Built for small teams punching above their weight.
Inventory, cash flow, ads, and marketing in one place. The operations platform for DTC brands done switching tabs.
Join the waitlistEverything that matters, in one place.
Eleven KPIs with month-over-month and year-over-year deltas, threshold-based alerts, and a live activity feed — all before your first coffee.
11-metric KPI grid
Revenue, margin, CAC, LTV, and more — all with MoM and YoY deltas.
Revenue trend charts
Blended DTC and B2B revenue over time with storefront breakdown.
Threshold alerts
Set targets and get flagged the moment a metric crosses a boundary.
Activity feed
A timeline of every meaningful business event across all modules.
Flexible periods
MTD, 7D, 30D, 90D — switch instantly, all data updates together.
Impact badges
Every alert shows estimated dollar impact so you triage by consequence.
Stop guessing which ads are working.
Six-tab ad intelligence suite: kill/scale scoring, a permanent creative archive, pattern analysis, A/B test tracking, and AI-generated briefs.
Kill / scale scoring
Every ad gets a KILL, PAUSE, SCALE, or WATCH recommendation based on your ROAS thresholds.
Permanent ad library
Break Meta's 90-day window — every ad you've ever run, forever searchable.
Pattern analysis
Top hooks, formats, and products ranked by ROAS and CPC. Gap detection built in.
A/B test tracker
Kanban board for managing hypotheses from idea to results.
Creative brief generator
AIClaude-powered briefs that pre-fill with your actual account context.
Ad namer
AIAI-assisted naming tool that enforces your naming convention across every campaign.
Know your position. Never be surprised.
Runway days, debt stack, a 14-week rolling forecast with scenario sliders, and auto-generated action items — all without a spreadsheet.
Health banner
Runway days and net position at a glance, every time you open the tab.
Net position waterfall
Cash in, cash out, net — broken down into every category.
Debt quadrant
Scatter plot of every debt by urgency and impact — know what to tackle first.
14-week forecast
Rolling forecast with scenario sliders — model a bad month before it happens.
Mercury integration
Live bank balances, incoming cash projections, matched to forecast.
Priority action list
Auto-ranked actions: negotiate, cut, collect, sell — with Mercury transaction matching.
Know why things changed, not just that they did.
A shared event log for your whole team — log website updates, promo launches, supplier issues, and cash alerts. Every entry is searchable, category-tagged, and optionally dollar-stamped.
Shared event timeline
Newest-first log of every business event — the single source of truth for what changed and why.
30-second entry
Title, date, category, impact type, optional amount, optional tags. No friction, no fields to overthink.
Auto-logged from modules
Cash alerts, campaign completions, and ad changes flow in automatically — no manual logging required.
Dollar impact
Tag each event with an amount. See at a glance which entries moved the needle and by how much.
9 categories + hashtag tags
Financial, Marketing, Ads, Product, Ops, Wholesale, Negotiation, Team, Milestone — plus freeform tags for grouping by initiative or vendor.
Search + filter
Full-text search plus category and impact type filters. Find any event, fast — no matter how far back it was logged.
Content calendar, kanban board, and AI studio.
Nine tabs covering organic social, email, SMS, and content ops. Plan, create, publish, and track — without leaving the OS.
Content calendar
Monthly and weekly content planning grid — drag content onto dates.
DnD content board
Move ideas from Brainstorm → Drafted → Scheduled → Published.
Post performance tracker
AIEngagement metrics with AI scoring for every organic post.
Carousel builder
AIClaude-powered Instagram carousels: 5 templates, 5 palettes, per-slide editing, PNG export.
Klaviyo email metrics
Campaign and flow metrics pulled from Klaviyo — month selector, list growth.
Postscript SMS
Subscriber growth, campaign open rates, and revenue attribution from Postscript.
Nine tabs. Every product decision covered.
From ABC grading to sell-through curves, product pipeline, margin modeling, and return tracking — inventory ops without the spreadsheet.
Status-first overview
OOS, Low, Healthy, Overstocked buckets — ABC grades, channel split.
Catalog with detail drawer
Filterable product table with variant breakdown and 90-day sell-through chart.
Product pipeline
DnD Kanban for new product development: Design → Sample → Production → Launch.
Margin calculator
Per-product margins with sale scenario modeling — know the floor before you discount.
Drops tracker
Launch pace zones, kill/keep recommendations, and sell-through progress by drop.
Returns dashboard
Return KPIs, outcome mix (restocked/refunded/damaged), and top returned products.
Shipping analytics and raw materials — automated.
Three tabs: shipping KPIs with a choropleth map, raw materials inventory, and consumption rules that auto-deduct stock on every fulfillment.
Shipping KPIs
Cost per shipment, delivery days, on-time %, and shipping cost as % of revenue.
Geo choropleth
State-by-state order density and shipping cost map — find your most expensive corridors.
Raw materials
Track packaging inventory: poly mailers, tissue paper, stickers, boxes — by quantity and reorder point.
Consumption rules
Package type × storefront → material deduction. Set once, runs on every fulfillment.
Delivery analytics
Average transit time, on-time delivery rate, and carrier performance breakdown.
Shipping goals
Set cost and delivery targets and see actuals vs goals at a glance.
AI-generated executive summaries, every month.
Ten-section monthly reports — scorecard, revenue, margins, email, ads, products, inventory — drafted by Claude Sonnet from your actual data. Review, approve, and share with your team.
AI monthly reports
AIClaude Sonnet drafts a 10-section executive summary from your actual data.
