From Dashboards to Doing: Triple Whale’s Moby 2 with Maxx Blank

Steve Hutt:
Welcome back to eCommerce Fastlane. I am your host, Steve Hutt. Now, if you’ve been in the Shopify ecosystem — and likely you have, because you’re listening to the show — you already know my guest today. Maybe you don’t know him personally, but you know the product he’s involved with as one of the co‑founders: Triple Whale and their Pixel. You’ve probably used it, and if you haven’t, you should be. It sits inside literally more than 60,000 brands.

Steve Hutt:
I’m sure Maxx will have more exact numbers in a moment. It’s so interesting what the Triple Whale product does. They’ve had this product called Moby, which has been their conversational AI layer for quite a while now. Very recently — in the last week or two — they’ve moved from more of an analytics tool to more of an execution tool, which is quite interesting. That’s where this Moby 2 product comes in as the second iteration. It went generally available recently, literally in May.

Steve Hutt:
It really is a different product. It doesn’t just tell you what’s happening in your ad accounts; it actually acts on it. There are some specialists built into this Moby 2 product. There’s a media buyer, a creative director, and a conversion optimizer. I’m going to call them agents or specialists, but they own their own KPIs and they ship work. Literally, they do it. That’s it. It’s copilot or fully autopilot mode. My guest is Maxx Blank. He’s the co‑founder and chief operating officer of Triple Whale. I’ve been recommending Triple Whale even back in my time at Shopify, long before we hit record today. I recommended it to many merchants in the early days because I felt that only having Google Analytics or another attribution tool as your main analytics layer wasn’t enough. Yes, it needs to be there as a default, but adding Triple Whale really helped create better segmentation in ad programs, especially because of attribution windows, iOS updates, and all the craziness that happened. It became a default install I recommended to many people. I wanted to have Maxx on the show today to talk about Moby 2, this idea of agentic commerce, what’s happening now, and how you’re able with Moby 2 to execute — not just look at neat dashboards. So, Maxx, welcome to the show.

Maxx Blank:
Thank you, Steve. Pleasure to be here.

Steve Hutt:
Oh yeah. Take me back to the early days of the Triple Whale product. I want to set the stage correctly first. What was the actual thing Triple Whale was solving in the early days? I think it’s interesting because you and your wife had a brand and a business, there were lots of spreadsheets and a lot of craziness, and over time it iterated. That product has now moved on from just the direct‑to‑consumer side, but Triple Whale really was an iteration that came from your DTC backstory.

Maxx Blank:
Yeah, 100%. Just like a lot of your audience who have probably broken through product‑market fit and are scaling somewhere between a million and 10 million — maybe more on the top line, you tell me if I’m off — there’s a typical journey. It’s a small team. Maybe it’s you and your wife, maybe you and some buddies. But you’ve got product‑market fit. You’ve learned Facebook ads, which is where everyone goes first, and there’s no dethroning that beast because it works.

Maxx Blank:
There are a lot of other channels coming up, which is great, but trying to wrangle all that data and understand what’s going on becomes its own job. You almost become a day trader because you’re spending in real time. You have to make changes, turn budgets on and off, scale things, get more creatives pumping. There’s a lot you have to do throughout the day to keep revenue flowing. You need that ad spend flowing, because that equals revenue — hopefully.

Maxx Blank:
Wrangling all those numbers — ROAS, blended ROAS, MER, just the basic KPIs — typically ends up in a Google Sheet. That’s usually where every SaaS tool starts, right? With a Google Sheet. That’s where we started our Triple Whale journey. It was an offshoot of a brand my wife and I had started after a few other brands, learning how to run stores on Shopify. It was a ton of fun and a great entrepreneurial starting point. Shopify is awesome: you just get it and go. That’s where it started — in a spreadsheet.

