About Incremenza
Built by people who have
lived this problem
We spent a combined two decades watching smart people make decisions with incomplete information. Incremenza is what we built when we decided to fix it.
Our story
Alejandro spent a decade at Amazon and Microsoft helping thousands of businesses grow. He saw the same pattern repeatedly: small and medium business owners were making high-stakes decisions in the dark. Their financial data lived in three different tools that never talked to each other. Their customers were churning without warning. Their team had no visibility into goals or performance.
The tools that solved these problems — enterprise platforms, custom dashboards, dedicated analysts — cost thousands per month and required months of implementation. They existed only for companies with dedicated finance teams and large budgets.
Kristen spent a decade building and running Pacific NorthWell, a mental health practice she built from the ground up. She experienced firsthand what it means to run a business without real financial clarity — not knowing if a busy month was actually profitable, not knowing which service lines were worth growing, and not having the time or tools to find out. She learned that the health of a business and the health of its client relationships are always the same problem.
When we left our careers to start Incremenza, we had one clear goal: give small business owners the financial intelligence and operational clarity that large companies take for granted — at a price point and a setup time built for businesses that are still growing.
The result is The Profit System — a structured, five-pillar methodology for diagnosing and improving business profitability, delivered through a program that guides owners week by week rather than leaving them with a dashboard and a blank stare.
The team
The founders
Alejandro Martinez
Co-Founder & CEO
A decade at Amazon and Microsoft helping thousands of businesses across every stage of growth. Led product and business development teams, working directly with small and medium businesses to understand where they struggled and where they succeeded.
Left a senior role in 2024 to build the tool he had seen thousands of businesses need — real-time profitability intelligence at a price point that makes sense outside of the Fortune 500.
Kristen Martinez
Co-Founder & COO
Founded and ran Pacific NorthWell, a mental health practice, for a decade — handling everything from patient care to billing to team management. Experienced firsthand the chaos of running a small business without adequate financial tools.
Brings the operator's perspective to Incremenza: every feature is evaluated against the question "would a real business owner actually use this?" She also leads all client relationships and the advisory partner program.
What we believe
Our principles
Visibility before advice
You cannot fix what you cannot see. The most important thing Incremenza does is make your business visible — all of it, connected, in real time. Everything else follows from that.
Programs beat dashboards
A dashboard shows you data. A program tells you what to do with it. Incremenza is a program — structured, guided, with weekly priorities and quarterly sprints — not just another reporting tool.
Advisors are partners, not competitors
Incremenza complements fractional CFOs, CPAs, and business consultants — it does not replace them. We built a partner program specifically so advisors can use Incremenza to make their own practices more effective.
Our methodology
The Profit System
Every feature in Incremenza is built on The Profit System — our proprietary five-pillar methodology for diagnosing and improving business profitability. It is the framework that connects your financial data, customer relationships, team health, marketing performance, and strategic goals into a single coherent picture.
Financial Clarity
Can you see what is happening? Real-time revenue, expenses, cash flow, and profitability — connected and organized.
Strategic Focus
Do you know where you are going? Objectives, key results, and initiatives connected to your actual financial performance.
Operational Rhythm
Are you reviewing and acting consistently? Weekly, monthly, and quarterly business reviews with guided agendas and action items.
Customer Intelligence
Are your customers healthy? Health scoring, churn risk detection, and profitability analysis by client and service line.
Team Independence
Can the business run without you? Team visibility, pulse surveys, performance reviews, and work delegation tools.
Clarity on what we are
What Incremenza is — and is not
Incremenza is a profitability intelligence platform. It reads your financial data, connects it to your operational data, diagnoses problems, and guides action.
Incremenza is read-only by default. We connect via OAuth and read your data. We cannot move money, modify transactions, or write to your accounting system.
Incremenza is not an accounting tool. It does not do bookkeeping, file taxes, or replace QuickBooks. It works alongside your accounting software.
Incremenza is not a replacement for advisors. It does not replace your fractional CFO, CPA, or business consultant. It gives them better data to work with — and gives you clarity between meetings.
Incremenza does not sell your data. Ever. Your financial data is never sold, shared with advertisers, or used to train models for other companies.
Ready to see where your profits are hiding?
Start with the free Profit Gap Assessment and get a personalized roadmap. Or connect your tools and see your numbers today.
About 5 min for assessment · 30 days free · No credit card required · Cancel anytime