Venture Capital
Help every portfolio company grow without a giant operating team.
Apex gives each company the tools to understand its customers, run experiments, improve engagement, and connect decisions to revenue. Your firm gets a permissioned portfolio view, so you can focus support where it matters and carry proven plays from one company to the next.
No credit card to start.Northline Capital is an invented firm. The companies named below are familiar examples, not Apex customers, and every figure is made up for this page.
Focus portfolio support
Know which company needs help before the next board meeting.
Apex puts revenue, retention, customer growth, acquisition efficiency, and product use on one screen, using definitions each company has approved. You see what changed, how long it has been moving, and where your operating team can make the largest difference.
StripeSpaceXPerplexityAdded up across 4 companies that are reporting
Across every workspace you were given
Weighted by revenue, not an average of rates
Added up across workspaces
Turn advice into evidence
Recommend a change. Let the company test it. Prove whether it worked.
Apex runs inside the portfolio company, where its team can turn an operating idea into an experiment across product, messages, acquisition, or retention. The company stays in control. Your firm sees a result tied to revenue, with the baseline, the control, the holdout, and the portfolio comparison still attached.
ARR
+1.3% vs previous period
Revenue · Last 30 days
1 point is missing a workspace
-3.1% vs previous period
NRR
-4.3% vs previous period
GRR
-3.5% vs previous period
Active customers
+2.2% vs previous period
LTV:CAC
-4.0% vs previous period
Reference points
Renewed at full seat count across each arm and the baseline before this experiment. Workspace holdout and industry benchmark live in the portfolio view.
Previous baseline
Before this experiment
Renewal reminder
control
Offer the review
variant
Build the portfolio playbook
Let the next company start with what the portfolio already proved.
An outcome at one company becomes a claim the next company can test, with the conditions and the evidence still attached. Apex shows where the same play worked, where it failed, and when the context changed. Companies keep control of their data. The fund sees only the totals, trends, and experiment outcomes each company approved.
Reference points
Renewed at full seat count across each arm and the baseline before this experiment. Workspace holdout and industry benchmark live in the portfolio view.
Previous baseline
Before this experiment
Renewal reminder
control
Offer the review
variant
73 out of every 100 accounts renewed with every seat, against 58 on the plain reminder, and 56 before the test existed. Both comparisons point the same way, on 178 accounts.
Reference points
Renewed at full seat count across each arm and the baseline before this experiment. Workspace holdout and industry benchmark live in the portfolio view.
Previous baseline
Before this experiment
Renewal reminder
control
Offer the review
variant
64 against 65, on a starting rate of 64. The two groups can't be told apart, and Apex says so instead of dressing a rounding error up as a small win.
One company, end to end
Follow one warning from the portfolio view to a result the fund can defend.
Northline Capital is an invented firm holding 5 companies. The company names are familiar, but none of them is an Apex customer and every number is made up. Every product screen below is real Apex. In sixteen steps, follow one retention warning from the portfolio rollup to a measured result, then see what happened when the same idea reached the company next door.
Every number on this page is made up for this walkthrough. These are familiar companies used as examples, not Apex customers, and none of these figures are their real results.
01 · What happens today
You asked for one number and received three, all of them late
The table at the top is the monthly report pack. You asked three companies for one number. One answered in seats instead of money, one answered in money but only for accounts above fifty thousand dollars, and one left the cell blank. The final file landed on day thirty-one of a thirty-day month.
Those figures are invented, and so is every other number on this page. The company names are familiar because you already know what each one sells. None of them is an Apex customer and these are not their results.
Asking harder does not fix this. Settling the words once, inside each company's own code, does. After that a number is never translated on its way to you. Green means Apex has seen the moment happen in live traffic. Grey means the company declared the event and nothing has ever sent it, which is usually a hole somebody was about to build a number on.
| Company | You asked for | What they sent | When |
|---|---|---|---|
| Anthropic | Net revenue retention | “Retention: 94%”, which counted seats, not money | day 19 |
| Databricks | Net revenue retention | “NDR 1.02x”, money, but only for accounts over $50k | day 26 |
Stripe | Net revenue retention | left blank, “we measure churn instead” | day 31 |
| Anthropic | Customers | 412, counting each department on its own | day 19 |
| Databricks | Customers | 1,940, counting every account ever registered | day 26 |
Your schema
mapped to Apex Spec v1.4.0
Each company points Apex at its own codebase one time. Switch the tabs: the middle column is what that company calls the moment in its own code, and the left column is the word all three of them share now.
Defined once, per company02 · The part most tools skip
The company grants access. Your firm does not take it.
