We started Eline because finance and marketing run parallel operations.
The CFO has one set of dashboards. The CMO has another. Both are technically right. Neither is useful for actually running the business together. We're building the operating layer that fixes it.
Connects with what you already use
Founder
Alon Kivity. Twelve months of spreadsheets later.
I’ve led marketing at LSports, Yango Delivery, and Nominis — three very different companies, three nearly identical problems. At each one I spent the better part of a year inside Excel building the same kind of spreadsheet: ad platforms reconciled to the agency invoice, reconciled to the QuickBooks line item, reconciled to closed-won pipeline. Every CMO has a version of it. Every CFO mistrusts it.
The tools to do this exist. Stripe + HubSpot + Sigma + Mosaic + a small data team and you’re halfway there. Most B2B SaaS companies in the $20M–$200M ARR band don’t have that team — so they argue in the Unified meeting instead. The fight isn’t whether marketing is working. It’s which spreadsheet to trust. So neither leader trusts the other’s view, and both spend half their week running parallel reconciliation jobs that never quite agree.
I built Eline so you don’t have to. One source of truth for marketing spend, one Unified view both leaders read together, one quarterly plan that ties out. The operating layer the spreadsheet was always trying to be — but with first-class connectors, an honest reconciliation engine, and a dual-buyer experience the CFO and CMO can both sign off on.
We’re early. A handful of design partners, a tight team in Tel Aviv, the regulatory and AI moment that finally makes this product possible. If you’re running marketing or finance at a B2B SaaS in the $20M–$200M ARR band and this resonates, I want to hear from you. Reply to any email I send — it goes to a human, and that human is usually me.
— Alon
Why now
Three forces collapsed the timeline.
Capital scrutiny is back. Boards now ask CFOs to defend the marketing line item per channel, per quarter, with true cost loaded. The era of “trust me, attribution is hard” is over.
Connector quality crossed a threshold. OAuth scopes are now read-only by default at every major platform. Pulling structured data from HubSpot, QuickBooks, Stripe, ad platforms, and email inboxes is no longer a custom integration project — it’s a 4-minute setup.
AI made writing the reconciliation engine tractable. The combinatorial mess of vendor invoices, agency margins, and tool-cost allocation used to require an FP&A team. Modern LLMs categorize, normalize, and reconcile this material at near human accuracy — at $0.03 per invoice instead of $30 of analyst time.
How we operate
Four things we believe more than is fashionable.
Read-only by default.
We pull data; we don't push. Eline never writes back to a source system. That's a constraint. It's also what lets a CFO sign off in week one.
Numbers should reconcile.
If two views in our product disagree, that's a bug. We test the reconciliation contract every release. The credibility of the product is the integrity of the math.
Plain English over jargon.
We call it TRUE COST loaded ROAS, not "fully-loaded customer acquisition velocity index." Honest names for honest numbers.
Ship something concrete.
We'd rather ship a small, opinionated thing this month than the right thing in six. Then we listen, then we sharpen.
Where we are
Made in Tel Aviv.
Small team, working in person on the hard problem. Remote-friendly for senior engineering roles.
See it on real numbers. Aligned.
Thirty minutes, real reconciliation, written gap report — yours to keep.