Sales & marketing @FinaloopTeam | Ecommerce CPA 🧮| Brand, content, & sales šŸŽÆšŸš€| Oddly amused by dad jokes 🤣

Twitter needs more female finance. DTC Twitter needs more ecommerce finance. After some encouragement (ahem, pushing) from people I respect (thanks @obviceo and @Lioranpi ), I’ve decided it’s time to kill 2 birds 🐦 with one accountant. Here is what you need to know about me:
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Rayla Rappaport retweeted
@jackybh šŸ’Ŗ That's actually what AI has opened up for our customers. We always had the best reconciled business and marketing dataset for consumer businesses. Not by choice. We do accounting and taxes and produce audited financials, so we have no option but to account for every penny. That one order in Shopify that also went out as a Stripe invoice and got paid offline still has to land once, with revenue and cash each counted where they belong. With full ledger and audit trail. What you could do with all of it was capped by whatever we built into the UI, and keeping up with customers feature requests was never easy. Connect it to AI tools and the cap is gone. Customers build practically anything now, with no garbage in, garbage out. Reporting, and actual apps. We've seen custom daily reporting into Slack. Teams talking to their data through Claude or Slack. CFO-grade dashboards. Stockout and overstocking alerts. 13-week cash flow models. One customer built a light order management system. Every result is deterministic, not statistical, because the data is the source of truth. The AI just harnesses it and shapes it per our customers' needs. We're turning these into skills and distributing them across customers. Every finance team can build anything now, without touching data cleaning, reconciliation across many overlapping sources, data engineering, integrity tests, scale, or maintenance. We do all of it for you.
Replying to @Lioranpi
I’m building a few scheduled tasks on gpt that check a few things and send reports weekly. Game changer to have ā€œsomeoneā€ monitoring and forecasting inventory needs, cash flow projections, financial analysis (i.e. run vertical analysis on fee past months, chart them, etc)
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Rayla Rappaport retweeted
probably one of the more impressive product builds I've seen. you'd think getting the numbers right for ecomm is bread & butter of every store, but wow it's not. benchmarking against what other stores like yours is a total dark art. great stuff.
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. šŸŽ‰ 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 ā€œMARGINSā€ and I’ll send you your personal link. The story šŸ‘‡šŸ‘‡
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Me to my kids in 10 years: Back in my day, we used to work with employees and not agents. Kids: and you closed the books by hand? In the snow?
Margins launched Tuesday, and the response has been incredible. šŸŽ‰109 brands connected their stores, ad accounts, and banks. They're already asking their data questions like: "Which channel is profitable after returns and ad spend?" "Why did my margin drop last month?" "Which monthly cohort from the last 6 months has the best LTV?" But the question I get most: how is Margins different from Finaloop, and which one do I need? Short answer: Already on Finaloop? You have everything Margins does, built in. Connect the MCP and start asking. Not on Finaloop? Margins gives you the same live, reconciled data layer: → every store, marketplace, ad platform, bill tool and bank, connected → finance and marketing in one set of dashboards you can trust → Claude (or any AI tool) pointed at your data → your own workflows on top But Margins isn't accounting. When you need books you can hand to the IRS, a lender or an investor, that's Finaloop: → full P&L, balance sheet, cash flow and general ledger that accounts for every dollar → a dedicated team of accountants reviewing and closing your books → an MCP that works as an accounting agent: add bills and invoices, run reports, compare periods, and see what changed Margins shows you what's happening in your business. Finaloop is your complete financial record. Start wherever you are. We're shipping fast on both, and we'll be here when you need the books. Full comparison in the imagešŸ‘‡
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A finance person and marketer can look at the same business and report two completely different realities. I've been both people. That's a big part of why I'm so proud of what we launched today.
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. šŸŽ‰ 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 ā€œMARGINSā€ and I’ll send you your personal link. The story šŸ‘‡šŸ‘‡
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Loved working with the legendary @AaronOrendorff on this. It's value-packed, based on real data from real brands, and sprinkled with knowledge nuggets from some of the most experienced operators and financial gurus in the industry.
