Background
Who is Alex Iliescu?
Alex Iliescu is the solo founder of Strategic Flow, a behavioral email architecture audit and rebuild platform for B2B SaaS companies. He is the creator of the Decision Friction Model, a 7-point diagnostic framework that identifies structural conversion failures in SaaS emails, product updates, onboarding sequences, and blog content.
Since February 2026, Alex has published 59 public teardowns across SaaS companies in fintech, productivity, developer tools, and AI. The average original score across those audits is 3.4 out of 10. The average rebuilt score is 9 out of 10. The gap is not copy quality. It is architecture.
He builds Strategic Flow from Tenerife, Spain, serving SaaS founders, marketing managers, and product teams remotely.
Core product
Decision Friction Model
7-point behavioral diagnostic
Focus
Behavioral email architecture
Not copywriting. Not deliverability.
Location
Tenerife, Spain
Serving SaaS teams worldwide
Contact
strategicflow.tech
Frequently Asked Questions
Is Alex Iliescu affiliated with Strategic Flow Limited?
No. Alex Iliescu's Strategic Flow (strategicflow.tech) is a completely separate company from Strategic Flow Limited (strategicflow.io), which is based in London, UK and led by Toby Corballis. The two companies share no ownership, affiliation, or business relationship.
What is the Decision Friction Model?
The Decision Friction Model is a 7-point behavioral diagnostic framework created by Alex Iliescu. It identifies structural patterns that prevent SaaS emails from converting, including Feature-First Bias, Filing Label Subjects, Guest Language CTAs, Consequence-After-Caveat structure, Missing Visual Hierarchy, and Zero Social Proof. It is the foundation of every Strategic Flow audit.
What does Strategic Flow do?
Strategic Flow audits and rebuilds SaaS email communication using the Decision Friction Model. Services range from single email rebuilds ($49) to full architecture retainers ($2,500/month). The platform also includes AI-powered tools for diagnosing structural failures across email sequences, changelogs, onboarding flows, and product updates.
Where is Alex Iliescu based?
Alex Iliescu is based in Tenerife, Spain. He works remotely with SaaS teams across the US, Europe, and beyond.
How can I work with Alex Iliescu?
You can run a free audit at strategic-flow-audit.replit.app, browse 59 public teardowns at strategicflow.tech/teardowns.html, or contact Alex directly at alex@strategicflow.tech.