Anthony Connelly, CEO at Neato, shares their experience with Balanced:

Balanced took workflows that used to eat up hours every month and automated them. They plug right into the org, which lets us keep a lean finance team. Our people spend less time on accounting and more time running the business.

Overview

Neato is a leading Amazon 2P (second-party) partner for CPG brands. They buy inventory wholesale from consumer packaged goods brands, take full ownership of the P&L, and handle end-to-end operations, including inventory management, marketing, advertising, fulfillment, and sales on Amazon (and increasingly beyond). Serving mid-market to Fortune 500 brands, Neato operates at significant scale with roughly $5 million in monthly revenue.

The Challenge

With rapid growth and high transaction volume across many brand partners, Neato’s financial operations became highly complex. They needed sophisticated tracking that matched their role as the actual retailer:

• Accurate Amazon sales integration with proper deferred revenue and inventory accounting by brand.

• Tracking and billing back advertising, promotional, and operational spend to the right brand partners.

• Departmental views of the P&L for better internal visibility.

• Significant financing arrangements and the need for clean, professional financials.

• Supporting frequent audits and financial diligence processes.

Balanced’s Solution

We stepped in to build a robust, scalable financial infrastructure tailored to their high-volume Amazon 2P model. The focus was on automation, brand-level transparency, and creating audit-ready processes.

What We Put in Place:

• Amazon Integration — Built a direct integration with Amazon to automatically book sales, handle deferred revenue, and track inventory by individual brand partner.

• Bill-Back Process & Advertising Tracking — Implemented detailed tracking of all advertising and promotional spend per brand, enabling accurate and automated bill-backs.

• Departmental & Brand-Level P&Ls — Created segmented Profit & Loss views by department and by brand partner for clear performance insights.

• Accrual Accounting & Financing Support — Strengthened accrual-based accounting to properly reflect their operations and financing activities.

• Audit & Diligence Support — Established clean processes and documentation to streamline audits and financial due diligence.

The Results

Neato now has professional, highly detailed financials that provide clear visibility into performance across every brand partner and department. Amazon data flows automatically, bill-backs are accurate and efficient, and leadership gets reliable departmental views to drive decisions.

What used to involve heavy manual work and complexity is now largely automated and organized. Their books easily support audits and investor/financing diligence, giving stakeholders confidence. Most importantly, the finance function no longer holds them back, allowing the team to focus on scaling operations and delivering exceptional results for their brand partners.