A small team that grew out of wine-country data work — into a full-stack partner for businesses across the country.
A two-person shop today. Everything you'll see in a proposal, on a call, or in a monthly recap was built by one of us — not contracted out, not white-labeled.
Started WhiteCap in 2023 after years inside POS systems most owners had never opened. Math, business, and computing background — translated into plain-English answers for operators who don't want a 40-slide deck. On every strategy call, every monthly recap, every "what should we do next" question. Lives on the shores of the Finger Lakes; off-hours go to figuring out which winery to send people to next.
thomas@whitecapdata.comJoined in 2026 — bringing the AI and cybersecurity side that took WhiteCap from "data consultancy" to "we build the whole stack." Builds the automations, the custom software, the dashboards, and the platform it all runs on. Background spans production hardening, offensive security, and ML systems — applied here to ship things that don't break and don't leak. Big believer in shipping the boring fundamentals before the flashy stuff.
michael@whitecapdata.comWhiteCap Data was founded in 2023 on the shores of New York's Finger Lakes — eleven long, narrow lakes that gave us our name and our mark. The early work was straightforward: help wineries make sense of the data they'd been capturing in their POS systems for years but had never had time to look at.
It turns out the winery problem isn't a winery problem. Almost every small business sits on years of POS, CRM, Shopify, and email data they've never cracked open. So we expanded — first to breweries and distilleries, then to restaurants, then to multi-location retail. By 2026 we'd grown to serve businesses in more than six states, with clients ranging from independent tasting rooms to operators running multiple locations.
Along the way the work expanded too. Customers asked for help with the website that fed their CRM. Then for help with the Google Ads campaign that fed the website. Then for the AI automation that handled the leads coming in. By the end of 2025 we were less a "data consultancy" and more a single partner for the whole growth loop — site to traffic to data to decisions.
That's what we are now. Small enough that the founder is on every call. Broad enough to cover the full stack. Honest enough to tell you when a project isn't a fit. Solving the questions of tomorrow with the data of today.
Our tiers are public. The setup fee is what it actually costs to build the site. No "contact us for pricing" games.
Every site is custom. Every dashboard is custom. We don't resell a template store.
Monthly recaps. Dashboards you can open yourself. The math behind every recommendation in plain English.
The person who designed your site is the person who reads your data and answers your email. No handoffs to a junior.
We're small enough to talk directly — book a call and you'll get one of us, not a sales engineer.