Finaloop, a real-time accounting platform and service purpose-built for ecommerce brands, has been named a Rising Star by FinancesOnline, a leading B2B software review platform.
We at
Website Planet know very well how much work and thought goes into testing and reviewing tools, so we wanted to learn more about how Finaloop is growing its reputation as a category-defining solution for ecommerce bookkeeping.
Here’s a breakdown of the company’s journey and differentiators.
The story behind Finaloop’s founding
Before founding Finaloop, Lioran Pinchevski was both an accountant (partner at PwC) and a DTC brand founder. The two perspectives led to one key insight:
Modern ecommerce is too fast and complex for traditional bookkeeping solutions. To make informed decisions, ecommerce managers need updated financial reports that move as fast as their brands, not last month’s figures.
His experiences with legacy systems that prioritized catching up over clarity exposed the limitations of those systems firsthand. The delays, the phone calls, the constant reconciling, it wasn’t sustainable nor scalable. That’s why he built Finaloop: to deliver real-time, flawless financials that support fast decisions, tax optimization, and smart scaling for ecommerce brands.
Finaloop wasn’t just designed by accountants. It was created by someone who knew exactly what ecommerce founders were missing – because he was one.
What sets Finaloop apart in the ecommerce accounting landscape
Finaloop, the only real-time bookkeeping solution built exclusively for ecommerce, is redefining how online brands manage their financial operations.
Unlike generic accounting software,
Finaloop replaces the entire stack of disconnected tools – software, ecommerce integrations, and spreadsheets – with one unified, automated platform. It also provides the bookkeeping service, handling everything from transaction categorization and reconciliations to real-time COGS tracking and inventory accounting, per SKU profitability and dashboards giving founders 24/7 visibility into financials they can actually use to run the business.
Founded in 2020, the company has rapidly gained traction, now supporting thousands of customers in the ecommerce space.
What the FinancesOnline Rising Star Award actually recognizes
Finaloop was recently awarded the
Rising Star Award, which rewards B2B SaaS companies showing outstanding growth, customer satisfaction, and market validation, a true testament to Finaloop’s rapid growth.
FinancesOnline commended Finaloop for its
impressive capability to automate account reconciliations and effortlessly categorize and sync real-time financial data. The platform’s automated reconciliation engine ensures accurate, up-to-date records with minimal manual effort, resulting in faster resolution of discrepancies and more efficient financial management for ecommerce brands.
How Finaloop’s model differs from traditional accounting tools like QuickBooks or Xero
Unlike legacy platforms that require multiple integrations and manual reconciliation,
Finaloop offers a real-time, automated system built specifically for ecommerce.
It integrates with a wide range of platforms that a company might be selling on — like Shopify, Amazon, Walmart or even TikTok, along with payments, banking apps, shipping and payroll integrations, and real time inventory and COGS accounting.
Matching this along with
a top-notch team of ecommerce accountants making sure everything is in tip top shape, Finaloop is a force to be reckoned with. And while other accounting tools are available to smaller businesses, Finaloop is the only startup that’s truly dedicated specifically to ecommerce finance and operations.
What recent milestones has Finaloop achieved?
Finaloop recently closed a
$35 million Series A funding round led by Lightspeed Venture Partners. With a team of over 100 employees, the company continues to expand as ecommerce brands increasingly seek purpose-built financial infrastructure.
Final thoughts
Ecommerce brands have outgrown legacy accounting tools. They need real-time visibility, bulletproof accuracy, and automation built for the speed and complexity of online sales.
This award validates Finaloop’s mission to simplify and modernize ecommerce finance so clients can stop reacting to broken systems and start scaling with confidence.
“All great companies start with a pain. Our pain was ecommerce bookkeeping.”
Lioran Pinchevski, Founder & CEO @Finaloop
* For reporters covering retail tech, SaaS disruption, or the ecommerce operations stack, Finaloop’s leadership team is available to provide insight into what’s driving the next wave of back-office transformation.
