The Challenge

Adi Ketkar wears a lot of hats at Broccoli AI. As the company scaled its base of contractor customers, managing the financials increasingly fell to him, and the stack they were working with wasn't built for what their business actually needed.

Broccoli AI's pricing is usage-based at its core. Customers buy credits. Usage accumulates. Invoices get complex. And when you're also working with PE-backed groups that own multiple regional businesses, each needing its own granular usage report, the manual work adds up fast.

Before Measure, the stack looked like this: PandaDoc for contracts (in an industry where contractors still print, sign, and fax documents back), Stripe for billing, and spreadsheets for everything else. Revenue recognition was a manual calculation run when reporting required it. Commission tracking was done by hand. There was no customer portal, no clear audit trail, and no easy way to handle the entitlement structures their enterprise deals required.

"I was making a lot of mistakes along the way," Adi said. "Which could only be figured out if you actually take time to find those mistakes, and we did not have that time."

He estimates he was spending about 20 hours a month just on billing-related work. At that pace, and with the company growing, something had to change.

The Solution

A referral from a friend pointed Broccoli AI toward Measure. They evaluated a few options, including Stripe's native usage-based billing tools, but what stood out wasn't just the product, it was the team behind it.

"We got on a call with Ruchi and Aswin, and they were super helpful. Not because they wanted to sell, but in general. They knew deeply what our problems were, and they already had a great product to solve them."

Measure's usage-based billing and credit model turned out to be a natural fit for how Broccoli AI actually sells. "We sell credits in our business," Adi explained. "On top of some basic minimums, all we do is sell credits and Measure takes care of making sure those credits are added and combined in the right way to get to the right dollar amount at the end of the month."

The entitlements feature unlocked something else entirely: the ability to separate the product structure from the sales structure. Enterprise customers with custom deals can be entitled to more features at different price points, without that logic being visible or tied to what they pay. "That gives us a very clean separation," Adi said. "The commission sales structure is on one side. The product structure is abstracted from it. We don't want customers to know that if this is the price, this is what you get; that's all encoded in entitlements."

For PE firm accounts with multiple regional subsidiaries, Measure also made consolidated reporting straightforward. What used to require manually grouping bills across four regions and sending individual reports to each, and now, it’s handled out of the box.

The Transition

Implementation was fast. "We were up and running within a couple of days," Adi said. "There were small nuances we figured out over the next couple of weeks, but everyone was super on top of it."

The team at Measure didn't just help with setup, they actively suggested ways to optimize Broccoli AI's processes. For Adi, that's what distinguished a tool from a partner.

"They already had an amazing product when we onboarded. Not only was onboarding seamless, the team also suggested ways of optimizing our processes, which is something a great partner does."

PandaDoc and Stripe Billing were replaced. A customer portal went live, giving contractors the ability to view their own subscriptions, make basic changes, and share invoice access with owners or accounting contacts. It was a meaningful upgrade in an industry where the business owner is often deeply involved in day-to-day decisions.

Commission tracking also got cleaner. With Measure sitting at the center of the contract flow, every deal now has to go through the system. "Before, you could create a contract without going through the right systems," Adi said. "Now when you go through Measure, you have to follow that SOP, which makes sure the handoff is clean and the customer entity is correctly created in our database."

The Results

From implementation to today, the impact is tangible:

• ~20 hours saved per month on billing-related manual work, which is roughly two weeks of time reclaimed over a year
• Commission accuracy went from time-consuming-but-mostly-right to easy and auditable; at the end of each month, the data is simply there
• Launched new pricing structures they couldn't have supported before, including credit-based billing at scale and custom entitlement tiers for enterprise accounts
• Eliminated manual regional reporting for PE firm accounts with multiple subsidiaries, now generated automatically
• Stripe fees reduced — exact figures still being calculated, but the shift away from percentage-of-revenue billing is already visible in the numbers

"Anyone who has a usage-based component in their pricing structure: it's a no-brainer to start with Measure," he said. "The mistake we made was starting with Stripe, assuming we could build it out. It just gets super complex. You can build your own general ledger, but why would you? Measure consolidates multiple products into one. It should be the go-to the first time you start anything usage-based."

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