Maxx Blank:
At some point I had a good friend of mine, AJ Orbach, come and work with me. We were old friends. He and I started running the brand together — me, him, my wife, his wife — we were all working together in our town in Columbus, Ohio. He was a big tech product guy who forayed with me into ecommerce, and Triple Whale was essentially scratching our own itch. We didn’t want to copy and paste into dashboards anymore. We weren’t super technical, so we needed something simple. I really think the simplicity of Triple Whale at the beginning — just aggregating KPIs from Shopify, your ad channels, Klaviyo, and giving you directionality in real time in your pocket — is what started it. That proposition, and how quickly you could get it up and running, really helped us scale in the early days.

Maxx Blank:
I remember talking to merchants early on, trying to figure out how to sell SaaS. I had been selling product, and suddenly I was selling SaaS to people just like me. I’d talk to them and they’d ask, “Are you a merchant?” because I spoke the language and understood the problems. Then you had iOS and all the privacy updates in 2021. The dates are a little fuzzy for me now, but we saw an opportunity to invest in identity resolution and an attribution solution that could restore clarity around which ad channels and campaigns were working. That became our Pixel, and that was awesome.

Steve Hutt:
Yeah.

Maxx Blank:
That took off, and it’s a great solution. It still is, and it’s the backbone of everything we do. Fast forward a few months, maybe a year: if we wanted to go upmarket and work with bigger Shopify brands, we needed to expand our data capabilities, our integrations, and our overall data roadmap, along with the robustness of our integrations. So we basically brought in every integration a Shopify store needed, organized the data, stored the data, and allowed merchants and our team to build visualizations outside our standard views. We really became a robust BI platform.

Maxx Blank:
What took us to where we are now is that we had all this organized data, fine‑tuned exactly to an ecommerce store’s day‑to‑day operations, including marketplaces like Amazon that are key to scaling a DTC brand. Bringing all that data into one place, organizing it, normalizing it — it was a lot of messy work. We did it, we did it well, and we still do it well. That data layer, plus the pixel data with customer journeys, put us in a position where, when the AI wave came — and we felt something was coming — ChatGPT launched and we were like, “Okay, this is very real now.” We went on to build our first version of Moby. That was the chat experience: ask questions, pull answers out of Moby about my business. That was Moby 1. I’ll pause there, but there’s a lot more.

Steve Hutt:
No, that’s a lot to unpack. It’s interesting. I wrote a note here: there really is a bottleneck, and I think that’s one of the big problems Triple Whale has been solving. There’s a data challenge and then there are tools — and now there’s this AI layer. Let’s unpack the Moby 2 solution, because that’s where a lot of that bottleneck is being removed with this whole agentic layer. We’re able to interact directly with your data because of the Pixel and identity resolution. As I said at the top of the show, you’ve broken it down into dedicated agents that can do real work to help the business. There’s an execution layer now.

Steve Hutt:
Talk about that, because some people don’t trust AI. Clearly there are labels at the bottom of everything — “AI may make mistakes, double‑check responses,” all of that. You obviously have guardrails and you’re being particular, since we’re talking about money, making recommendations, and executing those recommendations. Talk about the Moby 2 product and the AI component, and how it fits into the mix now.

Maxx Blank:
Yeah, 100%. There’s a lot.

Steve Hutt:
There’s a lot.

Maxx Blank:
There’s a lot. Every day it’s exhausting to stay on top of everything and run your store at the same time. There’s this intense FOMO: “Am I missing something?” At the same time you might think, “Maybe I’ll just watch for a bit as a merchant and see where the cards land. What actually settles?”

Maxx Blank:
It’s almost like the fog of war on the SaaS side. It’s a whole different game, and SaaS itself is transforming so much, which I’m sure you’ve seen. Things are happening so fast it’s dizzying, especially if you’re on X and seeing endless posts about the new thing someone tried that “changed everything.” You’re left wondering how much of that actually fits and works for your business.

