Capital One, and Express Scripts. As the CEO of FairX, Ron leads with a focus on data-driven decisions and measurable impact. Outside of work, Ron enjoys playing videogames and reading comic books.

Euan Reid

CTO

Euan is a highly skilled software engineer with expertise in cloud architecture, data security, and building distributed back-end systems for multiplayer online games. He currently serves as Technical Director at EA and has led projects at Pheonix Lab and Cloudreach. Known for his leadership in technical decision-making, Euan focuses on creating robust, standard-compliant APIs. In his free time, Euan enjoys playing DnD and unwinding with friends over a glass of whiskey.

Gavin Steininger

Chief Data Scientist

Gavin is a seasoned Data Scientist with expertise in statistical modeling and machine learning. Currently a Staff Applied Scientist at Uber, Gavin has previous held key roles at Gree, Pheonix Labs, and Hothead Games. His role focuses on developing predictive models, analyzing user data, and optimizing business strategies across diverse industries. Outside of work, Gavin enjoys playing chess and boxing.

Serena Seoyeon Choi

Founding Engineer

Serena is a self-taught software and data engineer with a passion for data modeling and backend programming. She originally studied urban planning, conducting disaster risk and vulnerability analysis for the City of Kelowna. before transitioning into data engineering. At FairX, Serena builds end-to-end applications, handling both front-end and back-end work, and ensuring smooth data integration. Serena loves reading, especially on sunny days at the beach.