So it is well-known that complex differentiability of a function $f:\mathbb{C}\rightarrow\mathbb{C}$ is equivalent to the function being Fréchet/Gateaux differentiable and the component functions (obtained by regarding $\mathbb{C}$ as a 2-dimensional vector space over $\mathbb{R}$) satisfying the Cauchy-Riemann equations, i.e. the Fréchet/Gateaux derivative at $c\in\mathbb{C}$ should be a linear operator representing multiplication by a complex number and thus be of the form $$f'(c) = \begin{pmatrix}a&-b\\b&a\end{pmatrix}.$$
The fact that the "directional derivatives" are required to coincide for all directions in complex analysis leads to a very rigid, yet rich theory. So, related to the above point of view, I wondered if there is a more general theory in which functions on an algebra with Fréchet/Gateaux derivatives that are represented by multiplication operators play an important role? And if so, whether this theory is as rich as complex analysis?