Maxx Blank:
There’s a lot out there, and everyone is on their own adoption journey with AI. There was a lot of skepticism — rightfully so — but it’s starting to shake out. You’re starting to see patterns. Every time there’s another model update, things get more stable, more intelligent, more capable.

Maxx Blank:
So let’s get into Moby 2 and what’s going on there. First and foremost, we essentially take all of the models that are out there. We work with all of the frontier models. A typical merchant today has probably used ChatGPT or Claude. They’ve probably done something there. I think that’s a fair bet now; I don’t think you could have said that a year or a year and a half ago.

Maxx Blank:
Has everybody automated things? I don’t think so — maybe some elements — but many people have definitely dropped a spreadsheet into ChatGPT.

Steve Hutt:
Right.

Maxx Blank:
And that’s great. At the same time, what we’ve done is taken all the models and put them together. You can go into Moby in your Triple Whale account and pick a different model. If you want to try the new model for image generation for your PDP page or new statics, you can. We’re bridging the gap by giving you a responsible platform with guardrails where you can work with our team to implement AI in your business. It’s functional and real.

Maxx Blank:
We’re going to help you, and make sure you get real business data. What does that actually mean? Here’s a story I think most merchants can relate to. They come in on a Monday morning and ROAS has dropped. What are they going to do? They might grab some data, throw it into ChatGPT, and get a very confident answer. Maybe it’s right. Maybe it says “ad fatigue” or “seasonality.” Those all sound like they could be answers, but you still don’t know. You don’t know if you should act on that.

Maxx Blank:
So maybe a day later you jump on with your team, look at the data again, get more answers, and you’re still not entirely sure. By the time you make a decision, you’ve lost a couple of days of ad spend, and that can be very expensive. What we’ve done is put all of your data into Triple Whale. It has all the changes you’ve made — budgets, campaigns, creatives — across all the platforms connected to Triple Whale. We have all of them.

Maxx Blank:
It knows you ran a promotion because we have your Klaviyo account and discount codes. It knows you changed creatives or that your media buyer changed the budget or launched something new. It knows what’s going on. So if you ask Moby what to do with that same situation, it comes back with a really actionable, contextual answer. It knows your business. When it’s on the money, you trust it.

Maxx Blank:
Over time, you build more and more trust. We’ve built in guardrails, and you can put “skills” into it — I’m not sure how familiar everyone is with skills, but they’re becoming more common. It’s a memory layer and context. We’ve orchestrated Moby so you can manage context. It’s really like AI in a box on top of your data, on top of your ecommerce store, that just works. Then you layer the action layer on top. You can change budgets within Moby. It will recommend something, and you hit accept or don’t accept.

Maxx Blank:
If you build a lot of confidence, you can put it on autopilot. We have a few customers doing that. It’s still early days for autopilot, but the copiloting of things is already speeding up processes. That loop from “what happened” to “execution” has contracted so much. It feels like relief. I remember being a merchant in the trenches, running the ad account day‑to‑day, trying to see what was changing, trying to get data out of Ads Manager and then marry it to Shopify data. That was hard.

Steve Hutt:
It was.

Maxx Blank:
And now you can just do it.

Steve Hutt:
Yeah. What’s interesting about Moby 2, when I was researching before recording, is all these connections — the media buyer, the creative director, the conversion optimizer. I love the copilot idea. I don’t think most people are ready for full autopilot yet. Yes, there can be guardrails, but it’s definitely crawl, walk, run.

Steve Hutt:
What I find interesting is this multi‑model orchestration you talk about. I think of Anthropic and Claude — very powerful, my go‑to LLM. Then there’s ChatGPT via OpenAI, and Google’s Gemini. These models are available and great individually. It reminds me of a fellow I follow on YouTube, Nate B. Jones. I’ll put a link in the show notes. He’s in Seattle, a product guy, but a real AI savant. I learn a ton from him. He has a daily show and a Substack. I’m not trying to pitch him, but he’s a great follow if AI is in your wheelhouse, which it should be for a lot of people.

