A founder with 25 years building this platform and a cross-functional team that has already shipped it for real wholesale customers.

Steve Rice has spent 25 years building and iterating on this exact platform for live wholesale customers — this is not a first attempt. Leslie Gore brings operational discipline to GTM and customer success. Chris Ostmo built the current AI-enabled production system. The team has already done the hard part: proving the platform at scale with real customers. The SaaS pivot layers a repeatable revenue model on top of a working product, not the other way around.

Advisors cover three gaps: wholesale industry distribution relationships, SaaS pricing and packaging expertise, and B2B finance/fundraising. Their primary value is opening doors and validating our ICP scoring — we lean on them for warm introductions and deal-strategy input, not day-to-day operations.

Less than it looks, because the company runs on documented systems rather than one person's head. The platform itself is 25 years of accumulated, working code serving live customers; the sales motion runs through 10 Forward (our internal sales CMS) as a documented, repeatable process; and our AI-enabled operating model executes and records day-to-day engineering and GTM work as process, not tribal knowledge. Leslie Gore owns operations and go-to-market execution independently, and Chris Ostmo owns product engineering. The honest residual risk is founder-led selling — which is exactly what this raise funds us to systematize.