Layton Han
A four-time founder whose companies have all sat at the same intersection: data, commerce, and how consumers discover what's next. Bonafide is the fourth.
The pattern started in the late nineties. Layton co-founded MyPoints, one of the first consumer loyalty platforms on the open web, took it public, and sold it to United Airlines. He co-founded Payback after that, a European loyalty network that American Express eventually acquired. Then came ADARA, where Layton spent more than a decade as CEO building what became the world's largest travel data co-op: over 750 million unique traveler profiles contributed by 190 of the most recognizable airline, hotel, and travel service brands. ADARA grew from a startup into a $100 million-plus revenue business before its own exit.
Bonafide is, by Layton's own framing, the logical next chapter. Each prior company answered some version of the same question: how do the right consumers find the right brands, and how do those brands know what is actually working? The answer used to be loyalty data. Then it was third-party behavioral data. Today the most consequential surface is the AI model, and the brands that cannot speak to it clearly do not get recommended. Layton started Bonafide to close that gap: to give enterprise brands a way to verify what AI is saying about them and make sure the answer is true.