Is this the greatest data release for 7–8 figure brands in the history of ecommerce? Yes. It is. Two years of P&L analysis: $3.16B, line-by-line + broken down by vertical. - Sales - Net sales - Gross profit - Contribution margin - OpEx - EBITDA You can download every chart šŸ“Š But that’s not all. @FinaloopTeam and I asked three questions: 1ļøāƒ£ What is the single most significant financial struggle growing DTC brands are facing? 2ļøāƒ£ How can benchmark data be helpfully used (put to practical work) inside a business? 3ļøāƒ£ Where do you turn first in a P&L to find opportunities for more profit or better cashflow? We got original insights from … - @dave_stickland, Popsmith - Kristin Swarek, Caden Lane - Cameron Lee, Fractional CFO - Jeff Lowenstein, Free to Grow - @andrewjfaris, AJF Growth - @MattMullenax, Huron - @seanfrank, Ridge - @mbertulli, Pela Case x Lomi - @ChereneAubert, ILIA - Mark Brown, &Collar - Nate Littlewood, Future Ready Did you have plans for the holiday? Cancel them! Go. Get. This. Report. It’s the last non-Operator’s thing I will publish. So consider this my farewell content banger. Link below ↓
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Rayla Rappaport retweeted
As July books close, you're gonna start to hear more about the tariff pain showing up for eCom brands. Why now? The median cash conversion cycle for an 8-figure eCommerce brand is 92.63 days (source: @FinaloopTeam). That means that brands generally have about 3 months of inventory on hand at any given moment. As a result, July likely represents the first time most brands are selling inventory subject to increased duties. And the reality is that brands are absorbing the bulk of these costs: @GoldmanSachs latest estimates suggest: -Foreign exporters absorbed 14% of US tariffs -US companies ate 64% -US consumers ate 22% And the pain is just beginning... Don't be surprised if the next few months the topic surges back into focus as the ire of angry store owners is reignited.
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Rayla Rappaport retweeted
We pissed off a lot of customers. For the past year, TikTok Shop exploded for ecommerce brands. Every week, we got the same question: ā€œWhen is your TikTok Shop integration coming?ā€ The truth is that for a long time, we couldn’t build it. TikTok Shop was pure chaos. It was a new platform with confusing APIs and constantly changing logic. Sure, we could’ve shipped something fast, but we refused to ship something broken. Some companies rushed to market with half-baked solutions and called it an ā€œintegration,ā€ but the numbers din’t match, and the orders didn’t reconcile. Wrong data is worse than no data. So we made the hard call: We’d take the heat, lose deals, and risk churn (my board was thrilled about this one). Instead, we built it slowly and accurately – a real-time, order-level sync built together with the TikTok Shop team. Every week, our support team fielded complaints but we still waited to ship until we were sure it was ready. Now? It’s here. The first and only real accounting integration for TikTok Shop. - Revenue: sales, discounts, refunds - Fees: selling, affiliate, shipping - COGS: matched at the SKU and warehouse level - Fulfillment, taxes, samples: all synced, in real time Every order and every detail, completely reconciled with your full financial picture. Massive thanks to the TikTok Shop team for working with us to make this happen. It was worth the wait and I’d make the same call again.
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Rayla Rappaport retweeted
TikTok Shop isšŸ”„ But behind the scenes? Your numbers are a mess. āŒ Sales & fulfillment? Delayed. āŒ Discounts & subsidies? Hidden. āŒ Fees & commissions? Buried. āŒ COGS & samples? Disconnected. Ecommerce founders need more. We’ve been building the only integration that actually fixes it. Big drop coming. Stay tuned.
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The biggest tax handicap founders face? Not knowing what they don’t know. That blind spot = missed cash. Join me + @startupcpg to start asking the right questions — and stop leaving money on the table. šŸ’ø
šŸ”„Tax mistakes can wreck CPG margins. Join @FinaloopTeam + @startupcpg for a webinar on tax optimization strategies. šŸ’ø Missed deductions āš ļø Costly sales tax errors šŸ“‰ Poor planning = lost profit Don’t leave money on the table. Register now šŸ‘‡ eventbrite.com/e/tax-blind-s…
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Rayla Rappaport retweeted
šŸ“· Big news: We're launching the Finaloop Ecom Finance Academy — the 1st event built to help DTC brands win in 2025. From surviving tariffs to smarter funding - it’s the financial edge your brand needs. šŸŽŸļøFree for qualified brands šŸ“Austin | June 5 šŸ‘‡ finaloop.com/academy/events/…
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Rayla Rappaport retweeted
This isn't just another post about how the tariff virus will kill you. It's the vaccine. ⚔ INTRODUCING: FINALOOP'S SKU ANALYSIS DASHBOARD Here’s how it works (a thread)
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I couldn't be more proud to be part of this amazing company!