Steve Hutt:
He talks a lot about “harnesses.” One thing he does that I find interesting — and it’s exactly what you’re doing with Moby 2 — is using multiple models. You can use one model to extract data and make recommendations, but he then passes that output to another model and has it aggressively verify the results, trying to find something wrong with them. Not forcing it, but saying, “Here’s the data I gave the first model, here’s the output I got. Do you corroborate this story, yes or no? If no, why?” Then he passes that back to the original model: “By the way, I passed this through another model, what’s your take now?”

Steve Hutt:
A lot of that can happen in the background. Some of it can be real‑time, directly querying, and some of it can be behind the scenes. It sounds similar to what’s going on with Moby 2: you have access to different models, and you’re the source of truth by passing things through or using multiple frontier models at the same time.

Maxx Blank:
Yeah. Approaching AI with that back‑and‑forth, challenging it and doing it cross‑model, is very cool. If you’re trying to get to a specific outcome and really push it, I think that’s one of the best ways to push these models — to use AI as a learning partner, going back and forth with it.

Maxx Blank:
Underneath all of the models being used in Moby and in other software or point solutions, there are system prompts and multiple prompts happening in the background to fine‑tune and make it easier for the end user. When you’re doing that, there is some of that “cross‑check” behavior happening.

Maxx Blank:
But for the majority of our customers, that style of multi‑model harness is very advanced. Most customers can simply come into Moby, pick a new model, and see how the outcomes differ. I’m not sure how often they’re really pushing it, but for advanced users that is absolutely a great way to push and pull on the AI and get the best outcomes you can.

Steve Hutt:
Yeah. Let’s talk about these different specialists. Yes, you can query and select your frontier model of choice, but what’s actually available to people? It’s hard without video, but when you have these specialists — media, creative, conversion optimizer — does the marketer or founder have to always initiate things, or is there a recommendation engine that says, “Steve, we’ve analyzed your data and noticed something you might want to act on”?

Steve Hutt:
I think there are two sides: the proactive side, and the reactive side where I believe something’s down because I can see it, or I want to improve something. Maybe I’m the media buyer or the person focused on conversion or LTV or AOV. I have an idea, I want to query the data and get a recommendation. Talk me through those two sides: the proactive and the marketer saying, “I have a problem, help me,” directly through Moby 2.

Maxx Blank:
Sure. The way we look at it, there’s a push‑pull aspect. Either the merchant is pulling information out of Moby — maybe based on a hunch, maybe because it’s something they haven’t automated yet — or Moby is pushing information to them.

Maxx Blank:
If you imagine you’re building something or doing research, you’re digging around. Same thing here, but in your business, with the power of AI on your data. That’s the “pull” side. Moby can also push recommendations up to you. That’s what’s awesome about Moby 2: it’s alive and listening. It can sit in your Slack with your team and tap you on the shoulder: “Hey Steve, check out this segment over here. By the way, here’s a campaign already built — open this link and hit send in Klaviyo.”

Steve Hutt:
Right.

Maxx Blank:
We already have the rails and UI done with your brand, because we’ve scraped your brand and it’s in Moby’s memory now. That ability is amazing. It becomes a true team member. It’s like you as a founder or media buyer just put on an Iron Man suit and can walk around with that kind of power.

Maxx Blank:
There’s a lot of fear with AI. I’m not a doomer at all. I think there’s going to be a crazy amount of abundance, but also a lot of uncertainty, which is scary. People say, “Don’t worry about AI taking your job; worry about a person using AI taking your job.” That’s how I see it. You have to lean in and learn these tools, and Moby can help you do that.

Maxx Blank:
So back to the specialists. What is the Moby platform? What does someone see when they come in?

Steve Hutt:
Yeah, right.

