Signal over Noise

For lean D2C subscription brands

See the real signal.
Trust the answer.
Move the business.

An operating cockpit for lean D2C teams. SoN consolidates truth across your stack, exposes the blind spots you would otherwise miss, and runs scoped decisions through to action without adding more people or more AI noise.

Apply for the pilotSee how it worksSetup in 24 hours · Free 2-week pilot
Wednesday, June 17th
7:04 am
Blind spot · Day-12 cohort
Your July TikTok cohort is churning 2.3x faster by Day 12. The new "Quick Start" campaign is the thing to pause.

Evidence: Recharge cancellation log (n=412) · Meta campaign spend £2.4k · Klaviyo welcome-flow opens -31% vs control. Confidence: high.

Built by operators fromMindful Chef · Gousto · Majestic Wine · Nature's Menu

Integrates with your day-to-day software

ShopifyMetaSlackTrustpilotGoogle DriveGoogle AnalyticsGoogle Cloud+ more

Most teams are working with AI in isolation. SoN builds the company brain that connects everything together — your memory layer, where context compounds and converts.

Where SoN sits

Above the dashboards. Above the chatbots. In the cockpit seat.

Three product categories already exist around the operator. None of them is the cockpit. SoN sits in the gap above all three.

Zone 1 — Dashboards

Source-of-truth tools.

Triple Whale · Lifetimely · Northbeam · Polar · Klaviyo Analytics · Looker

Each tells you what that tool thinks. The operator runs three of them and reconciles manually. SoN reconciles across all of them and tells you which is true.

Zone 2 — Horizontal AI

Generic assistants.

ChatGPT · Claude · Gemini · Viktor · Decagon · Sierra

Answer anything, commit to nothing. Confident, uncited output. No memory of last quarter's decisions. SoN is opinionated, cited and built around D2C operating workflow.

Zone 3 — Vertical AI

One-tool agents.

Klaviyo Composer · Stay AI · Triple Whale Lighthouse · Recharge Atlas

Smart features inside one product. Can't see the rest of the stack. SoN orchestrates across all of them — treats each as a downstream actuator, not a competitor.

The dashboards report, the horizontal AIs talk, the vertical AIs act inside one tool. SoN is the operating cockpit above all three.

How it works

Eight steps from noise to decision.

One operating loop. It runs every morning, on every signal, with every decision. Click a step, or watch it run.

Morning truth brief

-£2.4k at risk

Meta Prospecting - Quick Start softened below payback while July retention trailed baseline. Pause the campaign before more low-intent spend accrues.

+1 sources
Watch

Meta Quick Start ROAS softened to 0.82x.

Meta Ads reports £2,412 spend against 0.82x ROAS in the latest comparable window, with conversion value down £1,980 versus the prior day.

Spend
£2.4k
ROAS
0.82x
Payback
+12d
Impact
-£2.4k

Confidence: 88%. The paid signal and the retention signal point at the same cohort. The strongest caveat is sample age, so the recommended action is a reversible pause.

Risk

July M1 retention trailed baseline by 6.6pts.

M1 retention was 21.8% versus a 28.4% recent baseline, an exact -6.6pts movement across 412 cohort users.

M1 retention
21.8%
Baseline gap
-6.6pts
Cohort
412
Flow opens
-31%

Confidence: 82%. The cohort is large enough to investigate and the retention decline is paired with a lifecycle engagement decline.

Measurement divergence needs checking, not action.
Orders +8.1% while GA transactions fell -19.4%. Kept below the action line until tracking reconciliation finishes.
Yesterday's actions

No approved action was useful enough to score yet. Treat today's campaign pause as the first decision to test.

I would pause the spend first, then let the retention read decide whether CRM needs to move.

Ask SoN anything

The questions you'd ask if anyone could actually answer.

FinanceWhy is net contribution down this week — is it discounts, CAC, or something else?
CSHow are my Trustpilot review ratings impacting CAC?
CSIs first-response and resolution time on Zendesk dragging my refund rate?
GrowthWhy is my refer-a-friend programme not scaling despite high NPS scores?
FinanceWhat's the payback period for last month's marketing acquisition?
Supply chainAt the current run rate, when do we stock out of our top SKU?
EngineeringWhich deploy this week correlates with the mobile checkout drop?

Outcome calculator

What's a 5% retention uplift worth at your scale?

Move the sliders to your numbers. We'll show you the saved revenue net of an illustrative SoN investment.

Annual saved revenue
$67,200
at 5% retention uplift on $112,000/mo at risk
Illustrative SoN investment
−$30,000
Net annual saving
$37,200
Payback period
5.4 months

Uses an illustrative $30,000 annual investment for payback modelling; final pricing is scoped to your requirements. Conservative model — typical retention-tool uplift in this category is 5–10%; we default to 5%.

Experience

Built by people who've had to defend the number.

The bench behind SoN has lived the operating cadence inside Mindful Chef, Gousto, Majestic Wine, Nature's Menu and high-growth subscription teams: the messy source data, the board questions, the retention leaks, and the pressure to act before the monthly pack catches up.

Operator discipline

Growth and finance cadence from the D2C subscription floor.

Board-paper rigour, CEO-grade outputs, and founder-facing operating rhythm from high-retention consumer brands where CAC, LTV, contribution and retention decide the week.

Data and AI

Customer-data stacks built for decisions, not dashboard theatre.

Head of Data and AI experience on a D2C subscription transformation, spanning BigQuery, Dataform, Looker, LTV prediction, experimentation, and in-housed analytics capability.

Execution layer

Engineering that turns analysis into operator workflow.

15+ years of engineering leadership, high-growth subscription-team scaling, and agentic internal tooling that puts business data in non-technical hands.

Founding-customer programme

Free 2-week pilot. Custom pricing based on your requirements. First ten brands only.

Pilot + tailored rollout

Two-week pilot to prove SoN against your live operating questions. If it lands, we price the rollout around your data sources, operator seats, and execution requirements.

  • Full data-backend connection and signal construction
  • Ad-account automation across Google, Meta, TikTok (worth $8k standalone)
  • Five operator seats with full execution permissions
  • Embedded support in your Slack across the pilot period
  • Custom proposal based on sources, seats, and automation scope
Free 2-week pilotCustom pricing scoped to your requirements.
Apply for the pilot
We integrate with your day-to-day software
Every action logged
Reversible by default
SOC 2 compliant

FAQ

Claude and ChatGPT analyse what you paste in — but most of the metrics you've pasted are wrong. SoN constructs the right metrics from your raw data first. And when the signal is right, you still can't act on what your AI tells you. SoN executes the change directly in your ad account. Zero copy-paste.

Ten brands. Twelve weeks. One operating layer.

The founding-customer programme is capped at the first ten high-retention D2C brands. £2m–£100m revenue, founder-led.

Apply for the pilot →