How Adapty Automated Its Entire Revenue Lifecycle Across Two Products With Zenskar

About Adapty

Headquartered in New York and operated by a remote, globally distributed team, Adapty provides mobile monetization infrastructure used by app teams worldwide to integrate in-app purchases, experiment with paywalls, and analyze subscription performance. Its product suite spans in-app purchase analytics, a no-code paywall builder, A/B testing, and a set of revenue add-ons, including Refund Saver, Onboarding Builder, ASA Analytics, and UA Analytics.

When the Pricing Complexity Outgrows the Infrastructure

Adapty's pricing is based on Monthly Tracked Revenue, the volume of revenue flowing through apps using its platform. The core charge is a percentage of MTR, recalculated every month. That base is then layered with add-on products, each carrying its own metric: Refund Saver bills on declined refund volume, ASA Analytics carries tiered overages, extra user seats are billed in three-packs, prorated mid-cycle.

Now multiply that by two. A customer using both Adapty and Funnelfox receives two separate invoices with two separate logos, but they are the same legal entity. In Adapty's previous infrastructure, that meant maintaining two separate customer records with no native way to link them for analytics, portal access, or contract management. Self-serve customers on Pro plans followed one billing flow. Enterprise customers on custom terms had different minimums, tier structures, and cadences.

And unlike annual SaaS contracts that stay fixed, Adapty's contracts evolve continuously, with plan changes, add-ons, and usage shifts that need to be reflected in real time.

What This Meant for the Finance Team

The finance team was absorbing the complexity downstream. With invoices flowing in from Stripe for Adapty customers and a separate Make automation layer generating Funnelfox invoices through QuickBooks, the monthly close meant manually reconciling payments to invoice records across two systems, matching journal entries, and ensuring nothing fell through the gap between products. At the volumes Adapty was operating, that reconciliation process was consuming meaningful time every month.

"Managing invoices and revenue data across multiple tools made it harder to get a clean picture of the business. The reconciliation burden at the start of every month was becoming a real constraint on what the finance team could focus on." — Aleksandra Chuzo, Head of Finance, Adapty

Meanwhile, the engineering team was being pulled in every time pricing changed. Stripe subscription configurations and Make automation scripts both required engineering involvement to update, which constrained the speed at which Adapty could iterate on its monetization model. The infrastructure had grown organically, and the cost of maintaining it was becoming material on both sides.

The Evaluation: What Made the Difference

Adapty's team evaluated multiple options before choosing Zenskar, an AI-native revenue automation platform, as the system to run their end-to-end order-to-cash operations. Established enterprise billing platforms and open-source alternatives both fell short on the same dimension: none could model Adapty's actual pricing structure without engineering effort at every step.

Three things moved Zenskar to the top of the evaluation:

• Pricing flexibility: The ability to configure usage-based, tiered, prepaid, postpaid, and overage models within a single contract matched Adapty's pricing model without requiring workarounds.
• Integration depth: Native connectors for HubSpot and QuickBooks were non-negotiable. Adapty's revenue reporting chain runs Zenskar to QuickBooks to HubSpot, and disrupting that pipeline was not an option.
• Implementation support: For a team managing a complex migration while continuing to run live billing cycles, the hands-on implementation support mattered as much as the product itself.

"I believe in terms of comparison, Zenskar has more flexibility, a better user interface, and more features for sure." — Irina Kharlamova, Sales Operation Specialis, Adapty

Implementation

Two-Product, One-Customer Problem

The structural challenge that shaped the entire implementation was Adapty's two-product architecture. A single customer might hold separate accounts in Adapty and Funnelfox, sometimes with different email addresses and Stripe customer records, with no native link between them.

Zenskar's parent-child customer hierarchy gave Adapty a mechanism to link these records into a single entity. A third API call mapping the Zenskar customer ID to the HubSpot company ID became the bridge that kept billing, revenue reporting, and CRM in sync, without forcing every new customer through a manual association step.

HubSpot and QuickBooks Architecture

Adapty's revenue reporting chain runs in one direction: Zenskar generates and approves invoices, syncs them to QuickBooks for accounting and journal entries, and QuickBooks pushes invoice status back to HubSpot, where the sales team tracks commissions and deal attribution.

The decision to route through QuickBooks rather than sync directly from Zenskar to HubSpot came from a deliberate constraint: preserving the accounting pipeline Adapty's finance function was already running on. The integration preserved that chain without adding reconciliation complexity.

The team worked across multiple implementation sessions to verify journal entry matching, test payment flows, and confirm that bank transfer payments reconciled correctly before anything touched production.

Customer Portal as a Business Requirement

Adapty also needed an embedded portal within its product, showing usage, invoices, entitlements, and plan details without redirecting users to a third-party domain. Zenskar delivered this as phase one of the portal rollout, with commercial terms structured to account for the portal delivery milestone.

Zenskar's implementation team took on the heavy lifting across integrations, data ingestion, and go-live, treating every edge case with the same seriousness Adapty did.

What Revenue Operations Looks Like Now

For Aleksandra, the change was felt immediately. The first month-end close after go-live, the reconciliation process that had consumed days of her team's time ran automatically. The invoices matched. The journal entries were there.

70%+ Reduction in Finance Operations Time Per Billing Cycle

Adapty can now create a single customer record that holds contracts for both Adapty and Funnelfox. Removing the Make automation layer for Funnelfox, eliminating per-customer Stripe subscription management, and automating the lifecycle transition removed the most labor-intensive parts of Adapty's monthly billing cycle. The hundreds of invoices processed each month no longer require manual pairing of payments to invoice records.

100% of the Self-Serve Billing Lifecycle Automated

From the moment a new customer crosses the MTR threshold to the moment their first invoice is paid and entitlements update, the entire flow runs on Zenskar's automation engine. No manual touchpoints, no support escalations, no engineering involvement. For a product growing its self-serve customer base, this compounds as a structural advantage over time.

A Customer Portal That Lives Inside the Product

Adapty customers can now access their billing history, usage metrics, entitlements, and plan details from within the Adapty product interface. The iframe integration eliminated the redirect flow that would have created friction at the moment customers were most likely to review or change their plan.

Zero Engineering Tickets Required for Pricing Changes

Every pricing change previously touched Stripe subscription configurations or Make automation scripts, both of which required engineering involvement. With Zenskar, Adapty's operations team can now configure, test, and deploy pricing changes at the plan level without pulling a single engineering resource. The speed of response to pricing decisions has fundamentally changed the team's ability to experiment and iterate on their monetization model.

One Source of Truth Across HubSpot, QuickBooks, and Zenskar

The three-tool chain, Zenskar to QuickBooks to HubSpot, now runs on automated syncs rather than manual exports. The sales team can see invoice status and deal attribution in HubSpot. The accounting team has journal entries and payment matching handled in QuickBooks. Zenskar holds the contract-level source of truth: every pricing term, every entitlement configuration, every phase of every customer's billing history.

"Having invoice status, deal attribution, and contract history all connected across Zenskar, QuickBooks, and HubSpot means every team, finance, sales, and ops, is working from the same picture. That didn't exist before." — Aleksandra Chuzo, Head of Finance, Adapty

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