AI-native accounting and finance operations for DTC and retail brands
38 6th Ave Brooklyn, NY, 1121
Joined July 2019
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The launch of @getmargins finally gives brands not yet on Finaloop a taste of what is possible with good, clean, reliable data across their sales channels, processors, ads, COGS, EDI, banks, and more.
Margins: live, reconciled data for your dashboards, workflows and Claude.
Today we launch Margins, a financial infra and analytics suite that feeds your and your agents’ day to day. Margins is the first fully-reconciled data layer built for consumer brands.
It connects to all your data sources, including Shopify, Amazon, Payments processors, Meta, 3PL, EDI, billing, and bank transactions.
Connect Claude and chat with your data, build your own dashboards and workflows, or use our sleek, designed ones built off our experience working with thousands of brands.
🎉 To celebrate the launch, we’re giving away free forever, unlimited access to the FULL Margins product for the first 200 brands to sign up, no matter your size from starter to 9 figures. No trial. No sales call. No stripped-down version.
RT+ comment “MARGINS” and I’ll send you your personal link.
The story 👇👇
Finaloop retweeted
Sales are 6% ahead of plan. Profit is 9% behind.🤯
You want to know that at 2pm on Black Friday, not in January.
Founders have been building some wild things with the Finaloop MCP this month. My favorite: a live BFCM war room built from their own books.
One prompt. It pulls sales, discounts, ad spend, CAC, ad performance by platform and profit after ads, and paces each one against plan.
It even tells you where to look first.
During Cyber 5, minutes are money. When something goes off, you want to know right away whether it's site-side conversion, auction issues, ads delivery, creative fatigue or saturation. A war room shows you where to look first and fix, without digging through five dashboards.
Curious how other founders are building their war rooms?
The prompt to build your own war room in the first reply👇
Finaloop retweeted
The biggest myth about Finaloop: "It's not built for B2B."
9- figure brands already run their wholesale on us, with invoices syncing from SPS, Crstl, Shopify B2B, Stripe, PayPal and more.
Now it's even easier: Every B2B customer balance, always up to date. No matching required.
Finaloop retweeted
Your biggest retailer just paid you $286,412.
Which invoices was that for?
One deposit covers six invoices.
2% off for paying early.
A damaged-goods allowance.
A slotting fee.
Traditional AR is built around invoices. Every payment matched to the invoice it paid before the balance is right.
It's how AR was designed.
It's not how brands run.
So we built customer balances around the customer instead.
Every retailer and wholesale customer has a running balance.
- Invoices add to it, whether created in Finaloop or synced from your EDI provider, Shopify B2B, Stripe, PayPal and more.
- Payments bring it down as soon as they land.
- No linking needed.
The gap? Booked to deductions and broken down based on the remittance note, when this comes in.
And every invoice gets its COGS in real time, from your landed cost. So you see margin by invoice, by customer, and a full P&L for each retailer.
Want to match payments to invoices anyway? You can. Either way, your Finaloop accountant makes sure your books stay accurate and updated.
Finaloop retweeted
A true story 👇
A client loses money on TikTok. Finance wants to kill it. Marketing has kept it live for 6 months, insisting TikTok ads drives sales on Amazon.
This used to be settled by whoever argued loudest. Now you can test it scientifically, 20 seconds using the MCP over our reconciled financial data, and interact with any followups.
Bottom line: if there’s a TikTok halo, it’s too small to see. The burden of proof flips to marketing.
Next step: pause TikTok for 3 weeks and watch Amazon.
All our customers get this for free. And the data is so clean that you can run the entire analysis on Sonnet and save some tokens :)
Meta Ads definitely drive Amazon sales. But how much?
The answer ranges and I'll admit that we haven't done anything truly scientific here. But by analyzing big swings in Meta spend unrelated to promotions + use estimates to forecast AMZ revenue relative to Meta spend, we persistently find the following:
The "halo effect" on AMZ from Meta Ads is usually something to the tune of .25-.5 ROAS.
I.e. if you spend $1 on Meta, you get somewhere between 25 cents and 50 cents in revenue on AMZ before you account for anything on Shopify.
