Equals for Founders
Make bold moves.
Get instant feedback.
Equals updates pipeline and ARR in real-time—showing whether a bet is paying off, or needs a pivot. Powered by live data from Stripe, Salesforce, HubSpot, and more.
1. Reports
Investor-grade reporting. Always up-to-date.
Slice new ARR into new-logo vs. expansion, monitor NRR with live cohorts, and track next-month pipeline, all in a familiar spreadsheet.
(beyond what Stripe will tell you)
ARR Overview
Stripe, Salesforce, HubSpot
Sales Daily Tracking
Salesforce, HubSpot
(unlike your spreadsheet)
Cohorted Retention
Stripe, Salesforce, HubSpot
Sales Overview
Salesforce, HubSpot
Pipeline Forecast
Salesforce, HubSpot
2. Analyst
The spreadsheet agent for GTM.
Check your thinking with real data. Skip pulling in anyone else.
See Analyst in action
No AI math
Analyst avoids hallucinations by never doing math. It only pulls data and writes formulas.
Tuned for B2B
Designed for how SaaS and AI teams actually track what's working and what's not.
Fetching this month's open opportunities from Salesforce.
I also added an "expected amount" calculated column to the open deals sheet, which weights how much pipeline each deal will actually close based on historical win rates for each deal's stage.
Now I'll summarize what we're tracking towards by the end of the month.
3. Publish
Daily metrics in Slack—automatically.
Keep you and the team on top of each bet with a daily Slack push, or scheduled email. All backed by an easy-to-use spreadsheet.
4. Writeback
Align your company around one source of truth.
Stop policing your CRM and start trusting it. Push real-time ARR figures and data edits from Equals into your systems.
5. GTM analytics
A single source-of-truth for GTM.
With just one tool, you can sync your data, analyze it, and share insights with your team.
Analyst
Trained to answer questions about SaaS and AI.
Spreadsheet
All answers calculated in a spreadsheet.
Warehouse
All your GTM data synced and cleaned in a Snowflake instance we run for you.
Analyst
Trained to answer questions about SaaS and AI.
Spreadsheet
All answers calculated in a spreadsheet.
Warehouse
All your GTM data synced and cleaned in a Snowflake instance we run for you.
6. Testimonials
Anchor in reality, iterate with confidence.
Founders use Equals to ground every decision in live numbers—then adjust faster when reality changes.
“Equals has fundamentally changed how we operate. The ability to get real-time revenue insights has been a game changer for our growth.”
Marty Kausas
Co-founder & CEO, Pylon
“We went from looking at our top of funnel and pipeline health from a weekly cadence to creating a daily feedback loop. That kind of speed is invaluable.”
Read case study →
Jonathan Grant
CFO, Osano
“Equals is where I do all of my analysis. You’ll never get my hands off of this product.”
Read case study →
Nicolas Malianni
Finance, Notion
Iterate fast, with confidence.
Make the bold swings you need to grow, with feedback from numbers you can trust.
Frequently asked questions
You’ll be live in a week but we do most of the work. You just need to connect the data, which takes a few minutes, and then our team will get everything set up.
Equals has connectors for Stripe, Salesforce, HubSpot, and much more. You can also connect your own warehouse or SQL database. Contact us to see if your data source is supported.
Yes. We provide a library of “investor-grade” templates, including ARR, SaaS metrics, and cohort analyses. Because Equals is a real spreadsheet, you can easily customize formulas and visuals to match your exact business logic.
Two main differences. First, Equals handles everything—we sync, warehouse, and analyze your data. No stitching tools together. Second, instead of inflexible dashboards, we give you a flexible, easy-to-use spreadsheet.
Data security is a top priority. We’re SOC 2 Type II certified. All data is encrypted at rest, and any credentials you provide are locked down with restricted access. Our team brings years of engineering experience from companies like Meta, Amazon, Google, and Intercom—so you can trust we’ve built Equals with security and reliability at its core. Additionally, you can restrict access to specific dashboards or spreadsheets, making sure your data is only shared with the right people.
No. If you know spreadsheets, you already know Equals. You can build queries using our simple query builder—SQL is optional. That said, if you want to write SQL, Equals supports it, making it easy for data-savvy users to dive deeper.
Our Experts team is here to help—whether you need a custom cohort analysis or a complex product analytics model. Just let us know what you’re looking to build, and we’ll tailor Equals to your needs.