We were Coterie’s finance team from pre‑Series A to a billion‑dollar exit.
Crew served as Coterie’s CFO, Accounting, and FP&A, with the depth of an in-house team at a fraction of the cost. We modeled the subscription business, built the forecasts behind their biggest decisions, and supported the team through the acquisition by Mammoth Brands.
Ultra‑premium, by design.
Launched in 2019, Coterie set a new bar for premium baby care. The Diaper, The Wipe, and The Pant are made with clean ingredients and have won awards from editors and parents alike. Subscriptions drive the business, which sells direct to consumers, on Amazon, and in national retail.
How do you scale a subscription business across DTC, Amazon, and retail without the finance stack breaking underneath it?
Like other successful subscription brands, Coterie had extremely valuable data when used well. Side by side with the team, we used the numbers to find the levers that mattered. Together we kept manufacturing and inventory turns efficient and protected the margins that make a diaper subscription work.
A sounding board that became part of the team.
We met Frank Yu, the founder of Coterie, and started building the relationship before the company had any subscription revenue. As the company grew and the data became more abundant, sophisticated forecasting with the analytics, alongside financial analysis of adoption techniques and threshold testing, became a daily conversation. The teams fed off each other’s learnings, so Coterie was consistently better informed to make the best decisions.
When Coterie built out its own accounting team, we shifted our focus to finance. Over time that became a laser focus on the data, plus treasury management and strategic insight for the leadership team. They kept us with them all the way to the exit. Joining forces with the Coterie team was a very rewarding experience, and it was great to learn and grow alongside such a talented group of people.
-
2020 · Pre‑Series A
The foundation
Built the financial model and ran the accounting before the subscription business launched.
-
Subscription & analytics
The engine
Honed the unit economics and modeled the subscription business as it took off.
-
Scale & capital
The partner
Capital, treasury, forecasting, and analytics to support the big calls on growth, spend, and raises.
-
2025 · The exit
Billion‑dollar exit
Supported the M&A process alongside Coterie’s leadership and bankers, in legal and diligence meetings through close.
One team across the entire finance stack.
Accounting
The foundation
- Closed the books on clean, reliable systems
- Mapped COGS across DTC, Amazon, and retail
- Scaled the monthly close as the business grew
- Delivered financial packages that sharpened how finance and leadership understood the business
Strategic FP&A
The engine
- Turned deep subscription analytics (cohorts, retention, LTV, payback) into a forecast the team could trust
- Modeled and refined the business with a detailed command of the data
- Forecasting, budgeting, and budget vs. actuals
- Owned the financial model, then worked alongside the investment bankers on it through final diligence
CFO, Capital & Treasury
The partner
- Supported the equity and debt raises
- Cash flow management and treasury
- Margin analysis and strategic insight
- Supported investment-bank diligence and the M&A process
- In legal and diligence meetings through close
Built to hand off. As Coterie built its own accounting team, Crew shifted to a higher-leverage advisory role, so the function they inherited was one they could run.
Here when you
need us.
Fixed-fee accounting at the core, with FP&A, CFO advisory, and HR layered on as you grow. The same model behind Coterie’s run from pre‑Series A to exit.
Talk to CrewTrusted by 300+ consumer brands, including two unicorn exits.