Every entrepreneur dreams of that moment when growth takes off—when the product resonates, sales climb, and the team expands. But rapid success often brings its own growing pains: systems that no longer fit, manual processes that can’t keep up, and a constant game of catch-up behind the scenes.
That’s precisely where BrüMate, the Denver-based premium drinkware company, found itself.
From Product Innovation to Business Innovation
BrüMate’s story starts with a simple idea. Founder Dylan Jacob wanted to create drinkware that looked as good as it performed—stylish, functional products that enhanced everyday experiences.
“BrüMate, at its core, is a drinkware and cooler company, but at its heart is an innovation company,” says Jacob, now Chief Innovation Officer of BrüMate. “Innovation powers everything we do here. We’re all about creating products that enhance our customers’ experiences.”
Consumers loved it. BrüMate quickly evolved from a direct-to-consumer (DTC) startup focused on adult beverages into a lifestyle brand known for its coolers, tumblers, and hydration gear. As its audience grew, so did its operations, adding wholesale and retail partners, new product lines, and a larger team.
But the company’s back-office systems weren’t scaling at the same pace.
The Growing Pains of Success
CFO Jarrod Cox joined BrüMate at a time when the finance team, now just seven people, was managing everything from accounting close to demand planning and inventory. The company’s growth was outpacing its infrastructure.
“Before BILL, I used to spend an entire eight-hour day every month reconciling credit card statements and hunting down receipts,” Cox recalls.
The process was cumbersome. New cards could take weeks to arrive. Department leads shared physical cards, creating security risks and accountability headaches. There was limited visibility into real-time spending, making it harder to respond to changing business needs.
For a company that prides itself on agility, this kind of friction was more than an inconvenience. It was holding BrüMate back.
Turning to BILL for Agility and Clarity
To regain speed and control, BrüMate implemented BILL Spend & Expense, an integrated financial operations platform designed to automate spend management and streamline workflows.
The change was immediate.
Tasks that once took days now take just one to two hours a month. The finance team can issue virtual cards instantly, set and adjust budgets in real time, and eliminate the need for physical card sharing entirely.
“BILL Spend & Expense has been with BrüMate every step of the way as we’ve scaled and grown,” says Cox. “It lets us move at the same speed as our business.”
The benefits didn’t stop at efficiency. BrüMate also earned nearly $400,000 in rewards through BILL’s program—money that gets reinvested into creative marketing and brand growth.
Innovation Where It Matters Most
For Jacob and Cox, this shift wasn’t just about simplifying expense management—it was about aligning the back office with BrüMate’s front-line philosophy.
“At our heart, we’re an innovation company,” Jacob explains. “Purpose-driven innovation powers everything we do—not just in our products, but in how we run the business.”
That mindset has helped BrüMate evolve from a niche DTC brand into a leader in health and hydration. Its wholesale business now nearly matches its direct-to-consumer channel, and Amazon isn’t far behind.
In a market where consumer preferences can change overnight, the ability to act quickly—financially and operationally—is a real competitive edge.
“One of the unique things about working in an e-commerce company is how quickly things change,” says Jacob. “Where do we want to place our spend? What assets do we need to create? BILL Spend & Expense allows us to make those decisions instantly.”
The Bigger Lesson: Scaling Smart
BrüMate’s story offers a broader takeaway for every business owner: innovation isn’t just about inventing something new. It’s about removing the roadblocks that slow you down.
Whether you’re managing marketing budgets, supplier payments, or team expenses, efficiency is a form of innovation. The right systems don’t just save time—they unlock creativity, agility, and focus.
As BrüMate’s growth continues, its partnership with BILL ensures that its operations can scale as seamlessly as its product line.
Or, as Jacob puts it: “We need to react in real time to what customers want. BILL helps us move at the speed of sound.”
For small business leaders, that’s the ultimate takeaway: growth doesn’t have to mean growing pains. When your systems evolve as fast as your ideas, you’re not just scaling—you’re scaling smart.
I’m happy to partner with BILL to highlight entrepreneurial successes like this, as they remind us that “innovation” isn’t just about what you sell—it’s about how you work.
You can experience the joy of BrüMate. Qualified prospects can get a free BrüTank, valued at $299.95, just for taking a demo. Sign up here to get your BrüTank, featuring a 1.8-gallon drink tank and built-in tap.
Rieva Lesonsky is President of Small Business Currents, LLC, a content company focusing on small businesses and entrepreneurship. You can find her on Twitter @Rieva, Bluesky @Rieva.bsky.social, and LinkedIn. Or email her at Rieva@SmallBusinessCurrents.com.