You send a founder a request, and this is the screen they receive. They choose which workspaces you can read, and whether the breakdown names each one or leaves the names off. Then they approve, or they decline. The choice keeps belonging to them.
Reading across company lines without permission is not a gap in process, it is a breach. So the limits sit on the grant itself. The access reads and never writes, it covers this company and nobody else, and individual customer records stay out of it. Everything the firm will see is written above the buttons before anyone agrees, including how to end it. The founder keeps the same view you have, with a button that stops it.
The company chooses the scope and can change it whenever it likes. The amber block is what Apex shows before a single figure moves: what the firm will see, what it will never see, and how to end it.
Read only, and only for this pair03 · Every night, without asking
Five companies land on one screen, added up the same way
This is what replaces the report pack. Every company's numbers on one page, added up the same way, refreshed overnight. Four of the five are reporting. The fifth approved two days ago and says so instead of showing you a zero.
Net revenue retention is the share of last year's money that the same customers still pay this year, after upgrades, downgrades, and cancellations. Above one hundred percent a company grows without selling to anybody new. Below it, new sales are refilling a leaky bucket. The portfolio figure at the top is weighted by revenue rather than averaged across five percentages, so a five million dollar company cannot push it as hard as an eight million dollar one.
Finding the problem takes about four seconds. Anthropic sits at eighty-eight percent with an amber edge on its card. It is winning new teams and losing seats at renewal faster than it replaces them. Nobody had to spot that by hand, and nobody had to ask for it.
StripeSpaceXPerplexityAdded up across 4 companies that are reporting
Across every workspace you were given
Weighted by revenue, not an average of rates
Added up across workspaces
Every figure here is computed from that company's own events, on the same definition. The amber edge on the Anthropic card is one rule applied to all five: net revenue retention below ninety percent.
No report pack04 · Compared to what?
Is eighty-eight percent bad? Only the other four can tell you.
Somebody will hand you an industry average. It describes companies you have never seen, measured by people who did not say how, and it dies at the first follow-up question, which is always the same one. Compared to what?
Your own portfolio answers that better. Same companies, one line each, sorted by the metric under discussion, every figure produced one way. These are businesses you selected, at stages you understand. Read across the row and you already have what the company earns, how fast that is moving, how many people use it, and whether a customer is worth more than they cost.
Anthropic has the largest recurring revenue on the list and the weakest retention of the two companies that report it. Databricks is a smaller business holding one hundred and twelve percent, so this is not the market and it is not the stage. That combination is what makes Anthropic worth a month of an operating partner's time instead of a line in a memo.
The same companies, one line each, sorted by retention. The company at the bottom has no numbers yet. It agreed two days ago, so its row says that out loud, because a zero would read as a fact about the business.
Your portfolio is the benchmark05 · One level down
You can see which half of the company is leaking
Anthropic in this story is two businesses under one roof. Team plans carry almost all of the recurring revenue. A self-serve tier sold off the website carries the rest. One click in, and the retention problem has an address. Team plans sit at eighty-seven percent. Self-serve sits at one hundred and four percent and is five percent of the money. Walk in with a general instruction to fix retention and the company can spend half a quarter tuning the product that was never broken.
There is no revenue column on that table, and that is Apex refusing to guess. Revenue lands once a day for the company as a whole, so no honest share of it can be handed to one workspace. A column of dashes would be worse than no column at all, because a dash still looks like an answer somebody could quote.
Contribution by workspace
| Workspace | ARR | Customers | MAU | NRR | Share |
|---|---|---|---|---|---|
| Team plansb2b_saas | $7.96M | 388 | 25K | 87% | 95% |
| Self-serveb2b_saas | $440K | 24 | 1.7K | 104% | 5% |
| Company total | $8.40M | 412 | 27K | 88% | 100% |
You can read the workspaces by name because the company chose full detail when it approved. Under a totals-only grant this table is replaced by a note saying so, because an empty table would read like the company has nothing.
Named because they agreed to it06 · Six months, not one
This is not one bad month. Retention has been sliding since February.
A single month is an anecdote and everybody in the room knows it. The useful fact about Anthropic is not today's eighty-eight percent. Retention was one hundred and two percent in February and has slipped every month since, which turns a rough quarter into something that changed in the spring and went uncaught. That is a different board conversation, and a much shorter one.
Some of these numbers are levels and some are totals, so the tiles chart them differently on purpose. Recurring revenue and customer count are read at the end of each week. Revenue and new customers are added up across it. Reverse those and you produce a chart that looks fine, is wrong, and survives three board meetings before anyone notices.