šŸš€ Big news! (and sorry for the cringe, but this one’s worth it). In their annual tech conference in NYC, @Finaloopteam was named one of @Calcalistech's Top 10 Growth Companies for 2025! Here is a quick context: Calcalist is Israel’s largest financial publication—think of it as the Israeli version of Forbes. This isn’t a pay-to-play list. It’s a selection made by top US & Israeli VCs, founders, and tech leaders. And if you’re not familiar with the Israeli tech ecosystem, this is a huge deal. Israel is at the cutting edge of technology, with some of the smartest engineers & product minds in fintech, cyber, and AI. It’s one of the most competitive tech hubs in the world. Just look at the giants that started here: Monday, Mobileye, Wix, Wiz, Waze, and Fiverr to name a few. If you can compete here, you’re building at a different level. Now, why am I particularly excited? Because before I was a SaaS founder, I was a DTC founder—and still am. I run DTC businesses alongside Finaloop, and I personally invest in ecom brands. That’s why, even though our tech could power other verticals, we’re 100% focused on ecom. And the tech we’re building? Building accounting and inventory services for inventory-based businesses is one of the hardest challenges in fintech. You’re not just tracking numbers—you’re building the single source of truth for brands that need absolute accuracy. A zero-fault, high-scale system. AI can only take you so far. These numbers go to the IRS, investors, and creditors. Mistakes aren’t an option. Plenty of companies have tried—Scalefactor, Bench, and more—but they couldn’t scale the tech and had to rely on people who naturally make mistakes. Even the best accountants, using generic software or ERPs, can’t keep up with the scale and complexity of modern consumer brands. In 2024, Finaloop closed books for thousands of brands—at scale—with minimal back office. We’re building something fundamentally different—a system that automates, scales, and dominates business numbers from numerous channels in real time, with 100% accuracy. That’s why we’re heads-down, building. Over 90% of our budget goes directly to R&D, no BS—because solving this is one of fintech’s toughest challenges. But if you solve it? You don’t just build a product—you change an industry. We’re doing this for ecom founders. We help builders win. And there’s nowhere else I’d rather be.
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Rayla Rappaport retweeted
🚨🚨 Summary of full @Bench closure/acquisition FIASCO (with some juicy deets, too.)🚨🚨 "Detail-Oriented," "Trustworthy," and "Organized." These are the top three characteristics business owners desire most in a bookkeeper or accountant. Meanwhile, "Careless," "Dishonest," and "Disorganized" sit at the very top of the "least desired" list. Okay, so this wasn’t exactly a survey of all business owners who ever lived – but it is what ChatGPT's most advanced model determined. And it seems pretty spot on, right? Now, imagine your accounting firm spending the last week of the year doing this: >> Announcing its sudden closure on December 27. >> Providing vague and incomplete information about what happens to your financials. >> Referring 11,000+ clients to a service (then taking that referral link down and putting it back up... multiple times). >> Announcing an acquisition – by a completely new company named employer.com from the payroll (ā—ļø) space – only to delete that announcement hours later. >> And posting it again on the same afternoon. All of this unfolding in the final stretch of 2024, as eCommerce businesses are scrambling to close their books and prep for tax season. Careless? Disorganized? I’d say so. If you’re a Bench client who feels uncertain about the hands holding your books, I don’t blame you. But I do have good news. At @FinaloopTeam , we’re offering eCommerce businesses transitioning from Bench the smoothest migration possible – for free. Our team understands the unique challenges of eCommerce accounting (COGS, inventory, SKUs, multi-channel sales – you name it). We're ready to step in, simplify your financials, and make sure 2025 starts off strong. The DMs are exploding, but they’re open. Let’s get you sorted. Read ALL about it here šŸ‘‡šŸ‘‡ finaloop.com/blog/bench-shut… #ecommerce #benchaccounting

ALT bench accounting

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Rayla Rappaport retweeted
- @Bench to Finaloop migration website āœ… - Dedicated onboarding, connection and migration process āœ… - 2024 FREE books close for Bench ecommerce customers who prepaid and got left out of pocket āœ… finaloop.com/migrate-from-be… #ecommerce
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Rayla Rappaport retweeted
You gotta admit the resemblance is uncanny.
