Not All Revenue Is Created Equal
Revenue growth hides margin erosion. Cost2Serve exposes it.
Cost2Serve helps SaaS and technology companies uncover the true profitability of every customer, revealing hidden costs, pricing opportunities, renewal risks, and value creation initiatives.
The Problem
Most executives know revenue.
Few know profitability.
Revenue reports tell you who pays the most.
They rarely tell you:
- Which customers generate profit
- Which customers consume disproportionate resources
- Which segments are underpriced
- Which renewals are at risk
- Which accounts deserve additional investment
As companies grow, complexity increases faster than visibility.
The result is often profitable customers subsidizing unprofitable ones.
Proven in Enterprise SaaS
Built from years of leading customer operations, implementation, support, sales, and payment strategy for a $50M+ SaaS business.
- 2000+ customers analyzed
- $50M+ annual recurring revenue evaluated
- 50,000 support interactions analyzed
Built by operators, not consultants
Actionable insights that improve profitability, resource allocation, and enterprise value.
Know who creates value.
Measure the true cost.
Protect & expand margins.
Invest where it matters.
Prioritize your best customers.
Make smarter strategic decisions.
Questions We Answer
- Which customers generate the most profit?
- Which customers consume the most support?
- Which implementations lose money?
- Where are we underpricing?
- Which renewals are worth saving?
- Which customers deserve premium service?
- Which segments subsidize everyone else?
- Which products destroy margin?
- Where should we reduce investment?
- Which customers should receive more investment?
How It Works
Simple 4-step process.
1. Collect Data
2. Allocate Costs
3. Analyze Profitability
4. Deliver Insights & Recommendations
Outcomes
What Success Looks Like
- Improve EBITDA through customer profitability insights
- Strengthen pricing discipline
- Increase operating leverage
- Reallocate resources to higher-value customers
- Improve investor confidence through better unit economics
Who We Help
- SaaS Companies
- Fintech
- Technology Services
- Private Equity Portfolio Companies
Why Cost2Serve
Built by operators who have led customer success, implementation, support, payment, and revenue operations organizations.
We don't just analyze the data. We understand the operational reality behind it.
Leadership
Built by Operators. Focused on Profitable Growth.
Cost2Serve exists because revenue alone is a poor measure of business health. The companies that create the most enterprise value understand the profitability of every customer, not just their top-line revenue.
Our leadership team combines deep operational and commercial experience in enterprise SaaS, helping executive teams turn customer profitability insights into better strategic decisions, stronger execution, and more profitable growth.
Nick Rand
Founder & Chief Executive Officer
Nick founded Cost2Serve after repeatedly seeing the same challenge inside enterprise SaaS organizations: leadership teams could report revenue, churn, and customer health, yet lacked visibility into which customers truly created enterprise value.
After leading Customer Success, Solutions Engineering, Implementation, Support, Banking, and Payment Operations across hundreds of enterprise customers, Nick developed the Cost2Serve methodology to uncover customer-level profitability and provide executives with a clearer foundation for decisions around pricing, service models, resource allocation, and long-term growth.
Areas of Expertise
- Customer Profitability Strategy
- Customer Operations
- Customer Success & Support
- Implementation & Payment Operations
- Executive Operating Models
Ken Lawlor
Co-Founder & Chief Revenue Officer
Ken joined Cost2Serve as Co-Founder to bring the methodology to market. Throughout his SaaS career, he has partnered with CFOs and executive leadership teams to translate operational challenges into compelling financial outcomes and measurable ROI.
As Chief Revenue Officer, Ken leads go-to-market strategy, strategic partnerships, and commercial growth. He helps organizations apply Cost2Serve insights to refine ideal customer profiles, strengthen pricing and packaging, improve sales execution, and build scalable, profitable growth strategies.
Areas of Expertise
- Go-to-Market Strategy
- Enterprise SaaS Sales
- CFO & Executive Value Selling
- Pricing & Packaging Strategy
- Strategic Partnerships
Schedule a Strategy Session
Let's explore whether hidden customer costs are impacting your profitability.
Tell us a little about your business and what prompted your interest. We'll review your information and schedule a 30-minute strategy session to discuss your goals, key challenges, and whether a Cost2Serve assessment is the right fit