Our story
Built from inside a real med spa.
We did not start Nabu as a software idea. We started it because we were operating a clinic, looking at revenue reports, exports, and spreadsheets, and still could not answer the question that mattered most: what is actually profitable?
Where it started
The operational data was there. The financial picture was not.
When we started planning the clinic, we evaluated different EMR systems. Some were too limited for how a real clinic operates. Some were expensive, complex, and still required significant manual work to get anything useful out of the reporting side. We eventually landed on Zenoti because it offered the most comprehensive feature set for clinic operations: scheduling, memberships, inventory, providers, services. It handled the operational side better than anything else we found.
But a strong EMR does not automatically tell you what a service truly costs to deliver after provider compensation, products used, device allocation, and room time. It does not show you which providers generate the most margin per hour. It does not tell you whether your memberships are profitable after redemptions and fulfillment costs. That financial intelligence layer, sitting on top of your operational data, simply did not exist in a form that worked for a clinic our size.
We looked at outside options. A CFO or a fractional CFO is expensive, and it is not a handoff. You still have to explain your membership structure, your provider comp model, and your device contracts to someone who has never run a clinic. The effort does not disappear. It moves.
So in 2025, we started building it ourselves.
From operator to builder.
The path from running a clinic to building the tool we needed.
2021
The idea started.
We began seriously exploring what it would take to open a med spa. The clinical vision was clear. The business visibility was not. From the beginning, the question of whether a clinic like this could be truly profitable was hard to answer with confidence.
2024
We opened the clinic.
Once we were operating, the blind spot became concrete. Revenue reports were easy to find. True profitability, after provider pay, product costs, device payments, processing fees, and marketing spend, was a different story. The numbers existed somewhere. They just never came together in one place.
2025
Nabu took shape.
After evaluating systems, exports, and reporting options, we started building the financial intelligence layer we wished existed from day one. A system that sits on top of your operational data and gives you the numbers that actually matter for running the clinic.
2026
Opening it to other clinics.
What began as an internal tool for our own clinic is now available to other med spa owners who want clearer numbers without living inside spreadsheets every month.
“We did not build Nabu because the market needed another dashboard. We built it because we needed a clearer way to run our own clinic.”
Cruz Noori, Co-Founder of Nabu
The name
Why Nabu?
Nabu is named after the ancient Mesopotamian god of writing, wisdom, and scribes.
Our family roots trace back to Mesopotamia, modern-day Iraq, so the name felt personal. But it also fit the product. Nabu is built around the same idea: turning scattered records into knowledge owners can actually use.
For us, the name is not decoration. It is a reminder of what this product is supposed to do: help clinic owners read the truth inside their numbers.
The problems we kept running into.
Every clinic owner we have talked to hits the same walls.
Revenue is not profit
Booking reports can show a strong month while the real picture tells a different story. Revenue does not account for the cost of delivering each service, running each membership, or funding each campaign.
Good EMRs have limits
A strong EMR handles your operations. It does not automatically tell you what each service truly costs to deliver, which providers generate the most margin per hour, or whether your memberships are actually profitable after fulfillment.
Outside help is not a handoff
Bringing in a CFO or a fractional CFO sounds like a solution. But you still have to explain your membership structure, your provider comp model, and your device contracts to someone who has never run a clinic. The effort does not disappear. It moves.
Intuition runs out fast
When you have 40 services, multiple providers, device leases, and hundreds of active members, gut feel becomes a liability. You need actual numbers built on your real cost model.
What we built
Nabu is what we wish we had on day one.
It connects to your booking system and financial data. It maps the cost of delivery for every service: provider compensation, product cost, device amortization, room time, processing fees. Then it shows you what is profitable, what is leaking margin, and what you should do next.
Not another dashboard with more charts to interpret. Not another export to paste into a spreadsheet. A system that understands how clinics work and puts the answer in front of you each week.
We built it for the clinic we run. We are making it available to every clinic dealing with the same problem.
Service profitability
True margin after all delivery costs, not just revenue.
Provider economics
Who generates the most margin per hour, not just the most revenue.
Owner-ready signals
What to protect, what to fix, and what to watch this month.
Early access
Stop guessing what is profitable.
Nabu connects to your booking and financial data, maps your real cost structure, and shows which services, providers, devices, and memberships are actually making money.
Request early access
Tell us about your clinic.
Built for aesthetic clinics and med spas that want profit clarity, not another generic dashboard.