Howdy 👋. It’s been 2 months since our last chat. Consequently, it’s also been two months since I had a new baby join our family. Everyone is happy, healthy, and tired - all the things, thanks for asking. Ok, back at it.

The torrid pace at which things continue to evolve in AI is just nuts. We have another baby and all of a sudden I see anime style pictures all over the place and I’m trying to figure out who Ghibli is. Then everyone is turning themselves into little barbie doll pictures? Even executives at big companies attempting to ‘relate’ to their teams turning themselves into dolls. “Hey AI, turn this picture of me into a little doll with fun accessories…I like long walks on the beach, my mp3 player, and In-N-Out.”

We are living in a super weird AI era, which we’ll address. BUT FIRST, we’ve got some cool news and we’re still on a mission to create positive outcomes for our clients, our team, and our community.

To frame our update: we help growth companies elevate their financial and operational data through leveraging the best humans, platforms, and tech in the market.

Let’s Dive In 👇

💥 TL;DR

1. New Website, Who Dis?

2. Your Stripe Data is Wrong

3. Small Businesses are Still Optimistic

4. An Entire Company Staffed Only With AI Agents

5. Do people in blue zones actually live longer?

🤌 THE (new) FULL SEND

just skip the story and jump straight to the new website here

We began efforts to consolidate our brand positioning in 2023. With a heavy emphasis on data as well as future plans for expansion, it became clear to us that the name ‘full send finance’ would become somewhat limited.

So….we bought thefullsend.com and began the journey forward. Seemed a little crazy for a boutique, but wildly ambitious team of nerdy accountants and data scientists.

It started with a trademark application on May 16, 2023. It concluded with a registration certificate on October 1, 2024. PHEW. There was quite a bit that happened in the middle there (a story over a drink one day), but here is our official USPTO registration certificate:

The clock started! We could now officially call ourselves ‘Full Send’ without stepping on any toes. While our logo, color schema, and branding remained consistent, we want to re-introduce ourselves with a more comprehensive and scalable digital presence.

Now, when you navigate to the website, there is a much more comprehensive overview of the services that we provide as well as resources available to our community - data automation, custom finance analytics, and educational content.

We want to stand out. We want to buck the trend of how folks think about their accountants. We want to be the best place to work. We want our clients to feel 100% confident that we are 100% committed to them and their goals. We want to make waves across people, platforms, and technology to elevate outcomes for our clients, team, and community. We’re all in.

Tell us what you think about the new website! Check it out and say hello at howdy(at)THEFULLSEND.com.

😮‍💨 Is Your Stripe Data Misleading You??

This is a consistent story we’ve seen with our SaaS clients…

Depending on your SaaS revenue model, calculating MRR and retention can be hard. Most SaaS businesses that we work with utilize Stripe and either rely on the system’s built-in analytics and/or use a third-party plug-in that layers over the top of their Stripe data that takes the calculations and turns them into pretty pictures. Taking those metrics at face value might be leading you to make decisions based on poor data.

In a recent data project, we identified the following issues with a Client’s Stripe data:

• Inaccurate Revenue Recognition

  • One-off transactions can appear as recurring

  • Usage-based pricing miscounts additional charges as one-time

  • Misclassifications of discounts

  • Plan upgrades / downgrades mistaken as churn or new customers

• Complex Billing Structures Break Simple Metrics

  • ARR/MRR calculations require lookbacks and can’t handle variable billing intervals well

  • ANY adjustments can very quickly muddy the water (refunds, manual invoices, etc.)

• Misleading Confidence from High-Level Accuracy

  • Metrics might be 80% right, but the 20% is where critical decisions fall and can lead to material impacts to investment decisions or your valuation

👉 SO WHAT CAN WE DO ABOUT THIS? 👈

Here’s one way to course correct:

Step 1: Identify and Segment Revenue Sources

• Map your pricing model (subscriptions, usage, one-offs, discounts) against Stripe data fields.

• Create clear definitions for recurring vs. non-recurring revenue.

• Flag inconsistent items—e.g., usage-based charges showing as one-time, or discount treatment across time.

Step 2: Build a Custom Revenue Recognition Layer

• Implement logic to normalize billing intervals, prorations, and plan changes.

• Adjust for refunds, credits, coupons, and churn scenarios with rules tailored to your model.

• Use a 30, 60, or 90-day lookback/lookahead window to smooth irregularities in ARR/MRR.

Step 3: Automate Reconciliation & Reporting

• Use a custom DB/Looker Studio to automate recurring revenue calculations with your rules.

• Build exception reports for manual adjustments, anomalies, or data mismatches.

• Validate monthly against bank deposits or GL to ensure Stripe → Metrics consistency.

