For distributors and brand owners
Your data already knows.
It just never told you.
What’s important here?
And what do we do about it?
See clearly. Decide confidently.
Upload the spreadsheets and ERP exports you already use. FMCG Lens turns them into executive dashboards, board-ready reports and decision-ready analysis grounded in your own numbers.
25 founding users · 20% off the first year.
Your stored files are encrypted in your browser under your key. We cannot open them. see how ↓
You’re not short on data. You’re short on answers.
The sales export landed overnight — thirty thousand invoice lines. The receivables aging is open in a second window, and it doesn’t agree with the file the accountant sent on Thursday.
A stock report somewhere in the inbox, a management pack due at the end of the week, a salesman on the phone asking why his target moved. Somewhere in those files sits next quarter:
- The brand that’s been slipping for two quarters without anyone saying it out loud.
- The customer drifting past his terms.
- The cash parked in stock that stopped moving in March.
What’s important here? And what do we do about it?
FMCG Lens exists to close that gap.
Every overdue invoice, sorted by how long it has been waiting — and who to call first.
Every product image on this page shows a synthetic demonstration company. No customer data appears anywhere on this site.
✦ Value Chain — model landed cost and margin on one listing, side by side, before you commit.
What you get
Four lenses. One connected picture.
FMCG Lens reads your business through four lenses — and every lens drills down the way you actually think: by brand, SKU, customer, channel, branch, salesperson.
Sales
What’s growing, what’s slipping, and which brand-customer-channel combinations are doing the moving — down to the SKU.
Receivables
Who owes you, how old it is, and which customers are slipping this week — before overdue becomes unrecoverable.
Inventory
What’s still sellable, what’s approaching expiry, and which lines hold the most stock.
Finance
Your P&L read the way an analyst reads it: where margin is made, where it leaks, and what’s left at the bottom.
Every overdue invoice, sorted by how long it has been waiting — and who to call first.
What is still sellable and what expires soon — line by line, from your own stock file.
The Value Chain calculator.
Drop in a supplier’s price list — or type the lines yourself — and it becomes a complete value chain: landed cost, every margin, and what’s left for you, all priced from your own assumptions before you commit to the deal.
Your trading assumptions — VAT, duty, freight, margins, payment terms — set once, and every figure speaks that basis.
The calculator prices every line to the shelf — landed cost, margin, and what's left for you.
The deliverable
The report you’d hand your board.
Dashboards are for the daily read. Some weeks you need the document — a written, numbered, analyst-grade report, built from your files in minutes, in plain business English — by fixed rules, never written by AI. It answers the questions you actually run the business on: what’s driving growth, where cash is trapped, and which customers need attention.
Inside it:
Every figure traceable back to your file.
How it works
Turn the files you already have into decisions you can act on
Upload a supported export.
Confirm what it found.
Explore, drill and report.
Works with .xlsx, .xls and CSV — supported exports from systems such as SAP and common accounting platforms. No integration project is required.
Your first dashboard is minutes away, not a project away.
Your dashboard builds itself from the file you just uploaded.
Every name on the screen opens — keep clicking until you reach the answer.
Why the numbers are dependable
Fixed rules do the work. AI never invents your numbers.
FMCG Lens does not ask an AI model to calculate your business metrics or to write your report. Fixed analytical rules compute every figure and build every sentence. AI is used to read the layout of your file, so your columns land in the right place.
Every figure on every dashboard and report is computed by deterministic rules — never generated by a model.
Once the mapping is confirmed, the same source, mapping and rules produce the same numbers.
Your reports and figures are produced by fixed rules; no AI writes them.
What the data cannot support is never presented as fact.
And when something isn’t computable from your data, it says so — instead of guessing.
Your security.
Your files are encrypted before they leave your browser. That’s the architecture, not a promise.
Your files are locked before they leave your computer — and we don’t have the key.
The technology is zero-knowledge encryption — what we store is ciphertext, and we don’t hold the key to open it.
Think of it like this: your files go into a locked box before they ever leave your office — and only you have the key. We store the box. We can’t open it. Not because we promise not to, but because we never had the key. That’s what zero-knowledge means: we know nothing about what’s inside.
How this actually works
Your business data itself — your files, your figures, your customers, your reports — is ciphertext we cannot read.
Your files are your business — margins, customer terms, the numbers a competitor would pay for. So FMCG Lens is built zero-knowledge: your files are encrypted in your browser, with a key derived from a password only you hold, before they ever reach our servers — your reports are stored encrypted under that same key, and your dashboards are computed inside your browser, from your own decrypted data, on your machine.
Who it’s for
Any shelf, any scale.
If your business buys, moves and sells product on margin and credit, the lenses read it. The categories change, but the management questions repeat: aging, margin, concentration, stock and cash.
- Food & beverageportfolio, channels, aging
- FMCG brand ownerssell-out, cash position
- HoReCavelocity, receivables risk
- Personal & home carebrands, channels, stock
- Pharma-OTCmargin, expiry, credit
- Importers & general traderslanded cost to shelf
- Food & beverage — portfolio, channels, aging
- FMCG brand owners — sell-out, cash position
- HoReCa — velocity, receivables risk
- Personal & home care — brands, channels, stock
- Pharma-OTC — margin, expiry, credit
- Importers & general traders — landed cost to shelf
Different businesses, one engine — the same lens reads them all.