ARR
+1.3% vs previous period
Revenue · Last 30 days
1 point is missing a workspace
-3.1% vs previous period
NRR
-4.3% vs previous period
GRR
-3.5% vs previous period
Active customers
+2.2% vs previous period
LTV:CAC
-4.0% vs previous period
Every tile carries the shape behind the number. The amber mark on retention is a week when one workspace stopped reporting, drawn as missing rather than as a dip, because a hole in the data and a fall in the business look identical if you let them.
Snapshots kept, not recomputed07 · Where the customers come from
One channel pays for itself in eight months. One takes thirty-one.
Anthropic finds its customers in four places, and this table ranks them on the three numbers that decide a budget. Acquisition cost is what the company spent to win one customer there. Lifetime value is what that customer has paid so far plus what they are expected to pay. Payback is how many months it takes for one customer to cover what they cost.
Google costs $7,053 a customer, returns $25,600, and earns the money back in eight months. Meta costs $12,000, returns $13,600, and takes thirty-one months, which is longer than the average team stays subscribed. That gap is a budget decision that normally takes a quarter and an argument, and it is sitting in two rows.
Organic has no cost per customer at all, so that cell stays empty rather than borrowing a plausible number from somewhere else. The trend underneath shows whether each of these is improving or deteriorating over the last five weeks, and the strip beside it says which channels are actually connected and sending data in.
Each row follows the customers who arrived in the same month and stays with them from that day on. A channel that is working here means the teams it brought are still paying a year later, not that it captured the last click before somebody signed up.
Groups of customers, not last click08 · Written as instructions
Three things to do on Monday, written as moves
A dashboard that stops at the table hands the thinking back to the company, and the thinking is the exact work your operating team was hoping to contribute. These three cards say what to do and show the arithmetic that produced them. Put more behind Google. Cut Meta back. Repair the LinkedIn connection before trusting another number from it.
Disagreeing takes about ten seconds, because the reason is printed on the card instead of living in somebody's head. That is the difference between a Monday meeting that ends in three decisions and one that ends in a request for more analysis.
Next moves
Scale one, trim one, fix one. The third card is not advice. Nothing has gone back to LinkedIn in nine days, so its bidding is running on stale data.
A move, not a chart09 · The recommendation
Your advice ships as an experiment, so the firm finds out whether it was right
Northline's operating team believes the seats are lost long before the renewal date, in the weeks when a team quietly stops opening the product. Their suggestion is small. When weekly use drops inside the renewal window, offer that account a twenty-minute review instead of a renewal reminder. That idea could be wrong, and a firm that sends it as an instruction never finds out. So it ships as an experiment: two versions, real accounts, a fair split. One group keeps the old reminder, so there is something honest to measure the new one against.
It runs on the 178 accounts a year that actually meet the condition. Anthropic has 412 customers in this story, so a thousand-account experiment would be fiction. It does not count opens or clicks. It counts accounts that renewed with every seat, and then dollars, because the finish line is the same renewal event the company's own billing code already fires.
That dollar figure is calculated rather than typed in. When one of these accounts renews small it drops the seats nobody used, which on the twelve-seat account further down this page is 3 of 12 at $1,700 a year each. A saved renewal is therefore worth $5,100, not the whole $20,400 contract. Quoting the whole contract would be claiming the experiment rescued accounts that were never leaving.
+$71,400 a year
What it is worth
a year
Offer the review beat Control. 14 extra renewals with every seat, $5,100 each.
Checked against the other version and against the rate the company was already getting. The holdout and the portfolio comparison sit one level up, and the next screen lines all four up together.
How we counted
90 accounts got the winning version. That's 15.3 more renewals with every seat per 100 than Control, so 14 more in total. Each one is worth $5,100, the 3 seats a shrinking account drops.
The rail is the whole life of the experiment: the idea, the prediction, the traffic, the result. The prediction is written down before it runs, so nobody gets to remember having expected the outcome afterwards.
A recommendation that can be wrong10 · The part that makes it hold up
Beating the old message is not enough. Apex also checks people who received nothing.
A new message that beats the old message is not enough. Both groups could be sitting below where the company was six months ago, and the lift chart would look excellent the entire time.
So every result is read against four things. The control is the old way. The baseline is the rate Anthropic was already achieving before anybody touched anything. The holdout is a slice of accounts left alone on purpose, so there is always a group that received nothing. The portfolio benchmark is the other companies you hold, and only the ones that opted their numbers in when they approved.
