CrunchBoards, a woman-owned accounting and finance forecasting software company, has rebranded as Futrli (pronounced future-ly) to better represent the functionality of its product.

Co-founder Amy Harris explained that under the name “CrunchBoards,” the company was easily confused for “just another number-crunching reporting app that focused only on data visualization.” Futrli is built to integrate forecasting, dashboards, KPIs, alerts, business monitoring and consolidation (reporting and forecasting).

The rebranding was timed to coincide with the launch of Futrli’s white labelling, which allows firms to offer their clients a self-branded forecasting and reporting engine.

“The more we spoke to clients, the more we realized it wasn’t about us,” Harris said. “If we want to enable accounting firms, we had to be able to help them own the product. White labelling Futrli gives the full experience – the emails, the notifications – everything comes with the brand of the accounting firm. As a client, I think they’re a hero, because they’re informing me about what’s happening within my business.”

Technology editor for Accounting Today.