Be Amazing’s Playbook for Financial Clarity

Challenge

Before Finaloop, Be Amazing’s finance setup was a familiar patchwork setup: 

• Fractional CFO
• Bookkeeper, 
• Quickbooks + Google Sheets
• Quarterly reviews

It was cumbersome and slow, especially for a fast-scaling DTC brand handling high transaction volume.

The monthly close process often dragged on.

“It would always take longer than we hoped. Fifteen days would be a really good month.” By the time reports were ready, the data was already stale.

Recurring misclassifications only made things worse. “The same vendor we're working with every single month, some months would end up in one category, other months in a totally different category,” he explained. Each close required extensive manual review, eating up valuable time.

Inventory tracking was also a major challenge. Be Amazing warehoused products across Amazon, 3PLs, and an overstock warehouse, each with fluctuating component costs. “We’re constantly trying to backtrack and figure out what the weighted average costs look like of these products,” Russell said. 

All of this slowed decision-making.

“When you have a super fast-growing business and want to make extremely data-driven decisions, it’s difficult to do that in real time when you're playing catch up.”

‍

Solution

Russell was skeptical when he first heard about Finaloop. “It almost sounded too good to be true,” he said. But recommendations from peers in the ecommerce space pushed him to give it a try. 

Once he did, he never looked back.

He found Finaloop’s built-in features far more logical for ecommerce than his previous setup. Previously, basic accounting functions had to be tracked outside the platform. “That makes absolutely no sense,” he said. “Finaloop just comes ready to use out of the box.”

Russell now reviews financials weekly, enabling him to monitor capital allocation and track goal progress. He especially values Finaloop’s unified view across channels—Shopify, Amazon, TikTok Shop, wholesale, and more—giving his team a complete financial picture. 

"I don't know how I could live without it at this point," he said.

Results

Finaloop quickly replaced the patchwork.

• Book close times went from 15+ days to zero
• Financials became fully automated and always up-to-date
• Real-time inventory tracking gave his team the clarity they need
• Unified dashboards pulled in data from all channels—Shopify, Amazon, wholesale, TikTok, and more
  ‍

Eliminated book closing delays

Monthly book closing went from 25+ days on average to real-time access, enabling weekly financial reviews instead of waiting for outdated reports.

‍

Automated complex reconciliations

Amazon reconciliation, previously a time-consuming manual process, now happens automatically.

“Amazon's already categorized and reconciled. That alone used to take forever," Russell said.

‍

Enhanced inventory visibility and planning

Multi-channel inventory data revealed seasonal flavor patterns occurring 3 months earlier than expected, enabling better inventory planning and marketing timing. "We're able to pinpoint exactly where those inflection points are happening so we can plan for the next year," Russell explained.

‍

Improved marketing optimization

Real-time visibility across their fastest-growing channel (TikTok) and other platforms enables immediate optimization. The team can now plan marketing campaigns 30-60-90 days ahead based on historical seasonal data.

‍

Smarter capital allocation decisions

Weekly financial reviews support strategic decision-making. "Part of my job is capital allocation—figuring out the most effective uses for our capital and the timeliness of deploying that capital," Russell noted. Now that he has financial visibility of where the brand stands, he can make smarter, data-driven decisions and allocate the capital to the right places.

‍

Watch the whole conversation.