For three years, we've been building billing and revenue automation under the name Maple. It was a great starting point for us, and connected us to our Canadian roots. But the name didn't connect to what we had built. It wasn't ownable either - it’s too big and broad and leaves us standing as one tree in the proverbial forest.. And as our ambitions grew, we wanted to make a choice with intention to set off towards the future.

Change is part of growth, and today we’re making a change.

The revenue problem nobody talks about

Ask three people at a SaaS company what revenue is, and you'll get three different answers. Finance has one number. Accounting has another. Sales has a third.

Revenue is the most important metric in your business. Every decision you make - hiring, pricing, investment, strategy - flows from understanding it. And most companies can't trust their number.

Not because finance teams aren't sharp. Because the infrastructure doesn't exist.

Stripe for billing. Spreadsheets for revenue recognition. Another spreadsheet for commissions. Prayer for reconciliation. That's the stack most B2B SaaS companies run revenue on. It works until it doesn't.

Why Measure

The name came from what our customers actually use us for. They measure revenue. MRR, ARR, recognized revenue, deferred revenue, commissions earned. Every number that matters to a finance team runs through our platform.

But it's deeper than that.

Measure is the trusted infrastructure where your revenue lives. The foundation everything else builds on. Clean, composable data you can rely on because the system captured it correctly from the start.

When you can trust your revenue data, you can actually use it. Build on it. Make decisions from it. That's what we're after: helping companies know their revenue so they can grow their revenue.

What hasn't changed

The mission is the same: connect contracts, billing, revenue recognition, and commissions in one system so that when something changes, everything updates. One action, everything downstream follows. That's been the goal since day one.

We're self-funded, which means we can price like infrastructure: fair, predictable, designed to earn your business every month rather than lock you in. No percentage of your revenue. No annual contracts required.

Which is why today we're also launching Ramp pricing - a new model built specifically for growing B2B SaaS companies. Read more about Ramp pricing →

The roots matter too. Aswin and Ruchi chose Maple because they wanted to build a very Canadian type of business: good steward of resources, great product at a fair price, good company focused on delivering something excellent for customers. That hasn't changed. We're still Canadian. We're still committed to building something that works and being here when you need it.

What's next

This rebrand marks a shift. Not in mission, but in ambition.

For three years, we've been building quietly. The foundation is solid: a billing engine that can handle any operational complexity a B2B SaaS company throws at it. Product-led, sales-led, usage-based, credits-based, multi-year ramps with mid-cycle amendments. The core works.

Now we're investing everything back into the product. Better workflows. More visibility. An experience that matches the depth of what's under the hood. We're rebuilding the UX from the ground up to surface the functionality that's been there all along, hidden under interfaces that didn't do it justice.

The goal is bigger than building good billing software. We want Measure to become table stakes: the kind of infrastructure you assume a company has, like a CRM or a bank account. The place where revenue lives, where it's measured accurately, where it flows through to everything that depends on it.

We're self-funded, which means we have the runway to build this right. No pressure to jam AI features into the product to optimize for a fundraising deck. No venture timeline forcing trade-offs between what works and what scales fast enough. Just a lean team with a clear mission and the resources to see it through.

We've proven what we can do with a small team and a lean budget. This is the mode shift into building something special.

If you're already a customer

Nothing changes on your end except the branding. Same login, same support, same product. Your contracts, invoices, and revenue data are exactly where you left them.

If you're not a customer yet

We've been building quietly for three years. Now we have a name that says what we do and the ambition to match.

Revenue is the most important thing about your business. With the right infrastructure, you can control it instead of just tracking what happened. As your business gets more complex, the system should handle it, not break under it.

That's what Measure is for.