Amazon Prime, Netflix, utilities, the New York Times, HBO Go, the gym…

When you stop and think about all the subscriptions you have, the list probably is a bit longer than you thought.

But even as more subscription services become available, from ride shares to make up kits, it seems companies still offer customers limited subscription options due to constraints with their billing systems. Subscriptions rarely take into account how much you actually use them (If they did, most of us would probably be paying a lot more for Netlfix and a lot less for the gym).

Calling themselves “Stripe for subscription billing,” BillForward helps companies create customized billing services. BillForward CEO and co-founder Mark Parry said current subscription billing service software is outdated or difficult to use, and its time consuming and costly for companies to build their own.