Euverify’s story begins, improbably enough, with a spreadsheet that refused to die. In late 2024, as Europe’s new General Product Safety Regulation (GPSR) came into force, manufacturers across the continent were still wrestling with color‑coded cells and email chains to prove that their kettles, toys, chargers, and cosmetics were safe enough to sell.
The who, what, where, when, why, and how of a growing crisis in compliance could be traced in those spreadsheets: thousands of small and mid‑sized businesses, scattered from Lisbon to Łódź, trying to navigate a rulebook that had suddenly become more complex and more urgent. In London, watching this unfold from a tiny office, founder and CEO Ajay Thomas decided that if regulators were going to modernize their laws, someone had to modernize the tools.
The company he built, Euverify, now sits in the middle of a fast‑evolving RegTech landscape where regulatory technology and compliance automation are no longer niche back‑office add‑ons but part of the infrastructure of trade. Its software, sold as a subscription service, helps global manufacturers and e‑commerce sellers meet GPSR, CE, UKCA, cosmetics, medical device, and GDPR requirements, and it does so in a way that replaces emails and consultants with workflows and algorithms. The question hanging over both Euverify and its industry is whether that shift—from human judgment supported by tools to tools that increasingly define the work—will make European markets safer, fairer, and more open, or merely more automated.
A Market Under Regulatory Strain
The turning point for Euverify’s industry is not a single law but a cumulative tightening of rules that has made manual compliance feel untenable. In recent years, Europe’s RegTech and compliance automation market has been valued in the billions of dollars, with the region representing a substantial share of global adoption and projected to nearly double by the end of the decade. Analysts forecast that global RegTech spending will grow rapidly into the 2030s, driven by double‑digit compound annual growth as new regulations multiply across sectors. Underneath those aggregate figures is a simple reality: every new layer of regulation—GPSR for product safety, updates to GDPR enforcement, forthcoming rules on AI systems—adds more documentation, more audits, and more risk for businesses that slip out of compliance.
Euverify’s niche is highly specific and yet emblematic. It acts as a SaaS platform that allows manufacturers and online sellers to determine which directives apply to their products, generate declarations of conformity, manage technical files, and appoint EU and UK authorised representatives, all through a browser interface. Instead of hiring a consultant for each new product line or regulatory question, a company can upload its product information and receive structured guidance and automatically generated documentation aligned with GPSR, CE, and UKCA rules. The service is pitched not just at multinational brands but at the long tail of small and medium‑sized businesses whose regulatory burdens resemble those of much larger firms, without the in‑house legal teams to handle them.
The growing strain is visible in e‑commerce in particular, where sellers face heightened enforcement of marketplace obligations for product safety and traceability. Euverify’s tools are now part of the toolkit for Shopify and other platform sellers seeking to centralize GPSR workflows, from technical documentation and ingredient checks to assigning economic operators in the EU and UK. Drawing on his parallel role leading Sweans, an award‑winning Shopify Expert and e‑commerce agency, Thomas brings a granular understanding of the frictions merchants face: listing products, reaching customers, and then running into invisible walls of regulation just as growth begins. That dual vantage point—operating both a compliance SaaS and an agency embedded in the Shopify ecosystem—gives Euverify an unusually close view of how regulation and retail collide day to day.
“I remember watching a client with a fantastic product simply give up on the European market because the compliance costs threatened to eat their entire initial profit margin. That was the moment I realized the system wasn’t just difficult; it was exclusionary. The barrier to entry wasn’t innovation or capital—it was paperwork,” Thomas said.
Inside Euverify’s Bet On Automation
Euverify’s distinctiveness in this crowded field is not that it digitizes paperwork, but that it aspires to embed regulatory logic directly into the software. Under the hood, the platform uses rules engines and AI‑driven analysis to match products against relevant regulations, pre‑fill declarations, and check documentation for gaps that might trigger regulatory scrutiny. Clients can manage authorized representative relationships, update safety files, and respond to new requirements from a single dashboard rather than through a chain of consultants and static PDFs.
By mid‑2025, Euverify had attracted a customer base numbering in the thousands, a mix that ranges from small manufacturers to well‑known brands and institutions that rely on the platform to keep products flowing into the EU and UK. The company’s revenue has been growing at a brisk monthly rate since launch, putting its annual recurring revenue into the hundreds of thousands of dollars while it continues to operate as a young, lean SaaS business. That growth aligns with broader trends in the RegTech and compliance automation sector, where software‑based solutions make up the majority of new deployments and where AI‑driven engines are the fastest‑growing segment.
Thomas’s own description of Euverify’s purpose is telling. He characterizes the company as “a SaaS platform built to simplify regulatory compliance for manufacturers selling in the EU and UK,” emphasizing instant generation of EC and UKCA Declarations of Conformity, GPSR compliance, and access to Authorized Representative services to streamline market entry. That framing puts speed and accessibility at the center of the value proposition: instead of months of back‑and‑forth with intermediaries, a seller can, in theory, transform product data into compliant documentation in minutes.
