We built the analysis we needed when running growth ourselves.
In 2022, Jonathan Reeves spent 60 hours in SQL and spreadsheets to answer one board question: did our pricing change cause the NRR improvement? Arcliftio is that analysis, productized — first cohort insight in 48 hours, not 60 hours.
From personal frustration to a product
In early 2022, Jonathan Reeves was running growth analytics at an analytics software company in Cary, NC — three years into a role that had evolved from reporting into something closer to forensics. Every quarter, the board asked two questions: "Is NRR improving?" and "Why?" The first was easy. The second took a week to answer, required four spreadsheets and two analysts, and was out of date by the meeting.
The breaking point was Q2 2022. The company had changed pricing seven months earlier. NRR had ticked up a few points. In the board meeting, someone asked whether the pricing change had driven the improvement or whether it was the new sales motion they'd been running in parallel. Nobody could answer. The growth deck showed aggregate retention numbers. It showed nothing about the pricing-event cohort versus the control period cohort — which channels each group came from, whether expansion rates had diverged, whether the price increase had accelerated a particular segment's churn and hidden it behind new logo growth.
Jonathan spent the next three months building a cohort attribution framework manually in SQL and Google Sheets to answer that one question. It worked. It also took sixty hours. The CFO used it twice and then asked whether they could "turn it into something reusable."
In early 2023, Jonathan left to build exactly that — partnering with Sarah Whitmore, a data infrastructure engineer he'd worked with in the Research Triangle, to turn the framework into a product. The thesis was simple: cohort-level attribution should be a standard capability for any growth team at a scaling SaaS company, available in 48 hours, not six weeks of engineering work.
Arcliftio is angel-backed, based in Raleigh, NC at 434 Fayetteville Street, and built for the growth and finance teams at Series B+ SaaS companies who are analytically sophisticated enough to know what the right analysis looks like — and who are tired of going into board meetings knowing the score but not the cause.
Four people building cohort attribution
Jonathan Reeves
CEO & Co-Founder
Five years in growth analytics at SaaS companies in the Research Triangle. Built the cohort attribution framework that became Arcliftio.
Sarah Whitmore
CTO & Co-Founder
Data infrastructure engineer with a background building subscription billing pipelines. Designed the Snowflake connector and cohort computation engine.
Carlos Medina
Head of Customer Success
Previously managed CS at a SaaS analytics company for five years. Runs Arcliftio's onboarding and ensures every team gets to first cohort insight before their trial ends.
Aisha Johnson
Product Designer
Specializes in data visualization and analytics product design. Believes charts should answer questions, not ask them.
What we believe about growth analytics
Specificity over breadth
Cohort-level answers. Not blended averages. If the analysis can't tell you which group, it's not the right analysis. A retention number without a breakdown is just a score, not a diagnosis.
Honest attribution
We separate signal from noise — even when the signal contradicts what you hoped to hear. Analytics is only useful if it's accurate. Bad attribution leads to worse decisions than no attribution at all.
Time-to-insight
A growth analysis that takes a week to produce is a strategy analysis that arrives too late. First insight in 48 hours is a design requirement, not a marketing claim. Speed of understanding matters.
Join the teams that know why their growth moved.
Connect your first data source and see your first cohort analysis in 48 hours.