The holdout is the one that protects you. A gain that appears against the control and vanishes against the holdout is a message that moved people who were going to renew anyway. That is the difference between a real $71,400 and a number you have to walk back. Apex also states where each comparison lives rather than pooling them into one confident figure. Anything it cannot stand behind renders as a dash instead of a guess.
Reference points
Renewed at full seat count across each arm and the baseline before this experiment. Workspace holdout and industry benchmark live in the portfolio view.
Previous baseline
Before this experiment
Renewal reminder
control
Offer the review
variant
The control answers the question about the old way. The holdout answers the question about doing nothing at all. The other two sit beside those: where the company already was, and how the other companies you hold compare.
Each one answers a different objection11 · Inside the company
The change runs inside their product, not inside your tracker
Here is where the recommendation actually lives. A journey, which in Apex is a flowchart of waits, messages, and forks that keeps running on its own. This one sits inside Anthropic's workspace. Forty-five days out from a renewal it checks whether weekly use has fallen. Healthy accounts leave immediately and never receive a message, which is the part most save campaigns get wrong.
Everyone else reaches the experiment, waits two weeks, and then either leaves because they booked the review or is handed to a person with the reason already attached. The firm did not receive a console inside the company. It received a read-only rollup and an argument, and Anthropic's own team built the thing and can switch it off. That is the difference between an investor whose suggestions get built and one whose emails get read on Friday afternoon.
Every wait and message in this chart is something the company already tracks. The firm suggested it. Anthropic runs it.
Built from the same events12 · Under the revenue
Revenue reports last quarter. Use predicts the next one.
Revenue is a report on what already happened. Use is the earliest read you get on what is about to happen, which is why you look at it. Stickiness is daily users divided by monthly users, the share of a month's people who appear on any given day. Anthropic is at 23.9 percent. For a product a team is supposed to open every morning, that single number explains the renewal problem better than every revenue chart on this page put together.
Beside it, the retention curves and the heatmap show how long each month's arrivals keep returning, and the churn view counts the people who left and then came back. Most tools file a returning account as a brand new one, which overstates churn and growth in the same breath and leaves a company planning off both.
Bars stack your active users by type — New (first time active), Returning (active again), and Resurrected (back after going quiet). The dashed Dormant line tracks users who lapsed — no qualifying activity within your churn window.
Change what active means for this company and every chart here moves with it, because the system holds one definition rather than one per report.
One definition, every chart13 · Not a chart
One account, and whether any of this actually reached it
Ridgeway Group is an invented customer with twelve seats across four teams. Two of those teams stopped opening the product in June, which is the exact condition the journey watches for. The timeline is every event in order, from the Google search that brought them in to the day they renewed with all twelve seats. Below it sits every experiment this account was ever in, which group it landed in, and the message that group actually sent.
One of those rows is still open. The account is in a second experiment whose window has not closed, so the row shows the date it will be judged on and states that the goal event has not fired yet. An assignment is recorded on the account the day it is made, which is how you know the measurement was set up before the result rather than assembled after it. It is also the fastest answer to the question every operator eventually asks. Did any of this reach a real customer?
Dana Whitlock
dana@ridgewaygroup.example
$20,400
a year
- Account
- Ridgeway Group
- Role
- Operations Manager
- Seats active
- 9 of 12
- Renews
- Nov 4, 2026
How the renewal actually went
every event, in orderSigned up from a Google search
Twelve seats, four teams
user_signed_up
Activated
Three people used it for a full week
activated
Started paying for the team plan
$20,400 a year
subscription_started
Weekly use fell below 20 seats
Two teams stopped opening it
feature_used
Opened the renewal offer
Group: Offer the review
apex_email_opened
Booked a review
Both teams were back within a week
feature_used
Renewed at full seat count
Twelve seats kept, none dropped
subscription_renewed
Every test this account was in
2 assignmentsEntered 1mo ago
Dana, 20 minutes before you renew?v1email · Opened · 1mo ago
Entered 2mo ago
Northline never sees this. An investor sees totals and trends, never individual customer records. This is the screen where Anthropic's own team finds out whether a change reached a real account.
The company's screen, not the firm's14 · The same change, twice
It worked at one company, did nothing at the other, and both results are worth keeping
Northline ran the same change at Databricks, where customers pay for how much computing they use and there are no seats to keep. Nothing moved. Sixty-four renewals per hundred against sixty-five, on 126 accounts. Apex reports that the two groups cannot be told apart instead of dressing a rounding error up as a small win.
That is not a wasted quarter. It is the difference between offering a review before renewal, and offering a review before renewal when the customer pays per seat. The first is a tip. The second has an edge on it, and the edge is what makes it safe to carry into the next company you back. A firm that records only what worked forgets where its advice stops. A firm that keeps both can check the next company against the ones it already knows.