“Our job is to translate ‘regulatory speak’ into plain English and executable code. A merchant shouldn’t need a law degree to sell a toy or a coffee maker; they just need to know the rules are met. We turn a three-month consulting project into a ten-minute workflow,” he stated.
Alongside Euverify, Thomas continues to lead Sweans, the Shopify‑focused agency he built long before GPSR became a dominant acronym. The agency helps global brands design, build, optimize, and scale their Shopify stores for growth and conversion—work that constantly exposes him to the pragmatics of borderless retail. That ongoing involvement in the storefront side of commerce shapes how Euverify is built: as a tool for people who think first about sales funnels and customer lifetime value, and only then about annexes and directives. It is in that gap that the company sees its opportunity.
“Running an agency shows you the gas pedal—how to acquire customers and scale fast. Euverify is the steering and the brakes. I see the tension every day: you can’t have sustainable growth if you’re building on shaky regulatory ground. Eventually, if you drive fast enough without a map, you crash,” he added.
Between Legacy Giants And The Next Wave
Euverify operates in a shadow cast by long‑established compliance firms such as SGS, Intertek, and TÜV SÜD, whose laboratories and auditors have for decades served as gatekeepers to European and global markets. Those companies are not standing still; many are investing in digital platforms and automation tools of their own, frequently bundling them with traditional testing services. What distinguishes Euverify is that it began from the opposite direction: as a software product first, with services layered around the margins only when automation cannot yet fully substitute for human expertise.
The European RegTech market itself illustrates why this hybrid competition is intensifying. Compliance management platforms—software that orchestrates rules, workflows, and reporting across regulations—are one of the fastest‑growing slices of that market, reflecting demand for tools that can span everything from data privacy to financial conduct to product safety. Euverify’s decision to extend beyond GPSR into adjacent domains such as cosmetics and medical device rules, GDPR representation, and upcoming modules for new EU regimes like deforestation, extended producer responsibility, and AI oversight situates it squarely in that broader orchestration trend.
There is a tension at the heart of this evolution. Regulators want more visibility and more consistent enforcement, and businesses want fewer frictions as they cross borders. Automation promises both, but it also raises the specter of over‑reliance on algorithms that may encode assumptions regulators never intended. In response, many new RegTech platforms, including Euverify, emphasize explainability and audit trails, making it possible to trace how a given rule was applied to a particular product or data set.
“You cannot automate what you cannot explain. Regulators don’t trust black boxes, and neither do we. We built Euverify so that every automated decision leaves a digital breadcrumb trail. If an auditor ever asks ‘why,’ the software can show its work instantly,” Thomas stated.
A Founder Between Two Worlds
Thomas’s personal trajectory mirrors the border‑crossing nature of the systems he is trying to simplify. Based in the United Kingdom and active in European e‑commerce for more than a decade, he built his reputation helping sellers navigate marketplace logistics and digital marketing before turning his attention to regulation itself. That experience gave him a dual vantage point: on one side, the ambitions of businesses trying to reach customers; on the other, the fine print that can shut those ambitions down. Euverify, in this light, is less a standalone startup than an answer to a problem he watched accumulate in client inboxes.
Inside the company, that history shapes a culture that treats regulation less as a static constraint and more as an evolving design space. Engineers, product managers, and legal specialists work together to translate changes in GPSR guidance or cosmetics ingredient lists into structured rules that can be consumed by software and understood by non‑lawyers. The work is granular—tweaking templates for declarations, adding new checks when EU databases update—but the goal is expansive: to reduce the cognitive load of compliance enough that smaller firms can compete in markets that once favored only those with deep legal budgets.
What surprises some observers is the speed at which Euverify has gained traction among established organizations. In addition to serving direct‑to‑consumer brands, the platform is now used by universities, professional institutes, and heritage organizations that historically might have leaned on bespoke legal advice. That adoption hints at a quiet shift in how institutions think about regulatory risk: as a problem of systems and data rather than solely of interpretation and reputation.
“By 2030, compliance won’t be a department; it will be an API. We are moving toward a world where safety is baked into the trade infrastructure itself. The winning companies won’t be the ones with the most lawyers, but the ones with the cleanest, most transparent data,” Thomas concluded.
As the RegTech market marches toward 2030—buoyed by forecasts of rapid annual growth and an ever‑widening circle of rules to track—the bet behind Euverify is that the future of compliance will belong to tools that can translate dense regulations into everyday decisions for businesses of all sizes. Whether that vision ultimately strengthens or dilutes the human judgment embedded in Europe’s regulatory tradition remains an open question. But in a small London office where dashboards glow late into the night, one company is wagering that the only sustainable path through the thicket of rules is to automate the path itself, and to do so in a way that leaves the reasons for each step visible to everyone who follows.