That's actually a decently wide range, but the big factors tend to be:
1. Your AMZ pricing relative to Shopify.
If it's the same retail price, AMZ is usually actually cheaper for customers because shipping is free for Prime members.
In this scenario, there is more halo.
2. How mature your AMZ listing is
The better the listing quality and the more reviews you have, the better you convert on AMZ, which drives additional halo.
Whatever the exact answer, you absolutely SHOULD pay attention to it. You absolutely SHOULD NOT think of Meta and AMZ as having "separate PNLs" etc.
AMZ is the greatest online customer experience in the world. Pretty much everyone is a Prime member. Your ads impact your sell-through that, and you need to understand it.
Finaloop retweeted
LTV by SKU, predictive cohorts, payback period, all 100% reconciled to your closed financials, in real time.
The best bridge between finance org and marketing org I’ve seen.
Exactly the transparency @TaylorHoliday has preached for years.
Add full MCP analysis with full connectivity to your ad accounts and multichannel DTC and B2B sales data and new vs returning mix, and it’s a powerhouse.
Running a 100% data-driven consumer brand is here. The future is now.
Finaloop retweeted
Yes, this tracks...
My YTD contribution margin by channel:
→ Shopify: 34.4%
→ Amazon: 50.2%
→ TikTok Shop: 4.6% (not a typo)
→ Ulta Marketplace: 41.7%
That said, Shopify is still my biggest profit center in terms of total contribution dollars. 💸
TikTok Shop plays a much different role...
Selling on Amazon means paying almost double Shopify’s fees. Brands paying them make 3x the dollars.
@youderian and I were chatting about how many founders are second-guessing Amazon right now. So we pulled the H1 2026 books of 7 and 8 figure consumer brands to see if the fear holds up.
The fees first:
Amazon: ~30% of every sale (15% referral, 15% FBA)
Shopify: ~16% (3% processing, 13% shipping and fulfillment)
Now the contribution margins:
Brands on both Shopify and Amazon: 27.2%
Shopify-only brands: 28.9%
Almost the same rate, on a business about 3.3x bigger.
Even with fees that high.
Because the Amazon side barely pays for anything else.
Ads: ~13% of Amazon sales vs 22-33% on Shopify
Discounts: ~2% on Amazon vs 12% on Shopify
The extra 14 points in fees mostly come back as lower ad spend and fewer promo codes.
And it’s not because Amazon Ads are better. They do a different job.
Meta and Google → create demand
Amazon Ads → catch people already searching with a card in hand
Which means your Meta spend is quietly buying Amazon orders. That’s good news, as long as you judge the whole company and not your Shopify ROAS. Amazon can’t capture demand you never created.
And the cannibalization fear? For brands on both, Amazon sales grew 28%. Shopify still grew 10%, about the same as Shopify-only brands.
Before you cut Amazon to save on fees, look at the company-level margin, not the channel P&L.
Finaloop retweeted
Selling on Amazon means paying almost double Shopify’s fees. Brands paying them make 3x the dollars.
@youderian and I were chatting about how many founders are second-guessing Amazon right now. So we pulled the H1 2026 books of 7 and 8 figure consumer brands to see if the fear holds up.
The fees first:
Amazon: ~30% of every sale (15% referral, 15% FBA)
Shopify: ~16% (3% processing, 13% shipping and fulfillment)
Now the contribution margins:
Brands on both Shopify and Amazon: 27.2%
Shopify-only brands: 28.9%
Almost the same rate, on a business about 3.3x bigger.
Even with fees that high.
Because the Amazon side barely pays for anything else.
Ads: ~13% of Amazon sales vs 22-33% on Shopify
Discounts: ~2% on Amazon vs 12% on Shopify
The extra 14 points in fees mostly come back as lower ad spend and fewer promo codes.
And it’s not because Amazon Ads are better. They do a different job.
Meta and Google → create demand
Amazon Ads → catch people already searching with a card in hand
Which means your Meta spend is quietly buying Amazon orders. That’s good news, as long as you judge the whole company and not your Shopify ROAS. Amazon can’t capture demand you never created.
And the cannibalization fear? For brands on both, Amazon sales grew 28%. Shopify still grew 10%, about the same as Shopify-only brands.
Before you cut Amazon to save on fees, look at the company-level margin, not the channel P&L.
