Why Whimsical chose Cake over other equity management platforms.

For Whimsical, choosing a cap table platform came down to more than price and interface, it was about the people who show up when you need them.

Undine Dance, Operations Manager at Whimsical, compared multiple tools through G2 reviews and shortlisted on pricing and interface. What actually won her over was the human support behind the product.

The workspace built for product teams.

Whimsical builds the collaborative whiteboard that product teams use to turn ideas into flowcharts, wireframes, mind maps, and shared docs, all on one infinite canvas.

Founded in Denver, fully remote from day one, and spread across three continents for most of its history, Whimsical has reached the point where a growing stakeholder base calls for the right cap table partner, not more complex tooling.

Like Whimsical, Cake takes pride in building tools that help teams do their best work, weaving AI into the product while still leaning on the people behind it. This human connection is what sealed the deal.

The search for the right cap table platform.

Finding the right Carta alternative means finding a platform that meets your requirements, at your stage of growth. For a growing team like Whimsical, the requirement was straightforward: they needed a platform that would let them keep managing equity grants, stay on top of compliance, and handle the day-to-day cap table work that comes with scaling.

Customer support is a huge factor for many Carta switchers too. For Whimsical, it carried the most weight. As a SaaS company themselves, they understood what a responsive team is worth, and recognized in Cake a team that values human connection as much as they do. 💜

Cap table software holds some of your most important company documents. When you choose a platform for it, you want to know someone will answer when you reach out.

Three things that made Whimsical choose Cake.

A user interface product experts actually want to use

Whimsical isn't just any Cake customer, it's a product team that builds one of the most widely used product software in the industry. When a team like that evaluates software, interface isn't a secondary concern, it's the first thing they notice.

“When evaluating multiple tools, G2 reviews helped narrow down our list, and Cake's friendlier UI and pricing put it at the top of the list.”

One of the motivations behind Cake's own product development is simple: to build a platform that teams actually want to use. Coming from a company that builds interfaces for a living, we take this as a meaningful affirmation. 😉

The right pricing for their stage of growth

Cake's pricing also matched where Whimsical actually is as a growing company.

“You don't need a tool that does everything; you need one that does what you need with minimal effort.”

Cake carries the Carta features Whimsical needed, priced for where they are today. More so, having a software you can operate with minimal effort pays off over time, as much as cost—time that you can invest back into growing your business.

Human support: the thing that sealed the deal

With the UI and the pricing right, what actually closed the deal was the people behind the product. Asked what made a real difference, Undine answered:

“The team behind the tool! It's great to see other companies value human connection as much as ours do.”

Like Whimsical, people matter to us here at Cake. Our product exists to help teams do the work that actually matters to them, and every demo and Power-Up call along the way is something the team genuinely looks forward to.

A smooth migration, and a platform fit for purpose.

Cake has a built-in migration tool that automates preparing a customer's cap table from their existing records, but Cake doesn't stop there. Our migration experts reconcile every row for accuracy and get on a call with you before anything goes live.

“Most of the process was smooth and automated with the help of Cake's team. The only questions came up when we tried to keep things exactly the same as in our previous tool.”

What makes Cake's migration process smooth and automated is the efficiency of the technology, combined with the meticulous eyes of a human expert checking every row.

Switching cap tables doesn't have to be scary.

When asked what she would say to founders nervous about leaving Carta or Pulley, Undine's answer is reassuring:

“The Cake team will quickly help you with any questions, and you actually get to chat with a person behind the tool, not just an AI Assistant.”

Whimsical's switch to Cake shows that a growing team doesn't have to choose between a strong product and a good deal.

The experience highlights what matters most when evaluating a cap table platform: an interface built for people who'll actually use it, pricing that scales with the company, and a support team that shows up as readily during evaluation as after the sales call.

For product teams and other growing startups weighing their own cap table platforms, Whimsical's experience shows that the right fit doesn't require the biggest name on the list, just a platform built for where they actually are, and people behind it who actually show up.