FiMO: finance, marketing and operations in one view.
Most businesses see the three parts of the business in separate tools: the accounts in Xero, the marketing in Google Ads and GA4, the operations in Shopify, Amazon and the stock system. FiMO puts them together, so you can see what really makes money.
FiMO business suite £750 a month for one business of any type. Free until 31 December 2026, then 50% off for life when you join by 31 December.
One view of the business, one version of the truth.
FiMO is inspired by Robert Craven's approach of looking at a business through its three parts: finance, marketing and operations. Ann Stanley first met the approach in 2016 on Elevate, a Google Premier Partner programme where Robert was the tutor. The name also sounds like FOMO, the fear of missing out: what a business misses when it cannot see all three together.
The usual way
The Armadello way
Finance, marketing and operations, side by side.
Each part has its own page with the full detail.
Finance: your Xero figures beside the businessLive
Profitability, revenue and forecast, margin, cash flow, cost centres and the profit and loss account come from Xero into the same view as your sales and marketing.
- Profit and margin next to ad spend and sales
- Cash flow and P&L without waiting for month end
- QuickBooks and Sage coming soon
Marketing: every channel and the revenue it bringsLive
About 30 marketing connections, from Google Ads and Meta to GA4 and Search Console, with revenue by channel and a scored audit of your advertising every month.
- Paid search, social, SEO and email in one place
- GA4 revenue by channel
- A monthly audit scored out of 100
Operations: stock today, service businesses nextLive
For online retailers, operations means products and stock, and those reports are live in the Ecommerce menu. For service businesses, reports on people, capacity and client service are in development.
- Stock levels and dead stock, daily from Merchant Centre
- Sales by product, channel and customer
- Service business reports in development
Finance
What the business earns and keeps.
Marketing
What brings customers in, and at what cost.
Operations
What the business sells, holds and delivers.
What FiMO brings together.
Reports from the Finance, Ecommerce and Marketing menus of the app, all in one account.
FinanceLive
- FinanceProfitability, revenue and forecast, margin, cash flow, cost centre, P&L
- Overview and KPIsTop-line figures across the business
- Finance reportsSaved finance reports
- MarketingMarketing figures in the company view
- Sales and leadsPipeline, deals and leads
EcommerceLive
- Sales and profitabilityEvery product, channel and customer
- Products and competitor pricesStock, dead stock and price checks
- CustomersLifetime value, RFM and cohorts
MarketingLive
- Analytics (GA4)Funnel, attribution and UTM analysis
- Paid mediaGoogle Ads, Microsoft Ads, Meta, LinkedIn, Amazon
- SEO and GEOOrganic search, including AI search
One truth on attribution and profit.
These join the FiMO business suite as each one is ready.
Our own attribution pixelIn development
One view of which ads caused each sale, instead of Google, Meta and GA4 each claiming it.
Marketing mix modellingIn development
Google Meridian, for the channels a pixel cannot see.
Several companies, sites or brandsLive
In one account; extra companies, sites or brands priced on request.
Custom reports and connectorsLive
Bespoke reports, and any data source with an API or MCP server.
For the people who run the whole business.
“Across finance, marketing and operations, what really makes the business money?”
Built on the Ecommerce package for retailers and on Lead generation for everyone else, at the same price. Online sales up to £5m a year at the standard price; higher bands and extra companies on request.
See FiMO on your own data.
Book a live demo and we will walk you through the platform, then connect your data with you on a live call.