Maxx Blank:
When you come into Triple Whale today, the original experience was dashboards. Now we’ve created an area of the app that looks like ChatGPT or Claude — a chat interface with connectors and prompts. There are starter prompts you can click to get going. That’s all about pulling information from Moby. You can say, “Hey Moby, what do I need to know today?” or “Moby, build me a new landing page.”

Maxx Blank:
Moby has all of the tooling you’d expect in ChatGPT or Claude. It can make dashboards, landing pages, email campaigns according to your brand and Klaviyo’s specs — anything marketing‑artifact related. It can do images and video. It has video models, all the image models. It’s all packed into Moby. You have to pull it out, and we try to help with starter states and prompts. That all works great.

Maxx Blank:
Then you can schedule these things. Let’s say every Monday you need an analysis of which creatives are fatiguing. You tell Moby how you think about that. If you want, it can also tell you how it thinks about it and check your logic a bit. Then you tell it to run that report every Monday and send you the fatigued campaigns and a breakdown of what’s going on.

Steve Hutt:
Right.

Maxx Blank:
You can run that on a schedule. You can have it emailed to you, sent into Slack, or surfaced in the app in Moby’s recommendation feed. That’s a full suite for pulling and scheduling. Great.

Maxx Blank:
Now, for jobs that require lots of data or more complex applications, you can build mini apps in Triple Whale. I won’t go too deep into that, but there’s a lot of context you may need to get a job done. As a media buyer, you have your recipes and gut checks you go through every day. You can start putting that into Moby over time. We gather context, rules, and actions into these specialists that run as their own items in the Triple Whale navigation.

Maxx Blank:
They’re containers of work. If you’ve seen the Agent Builder in ChatGPT, it’s similar — they get work done for you. Take the media buyer: it takes all your context and best practices from our network, goes through your ad account, and gives you recommendations. You can hit accept, don’t accept, or dismiss. As you gain trust, you can give it more autonomy if you want. It’s absolutely crawl, walk, run. They can send recommendations into Slack, like I mentioned.

Maxx Blank:
Under the hood, it’s a rules engine plus an LLM and all your data, with dashboards to show you what’s going on so you can track it. If you’re trying to improve MER or ROAS, you see that front and center, along with how it’s doing. There’s an action log of everything it did for you.

Maxx Blank:
For the conversion rate specialist — its job is to improve your conversion rate. Right now we mostly do that by marrying ad creative to landing pages so you have a consistent experience. You get a PDP experience that Moby built, plugged into Shopify’s landing page generation APIs, directly into your theme with the Pixel ready to go. It can generate dozens of persona‑based landing pages based on your current ads or new ideas. You just watch it go, approve or reject, and you watch CVR improve.

Maxx Blank:
That’s the current conversion rate optimization specialist. On the creative side — which I kind of mashed into the previous explanation — it’s doing creative audits and recommending new angles and new statics. We’ll get video into that specialist shortly. All of this is actionable inside Triple Whale. You can push recommendations straight into Meta, push landing pages straight into Shopify, and have ads created and running in your Meta account. That’s the power of the platform.

Maxx Blank:
A lot of people on their journey are trying to set up things like their own code infrastructure, or manage MCPS and similar tooling.

Steve Hutt:
Yeah.

Maxx Blank:
But we’ve got it all here for the ecommerce merchant. It’s aggregated, managed, and actionable. You can take it off the shelf and rock and roll.

Steve Hutt:
It’s interesting with these frontier models. Many of them are best‑in‑class for reasoning, but like you said, they don’t really know your business. That’s the benefit of what Moby’s job is: context and this routing layer. You can orchestrate things using the LLM as the reasoning engine, but because of the Pixel and knowing all the business metrics — what’s going on in Shopify, visitor behavior, all your ad accounts, historical performance, and the IP you’ve accumulated — putting a reasoning model on top of that is powerful. Now you can advise the founder or marketer: here are recommendations to test, and then you see the ROI out the other end on whatever KPIs you care about.