Sales, receivables, stock and profitability — connected across customer, SKU, brand, channel and branch.
You don’t run the distribution — you live with its results.
FMCG Lens reads your sell-out and distribution exports by brand, customer and channel — the same grounded picture, pointed your way.
Too small? Too complex? Neither.
Whether your business runs on a handful of spreadsheets or a large company system, FMCG Lens reads what you already have.
It bends to the shape of your business — never the other way around.
- The small operatorruns the business on a few spreadsheets
- The large companyexports from large ERPs like SAP or Oracle
FMCG Lens detects the structure, shows you what it found and asks you to confirm the mapping before analysis begins. Start with the supported Excel and CSV exports you already use — no data warehouse or integration project is required.
Whatever shape your files arrive in — a rough sheet or a full ERP export — they fit the tool, not the reverse.
Straight pricing.
One plan buys the whole platform — every lens, on your whole business. Tiers differ on how much you run, not on what you can see.
Prices in US dollars, excluding taxes. Paddle adds any tax that applies at checkout.
Core
$79.20/mo Year 1 as a founding user
Every lens on your whole business — sized for a monthly reporting rhythm.
- ✓The whole platform — every lens, every dimension
- ✓Dashboards & drill-downs — never metered
- ✓Support from the founder — support@fmcglens.com
- ✓One account per business
Pro
$143.20/mo Year 1 as a founding user
The same platform, at the volume a business runs its week on.
- ✓The whole platform — every lens, every dimension
- ✓Dashboards & drill-downs — never metered
- ✓Support from the founder — support@fmcglens.com
- ✓One account per business
Max
$239.20/mo Year 1 as a founding user
For operations generating reports daily across a large portfolio.
- ✓The whole platform — every lens, every dimension
- ✓Dashboards & drill-downs — never metered
- ✓Support from the founder — support@fmcglens.com
- ✓One account per business
Early access
The first 25.
FMCG Lens is opening with 25 founding users. In return, we get the thing money can’t buy: twenty-five operators telling us the truth.
Built with the operating perspective of FMCG distribution and brand management.
Questions, answered plainly
Before you subscribe.
What do I actually get on every plan?
The whole platform — every lens, every dimension. Only generated reports count against your allowance — dashboards and analysis never do. Plans differ on that allowance, and on nothing else. There is no feature ladder.
What happens when I use up my report allowance?
Dashboards and analysis never stop — the allowance only counts generated reports. You only ever spend allowance on a delivered report: a report that fails is never charged.
What happens after Year 1?
Founding users pay 20% off for Year 1 — year one only. From Year 2 you pay the list price you signed at, and price increases only ever apply to new customers, never to you.
Why one user per account?
Your data is encrypted under a key only you hold, so a second user means real key-sharing — and we won't fake it by asking you to share a password. Team access ships when the key-sharing design is built and proven, not before. Until then: one user per account, said plainly.
What if I forget my encryption password?
Use your recovery key — it unlocks your data, lets you set a new password, and issues a fresh key. Lose both the password and the recovery key and your data is unrecoverable — by you, by us, by anyone. We cannot reset what we cannot read; that inconvenience is the proof your numbers are actually private.
What can you see when I need support?
We can see whether your run succeeded and how large your file was. We cannot see your data, and we cannot be given access to it. Write to support@fmcglens.com and tell us what you saw — we troubleshoot from that. You're talking to the founder, weekdays, answered within 24 hours.
How do I delete my data?
Settings → Delete account, self-service and complete: the encrypted files are deleted and the keys destroyed — ciphertext without a key is noise. Your data isn't archived somewhere. You don't have to ask us, and you don't have to wait.
Is my data secure?
Your uploads are encrypted in your browser before they reach our servers, and your saved dashboard data is stored only as ciphertext we cannot read — of what we store, we see operational details like file size and timestamps, never your business content. To recognize your columns, here is exactly what reaches our AI provider (Anthropic): your column headers, masked when they look like business names; value-free column profiles, which are numbers and enums by construction; and the file's shape — its sheet name, masked on the same terms, its row count, and its file type. The translator's helper chat also uses our AI provider, Anthropic. When you use it, Anthropic receives what you type in the chat and the conversation so far, the description you gave the file, your column headings and the names of your file's sheets as written, the file's size, any error message shown to you, and a masked outline of the file in which every number and word is replaced by a placeholder. The helper can also ask for up to ten rows of the grid, with every data value replaced by a placeholder. Two rows of your actual values are sent only if you approve it, and only once. Using the helper chat means you accept Anthropic as a subprocessor for these requests. Your cell values stay in your browser unless you explicitly approve a specific preview in the helper. Your reports and figures are produced by fixed rules; no AI writes them. Full end-to-end zero-knowledge across every analysis surface is the architecture we are building toward and rolling out.
How do payments, refunds and cancellation work?
Checkout runs through Paddle, our merchant of record — cards, PayPal, Apple Pay, Google Pay; card details never touch us. You can have a full refund within 14 days of your first payment. Cancel anytime and keep access to the end of the period you've paid for; nothing renews after. A report that fails is never charged. The full terms are in our Refund Policy.
Are these prices final?
They're live and the same for everyone. The first 25 users who subscribe through the website get 20% off their first year, applied automatically at checkout. The price you sign at is yours for as long as you stay subscribed; increases only ever apply to future cohorts.
Make your data speak the language of decisions.
See what matters. Know what to do next. The answers are already in your files.