The Frictionless Experience: The podcast where we slay friction one episode at a time  Listen to the podcast

Our Vision

It has become increasingly critical and challenging for brands to compete online and create frictionless digital experiences for their consumers.

While it is widely understood that slow page speed negatively impacts business outcomes, online and omnichannel businesses cannot optimize their website and native mobile app unless they can quantify how friction impacts revenue and customer experiences.

Without quantifying business outcomes, teams rely on guesswork to diagnose problems and which friction points to resolve, often leading to siloed decision-making, lost opportunity, and unpredictable results.

At Blue Triangle, we change that. We believe in Continuous Experience Optimization – an evolutionary new approach that helps performance-driven organizations deliver customer experiences that move the needle of their business.

We are the only platform that that begins with quantifying the cost of friction in your digital experience and ends with validating the revenue and business outcomes.

An Excellent 55 NPS Score Higher Than the Industry Average of 40
Highest G2 Score in the industry
Among the Highest TrustRadius scores in the industry.

Meet Our Leadership Team


Lance Ullom

Chief Executive Officer

Lance has an extensive background in technology and venture capital. From 1996 to 2000, Lance was employed at Telebanc Financial Corporation (TBFC), the first and largest online bank. After TBFC successfully merged with E*Trade, he held various senior positions at E*Trade.

Lance has spent 18 years angel investing in the technology space and is a Principal at Blu Venture Investors, a venture capital investment company that supports early-stage entrepreneurs in the Mid-Atlantic Region. He also serves on the board of directors for several public and private organizations.
Lance B transparent dark

Lance Buchholz

Chief Revenue Officer

Lance has 20+ years’ experience at companies including Wily Technology, CA, Azul, OPNET, Riverbed, and Aternity, helping customers and partners with IT infrastructure and network monitoring, IT transformations, end-user experience management, cloud adoption, and application performance monitoring.
Chuck Moxley

Chuck Moxley

Chief Marketing Officer

Chuck is a marketing practitioner with more than 25 years of experience on both the brand and agency sides of marketing. Chuck has developed innovative marketing programs for dozens of brands, including Chick-fil-A, Lee Jeans, Subway, AT&T, Pepsi, Citgo, NFL, and Sears.

He is one of the nation’s leading experts on the convergence of technology and marketing and frequently speaks at corporations, industry trade organizations, and universities on digital marketing, digital identity, and the ethical use of data and its impact on business and society. He is the co-author of the book An Audience of One, published in October by McGraw Hill.

Shannan Hanson

Chief Customer Officer

Shannan first joined the Customer Success field 20+ years ago and has overseen considerable changes in the industry, notably the transition of the classic Account Manager to Customer Success Manager role.

A consultative customer advocate passionate about supporting, educating, and growing customers, she focuses on understanding key business and revenue drivers and aligning them with a frictionless customer experience.

Amir Rozenberg

Chief Product Officer

With over 15 years of product management experience, Amir has led high-growth global teams from seed to enterprise, delivering innovative and functional solutions that create predictable and scalable business value. He served most recently as Senior Director of Product Management at Capital One, and served in senior roles at Sauce Labs, Gomez (acquired by Dynatrace) and Groove Mobile and started his career at Intel.

Amir is passionate about enhancing the digital quality and performance of products, and empowering developers with the best tools and practices, and is a frequent speaker and thought leader in the field of DevOps and continuous quality.
Daniel Foss

Daniel Foss

Chief Technology Officer

Daniel has over 3 decades of experience in the infrastructure, datacenter, and security fields for both Enterprise and SaaS companies. A tenured, creative leader, he has utilized technology and business acumen to complete complex projects and acquisitions successfully.

As Global Head of Operations and now Interim CTO of Blue Triangle, Daniel oversees all operational services, leveraging multiple cloud providers to deliver positive user experiences, reliability, and scalability.

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