Maxx Blank:
100%. That is the proposition. That’s our AI play.

Steve Hutt:
Yeah, that’s great.

Maxx Blank:
You have this reasoning engine that’s aware of your context. You wouldn’t hire just anybody to run your ad account. You’d hire someone who understands your business, your industry, the trends. We have the network of all our other stores. We have our finger on the pulse.

Steve Hutt:
I’m going to mention one other thing I think is important. I brought this up with another guest I interviewed recently. There’s this app creep that happens — people keep adding apps and point solutions that do specific things. I’d argue that what you’re doing with Moby 2 is solving a lot of point‑solution problems. These are dedicated apps doing specific things, and they might connect to Klaviyo or Attentive or Postscript. They may have a great partner ecosystem. The problem is the more apps you add, the more complexity you add. It slows down the store. Your Core Web Vitals and Lighthouse scores go down. When there are speed issues, there are organic traffic problems. It’s a cascading effect.

Steve Hutt:
I joke with people that when I take on a new brand, I do an app audit first. “What the hell are all these? What is this?”

Maxx Blank:
What’s the legacy code still on there?

Steve Hutt:
Exactly. There’s a whole separate business in stripping that out. I’ve had many situations where we literally export all customer records and data, then install a fresh theme because the old one is a nightmare. Legacy code that never cleaned itself up. It’s a big nightmare. I think what’s happening with Triple Whale now is different. Instead of all these separate solutions and duct tape, you can consolidate.

Steve Hutt:
Funny story: I did an app audit for a brand. They had an app that someone installed just for forecasting, at $500 a month. It did what it needed for that marketer or financial person, but that person left the company and never told anyone. So this $500 app kept running, costing $6,000 a year in pure margin loss. That’s silly.

Steve Hutt:
Moby 2 and Triple Whale can now fit into that mix. You install it, it runs, it does its thing. It does a lot across media, creative, and conversion optimization and those roles, plus others that will emerge.

Maxx Blank:
Look, you’ve heard of “vibe coding,” right?

Steve Hutt:
Uh‑huh, yeah.

Maxx Blank:
Have you vibe‑coded anything?

Steve Hutt:
I’ve played a bit. I haven’t published anything, but I’ve used a few tools.

Maxx Blank:
That experience is unbelievable. For anyone creating anything now, the ability to just build is unreal. For entrepreneurs, it’s amazing. What we’ve created with Moby 2 is all of that vibe‑coding UI — generative UI — for your data. You can now vibe‑code with a prompt.

Maxx Blank:
I was on a client call with a new CEO of a brand they were trying to turn around. They needed to know what was going on. They had just arrived. We got on Zoom, I shared my screen, logged into their account, and went into the Moby screen. Moby has built‑in voice dictation. I told them, “Speak through the Zoom into Moby as I turn on the mic. Tell me your problems.” We went through five questions: What media is working? What’s inventory like? What are the best sellers? What’s LTV? Do a full Klaviyo audit. Do a CRO audit.

Steve Hutt:
Yeah.

Maxx Blank:
We asked one question after another, about five in total, and by the time we got to the fifth, the first was done processing. It was unbelievable — that feeling of “I’ve got some control over things again.”

Steve Hutt:
Yeah.

Maxx Blank:
You can finally see what’s going on. It’s unbelievable. We use Moby internally at Triple Whale. We dogfood our own product.

Steve Hutt:
Absolutely.

Maxx Blank:
The amount of unlock is unbelievable. One of the questions we asked with this operator — it was about a $15 million brand — was around their best sellers, more granularly, and what was going on with inventory. I said, “Let’s take this a step further to show you what’s possible.” I told Moby: go through my inventory, give me insights. We have a 30‑day buffer, a 90‑day production turnaround time (I just made that up). Give me insights, and also build an inventory management app into this breakdown you’re going to give me.

