The Lighthouse Lens
E-commerce marketplaces today move at breakneck speed. Prices shift by the hour, ad auctions update every few minutes, competitors appear overnight, and inventory can be burned in days. In this world, decision-making isn’t just constant it’s existential. If you can’t make smart, financially sound decisions quickly and at scale, you’ll either get steamrolled by your competition or burn cash until you run out of business runway.
That reality is exactly why we started this company. Most brands are stuck with dashboards that lag behind the action or black-box automation that ignores business nuance. What’s needed is something different: systems that move as fast as the marketplace while keeping strategy firmly in human hands.
Our Background: Lessons Learned From the Marketplace Frontlines
Our team first came together at Wayfair where we built and scaled systems core to the operations of a massive multi-category marketplace. Building systems to work across tens of millions of products taught us hard won lessons in scaling decision making and making use of cutting edge data science to inform e-Commerce operations.
Later, at Thrasio, a >$700M annual Amazon seller, we helped reshape how decisions were made across a portfolio of thousands of products during a time of intense financial strain. This taught us the criticality of tying strategy to the P&L, ensuring that decisions could be made quickly without risking the stability of the balance sheet.
Through this journey, we came to one simple realization: marketplaces reward speed, but businesses succeed on strategy. The tools we wished we had then are exactly what we’re building today.
How We Solve This: Three Pillars
1. Advanced Measurement & Machine Learning
Every decision begins with measurement. But in e-commerce, most measurements are too blunt, averages, rollups, or lagging KPIs that miss what’s really happening every time a customer interacts with your products. Acting on that kind of data is like navigating a storm with yesterday’s weather report.
What we build instead are causal measurement systems enhanced by machine learning. Using double machine learning, we measure at a highly granular level, separating correlation from causation: not just what happened, but why it happened.
And critically, these measurements aren’t static. They’re constantly refreshing in a continuous improvement loop, learning from data on >$1.4B in annualized sales across our customer base. The system tests, learns, and recalibrates in near real-time until it zeroes in on what really works for each of your products. Over time, this builds a living model of your business that gets sharper and more adaptive the longer you use it.
2. Financial & Joint Optimization
Measurement is only valuable if you can act on it with clear financial context. Small missteps in pricing, ads, or inventory can ripple into massive P&L consequences.
That’s why we anchor all our decisions in P&L-based financial optimization. Instead of optimizing proxy metrics like impressions or ROAS, we evaluate financial trade-offs explicitly. Want to grow top-line revenue by cutting prices? We’ll quantify, upfront, the cost: e.g., “10% revenue lift, $500K profit impact over the next month.” That clarity lets you decide whether it’s worth it.
From there, we go one step further: joint optimization. You can’t optimize in silos. Decisions about pricing affect ads, ads affect inventory, inventory affects promotions, and so on. Our systems account for the interdependence across these levers, whether you want to grow a product through lower prices, stronger ad spend, or a coordinated mix of both.
3. Strategic Control
While algorithms move fast, strategy is human. The way we bridge those worlds is a two-step process:
Segment your products. Not every product plays the same role or is in the same stage in its lifecycle. Some are new introductions looking to gain traction, others are profit centers looking to expand margins, others are overstocked at the end of their lifecycle. We help you categorize your catalog into strategic segments that reflect your real business objectives.
Define strategies. Within each segment, you then set the strategic dials, growth vs. profit, market share vs. margin, and let the system translate those into consistent tactical decisions across pricing, marketing, promotions, and inventory.
But this isn’t just a set and forget exercise, it’s the beginning of a real-time feedback loop. As the market shifts, competitors drop prices, ads get more expensive, or a product starts to overperform, the system responds minute by minute to stay on track. And you see it all in clear reporting, letting you understand not just what the system is doing, but why, and how it maps back to your objectives.
In short: you choose the strategy, the system runs the playbook, and real-time analytics keep you in the driver’s seat.
Why We’re Here
E-commerce isn’t slowing down, it’s accelerating. Success depends on moving faster than the market without losing sight of the bigger picture. That’s why we’re building systems that learn continuously, optimize financial outcomes jointly, and give humans the controls they need to steer strategy.
Your vision still sets the direction, while our systems scan the seas and adjust course in real time to keep you safe from the hidden shoals of modern e-commerce.
Let’s Talk
If this resonates with you, if you’ve felt the pain of dashboards that lag behind or automation that ignores nuance, then let’s talk. We’d love to hear your story, share more about ours, and see if we can help light the way.
