Neat operates in a highly competitive consumer category where attention is expensive and differentiation erodes quickly. As the brand grew, acquisition volume increased and new channels were layered in to support demand. Performance appeared healthy on the surface, but decision-making became harder with each new variable.

The challenge was governing growth as complexity increased.

Signals were becoming harder to interpret as spend scaled.
Testing velocity increased, but learning didn’t compound at the same rate.
Decisions risked becoming reactive instead of sequenced.
Without intervention, growth would continue — but clarity, efficiency, and margin would erode quietly.

We needed to design a system that could scale without degrading judgment.

We approached Neat’s growth as a system design problem, not a marketing one.

Rather than optimizing channels in isolation, we focused on how decisions were made across acquisition, conversion, and lifecycle. We re-anchored performance measurement around signal quality instead of surface metrics. Constraints were identified and resolved in sequence, ensuring effort flowed toward leverage — not noise. As scale increased, governance became stricter, not looser.

The objective was simple: growth that remains controlled as volume increases.

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Sustained efficiency at higher spend levels, without reliance on short-term tactics

Improved signal integrity as acquisition and conversion scaled

Faster, more confident decision-making across growth initiatives‍

Learning that compounded year over year, rather than resetting with each push

Growth that held under pressure, even as complexity increased