Maxx Blank:
Within 10 minutes, we had a fully functioning inventory forecasting and reordering app built on top of their data, set up and ready to go inside Triple Whale on top of Moby. Is it ready to be pushed straight to production? I’d probably do a few more passes and have someone internally look it over. But it was working.

Steve Hutt:
Yeah, that’s wild. Really wild.

Maxx Blank:
I’ve got to show it to you. Another call, we should go through it.

Steve Hutt:
Yeah, 100%. I definitely want to see it. That’s the whole reason I have you on today. There are a lot of people who want to do these things. Some are apprehensive to try. Some are wait‑and‑see. But others are more progressive. Triple Whale already has a reputation for solving identity and attribution challenges. Now, with iteration and the arrival of AI and frontier models, and having full access to your data and paid media data, it’s a no‑brainer to install it, try it, and see what it can do. You don’t know what you don’t know.

Steve Hutt:
The power is there. You can still crawl, walk, run. Solve one problem at a time. It’s also interesting you’re eating your own dog food and using Moby 2 internally as your own tool. You have access to all the frontier models, you can have your own persistent memory, and improve the product with it.

Maxx Blank:
You can take that memory to all the models now instead of redoing it in each one. You can store it in Moby.

Steve Hutt:
I know, right?

Maxx Blank:
These things will become more and more normal. Just like you manage integrations or, if you’re a bigger brand with a data warehouse, you manage data, you’re going to need to manage connections into these models and manage MCPs.

Steve Hutt:
Yeah.

Maxx Blank:
We’re doing that for you. It’s a huge unlock.

Steve Hutt:
Obviously I’m on Claude, I’m on all these different plans doing my thing. How do you price the Moby 2 product now? With tokens and usage, I’m trying to figure it out.

Maxx Blank:
Yeah. This is the big question.

Steve Hutt:
Yeah.

Maxx Blank:
We’re rolling out new plans where we’ve baked most of the usage into the plan for about 90% of users, based on our data. If you become a real power user and need more usage — which is basically just tokens — we’ll sell that to you at essentially the same cost you’d get going directly to the frontier model providers. We work with them, and that’s how we’re solving it.

Maxx Blank:
We have a starter plan we call our Foundation plan, focused more on data and attribution, with Moby as well. When you want to get into automation and copiloting, that’s our Automate plan.

Steve Hutt:
Okay.

Maxx Blank:
That’s where it gets more expensive, but there’s a lot of value. It really feels like another team member. It lives with you in Slack, pushes recommendations, and builds things for you without you even asking — whether that’s a cohort analysis or “Hey Steve, check out what these customers are doing,” or “This product is selling well, let’s create more offers with it,” and “These products could go with it, let’s bump AOV and LTV.” It really understands.

Maxx Blank:
Our most premium plan is our enterprise offering, really for brands doing $10 million, $15 million or more in the Shopify ecosystem that want to leverage the full data + AI suite and bring in our expertise around incrementality, holdouts, geo testing, MMM, and other features around our unique network data. That’s where data science comes in.

Maxx Blank:
We also have a team that can help build more customized experiences or help you get set up, guiding you on your AI transition. One thing that’s meaningful — which you’ve brought up a few times — is you don’t have to bite off the whole thing right now.

Maxx Blank:
We’re big on starting where the customer is. We have a platform that’s highly productized and can meet you wherever you are. You can be more advanced and start ripping context, storing memory, and we’ll help you get set up.

Steve Hutt:
Lovely. I do have a lot of agency partners who listen and manage clients. There sounds like a great opportunity there. What’s your thought process on agencies getting access? Are there custom dashboards to manage their clients through Moby or through Triple Whale?

Maxx Blank:
Yeah. We’re about to roll out what we call our Partner Platform. It’s early, but it’s almost ready. We’re moving quickly with a lot of new things. At a high level, agencies with clients on Triple Whale — and we have thousands of accounts under agencies — will be able to roll up all their accounts, see what’s going on at a portfolio level, and then deploy most of Moby — automations, analysis, the whole gamut — into those accounts at scale from a centralized account. That helps you manage clients much more efficiently. It’s huge. It allows agencies to deploy tokens and intelligence into their brands at scale.