Finaloop retweeted
Every financial and analytics MCP claims you can “ask anything.”
The data founders have now is unreal. But a toolbox is useless if you can’t swing a hammer. So, a new series: Analyze, Act, Lock in. Three ways founders use the Finaloop MCP, one feature at a time.
This week, P&L segments (link in reply):
Analyze: rank your vendors, benchmarked against similar brands.
Act: draft the negotiation emails from your actual invoices.
Lock in: a weekly opex budget with live variance and alerts.
Same three moves work on any expense line of the P&L.
Finaloop retweeted
“I almost never leave reviews.”
This is from a customer that has been with us for over two years. Before Finaloop they’d tried just about everything, all the way up to NetSuite.
Their review puts into words what we’ve spent the last year working on: "handles every pain point seamlessly", “true metrics,” “worth multiples of what they charge.”
I’ve written before about our unconventional decision to freeze marketing in @FinaloopTeam for a year and work on the product. If you’d asked me then what success would look like, this review is my answer.
This made my week.
Finaloop retweeted
How many accountants does it take to build a P&L?
Not a joke. It’s how our new P&L started.
We put a bunch of our accountants, the ones who close the books for 2,500+ consumer brands, many of them 8 and 9 figures, in a room for eight hours a day, for days.
One question: how does a brand at that scale actually think about its business?
Not the way a P&L shows it.
A standard P&L is one column ending in one profit number. It tells you if you made money. It can’t tell you where.
At $2M, fine. At $20M or $100M across five channels, “where” is the whole job:
Amazon ads or Meta?
Is that wholesale order worth taking?
Is TikTok Shop growing profitably, or just growing?
So we rebuilt it.
Split your P&L by sales channel, platform, revenue stream, fulfillment channel and more.
Stack two breakdowns.
Compare periods.
Or connect our MCP and just ask Claude.
Not a dashboard next to your books. It is your books, the same reconciled P&L our accountants close every month.
P.S. All accountants survived and came out needing a drink, but otherwise in good spirits.
Finaloop retweeted
Founder math:
Refund a $70 order. Put the $21 product back on the shelf. Still lose $23.
$8 in outbound shipping.
$9 for a prepaid return label.
$4 to open, inspect, and restock.
$2 in card fees that aren’t refunded.
That’s $23 gone.
If the product can't be resold, that loss becomes $44.
An expensive round trip for $0 in revenue.
Finaloop retweeted
Worst time to hire a CFO: before your books are clean.
Shopify payouts unreconciled.
Amazon settlements in the wrong month.
Ad spend booked when cash leaves.
COGS missing freight and duties.
You can’t build a reliable forecast on that.
So the pricing, cash planning, and fundraising work waits while you pay a CFO salary for bookkeeping cleanup.
Clean books first. CFO second.
Finaloop retweeted
A $16 BFCM discount can turn a profitable $80 order into a $6 loss.
$80 paid by the customer
− $24 product, freight, duties
− $16 shipping & fees
− $30 CAC
= $10 profit
Apply a $16-off code, you lose $6.
At $40 CAC, you lose $16.
All before returns.
Break-even CAC on the discounted order: $24.
Know it before the ads go live.
Otherwise, a bigger BFCM just means a bigger loss.
Finaloop retweeted
CMO: We hit a 4.1 ROAS on BFCM.
CFO: Before or after returns?
CMO: Before. Most of them land in December and January.
CFO: And that’s blended? Total revenue divided by total ad spend?
CMO: Yes.
CFO: So it includes customers who were going to buy from us anyway.
CMO: It includes everyone who bought.
CFO: Did the new customers make money on their first order? After product cost, shipping, fulfillment, and fees?
CMO: None of that is in ROAS.
CFO: So what did we keep per ad dollar?
CMO: I’ll know in February.
A 4.1 ROAS and a money-losing BFCM can be the same weekend.
And more often than you might think, brands don’t realize it until January closes.
We have been cooking...
1/ "Let's stop all marketing."
That's what I presented to our investors at the Q4 2025 board meeting.
They reacted about how you'd expect.
Here's why we paused marketing for a year, why I went quiet here, and what came out of it for @FinaloopTeam 👇