Replying to @Lioranpi
Including content from @JonAlbertBlair , @ashvinmelwani , @Jeremy_Horowitz, @drewfallon12, and more - from Twitter, LinkedIn, and Spotify. We call it "ICYMI... (Jacob's Version)", and this time it has takes on: šŸ·ļø Discounts šŸ’ø Exit valuations šŸŽŸļø Meta ads šŸ’° CAC:LTV And a bunch of other things worthy of your attention. We'll try to make this a habit now, so make sure to follow. Because if Content is King, Curation is its COO.
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This was such a great chat with @youderian. Loved geeking out on ecom finances!
@RaylaRapp is plugged into hundreds of DTC P&Ls via her position at @FinaloopTeam, a perspective almost no one has. This week on the show we talk about the trends she’s seeing in top-line revenue, margins, profitability, inventory levels, salary spending and more. Watch: piped.video/_XzHi4QmAZ0
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Rayla Rappaport retweeted
šŸŽ‰ šŸ”Š BIG NEWS: We're launching "Margin Talks" by Finaloop šŸŽ‰ šŸ”Š
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Rayla Rappaport retweeted
In the often small-margin reality of DTC, small steps can make a big impact. And I love seeing how relentless, proactive brand owners devise smart ways to run better, healthier businesses every day. So @RaylaRapp and I gathered some of these tried and tested, real-life tips for you. Below are some of them. šŸ§µšŸ§µšŸ‘‡šŸ‘‡ Oh, and just for the sake of practicalism, this simulation assumes: 130 days into the year (Jan1-May10) $2.6M in net sales up to date And a reasonable 8.6% profit margin. Ok let's go - and we’re starting with sales.
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Rayla Rappaport retweeted
"That's just a tool that just doesn’t exist.ā€ He wasn't wrong. When @ramongberrios said it - on episode #270 of DTC Pod back in April 2023 - it was a 100% true statement. Cut to right now - that statement is 100% wrong :) Because, as some of you already know, last week the amazing @FinaloopTeam released an inventory management solution that was built right into an accounting software. Back when I discussed the vision of doing so - molding inventory and accounting natively into one platform - I was especially excited by how Ramon and @bbols4 immediately - instinctively, inherently - understood why it's such a game changer. ā€œThat gets really interesting because you can start getting into better and better forecasting with your cost of raw materials," Ramon said, and continued: "Are you forcing a change in inventory prices for the future? What if volume is X? What's going to be the exact profit margin? Etc." All of these are critical questions any DTC and multichannel brand founder should be asking themselves, and their (usually fractional) CFOs on a regular basis. That's the kind of thinking and strategizing needed to succeed nowadays. That's what we're here to help you all achieve.
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This is huge! I'm so proud to be a part of this amazing team. šŸš€
A truly meaningful milestone for all of us here at @Finaloop as today we announce our $35M Series A funding led by @Lightspeedvp! šŸ™Œ Huge thanks to our customers, investors & the team around here, all true partners in a mission to help DTC founders and brands completely trust their books every second of every day. On their way to building more financially sustainable businesses. As a DTC founder myself, I've seen firsthand the struggles with operational complexities, lack of financial clarity, and growth optimization challenges. The past two years have been tough for our space - this funding will help us to continue to invest in real-time financial visibility for ecommerce businesses as they drive profitability responsibly. Thank you to our supportive and helpful community, we have so many exciting developments on the roadmap for you. Now back to work - one chapter closed, many more books to follow šŸ’Ŗ
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