Reference points
Renewed at full seat count across each arm and the baseline before this experiment. Workspace holdout and industry benchmark live in the portfolio view.
Previous baseline
Before this experiment
Renewal reminder
control
Offer the review
variant
73 out of every 100 accounts renewed with every seat, against 58 on the plain reminder, and 56 before the test existed. Both comparisons point the same way, on 178 accounts.
Reference points
Renewed at full seat count across each arm and the baseline before this experiment. Workspace holdout and industry benchmark live in the portfolio view.
Previous baseline
Before this experiment
Renewal reminder
control
Offer the review
variant
64 against 65, on a starting rate of 64. The two groups can't be told apart, and Apex says so instead of dressing a rounding error up as a small win.
Two readouts of the same experiment, run at two companies. The flat one only means something because the other one exists. On its own, Databricks's result is an experiment that did not work.
A finding, not a failure15 · A quarter later
One company has moved, and you can name exactly why
Anthropic crosses back above one hundred percent. Net revenue retention is one hundred and three percent, the share of customers lost is half what it was, and recurring revenue is up $320,000 without one extra dollar of ad spend. The renewal experiment explains $71,400 of that, the seats it kept from being dropped. Everything else came from new customers and from expansions the experiment had nothing to do with. Claiming the whole $320,000 is the exact move this page argues against.
The amber flag is gone for a reason somebody can name, on a date somebody can point at, with the experiment that caused it still attached to the card. The portfolio figure moved with it, from ninety-seven percent to one hundred and six. Anthropic is about three-fifths of the revenue that figure is computed over, which is the other argument for weighting instead of averaging. An average would have shuffled two points and told you nothing about where the money came from.
StripeSpaceXPerplexityAdded up across 4 companies that are reporting
Across every workspace you were given
Weighted by revenue, not an average of rates
Added up across workspaces
Nothing about how these figures are produced changed between the two screens, and that is the only reason the difference between them means anything.
Same computation, both quarters16 · The honest part
What it costs, and what it will never tell you
The widget above is Anthropic's own bill for the month. Open it and every meter is there. The events its product reported, the experiment exposures it ran, the messages it sent, each with a free amount that resets monthly. The company pays for its own usage. Reading a rollup a company has granted you costs the firm nothing.
The list underneath is the boundary. Apex measures what a company's product reports. It never sees the accounting system and never checks its numbers against one. It does not replace a quality-of-earnings review, or a single other thing you do before you wire money. What it does is make the operating quarter measurable in the same words at every company you are responsible for, and prove a change worked instead of asserting it. Of the $320,000 this quarter added, $248,600 stays labelled as new customers and expansion rather than folded into your win.
Open it to see every meter. The company pays for what its own product reports. Northline pays nothing to read the rollup.
What the product reportsApex measures this
Revenue, retention, first value, use, and what each channel costs and returns. All of it computed from the events each company's own code sends.
Whether a change workedApex measures this
Because the change runs as a test with a control group, the rate before it started, and a holdout. It isn't claimed after the fact.
The company's booksApex does not
Bookings, deferred revenue, cost of goods, headcount, cash. Apex never sees the accounting system and never checks its numbers against it.
DiligenceApex does not
Contracts, cap table, customer references, quality of earnings. Nothing here replaces the work you do before you wire money.
The company pays for the events its own product reports, the experiment exposures it runs, and the messages it sends. Reading a rollup a company has granted you costs the firm nothing.
Per meter, with a free tier on eachKeep what the portfolio proves
The quarter ended. The evidence did not.
The first company found a result. The second found its limit. Apex keeps both, with the context and the evidence attached, so the next company starts with a testable claim instead of a recycled opinion.
When a team pays per seat, a drop in weekly use predicts lost seats at renewal better than support tickets do.
last moved by the first renewal test
Offering a quiet account a review keeps seats, when the customer pays per seat.
last moved by the second renewal test
The same offer does nothing when the customer pays for what they use instead of per seat.
last moved by the second renewal test
Paid social brings in teams that don't stay long enough to pay back what they cost.
last moved by the channel review
- definition of a metric, shared by every company
- 1definition of a metric, shared by every company
- steps in the example below
- 16steps in the example below
- reference points behind every result
- 4reference points behind every result
- ways the firm can change anything inside a company
- 0ways the firm can change anything inside a company
Your move
Make portfolio support measurable.
Find where help matters. Turn advice into tests. Prove what changed revenue. Carry the lesson to the next company without crossing company lines.

