Our Story
We built the tool we
wished existed
Years inside large-scale technology companies. A decade running a small business. The same problem, seen from both sides. Incremenza is what we built when we stopped waiting for someone else to fix it.
How this started
I spent years inside large-scale technology companies watching the same problem play out in every small business I worked with. The financial data lived in three tools that never talked to each other. Customers left without warning. Owners were making high-stakes decisions with whatever they could piece together on a Tuesday night before an important meeting.
After leaving the technology sector, I spent several years consulting for small businesses directly. I helped agencies figure out which clients were actually making them money. I helped SaaS founders see where their MRR was quietly leaking. I helped product businesses understand what they were actually keeping per order after all the real costs were counted.
The work was good. But I could only help one business at a time, and the founders who needed it most were the ones who couldn't afford a consultant. So I built the system that does what I'd do. Every diagnostic framework, every playbook, every alert is based on the same methodology I developed through years of that consulting work. Incremenza is that methodology, productized.
Kristen brought the other half of the equation. She built Pacific NorthWell, a mental health practice, from scratch and ran it for a decade. She knows firsthand what it feels like 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. Not having the time to find out because you are also doing the work.
When we started Incremenza, we had one goal: give small business owners the financial intelligence and operational clarity that large companies take for granted, at a price and a setup time built for businesses that are still growing.
We are not a generic analytics tool built by engineers who have never run a business. We are a consultant's method, productized. And we built it for the owners who have always deserved it but could never access it before.
The team
The founders
Alejandro Martinez
Co-Founder & CEO
Years inside large-scale technology companies, working directly with small and medium businesses at every stage of growth. Then several years as an independent consultant helping agencies, SaaS founders, and product businesses find the profit hiding in their own numbers.
Built Incremenza to do what he did as a consultant, at scale, for the founders who could never afford to hire one. Every framework and playbook in the product came directly from that consulting work.
Kristen Martinez
Co-Founder & COO
Founded and ran Pacific NorthWell, a mental health practice, for a decade. Handled everything: patient care, billing, team management, and the financial decisions that come with building something from nothing.
Every feature in Incremenza is evaluated against one question: would a real business owner actually use this? She leads all client relationships and the advisory partner program, and she is the reason the product stays grounded.
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 Method
The Profit Method is the thinking behind Incremenza: how a business gets read, how that compares to what healthy looks like at your size, and what to actually do about the gap.
It comes from two places. Years spent inside large-scale technology companies, learning how the best-run organizations systemize execution instead of relying on memory. And years spent consulting on strategy and financial discipline, using the same rigor the top firms bring to a business, just usually reserved for companies that can afford to hire them.
Incremenza is that thinking, running continuously instead of showing up once a quarter. It doesn't just diagnose. It recommends the next move, and checks again next month, whether or not anyone remembered to ask.
Every feature in Incremenza is built on The Profit Method, 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 business health system. See where you can make more profit, put structure around your client accounts, and automate invoices, follow-ups, and check-ins.
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