Metric
Metric (Metric Limited, Abu Dhabi) is a financial intelligence SaaS platform for startup founders and small business owners that aggregates accounting data from QuickBooks, Zoho, Xero, Qoyod, Shopify, and bank feeds into a real-time dashboard, paired with a conversational AI assistant called Max (CF-AI) for plain-language cash flow and runway queries, delivered via freemium and tiered subscriptions.
- Company typePrivate
- Founded2022
- HeadquartersDubai, United Arab Emirates
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Metric does
Metric (legal: Metric Limited) is an Abu Dhabi-domiciled financial intelligence SaaS platform that targets startup founders and small business owners lacking formal finance training. The product aggregates accounting and transaction data from third-party platforms — QuickBooks, Zoho, Xero, Qoyod, Shopify, Salla, and direct bank feeds — into a centralized real-time dashboard and overlays a conversational AI assistant called Max (CF-AI) that answers plain-language questions on cash flow, runway, hiring capacity, expense categorization, and forecasts. The platform is delivered as a free-tier and paid subscription web and mobile application (iOS, Android), with automated reporting covering income statement, cash flow, balance sheet, and aging reports, plus optional add-on services for VAT filing, bookkeeping, and tax advisory.
Revenue is generated from a multi-tier subscription model — a free-forever plan, a Grow plan with a two-month free trial, a Pro plan at $79/month that includes dedicated accountant support, and an Enterprise plan starting at AED 380/month — supplemented by professional-services revenue from bookkeeping and tax filing bundled into the higher tiers. Distribution is primarily product-led via self-serve signup on web and mobile apps, with a sales-assisted overlay (demo bookings, WhatsApp contact) for enterprise upsell; marketing relies on content, email, organic social, SEO, and customer testimonials. The company claims 200,000+ business owners across 190+ countries with $4.2 billion in cumulative transactions processed, but its only disclosed offices are in Abu Dhabi (HQ at WeWork Hub71, ADGM), Rawalpindi (engineering), Singapore (regional HQ), and Riyadh.
Metric has raised approximately $2.2M in disclosed priced rounds — a March 2022 $918K seed led by i2i Ventures, a May 2024 round co-led by 500 Global and Sanabil 500 MENA Seed Accelerator, an April 2025 round led by A-typical Ventures with a broad MENA syndicate, a September 2025 $1.3M round from Oqal, and an approximately $4M March 2026 round referenced within the Pakistani AI startup funding wave. Leadership comprises CEO Meenah Tariq, CPO Omar Parvez Khan (also listed as Founder), and CTO Habiba, with a publicly listed team of ~25 people on the About page (the page itself claims "People Strong 220"). No revenue, ARR, or valuation is disclosed, and headcount is inconsistent between LinkedIn (51–100), firmographic data, and the company's own About page claim.
Metric firmographics
Firmographics- Name
- Metric
- Legal name
- Metric Limited
- Website
- https://metricapp.co
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Metric (Metric Limited, Abu Dhabi) is a financial intelligence SaaS platform for startup founders and small business owners that aggregates accounting data from QuickBooks, Zoho, Xero, Qoyod, Shopify, and bank feeds into a real-time dashboard, paired with a conversational AI assistant called Max (CF-AI) for plain-language cash flow and runway queries, delivered via freemium and tiered subscriptions.
- Ownership category
- akta.pro rank
Metric industry classification
Industry- Product category
- Financial Management Software
- NAICS
- Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Computer Systems Design and Related Services (54151)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Processing & Data Preparation (7374)
- akta.pro primary industry
- Expense Tracking & Financial Dashboards (FSAGADAB)
- akta.pro secondary industries
- End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA), Enterprise AI Data & Knowledge Platforms (Vector Databases, Knowledge Graphs) (HDAEANAH)
Keywords
Where Metric is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices4 records
Markets served
Metric business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription SaaS: Multi-tier subscription model with free forever plan, Grow plan (with free trial), Pro plan ($79/month with dedicated accountant support), and Enterprise plan. Revenue generated through recurring monthly subscriptions with land-and-expand potential as businesses grow.
