About Blue Triangle

Founded on the belief that every friction point has a price tag.

We built the only Revenue Assurance platform that quantifies the cost of digital friction, tells you what to fix first, and proves the ROI of fixing it.

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Our Vision

Measuring friction in the only currency that matters

Hidden friction in your customers' digital journeys is costing your brand millions — in lost conversions, in abandoned carts, in customers who don't come back.

Most teams already know friction is a problem. What they lack is a way to measure it in the currency that matters: revenue. Without that, even the best digital teams are prioritizing by instinct, debating in meetings and shipping fixes they hope will move the needle.

We built Blue Triangle to change that.

Our Revenue Assurance platform is the only closed-loop solution that begins by quantifying exactly how much revenue each friction point is costing you — on every page, across every journey — and ends by validating the dollars you recovered after resolving it. The engine behind this is our proprietary Conversion Rate Curve methodology, refined over 10 years and billions of transactions across 150+ leading brands.

The result: your teams stop guessing and start prioritizing the work that actually moves revenue. Engineering, marketing, and leadership align around one shared metric. And every optimization you make comes with proof attached.

That's what we mean by Continuous Experience Optimization — and it's what only Blue Triangle delivers.

Leadership

Meet our leadership team

Lance Ullom

Chief Executive Officer

Lance brings deep experience in both technology and venture capital to his role leading Blue Triangle. Earlier in his career he held senior positions at E*Trade following its acquisition of Telebanc Financial Corporation, one of the first and largest online banks. He has spent 18+ years as an angel investor in the technology sector and is a Principal at Blu Venture Investors, supporting early-stage technology companies in the Mid-Atlantic region. He also serves on the boards of several public and private organizations.

Lance Buchholz

Chief Revenue Officer

Lance has 20+ years of experience helping enterprises solve complex technology challenges, with stints at Wily Technology, CA Technologies, Azul, OPNET, Riverbed, and Aternity. His background spans IT infrastructure, network monitoring, end-user experience management, cloud adoption, and application performance.

Chuck Moxley

Chief Marketing Officer

Chuck is a seasoned marketing executive with deep expertise in digital experience optimization. He has led marketing efforts at multiple high-growth technology companies and brings strategic vision to Blue Triangle's brand and demand generation.

Amir Rozenberg

Chief Product Officer

Amir leads product strategy with a focus on translating customer friction into measurable revenue outcomes. His background in product management spans enterprise analytics and performance optimization platforms.

Daniel Foss

Chief Technology Officer

Daniel leads the engineering team building the technology behind Blue Triangle's Revenue Assurance platform. His expertise spans scalable data systems, real-time analytics, and cloud-native architectures.

Vanessa Martin

Chief of Staff

Vanessa oversees operational excellence and cross-functional alignment, ensuring Blue Triangle's teams deliver on strategic initiatives efficiently and cohesively.

Emily Salzer

Vice President of Customer Success

Emily ensures customers maximize value from Blue Triangle, leading a team dedicated to onboarding, enablement, and ongoing partnership with the world's leading digital brands.

Ready to see what friction is costing you?

See the Conversion Rate Curve applied to your site — and get a prioritized list of every dollar you're leaving on the table.

Request a Demo