Subtotal
Subtotal is a retail technology platform that lets brands access first-party purchase data by enabling shoppers to link accounts from retailers like Amazon, Walmart, and Sephora. It serves loyalty, cashback, e-commerce personalization, and analytics use cases via an API and pre-built integrations.
- Company typePrivate
- Founded2025
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Subtotal does
Subtotal is a New York-based retail technology company that operates an open commerce platform enabling brands to access first-party retail purchase data through permissioned connections between shoppers' retailer accounts and brand applications. The platform's core components include Subtotal Link (a browser-based account-linking interface supporting retailers such as Amazon, Walmart, Target, and Sephora), a web-based Dashboard for configuration and management, and a REST API with webhooks for programmatic access to connections, purchases, items, retailers, products, and brands. Layered on this foundation are Subtotal Connect (a Shopify app with Theme App Block and Profile UI Extension components), an Event Simulator for testing, and Subtotal Data MCP, a Model Context Protocol server that lets AI agents query purchase data via natural language.
Subtotal monetizes through a hybrid subscription and usage-based model: a free Prototype Plan for experimentation and quote-based Enterprise Plans with platform subscription fees billed monthly or annually, plus Additional Usage Fees for overages on Connections, Purchases, MCP Queries, Events, or API Requests. The company pursues an API-first, product-led growth motion with self-serve onboarding through dashboard.subtotal.com, supported by enterprise sales for larger accounts. The customer base spans loyalty and rewards programs, cashback and rebate operators, digital commerce and personalization brands, analytics teams, and budgeting applications, with marketing concentrated on developer documentation, social media, and the Shopify App Store.
Subtotal has established native integrations across the major commerce, loyalty, and marketing automation platforms, including Shopify, Yotpo, Smile, Rivo, Okendo, Attentive, Braze, Klaviyo, and Anthropic's Claude (via MCP). The company is privately held, incorporated in Delaware, headquartered at 100 Church Street in New York, and was founded in 2025 by Cole Wilkes (CEO) and Jordan Hensley (CTO). An SEC Form D filing in July 2025 indicated an exempt securities offering of approximately $8.6 million, of which around $6.6 million had been sold at the time of filing.
Subtotal firmographics
Firmographics- Name
- Subtotal
- Legal name
- Subtotal, Inc.
- Website
- https://subtotal.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Subtotal is a retail technology platform that lets brands access first-party purchase data by enabling shoppers to link accounts from retailers like Amazon, Walmart, and Sephora. It serves loyalty, cashback, e-commerce personalization, and analytics use cases via an API and pre-built integrations.
- Ownership category
- akta.pro rank
Subtotal industry classification
Industry- Product category
- Open Commerce / Retail Purchase Data API
- akta.pro primary industry
- Social Commerce Enablement (Shops, Catalog, Checkout, Link-in-bio) (CRAFANAJ)
Keywords
Where Subtotal is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Subtotal business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform Subscription Fees: Base platform fees charged per Order Form, billed in advance on recurring basis (monthly or annually). Includes Included Usage for Connections, Purchases, MCP Queries, Events, or API Requests depending on plan tier.
- Additional Usage Fees: Overage fees for usage exceeding Included Usage limits. Calculated at rates specified in Order Form for metrics such as Connections, Purchases, MCP Queries, Events, or API Requests. Invoiced and charged monthly in arrears.
- Free/Trial Usage: Free Prototype Plan available for experimentation with limited Purchases allocation. Beta Services offered free of charge or at discounted promotional rates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Prototype Plan - Free tier for experimentation |
| Subscription | Annual | Enterprise/Paid Plans - Custom pricing based on usage |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Subtotal product offering
Product offeringCore offering
Subtotal is an open commerce platform that provides APIs, SDKs, and tooling enabling brands to access verified, first-party retail purchase data. Shoppers permission their retailer accounts (Amazon, Walmart, Sephora, Target, and others) via Subtotal Link, and the platform delivers item-level order data to brands through a REST API, webhooks, and pre-built integrations with loyalty, marketing, and e-commerce tools.
