Measuring your purpose-driven business
With Kyle Braatz, Co-founder @ Fullscript
In this episode, Allan and Lauren sit down with Kyle Braatz, co-founder and CEO of Fullscript, a company on a mission to help people get better.
Fullscript rallies around a single North Star metric: how many people is Fullscript helping get better every day? It's not just a number — it's the company's driving force. Traditional metrics like Net Revenue Retention Rate (NRR) and LTV:CAC Ratio still matter, but Kyle sees revenue as an outcome — a direct result of succeeding at your purpose, not the purpose itself.
Purpose as a metric
Kyle makes a compelling case for building a purpose-driven business around mission rather than margin. When your North Star is rooted in real human impact, financial performance tends to follow. That reframing changes how a leadership team prioritizes decisions, allocates resources, and defines success.
It also changes how you interpret your data. A dip in Customer Lifetime Value (LTV) looks different when you're also asking whether customers are getting healthier outcomes. Context shapes the story your metrics tell.
Rapid growth in integrative medicine
On the heels of a $240M funding round, Fullscript is scaling fast — and bringing integrative medicine into the mainstream. Kyle shares how the company has managed hypergrowth without losing sight of its founding purpose, and why SaaS metrics like CAC Payback Period become even more important when you're deploying capital at scale.
The conversation covers how Fullscript balances short-term financial discipline with long-term mission alignment — and what other founders can take from that approach.