Scorecard section
Every key metric with MoM delta — one page, every number that matters.
Narrative analysis
AIAI-written interpretation of what the numbers mean and what to do next.
Draft → Published
Review and approve before your team sees it — or share the draft for collaboration.
Year-over-year context
MoM and YoY deltas on every metric so you always know if this month is actually good or just seasonally normal.
An AI assistant that knows your business. A platform built for teams.
Conversational AI with context from every module, multi-turn history, and full team management with role-based access across 7 integrations.
Context-aware AI
AIThe Helm pulls from all modules — ask about margins, ad performance, or cash position.
Multi-turn conversations
Full conversation history — pick up where you left off, not a blank slate every time.
Connected integrations
Shopify, Meta, Klaviyo, Postscript, ShipStation, Mercury — all wired in from Settings.
Role-based access
Invite team members as Admin, Member, or Viewer. Control what each role can edit.
AI usage log
See every AI call, token count, and cost — full transparency on AI spend.
Goal & alert config
Set revenue, margin, and cash thresholds. Get notified when you cross them.
Built for brands at the messy middle
- Solo operatorYou run it all yourself
Inventory to ads to email — no analyst, no ops team. Keel HQ gives you the visibility layer you've been stitching together in spreadsheets.
- Small brand team2-5 people, one shared source of truth
Stop Slacking each other to ask what inventory is left. Everyone sees the same numbers.
- 6-8 figure founderYou've outgrown your dashboards
Shopify's analytics aren't enough. Meta, Klaviyo, and your bank are all open in separate tabs. This closes them.
- Growing DTC brand$500K-$2M and accelerating
The tools built for enterprise don't fit yet. The tools built for beginners don't cut it. Keel HQ is built for exactly this range.
Captain's log
I started by building a half dozen Claude skills just to get answers no other tools could give me. Then I realized I was still tab-switching between six apps to run the brand. So I built the one platform I actually wanted.
What started as consolidating my own workflow turned into something bigger, adding features I'd wished I had for years, solving the specific pain points that spreadsheets and fragmented SaaS never quite got right. Opinionated, fast, and maintained by someone who uses it every week, if not every day.
David Lindahl
Running my own brand on Keel
- 10+ years web development experience
- $0 in VC funding
Replace a $1,400/month tool stack with one platform.
Most DTC brands in the $500K–$2M range run five to eight separate subscriptions to cover what Keel HQ does in one. Each with its own login, learning curve, and monthly bill.
$1,400+
/month
Triple Whale · Motion · Inventory Planner · Lifetimely · Float · Notion · Later · ChatGPT
starting at
$99
/month
Everything below, in one place
| Feature | Replaces | Their price | Replaces / Price | Keel HQ | |
|---|---|---|---|---|---|
| Ad analytics + kill/scale scoring | Triple Whale | $549+ | Triple Whale· $549+ | ||
| Creative intelligence + permanent ad archive | Motion | $250+ | Motion· $250+ | ||
| Inventory management + pipeline + returns | Inventory Planner | $299+ | Inventory Planner· $299+ | ||
| LTV & profit analytics | Lifetimely | $149+ | Lifetimely· $149+ | ||
| Cash flow + 14-week forecast + debt stack | Float | $85+ | Float· $85+ | ||
| Marketing calendar + AI carousel builder | Notion + Later | $61+ | Notion + Later· $61+ | ||
| Shipping analytics + warehouse ops | Spreadsheets | — | Spreadsheets | ||
| AI monthly executive reports | Manual work | — | Manual work | ||
| AI assistant on live business data | ChatGPT / Claude | $40+ | ChatGPT / Claude· $40+ | ||
| Multi-storefront (DTC + B2B) | — (nothing) | — | — (nothing) | ||
| ── combined total ── | ── combined total ── | $1,400+/mo | $1,400+/mo | $99/mo | |
// Competitor pricing from publicly available plans as of 2026. Keel HQ is in beta — pricing is not finalized and is subject to change at any time.
Questions
Shopify (products, orders, inventory, COGS), Meta Ads, Klaviyo (email campaigns and flows), Postscript (SMS), ShipStation (shipping analytics), and Mercury (banking). All syncs are pull-based on a schedule — no webhooks to configure.
$500K to $2M annually. Big enough that Shopify's built-in analytics aren't cutting it, small enough that enterprise tools are overkill.
We're planning to start at $99/month, though exact pricing and feature tiers aren't locked in yet — we're talking to early users to make sure it's fair for the value delivered. The goal is a tool that pays for itself, not another SaaS tax. Pricing may change as the product evolves.
No — it sits on top of them. It pulls data from your existing tools and gives you a single pane of glass. You keep using Shopify for orders, Klaviyo for email, and Meta for ads.
A toggle that swaps all data to a mock company: Vandelay Industries. Great for testing, demos, or showing the platform without exposing real business data.
Yes — role-based access (admin, member, viewer) is live. Invite your team from the Settings page and control what each role can see and edit.
Sure — you're welcome to do that. That's actually how this project started. Just a heads up: it will take a couple of weeks of full-time coding. This platform is 100+ pull requests deep, with lots of iteration, code reviews, and agents running 24/7 for several weeks straight. 10+ years of web development and design experience has played into every decision too. If you want to build it yourself, go for it — that's the spirit this was built in. If you'd rather skip straight to having it, that's what this is for.
This is a private beta — we're onboarding one brand at a time. DM @austriker27 on X to get on the list.
Join the waitlist.
Currently in private beta. We're onboarding DTC operators one at a time. Drop your email and we'll reach out when a seat opens.