Product overview
Subtotal is an open commerce platform that enables brands to connect with retail shoppers and access first-party purchase data. The platform consists of three core products: Subtotal Link (the browser-based account-linking interface), Subtotal Dashboard (web-based account management), and Subtotal API (programmatic access to connections and purchase data). Built on top of this foundation are Subtotal Connect (Shopify app with Theme App Block and Profile UI Extension components for storefront integration), Event Simulator (testing tool for simulating connections and purchases), Subtotal Data MCP (Model Context Protocol server for AI agent access), and Subtotal Webhooks (real-time event delivery system). The platform supports integrations with major loyalty rewards platforms (Yotpo, Smile, Rivo, Okendo) and marketing automation tools (Attentive, Braze, Klaviyo), enabling brands to reward customers, personalize experiences, and activate purchase data across their existing stack.
Differentiator
Problem solved
Functional benefit
Products and services
- Subtotal Dashboard Self-serve web console where developers and brand operators manage API keys, view connected retailer accounts, inspect purchase data, and monitor usage for the Subtotal platform.
- Subtotal Link Pre-built, embeddable browser-based flow that enables shoppers to securely permission and link their retailer accounts (Amazon, Walmart, Sephora, Target, etc.) to a brand's app or website.
- Subtotal API REST API that exposes retailer connections, purchase events, linked cards, merchants, and user records so brands and developers can programmatically retrieve verified, item-level retail purchase data.
- Subtotal Connect Shopify app that connects a Shopify storefront to Subtotal, enabling merchants to verify retail purchases and trigger loyalty, rewards, and personalized experiences directly within the Shopify ecosystem.
- Event Simulator Developer testing tool that lets teams send simulated order events to Subtotal to validate integrations, webhooks, and downstream workflows before going live.
- Subtotal Data MCP Model Context Protocol server that exposes Subtotal's purchase data to AI agents and assistants, enabling them to natively query verified retail purchase history for downstream workflows.
- Subtotal Webhooks Webhook service that delivers real-time order events from connected retailer accounts to brand systems, enabling event-driven loyalty triggers, fulfillment, and notification workflows.
Companies that use Subtotal
Customer profileSegments5 records
Ideal customer profiles2 records
Subtotal technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability2 records
Feature11 records
Subtotal partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- ShopifycoreSubtotal Connect Shopify app integrates with Shopify stores, providing Theme App Block and Profile UI Extension components. Allows Shopify merchants to add retailer account linking directly to their store. Supports customization via theme editor settings and CSS variables. Customer email automatically captured from Shopify profile.
- AttentivecoreIntegration sends custom events to Attentive when customers make purchases or link accounts. Supports event types: Connected an Account, Purchased at Retailer, Profile Created, Profile Updated. Can be used to trigger journeys or build segments in Attentive.
- BrazecoreIntegration delivers real-time retail purchase data as custom events to Braze via users.track endpoint. Supports events: subtotal_purchase, subtotal_account_connected, subtotal_account_disconnected, subtotal_connection_unauthenticated, Profile Created, Profile Updated. Powers personalized messaging campaigns and customer journeys.
- KlaviyocoreIntegration enables brands to create customer segments and trigger automated flows in Klaviyo using verified retail purchases and account connection events from Subtotal.
- YotpocoreIntegration rewards customers for linking accounts and making retail purchases. Posts events to Yotpo's Custom Action API. Supports account.linked and purchase.created events. Points calculated as ceil(items_subtotal × points_per_dollar).
- SmilecoreIntegration rewards customers for linking accounts and making purchases by posting points transactions to Smile profiles. Supports account.linked (flat points) and purchase.created (points per dollar) events. Identifies customers by email address.
- RivocoreIntegration rewards customers for linking accounts and making purchases. Posts events to Rivo's Custom Action API. Supports account.linked (points_amount sent) and purchase.created (points per dollar).
- OkendocoreIntegration rewards customers for linking accounts and making purchases. Requires Okendo earning rule Action ID. Supports account.linked (fixed points) and purchase.created (variable points based on purchase value).
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
Subtotal competitors and assessment
Company assessmentDirect peers
- Plaid: Plaid is the dominant account-linking infrastructure for bank and financial accounts, serving fintechs and brands via an API-first platform. It is the closest functional analog to Subtotal's retail-account-linking model and demonstrates the trajectory of a category-defining data connectivity layer.
- MX Technologies: MX provides financial data connectivity, aggregation, and analytics APIs to fintechs and financial institutions. Its account-linking API model and developer-first go-to-market closely parallel Subtotal's architecture and target customer profile.