The endgame is that Stripe becomes the raw ledger details and not your decision-making dashboard. Let us know if you’ve had issues with your Stripe data and how you solved them - or if we can help you as well 👍.

💡 Speaking of data - here are a few Q1 data points from the US Chamber of Commerce:

This data was presented as a part of a Q1 2025 analysis on small business sentiment. 29% of small business respondents said that the U.S. economy is in good health. This is shockingly consistent to the data from last year - 32%. Despite macro-economic volatility, the small business vibes are still somewhat healthy. The key findings article does indicate that younger generations are more optimistic than Gen Xers.

In the below chart, it’s looking like the overwhelming amount of small businesses are anticipating increased revenue, but do not have broad plans to increase staff or investment. The manufacturing data makes sense given the current administration’s stance, however I’m puzzled by the optimism of increasing revenue while consumer anxiety is near an all-time high.

What do you make of it??

🚀 Need to know: Business News

> If You Are Not Paying, You Are The Product. Google reached $264 BILLION in advertising revenue in 2024. But hey, google is ‘free’! They win by selling ads predicated on your data. Most people are totally fine with that. That data was good. Now Perplexity is looking at hyper-personalized data sets. Eeek. As Google fights the DOJ on their monopoly, Perplexity is quietly trying to figure out how to usurp Google as a primary search engine and ad platform that knows every detail about you. One second you’re scrolling along and the next second Perplexity is like “Hey, I know you usually take your dogs for a walk at this time, but it looks like you’re busy. Do you want me to book a Rovr to take the dogs on a walk so you can keep browsing?” (Perplexity: but we’re using the data to…help you!)

> OpenAI + Shopify = Never Leave ChatGPT? Maybe you’ve used ChatGPT, Perplexity, or other tools to research different products or services. It looks like you’ll soon be able to buy right where you chat. Merchant APIs are opening up across the board in AI and aiming to create a more seamless, and hopefully more frequent, buying experience. I can see a future where ad spend is no longer a cheeky google ad or a poorly targeted instagram video, but rather one that is native in your chat experience. “Hey ChatGPT, what are some cool locations to check out when I’m on my trip to New York?” Insert a list of 5 locations, with 3 of which being ads - unless you opt into a higher tier subscription.... (Chat & Check Out)

> Professors Staffed an Entire Company With AI Agents. We’re living in the age of the AI Idiot and here’s someone way smarter than me talking about it… While most folks are using AI to create recipes, re-word an email, or create silly images, others are looking to staff entire companies with exclusively agents. That’s what professors at Carnegie Mellon tried to do. While the experiment didn’t exactly go as they may have thought, it’s only going to get better. Discreet use of agents for specific tasks are starting to make their way into the mainstream services sector, but require highly specific instruction and context. (The experiment didn’t go well…yet)

Are you fundraising/hiring? Know someone who is? We want to feature those in our network who are seeking capital, connections, or resources. Reach out to us at [email protected] for more information!

Help share No Half Sends 🙏

As a reminder, Full Send provides accounting services for $1M to $20M growth businesses and our data team helps scale businesses beyond $20M. If you or someone you love is struggling with their accountant that never calls them back or their data that never seems to be organized, don’t hesitate to reach out.

Wouldn’t the world be a better place if more businesses had access to top-notch accounting, data, and high-caliber humans? Take a minute to share our newsletter with your friends—they’ll thank you for having access to accountants with taste. Sub here.

We want to amplify voices of the builders, backers, and servant leaders. Reach out!

👉 If you’d like to be featured or have a message that would be helpful for our community, please let us know.

🏔️ Sending it in the Wild (clickbait below images)

> Last week, I had the opportunity to spend 4 days in Palo Alto with our friends at Intuit to provide feedback / input on their Quickbooks suite of products. If you ever have any QBO-related questions, feedback, or issues - I know a guy that could either help or connect you pretty quickly.

> Boulder Startup Week is NEXT WEEK May 12-16 - we’ll be around!

> Mother’s Day is this Sunday, May 11th. Don’t say that nobody told you.

> Our team only got two new animals last month, but turned all of our animals into humans with the thanks of a little AI prompting and photo uploads. Photos of recents below 👇

Clickbait: Blue Zones, remember those? Places in the world that have the highest rates of people living to be 100….Netflix lied to you. Don’t be like Netflix. Make decisions based on quality data.

✌️ Roman @ Full Send

Why No Half Sends? We’re on a mission to elevate data through high quality accounting, finance, and data services, building more knowledgeable and engaged team members, and engaging in our industry to move our world forward.

Send us your feedback at [email protected] and help us stay as sendy as humanly possible. We’re ready to listen.