Steve Hutt:
I think that’s a huge unlock. Many agencies with big enterprise clients — anyone listening who runs an agency and does done‑for‑you services — will see the Triple Whale agency opportunity as huge.

Maxx Blank:
Yeah. We’ve worked with agencies from the beginning. They’ve been our biggest distribution channel. We love them. This is the first time we believe we have a product that can really help agencies leverage this intelligence into their clients in an unprecedented way. It’s an Iron Man suit. It helps manage more clients, with more efficiency, and is very complementary. I’m excited for it.

Steve Hutt:
Yeah, it’s amazing. We’re nearing the top of the hour, so my last and final question is: what’s the next move for those listening who are not Triple Whale customers but want to crawl, walk, run? What do you tell them? First, who’s the sweet‑spot customer that will get the best value out of Triple Whale? And second, what do you believe the next steps are with Moby 2 for those listening?

Maxx Blank:
We have a freemium product that’s more of a data aggregation tool. On your phone, you can see what’s going on with your business — very similar to the beginning of our story.

Steve Hutt:
Yeah.

Maxx Blank:
That’s for any business. Where the attribution play, the data play, and the AI play really kick in is when you’re over a million dollars, you’ve found product‑market fit, and you’re starting to grow. You’re trying to understand the levers. That’s when you can come in and really leverage the full Triple Whale platform.

Steve Hutt:
Yeah, all right.

Maxx Blank:
In terms of where Moby is going, Moby is going to get smarter. Every time another model comes out, the tide rises for all boats. We get that model the same day.

Steve Hutt:
Yeah.

Maxx Blank:
We’re here to help merchants get success with AI and data, to help you operate and get the decisions you need to grow your business. That’s what we’re doing.

Steve Hutt:
I love the AI teammate idea.

Maxx Blank:
It really is.

Steve Hutt:
It really is. It’s amazing. For a relatively small amount of money — hundreds, maybe a thousand dollars a month or less — you can have what is effectively a teammate. It’s way cheaper than a full‑time employee, and with reasoning plus all your data, you’re getting the right outputs with guardrails.

Steve Hutt:
I think what you’ve built and continue to iterate on is very cool.

Maxx Blank:
Thank you.

Steve Hutt:
This is amazing. I’ll put everything in the show notes — links to the Shopify App Store so you can install Triple Whale. I love the freemium idea as a starting point: you can run it on your phone, then move into the starter and advanced plans, and then start rolling with Moby as you iterate. I’m sure once you add the app there’s a customer success motion, outreach, and “Hey, how are you using the software?” or “We saw this, you might want to try that.” There’s that crawl, walk, run opportunity.

Steve Hutt:
I also love that you can slice off the platform. I didn’t realize that was the case. It’s not all or nothing. You can try this piece first, get used to it, and then pay to play as you iterate both your business and the platform itself. That’s amazing. Any parting words before we log off today?

Maxx Blank:
Look, it’s crazy out there with AI. A lot of unknowns. A lot of things are changing, and a lot of things aren’t changing as well. The ability to leverage these tools and this technology to get meaningful business results by contracting the loop between “I have a question” and “I’ve already deployed a solution and iterated a few times” — that time has gone down to a fraction of what it used to be.

Steve Hutt:
I love it.

Maxx Blank:
That’s something merchants can’t sleep on. There’s a lot out there and a lot to keep up with, but we’re here to do a lot of that work for you, to be there for you, and to help you find success.

Steve Hutt:
Yeah, it’s amazing. All right — Triple Whale, Moby 2, exciting times. Thanks, Maxx, for coming on the show today.

Maxx Blank:
Amazing. Thank you, Steve.

Steve Hutt:
All right, have a good one.