- Finicity (Mastercard Open Banking): Finicity, now part of Mastercard's Open Banking unit, offers consumer-permissioned financial data connectivity. It is a direct structural analog of Subtotal's permissioned retail-purchase-data layer, applied to banking.
- Yodlee (Envestnet): Yodlee is one of the longest-standing financial data aggregation platforms, providing account-linking APIs to fintechs, lenders, and personal finance apps. It serves as a relevant precedent for the business model Subtotal is replicating in retail.
- Akoya: Akoya operates a data-connectivity network that lets consumers permission-share financial data with third parties via standardized APIs. Its network-based, consumer-consent approach mirrors Subtotal's permissioned retail-data model.
Broad incumbents
- Shopify: Shopify is the dominant e-commerce platform for DTC brands and the parent of Subtotal's primary distribution channel (Shopify App Store). Shopify could itself build native consumer-purchase linking, making it both an integration partner and the most strategically important incumbent to monitor.
- Rithum: Rithum (formerly ChannelAdvisor and CommerceHub) is a broad commerce platform offering marketplace, advertising, and fulfillment infrastructure for brands and retailers. It competes for the same brand budgets as Subtotal with overlapping personalization and channel-data capabilities.
- Klaviyo: Klaviyo is a leading commerce-focused marketing automation platform that consumes purchase data to power personalization. It is both an integration partner and a competitive threat, since it could natively acquire or build retail-data connectivity.
Emerging players
- Daasity: Daasity is an e-commerce data integration and analytics platform that centralizes commerce data for omnichannel brands. It overlaps with Subtotal's analytics/personalization use cases from the merchant-data side rather than the consumer-permissioned side.
- Yotpo: Yotpo is a unified commerce marketing platform spanning reviews, SMS, and loyalty that integrates with Subtotal to reward verified retail purchases. It is both a partner and an adjacent competitor that could expand into first-party retail-data connectivity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Subtotal social profiles
Digital presenceSubtotal compliance and trust
Trust signalCompliance2 records
Subtotal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Subtotal leadership team
Management profileNumber of profiles
Profiles2 records
Subtotal funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Subtotal M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Subtotal
What does Subtotal do?
Subtotal is an open commerce platform that provides APIs, SDKs, and tooling enabling brands to access verified, first-party retail purchase data. Shoppers permission their retailer accounts (Amazon, Walmart, Sephora, Target, and others) via Subtotal Link, and the platform delivers item-level order data to brands through a REST API, webhooks, and pre-built integrations with loyalty, marketing, and e-commerce tools.
Is Subtotal a public or private company?
Subtotal is a private company. It is classified as venture growth investor backed and is currently operating.
When was Subtotal founded?
Subtotal was founded in 2025. It employs 1 to 10 people.
Where is Subtotal based?
Subtotal is headquartered in New York, United States, in the North America region.
How does Subtotal make money?
Three revenue lines are on record. Platform Subscription Fees are the primary driver. The others are additional Usage Fees and free/Trial Usage.
Who are Subtotal's main competitors?
Direct peers on record are Plaid, MX Technologies, Finicity (Mastercard Open Banking), Yodlee (Envestnet) and Akoya. Broad incumbents are Shopify, Rithum and Klaviyo. Emerging players are Daasity and Yotpo.
Does Subtotal have an API?
Yes. The Subtotal API is a REST API that enables brands and developers to build experiences around customer-permissioned retail purchases. It follows REST principles with standard HTTP methods and JSON payloads. The API supports authentication via X-Api-Key header and Bearer token authorization for endpoints requiring connection tokens. Key capabilities include managing connections (create, read, update, delete), retrieving purchases and purchase details (including items, brands, UPCs), and accessing configured retailers. The base URL is https://api.subtotal.com. Additionally, Subtotal offers a Subtotal Data MCP (Model Context Protocol) server at https://mcp.subtotal.com/mcp that provides AI agents read-only access to purchase data using natural language queries. The MCP server uses OAuth authentication and supports tools like 'ask' for natural language questions and 'get_data_model' for data model inspection. Developer documentation is at www.subtotal.com/docs/api-reference/introduction.
What industry is Subtotal in?
Subtotal's product category is Open Commerce / Retail Purchase Data API. Its primary akta.pro industry code is CRAFANAJ, Social Commerce Enablement (Shops, Catalog, Checkout, Link-in-bio).