What's happening in your business right now. And why.

Avanza delivers continuous decision intelligence for DTC brands — turning performance data into clear priorities that drive profitable growth and improve cash flow.

Built by a CPA with 30+ years in finance and CFO leadership, including a $100M exit — and firsthand experience as a DTC founder who's had to make these same calls himself.

A finding, the way Avanza actually delivers it:

Customer Quality — Weekly Read Live

Finding

Returning-customer conversion rate has declined for 10 weeks — masked by growth in new-customer volume.

The decline is concentrated in the Returning Customer cohort, where conversion rate fell from 4.8% to 3.6% since early June. Overall revenue held steady because new-customer volume grew 22% over the same period, covering the erosion underneath. The pattern is consistent with a post-purchase email cadence change three cohorts started receiving in late May.

Recommendation

Audit the May email cadence change and revert send frequency for the affected segment.

Estimated recovery: $5,800–$7,400/month

The data exists. The answer doesn't.

You have Shopify, GA4, maybe a profit tracker and an attribution tool. The information is all there. It just doesn't connect into an answer.

The variables don't speak to each other

Something is driving the performance you're seeing. Finding it manually means pulling data from disconnected systems and building a model that takes a week — and is outdated before it's finished.

Visibility isn't the same as intelligence

A profit tracker can tell you margin dropped 8 points. It can't tell you which of the moving parts drove it, or what to fix first. You end up with a more precise version of the same open question.

The cost compounds, month after month

One bad month is manageable. What isn't manageable is making the same category of decision — budget, pricing, product — without a reliable answer, quarter after quarter, while the business keeps moving.

What changes

Without Avanza

Revenue is flat and margin is compressing, but nothing in Shopify or the profit tracker tells you which of six moving parts is actually responsible.

With Avanza

Margin compressed 3.2 points because returns increased on your two highest-velocity SKUs while average order value held steady. Address returns first — it's 70% of the impact.

Where, before why.

Most analysis jumps straight to explanation — a campaign underperformed, a product slowed down — before establishing where the problem actually lives. Avanza starts one step earlier, in a fixed sequence that holds for every finding it produces.

Decompose the movement

Revenue is a product of traffic, conversion, and order value. Before asking why a number moved, Avanza establishes which of the three actually changed — because the same revenue decline means something completely different depending on the answer.

A 12% revenue drop from fewer visitors is a different problem than the same drop with steady traffic and falling conversion.

Score every dimension at once

No assumption about which lens matters — product, channel, customer cohort, and time are all scored simultaneously against the data. The dimension with the strongest signal becomes the primary finding; movement elsewhere is treated as confirmation, not noise.

What looks like a traffic problem at the top level is sometimes a channel problem, sometimes a cohort quietly going quiet.

Prioritize by impact

A real diagnosis usually surfaces more than one contributing factor. Avanza ranks them by size of impact and quantifies each one in dollars, so you know what to act on first — not a list of things that might warrant attention.

Two findings, one worth $60,000 over 60 days and one worth $8,000 — the sequencing is obvious once it's quantified.

Ten questions every DTC operator asks. One system that answers all of them.

Each analysis runs the same decompose, score, and prioritize methodology — applied to a different question you're already asking yourself.

Sales Variance

Why did revenue move — and which part of the business is it actually coming from?

Margin Compression

Why is margin shrinking, and what's driving it before the compression becomes a crisis?

CAC Efficiency

Which marketing channels are actually bringing me profitable customers?

Customer Quality

Are my new customers worse than my old ones — and is that why revenue's growing but profit isn't?

Promotion Effectiveness

Are my promotions making me money, or just giving away margin?

Pricing Opportunity

Can I raise prices without killing volume — and on which products?

Product Portfolio

Which products should I push, and which should I cut?

Shipping & Freight Impact

How much am I actually losing on free shipping, and on which products?

Returns Impact

What are returns actually costing me, and is it getting worse?

Inventory Optimization

How much inventory should I carry, and when should I reorder?

These ten are the starting point, not the ceiling. As the platform matures, new analyses get added — built with the same discipline, aimed at whatever question matters most to operators in this range next.

