Pulse — the financial health check for D2C founders
Pulse reads your real store and bank data and tells you exactly where you stand — margin, cash runway, and how much growth you can safely fund. Free, and yours to keep.
What Pulse tells you
One deterministic engine over your own data — the same numbers a credit team would pull, handed to you first.
True gross and contribution margin after platform fees, shipping, RTO and discounts — not the number in your dashboard.
How many months you have at current burn, and exactly which line item breaks it first.
How much ad spend and inventory you can add this month without running your cash down past a safe line.
CAC, AOV, repeat rate and contribution-per-order — plus how long each new customer takes to pay you back.
What cancellations, returns and RTO actually cost you, priced back into every SKU and channel.
Blended payback and the point where the next rupee of spend stops paying for itself.
Pulse · afford-to-grow
A taste of the engine. Set your numbers and see your runway, your monthly contribution, and how much you can safely put behind growth. The real check runs on your connected data.
Illustrative — opex assumed at 15% of revenue. Connect your store and bank for the real figure: Pulse uses your actual margins, RTO, and cohorts.
Get your full Pulse →Three steps, and none of them involve a spreadsheet or a bureau pull. Value first — the ask comes later, only if you want it.
Upload an export today — read-only Shopify, Amazon and Account Aggregator connections are coming. We see the data, never your passwords, and until direct connections ship, an export gives Pulse the same picture.
A deterministic engine runs over your data — the same math every time, no black box and no generated guesswork. You get a health readout in minutes, not a week of back-and-forth.
See what's safe to spend, where margin is leaking, and — when you choose to — get capital on terms your own data earned. No pressure, no dilution.
Why Pulse
Credit bureaus were built for salaried borrowers with long paper trails. That's not a growing D2C brand. Pulse judges you on the thing that actually predicts whether you'll repay — your store.
Capital
When you want to grow faster than cash allows, Pulse can extend non-dilutive, revenue-based capital — priced off the health data you've already seen. You repay as a share of revenue; when sales dip, repayments dip. No EMIs, no board seats, no personal guarantee.
Seven structures
Structured like derivatives — caps, barriers, call features and pause protection. Indicative IRR ranges shown are product ranges, not a quote.
Equity dilution on standard structures. You keep your cap table — capital takes a share of revenue, not ownership.
Downside protection
A fixed EMI doesn't care that your festive inventory didn't clear or that RTO spiked. Revenue-based repayment does — a slow month is automatically a small one.
On FounderFirst and FlexBar, a sustained drop triggers a payment pause — no penalty, no default. The cap simply waits for you.
Capital · repayment
Four structures repaying across 36 months, including a seasonal dip — so you can see which ones flex when revenue does.
Illustrative simulation over category-calibrated revenue paths. Median of 200 simulated paths; final payment clamped to cap. Not an offer of terms.
Illustrative
Illustrative structure outcomes modelled on representative D2C profiles.
For investors · later-phase
Exposure to India's e-commerce growth without taking equity risk. Every position is underwritten on the brand's live store and bank data — revenue, margins, cohorts, returns — not a bureau score. Returns come from repayment caps agreed up front, not from exits. Repayments are revenue-linked and capped, with barrier and pause provisions written into each contract, so the downside is structured rather than hoped for. Every position reported monthly.
Request the thesis →Yes. The health check is free and genuinely useful on its own — you can run it, act on it, and never take a rupee of capital from us.
Upload an export today — read-only Shopify, Amazon and Account Aggregator connections are coming. We read data to assess health — we never see or store your passwords, and your raw file is processed in memory and never stored.
No. Access is read-only and you can revoke it at any time. Pulse can read your data to assess you; it cannot move funds or make changes to your accounts.
There isn't a hidden one. We're a lender, and Pulse is the honest front door: it helps you whether or not you borrow, and if you do, the same data earns you better terms. Aligned incentives, stated plainly.
No. Your data is used to generate your Pulse and, with your consent, to assess capital. It is not sold to third parties.
Yes, non-dilutive, revenue-based capital priced off your real data, with no EMIs or personal guarantee. Today, Pulse is about knowing exactly where you stand.
Find out where you actually stand — and how much room you have to grow — before you spend another rupee.
Run your Pulse check →● Free · read-only · never your passwords · revoke anytime