The billing and revenue operations platform has officially rebranded to Measure, signaling an evolution in both identity and ambition as it continues to serve high-growth technology companies.
Founded in 2022 by former tech leaders Ruchi Varshney, Aswinkumar Rajendiran, and Aravindkumar Rajendiran, the company set out to rethink how billing is managed across self-serve and enterprise sales workflows. Drawing from firsthand experience at companies such as Rippling, Dropbox, and Airbnb, the founding team saw how increasingly complex pricing models and revenue streams were straining internal systems.
From usage-based billing to hybrid enterprise contracts, managing revenue operations has become a growing operational burden for scaling startups. Maple positioned itself as a platform designed to streamline that complexity, helping finance and operations teams gain better control over billing infrastructure.
Now, under its new name, the company says the shift reflects a deeper understanding of what customers truly value.
“I am so excited to share that Maple is now officially becoming Measure,” said Ruchi Varshney, Co-Founder and COO at Measure.
“As we spent more time with our customers, we simply realized that our work is really about providing the clarity and precision that teams need to grow. The name Measure captures that spirit of accuracy and insight perfectly.
This rebrand is a huge step forward for us. I am ever so grateful to the team, especially Chris Wainwright, Jared Henriques, and Landon Wideman for their thoughtfulness and keeping our humble essence captured in the new brand. We are just getting started.”
The rebrand underscores a broader positioning shift, from a billing operations tool to a precision-driven revenue platform centered on clarity, insight, and measurable growth. While the company’s core mission remains intact, the new identity signals a sharper focus on helping teams understand and optimize the financial mechanics behind modern software businesses.
As software companies adopt increasingly complex pricing models, Measure is positioning itself as part of a new generation of infrastructure startups built to bring clarity and control to modern revenue operations.