- Freemium: Free plan available indefinitely with basic features. Paid plans unlock advanced features like custom reports, accountant support, and VAT filing services.
- Professional Services (Add-ons): Additional revenue from bookkeeping services, tax filing add-ons, and year-end reporting services bundled with Pro and Enterprise plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free plan - Basic features forever |
| Subscription | Monthly | Grow Plan - Paid tier with trial |
| Subscription | Monthly | Pro Plan - Dedicated accountant support |
| Subscription | Monthly | Enterprise Plan - Full service with tax compliance |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Metric product offering
Product offeringCore offering
Metric is an AI-powered financial intelligence SaaS platform that centralizes business financial data from accounting tools (QuickBooks, Zoho, Xero, Qoyod) and bank integrations into a real-time dashboard. Its core differentiator is Max (CF-AI), a conversational AI assistant that answers founders' plain-language questions about cash flow, runway, hiring capacity, expenses, and forecasts, eliminating the need for spreadsheet-based or full CFO-level financial management. The platform is sold via a freemium-to-Enterprise SaaS subscription model, with optional bundled bookkeeping and tax filing services.
Product overview
Metric is a financial intelligence platform designed for startups and early-stage businesses. The core offering consists of the Metric platform itself, which centralizes financial data from accounting integrations, paired with Max, an AI-powered Chief Financial AI assistant that provides conversational financial guidance. Metric offers a tiered pricing structure: a Free Plan for basic access, a Grow Plan with full platform features and a 2-month free trial, a Pro Plan ($79/month) adding dedicated accountant support and bookkeeping services, and an Enterprise Plan with custom reporting, VAT filing, and tax advisory. All plans leverage Max AI to transform complex financial data into actionable insights.
Differentiator
Problem solved
Functional benefit
Brands
- Max: Chief Financial AI (CF-AI) assistant that provides financial insights, cash flow analysis, runway calculations, and business decision support in plain language for founders.
Products and services
- Metric Financial Intelligence Platform A SaaS financial intelligence platform that centralizes business financial data from QuickBooks, Zoho, Xero, Qoyod, Shopify, Salla, and bank integrations into a real-time dashboard with automated income statement, cash flow statement, balance sheet, and aging reports. Built for founders, startups, and SMB owners without formal finance backgrounds.
- Max (CF-AI) Conversational Financial Assistant An AI-powered Chief Financial AI (CF-AI) assistant that answers business questions in plain language about cash flow, runway, hiring capacity, expenses, and forecasts, acting as an always-on financial partner for founders and SMB owners without finance expertise.
- Managed Bookkeeping Services A managed accounting service bundled with the Pro plan that delivers full bookkeeping support, custom monthly reports, and year-end reporting for SMB clients who do not want to hire a full-time accounting resource.
- Tax Filing and Tax Advisory Add-on A tax compliance and advisory add-on bundled with the Enterprise plan that handles VAT filing for businesses with 500+ monthly transactions and provides tailored tax advisory services for each client's unique requirements.
Quantifiable outcome
- Saves 10x on accounting costs compared to hiring full-time accounting staff
- +2 more outcomes
Companies that use Metric
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Metric technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability6 records
Feature4 records
Metric partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- QuickBookscoreNative integration partnership allowing users to sync their QuickBooks data with Metric's platform for centralized financial management without migration.
- ZohocoreNative integration partnership enabling Zoho users to connect their accounting data to Metric's financial intelligence platform.
- XerocoreNative integration partnership allowing Xero users to sync their books with Metric's platform for real-time financial insights.
- QoyodcoreIntegration partnership with Qoyod accounting software for Saudi Arabian market.
- ShopifycoreIntegration with Shopify for e-commerce businesses to centralize sales and financial data.
