Ultimately in 2016 alone, he helped the company recover over 10 million Xbox Live subscriptions, which resulted in over $100 million in recovered revenue. “Every subscription company deals with this black hole,” he said. “The other part is, what do we do when a payment fails?”The San Francisco-based startup has raised $7.5 million, largely from Atomic, to tackle the problem. It claims that it helps these companies find, on average, $1 million of revenue per year. For example, Menon estimates that a $100 million ARR company would be able to see $1 to $4 million in ARR lift which is a lot, and a $500 million ARR company, around $2.5 to $5 million. Long term, he said, the company aims to build an AWS, or operating system, for payments.“We’re trying to build a connective tissue for the entire payments ecosystem. So in 2020, he teamed up with venture studio Atomic to found Butter, a startup aimed at helping companies retain existing customers and sign on new ones by preventing this accidental payment churn.