“Using Primary is a reduction in my cognitive load as a founder. I don’t need to think about FX and yield. So It's not just about time saved - it's about completely removing an entire category of work from my mental bandwidth so I can focus on growing the business.”
Purpose, Phase, Presence + Philosophy
Purpose: by connecting sales, marketing spend and inventory data into one dashboard with AI-powered insights, ProfitPeak helps retailers forecast profitability, optimise campaigns, and make smarter inventory and marketing decisions.
Phase: Raised US venture seed capital round.
Philosophy: Optimise for revenue creation, not the distraction of marginal gains.
Presence: Primary operations in Australia, a dedicated development team in Malaysia, and planned US entity incorporation in 2026.
ProfitPeak’s Primary Problems
Multiple currency management
ProfitPeak operates across multiple jurisdictions with Malaysian operations requiring payments in USD.
FX transfers between AUD and USD are frequent and potential to hit the bottom line with no clear visibility into rates and timing.
Reliance on accountants to see the cash picture
ProfitPeak’s banking setup across multiple banks meant that the team would need to swap between accounts and relied on their accountant at month end to consolidate cash balances, creating operational constraints.
Low bandwidth to manage cash
After ProfitPeak’s seed round, the team had significant idle cash but lacked the bandwidth to manage it properly given team size.
Term deposits kept rolling off, they were spread across multiple banks, and the manual work was eating into time they needed for growth. |
What does Primary unlock?
- Removes cognitive load: The ProfitPeak team no longer thinks about yield optimisation, term deposit expirations, or managing multiple bank relationships at all. Primary manages every element.
- Improves valuation for future rounds due to funds optimisation: Better yield optimisation means extra months of runway without dilution so that ProfitPeak has better metrics for their next funding round.
- Frees up founder time for revenue-generating activities: Instead of chasing forex quotes and managing term deposits, Carla is focused on closing deals in the US.
- Provides instant liquidity: Access to funds in 1-3 days instead of being locked into 3, 6, 9, or 12-month term deposits.
“Our ultimate goals is a NASDAQ IPO as second Shopify ecosystem platform after Klayvio. We need good treasury management to get there.”
Every founder needs a smart CFO
Carla’s view: what makes a smart CFO?
- Actively minimises variance between cash forecasts and actual outcomes
- Has real-time, accurate visibility into the business’s cash runway
Primary: the maker of a smart CFO
Well, luckily our hero product quite literally shows you your runway in real time. Daily visibility means you can spot issues fast and pull the right levers before things go sideways.
