Wingback Financial Model
Dev Tools Startup Financials (Free Excel Download)
SaaS infrastructure platform that lets non-technical teams build, manage, and deploy pricing & packaging plans without engineering involvement.
professionals from Deloitte
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About this model
Wingback is SaaS infrastructure for software companies to build and deploy pricing and packaging without engineering involvement. Its no-code Plan Editor supports custom enterprise offers, sales efficiency, and product-led pricing campaigns through billing integrations.
The company raised a $1.9 million pre-seed round but had not disclosed revenue or customer metrics. Its commercial model is recurring B2B SaaS, likely priced by users, plans, or customers managed.
The model is early-stage ARR: new logos, ACV, product adoption, expansion, and churn determine revenue. Product-led acquisition, sales cycles, billing integrations, support, and cash runway are the key drivers.
A turnkey financial model
Live formulas, no hardcoded values
Outputs are driven by live formulas, so the workbook updates from its assumptions instead of relying on hardcoded results.
All assumptions in one tab
Inputs are clearly marked in the Assumptions tab and separated from calculations, making it clear what to change and what to leave intact.
Statements always balancing
For integrated-statement models, the balance sheet, cash flow, and supporting schedules tie through properly.
Distinct schedules for clarity
Debt, working capital, taxes, and cash flow can get messy quickly. We group calculations in clear schedules, not across disconnected tabs.
No hidden macros or external links
There are no unexplained external workbook links or macros to undermine auditability or portability.
Changes flow through the model
Update a key driver and see the impact carry through the forecast, financing, and return outputs. We never use hardcoded numbers in formulas.
About Wingback
wingback.co.uk
How to build a detailed financial model for Wingback
A complete walkthrough of the business, drivers, and assumptions behind the downloadable Wingback model - distilled from its pitch deck and publicly available information.
Product & value proposition
- Wingback is described as "SaaS Growth Infrastructure".
- Core product: a no-code Plan Editor that allows non-technical teams to select product features, bundle them into packages, and price them - then deploy live without developer time.
- Integrates with Stripe and other billing/payment providers.
- Three distinct use-cases surfaced:
- Create custom pricing plans for specific customers (enterprise deal-desk).
- Make sales teams work more efficiently.
- Drive product-led growth with campaign tools.
- Positioning analogy: "Pricing is the next frontier after billing. Stripe, Adyen, and Zuora have platformized the billing layer. Same with pricing and packaging today.".
Revenue model
- Wingback itself is a SaaS product sold to SaaS companies.
- Likely per-seat or usage-based (per plan/customer managed) given the infrastructure positioning..
Traction & metrics
- Pre-Seed round of $1.9m closed. Led by 42cap; participation from On Deck, YC (logo shown), Unpopular Ventures, and angels including Nicolas Dessaigne (Algolia co-founder), Dan Widmaier, Sergei Anikin, George Arison.
- No revenue, customer count, MRR, ARR, growth rate, or retention figures disclosed in the deck.
Competition / moat
- Indirect competitive framing: current state is engineers building pricing in-house ("Not a priority", "Let's wait for the next major release").
- No direct competitor grid shown.
- Moat claim: first-mover in "SaaS growth infrastructure"; analogising to how Stripe commoditised payments.
- No CAC, LTV, payback, or margin data in deck.
Team & funding ask / use of funds
- Torben Friehe - Co-founder & CEO. Previously co-founder & CEO of B2B startup 1aim; scaled to $1m revenue and raised $6m; Fellow at On Deck ODF7.
- Yann Leretaille - Co-founder & CTO. Previously co-founder & CTO of 1aim; full-stack developer with infrastructure focus; hired and led software teams.
- Raised: $1.9m Pre-Seed.
Recommended financial model
- Archetype + why: SaaS ARR model. Wingback is an API/platform product sold to SaaS businesses on a recurring basis. The natural model is a bottom-up ARR build: new logos × ACV, expansion/contraction, churn - yielding MRR/ARR, gross margin, and a burn-to-runway bridge. A 3-statement is premature at Pre-Seed; the focus should be on the ARR waterfall and cash runway.
- Forecast horizon & granularity: 3 years, monthly for Year 1, quarterly for Years 2–3.
- Key drivers & assumptions:
- New logo adds per month: 2–5 in Year 1, ramping to 10–20/month by Year 3; no deck data.
- Average Contract Value (ACV): $6,000–$18,000/year based on comparable pricing-infrastructure / feature-flag tools (LaunchDarkly, Stigg, Lago); no deck data.
- Net Revenue Retention (NRR): 110–120% target; typical for infrastructure SaaS with expansion via plan-count/API-call volume; no deck data.
- Gross logo churn: 8–12% annually; no deck data.
- Gross margin: 75–85%; cloud infra + Stripe pass-through; no deck data.
- Headcount: 2 founders at close; model should ramp engineering + GTM hires funded by $1.9m Pre-Seed.
- Burn rate / runway: derive from headcount + infra costs vs. revenue; $1.9m raised implies ~18–24 months at typical Pre-Seed burn.
- Pricing model (per seat vs. usage vs. per-plan managed): flat monthly fee per customer or tiered by number of plans/features managed - needs confirmation from founders.
- Scenarios (Base / Bull / Bear - which variables flex):
- Base: 3 new logos/month growing to 10/month by Month 36, ACV $10k, NRR 110%, 10% gross churn.
- Bull: faster PLG-driven adoption (5→15 logos/month), ACV expansion to $15k+, NRR 125%.
- Bear: slow enterprise sales cycle, 2 logos/month plateau, ACV $6k, higher churn 15%.
- Key flex variables: new logo velocity, ACV, NRR, time-to-first-revenue.
- Required sheets / outputs:
- Assumptions - all drivers in one place with scenario toggle.
- ARR Waterfall - beginning ARR, new, expansion, contraction, churn, ending ARR; monthly.
- P&L - Revenue, COGS, Gross Profit, OpEx (S&M, R&D, G&A), EBITDA.
- Headcount Plan - role, start date, salary; feeds OpEx.
- Cash & Runway - opening cash ($1.9m), monthly burn, months of runway; Series A trigger line.
- Unit Economics - LTV, CAC, LTV:CAC, payback period (once GTM spend is input).
- Dashboard - ARR, MRR, logo count, NRR, gross margin %, runway chart.
Frequently asked
Is the Wingback financial model free?+
Yes. The Wingback model is a free Excel (.xlsx) download with live formulas. Sign up with your email and the workbook is yours to keep, review, and edit.
What's included in the model?+
A 5-year monthly forecast with P&L, cash flow and runway, valuation (exit multiple plus a DCF cross-check), MOIC/IRR returns, and unit economics, with live formulas throughout.
How was this model built?+
It was built from Wingback's pitch deck and publicly available information, then structured to investment-banking standards as a fully editable Excel model.
Can I change the assumptions?+
Yes. You can change assumptions and the live formulas will recalculate in the downloadable Excel model.
Have more financial modelling questions? Contact us
Created by ex-finance professionals
Hey, I’m Alex and I created Finamodel.
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