Why we're building Prime Holdings in public
Prime Holdings is the corporate parent for three consumer-finance SaaS products: CancelSub (subscription auditing), Refundr (refund automation), and Folio Tax (AI-assisted tax prep).
Legally, Prime Holdings is a Texas Series LLC — a structure that lets a single parent entity own multiple legally separated series, each with its own liability shield. It's the same structure a lot of real estate investors use to isolate individual properties. For a software portfolio, it means CancelSub's liabilities can't reach Refundr, Refundr's can't reach Folio Tax, and so on.
Why three products, not one?
Three reasons:
- Shared infrastructure, different distribution. All three products use the same auth, billing, database, and email stack. The marginal cost of a second or third product is low once the first one is built.
- Different SEO surface area. Three domains with distinct content verticals compound faster than one domain trying to rank for everything.
- De-risked customer acquisition. If one product lands harder than expected, the others keep the portfolio moving. If one flops, it doesn't take the whole company with it.
Why build in public?
Two reasons we'll be transparent as we go:
- Accountability. Writing what we're doing publicly forces discipline. It's harder to procrastinate on a plan we've published.
- Audience. Consumer finance is a trust-first category. Showing our work builds the kind of credibility that'll eventually convert into customers.
What we'll be publishing
On this blog specifically:
- Technical posts on the stack (Next.js 15, Turborepo, Stripe, Supabase, Resend)
- Business posts on formation, compliance, Stripe underwriting, DBA filings — the boring-but-real unlock steps
- Portfolio updates (revenue, MRR, churn, retention) as each product matures
On the product blogs (cancelsub.co/blog, refundr.io/blog, folio.tax/blog):
- Category-specific guides that give away the best content on the topic
- Consumer-rights deep dives
- Comparison posts, playbooks, explainers
Welcome aboard. If any of this resonates, you can follow along at the individual product sites too.
— Easton