There’s a growing temptation in tech to build the shiny wrapper. A slick interface, a polished landing page, a pitch crafted for virality. And sure—it works. For a moment. But momentum built on gloss tends to fade fast. At Boundless, we’re not chasing wrappers. We’re backing workflows. Wrappers often optimise for attention; workflows optimise for compounding utility. In this new wave of AI-native, belief-led building, it's the workflows that win. Especially in India, where infrastructure is still being defined—not just iterated on.
Backing workflows means betting on what’s often unsexy. It means looking past the pitch deck and asking: what gets built when no one’s watching? What task is this reshaping? What are the real motions this product plugs into? The most important companies don’t always look impressive at Day 0. They’re usually rough, quiet, and deeply considered. But those are the exact places where compounders live.
AI today offers new interfaces—chat, voice, code—but the real leverage lies in the systems those interfaces unlock. The tools that don’t just look intelligent,
but actually make founders, teams, and users sharper over time. That’s where workflows matter. When a tool is used daily—not because of habit, but because it’s now the only real way to get the job done—that’s when belief turns into traction.
We’ve seen this firsthand. Knot didn’t just help founders name brands; it reframed how emerging fashion houses think about launching with narrative strength.
Why Wrappers Fall Short
The market today is full of tools that look good on the surface—but don’t hold up in a founder’s hands. Products built with pitch decks first and users second. Companies that ship a skin, not a skeleton.
Wrappers optimise for attention.
Workflows optimise for compounding utility.
And in this new wave of AI-native, belief-led building, it’s the latter that wins. Especially in India, where infrastructure is still being defined—not just iterated on.
We’ve Seen This Play Out
SuperHealth wasn’t a wrapper for prescriptions—it was a workflow rethink for proactive health in semi-urban India.
In each case, design followed workflow—not the other way around.
Backing workflows
So we optimise for clarity over consensus. For depth over dazzle. We lean into teams that ask better questions instead of just chasing better metrics. And we know from every proof point we’ve seen so far: belief compounds. But only when it’s paired with sweat. We call this belief-stage investing—
not pre-seed, not seed, but a stage where the founder knows exactly why they’re building, even if they haven’t figured out exactly how yet.
Boundless was born from this tension=between instinct and insight, ambition and execution. We’ve spent the last decade sitting on both sides of the table:
pitching to investors, and writing the first cheques. Building content studios
and scaling deeptech companies. Navigating London, Silicon Valley, and Bombay. That hybrid energy is what shapes our lens today.
“AI today offers new interfaces—chat, voice, code—but the real leverage lies in the systems those interfaces unlock”
We’ve seen this firsthand.
here’s a growing temptation in tech to build the shiny wrapper. A slick interface, a polished landing page, a pitch crafted for virality. And sure—it works. For a moment. But momentum built on gloss tends to fade fast. At Boundless, we’re not chasing wrappers. We’re backing workflows. Wrappers often optimise for attention; workflows optimise for compounding utility. In this new wave of AI-native, belief-led building, it's the workflows that win. Especially in India, where infrastructure is still being defined—not just iterated on.