- SallacoreIntegration with Salla e-commerce platform for Middle East merchants to track financial performance.
- WeWorkminorMetric's Abu Dhabi headquarters is located in WeWork Hub71 facility, indicating a co-working space arrangement.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Metric competitors and assessment
Company assessmentDirect peers
- Pilot: Pilot provides bookkeeping, CFO services and a financial dashboard specifically for startups and SMBs — directly comparable to Metric's Pro/Enterprise bundle of dashboard plus dedicated accountant and tax support.
- Bench: Bench combines AI/software with human bookkeepers to deliver monthly financials for SMBs, mirroring Metric's positioning as an AI-augmented outsourced finance function for founders.
- Found: Found offers business banking plus accounting, tax and bookkeeping tools built for self-employed founders and SMBs — same persona, same PFM/expense-tracking pain points as Metric.
- Wave: Wave provides free accounting, invoicing and receipt-scanning for SMBs and freelancers, sharing Metric's freemium-led PFM/expense-tracking DNA and SMB target.
- Bonsai: Bonsai bundles invoicing, expenses, contracts and financial reporting for freelancers and small businesses — overlapping with Metric's expense tracking, dashboard and reporting features.
Broad incumbents
- QuickBooks: QuickBooks is the dominant global SMB accounting platform with native invoicing, dashboards and a growing AI assistant — overlapping with Metric on dashboard, reporting and now conversational CFO features.
- Xero: Xero is a leading cloud accounting platform for SMBs with bank feeds, dashboards and AI insights — a direct integration partner for Metric and the obvious incumbent competitor in the same funnel.
- FreshBooks: FreshBooks offers invoicing, expense tracking, time tracking and financial reporting for SMBs and freelancers — adjacent to Metric's PFM/expense/dashboard capabilities for the same customer segment.
- Ramp: Ramp bundles corporate cards, expense management, bill pay and AI-driven finance automation for SMBs and startups — competing for the same founder/CFO persona with a broader financial OS.
Emerging players
- Relay Financial: Relay combines SMB banking with cash-flow management, bill pay and financial visibility — overlapping with Metric's cash-flow and runway analysis features for early-stage founders.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Metric social profiles
Digital presenceMetric financial estimates
Financial estimateRevenue estimate
Valuation estimate
Metric leadership team
Management profileNumber of profiles
Profiles22 records
Metric funding detail
Funding detailFunding overview
Funding rounds4 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Metric 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 Metric
What does Metric do?
Metric is an AI-powered financial intelligence SaaS platform that centralizes business financial data from accounting tools (QuickBooks, Zoho, Xero, Qoyod) and bank integrations into a real-time dashboard. Its core differentiator is Max (CF-AI), a conversational AI assistant that answers founders' plain-language questions about cash flow, runway, hiring capacity, expenses, and forecasts, eliminating the need for spreadsheet-based or full CFO-level financial management. The platform is sold via a freemium-to-Enterprise SaaS subscription model, with optional bundled bookkeeping and tax filing services.
Is Metric a public or private company?
Metric is a private company. It is classified as venture growth investor backed and is currently operating.
When was Metric founded?
Metric was founded in 2022. It employs 51 to 100 people.
Where is Metric based?
Metric is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does Metric make money?
Three revenue lines are on record. Subscription SaaS are the primary driver. The others are freemium and professional Services (Add-ons).
Who are Metric's main competitors?
Direct peers on record are Pilot, Bench, Found, Wave and Bonsai. Broad incumbents are QuickBooks, Xero, FreshBooks and Ramp. Relay Financial is listed as an emerging player.
Does Metric have an API?
No public API is recorded for Metric.
What industry is Metric in?
Metric's product category is Financial Management Software. Its primary akta.pro industry code is FSAGADAB, Expense Tracking & Financial Dashboards, with a secondary code of HDAEANAA, End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management). Its NAICS code is 541511 and its SIC code is 7370.