We got tired of arguing with spreadsheets
MetricFlow exists because good companies keep producing great numbers and terrible answers. We build the analytics product we wanted as operators: one connected workspace where the ledger and the charts agree.
The origin story
In late 2021, Amara was running revenue operations for a three-hundred-person company and spending the last two days of every month reconciling billing exports with a spreadsheet named FINAL_final_v9. Liam was the data engineer on the other side of those exports.
One late evening they realized the problem was structural: revenue lived in six tools that never reconciled, so every dashboard was an opinion. What they needed was a single product that reads the ledger directly, exposes the rows beneath every chart, and invites the whole team to read the same picture.
They founded MetricFlow Labs to build exactly that — a platform where forecasting is a dialogue, retention is a heat map your CFO reads, and no chart exists without its underlying rows one click away.
Mission & vision
Mission: give every growing business a revenue picture it can trust — and the rows to prove it.
Vision: a world where "what does the data say?" ends meetings in ninety seconds because everyone was looking at the same picture.
What we believe
Ledger truth
Charts are projections of the rows beneath them. If a number can't be traced, it doesn't ship.
Calm clarity
Premium design serves comprehension. Beauty that confuses is a bug, not a look.
Every control earns its place
There are no dead buttons. Interactions exist because someone pays for or inspects them.
Timeline
2021
The spreadsheet nights
Amara and Liam meet as spreadsheet-fatigued operators and sketch a product that reads the ledger directly instead of exporting it.
2022
First full picture
The Overview and Transactions modules land; a private alpha of twelve early-adopting companies uses them daily.
2023
Behavior layers
Funnel, retention cohorts, and the customer book ship — behavior joins revenue in one workspace.
2024
Growth tooling
Forecasts, scheduled digests, saved reports, and alerts turn MetricFlow from a dashboard into an operating rhythm.
2025
Enterprise controls
Warehouse sync, SSO/SAML, audit logs, and automation workflows complete the Business tier.
2026
MetricFlow in the open
The full product experience opens up — anyone can explore the entire workspace in-browser, no signup required.
The team
Six teammates who keep the picture clear.
Amara Okafor
Co-founder & CEO
Ran revenue ops at two growth-stage companies; got tired of reconciling five dashboards before every board meeting.
Liam Svensson
Co-founder & CTO
Built data pipelines for a decade. Believes the transaction ledger is the product — everything else is decoration.
Priya Keller
Head of Design
Designs information-first analytics: every chart earns its pixels and every control does something.
Mateo Herrera
Head of Analytics
Ex-financial analyst. Keeps the funnel, cohort, and forecast models honest and internally consistent.
Elena Iqbal
Head of Customer Success
Runs customer success — onboarding, digests, and the weekly commercial review ritual customers keep.
Tomás Walsh
Platform Engineer
Owns reliability, performance budgets, and the accessibility bar for every module.
Product philosophy
Rows before visuals. Every aggregate keeps a door open to the transactions that compose it. Analytics that can't show its work is a rumor.
Speed is a feature. Interaction budgets are review artifacts here: the workspace recomputes instantly, persists locally, and respects reduced-motion settings.
Clarity as interface. Every number announces what it is and where it comes from — no chart without its rows, no metric without its definition.