Built by someone who has been on both sides of the table.

Avanza's founder is a CPA with over 30 years of senior finance experience — spanning public accounting at a Big Four firm, management consulting for Fortune 500 and mid-sized companies, mid-market CFO roles across consumer products, distribution, and technology services, and his own time as a founder and operator of a DTC e-commerce business.

That last one matters most. Before building Avanza, he co-founded and ran a specialty DTC startup — responsible for pricing, promotional depth, margin management, and revenue growth, with no tool available to build the analysis from. The cost of a wrong call wasn't learned in an advisory relationship. It was learned by carrying the outcome directly.

The methodology came from doing the work — pulling data from multiple sources by hand, decomposing what moved across products and channels and cohorts, ranking the contributing factors, and arriving at a recommendation specific enough to act on that week. It worked. It just couldn't survive the pace at which a real DTC business moves. Avanza is that same discipline, automated.

The platform reflects over three decades of working on exactly the problem it's designed to solve.

30+

years spanning Big Four, consulting, CFO roles, and DTC founder experience

$100M+

exit as CFO of a DTC brand doing $50M+ in annual e-commerce revenue

5×

e-commerce channel scale achieved in a single year, most recently

The tools you have show you what happened.

Profit trackers earned their place in the stack — they solve real-time visibility. But none of them, across the category, tell you why a number moved or what to do about it. That's a different layer.

	Profit Trackers	Avanza
Real-time profit visibility	Yes	Yes
Explains why a number moved	No	Yes
Scores product, channel, cohort & time together	No	Yes
Ranked, dollar-quantified recommendations	No	Yes
Methodology built by a practicing CFO	No	Yes

Comparison reflects the profit-tracking app category broadly — the real-time margin and P&L tools most DTC operators already have in their stack. Avanza isn't a replacement for them; it's the layer that sits on top of what they already show you.

Five founding customers. Not five beta users.

This isn't an open beta or a discounted trial. It's a selective co-development relationship — five DTC brands whose founders are willing to engage seriously, share honestly, and help shape what this platform becomes.

What you get

Early access

A platform that doesn't yet exist in the market, running against your business data before it's available to anyone else.

Direct influence

Feedback goes straight into the product roadmap. You're shaping what gets built next, not filing a support ticket.

Locked-in economics

Whatever pricing becomes as the platform scales, founding customers keep the economics of the co-development relationship.

What we're asking for

Active feedback

Honest, specific assessments of what's working and what isn't — including "this recommendation didn't hold up."

Data access

Connecting your Shopify store and analytics so the platform runs against real business data, not synthetic scenarios.

Candor

The willingness to say what didn't tell you anything you couldn't already see yourself — not just what's encouraging.

Five seats. Selected, not filled.

Five brands is the right number to build a genuine co-development relationship — close enough that every piece of feedback gets acted on. It's also about fit, not size or category: whether the quality of your decisions is genuinely constraining growth, and whether you're willing to engage as a partner rather than a customer.

The kind of thing Avanza catches

Three illustrative scenarios — the format is real, the numbers are hypothetical. Each one shows a different way the platform delivers an answer.

Diagnostic Intelligence

Revenue was down 8% over two weeks. Traffic and order value were flat — the entire decline traced to a single out-of-stock SKU in the hero product line, invisible in a top-line dashboard.

Estimated impact: $2,500/day while the stockout continued

Decision Support Intelligence

Capability in development

Six weeks before a major promotion, the question wasn't what went wrong — it was what discount depth actually pays off. Modeling 18 months of promotional history pointed to a shallower discount than the founders had planned to run.

Estimated impact: $47,000 more net profit over 90 days

Opportunity Detection Intelligence

Nothing looked wrong. Revenue and margin were on plan. But one channel was running below its own historical baseline, masked by strength in another — a gap nobody was looking for.

Estimated impact: $16,500/month left on the table

These are illustrative examples built to show how the platform's three core capabilities work, not results from a specific client engagement. Real client results will replace these as founding customer engagements complete.

"The five seats exist for the right partners."

If you're one of them, you'll know it by the time you've finished reading this. Reach out and let's find out.