Sentric Music streamlines FinOps with DoiT Cloud Intelligence™ and Ava

August 2025

Music publisher saves £30K annually and reclaims 10+ hours per week with AI-powered cloud cost optimization

Sentric Music

£30K: Annual Cloud Cost Savings
10 hours/week: Time saved by engineering team
2-3 days: Time saved finding cost anomalies

“With maybe 5-10 minutes, Ava had guided me right down into the low-level detail of the services that we were running in our compute environment, named the exact instances that were starting to chew through our money, produced a report for me that showed that this was almost a direct correlation to the cost growth that we were seeing, which meant that we were able to get on top of it pretty much immediately.”
Stephen Roughley
Head of Engineering at Sentric Music

The Challenge

Sentric's cloud costs were increasing rapidly with manual, fragmented tracking consuming valuable engineering hours. The company needed real-time visibility and predictable unit economics to support global expansion while maintaining focus on service improvements.

The Solution

DoiT Cloud Intelligence provided immediate visibility and targeted optimization actions. Ava, the agentic FinOps analyst, delivered conversational guidance to quickly diagnose issues and uncover cost anomalies. DoiT also implemented allocations, AWS Control Tower governance, and cost management automation.

Results

£30K in annual cloud cost savings through targeted optimization
10 hours per week saved by engineering team in cost analysis
2-3 days saved finding cost anomalies using Ava's AI guidance
Improved cross-team collaboration with better cost visibility

About Sentric Music

Sentric is on a mission to make it easy for professional songwriters and artists to get the royalties they're entitled to. Founded in 2006 in Liverpool, Sentric has grown beyond the UK with offices in Germany, The Netherlands, Spain, and the United States. The company now represents over 400,000 songwriters as a publisher. Sentric's platform features a transparent 28-day rolling contract and 80/20 royalty split favoring writers, allowing them to retain ownership of their copyrights while using comprehensive publishing tools.

The Cloud Cost Challenge

Sentric faced rapidly increasing cloud costs on AWS with manual, fragmented tracking that consumed valuable engineering hours needed for product work. The company needed a single, shared, real-time view of cloud infrastructure to act proactively on changes without disruption from cost volatility. As Head of Engineering Stephen Roughley explains, the business had grown organically over 17 years, and AWS usage had scaled alongside that growth, creating complexity in cost management.

Ava Delivers Immediate Impact

Sentric leveraged Ava, DoiT's agentic FinOps analyst, for conversational cloud cost guidance. Within 5-10 minutes of first using Ava, Stephen was guided to the exact instances driving cost growth, with a detailed report showing direct correlation to spending increases. This allowed immediate action compared to the confusion of AWS Cost Explorer. Ava's ability to learn from Sentric's unique environment while drawing from DoiT's expertise across hundreds of multicloud environments provided contextual, action-ready insights.

Comprehensive Cloud Governance

DoiT implemented DoiT Allocations to assign cloud spend to specific projects, teams, and business units. The team helped Sentric streamline AWS account strategy and implement AWS Control Tower for improved security and guardrails. Cost management automation processes were created to maintain continuous optimization. This comprehensive approach helped Stephen maintain trust with the accounts department and finance director through clear explanations of cost changes and remediation actions.

Transformational Results

Sentric achieved approximately £30,000 in annual cost savings and reclaimed 10 engineering hours per week for roadmap delivery. The engineering team significantly increased operational efficiency, freeing time for platform development and faster iteration. Streamlined processes and improved cost visibility strengthened cross-team collaboration, making it easier for stakeholders to stay aligned on business goals. Time to find cost anomalies was reduced by 2-3 days using Ava's guidance.

Scaling with Confidence

Sentric has ambitious goals to scale its digital-first publishing model globally, supported by governance and unit-economics guardrails from DoiT Cloud Intelligence and Ava. The company aims to be the first choice for new, emerging, and self-releasing musicians and songwriters to publish and distribute globally, while keeping cloud efficiency predictable as growth accelerates. The foundation built with DoiT provides the visibility and control needed for sustainable expansion.

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Story overview

What they say

DoiT was a true partner, not a vendor. They helped us understand the problem, refine the vision, and build something production-ready far faster than we could have on our own. Their expertise, responsiveness, and commitment made all the difference.

Dr. Anish Kapur, Founder & CEO, Promptly

DoiT's Customer Success and Forward Deployed Engineering teams work very closely with us. The regular sessions with our CSM keep us focused on the right priorities, and the FDEs provide the deep technical guidance we need to validate decisions and optimize our environment. That combination has been genuinely valuable for us.

Alexander Lundberg Santos, Platform Engineer at Extenda Retail

When we started working with DoiT, we deployed Flexsave to save time and reduce complexity. We still use it today. But what really stands out is the expert support. Having someone to collaborate with on deep cloud cost topics, someone who really understands the nuances, is incredibly valuable.

Jesper Terkelsen, CTO at Monta

DoiT's Cloud Accelerator turned our AI idea into a shipped product, saving at least three months of development and delivering reliable, explainable insights our customers trust.

Scott Desgrosseilliers, CEO and co-founder, Wicked Reports

DaySmart

Working with DoiT gave us the speed of a startup and the rigor of an enterprise R&D lab. We launched an AI feature in ninety days with zero engineering lift, unified our cloud visibility across multiple products and built a foundation to scale AI responsibly.

Tim Green, SVP of AI, DaySmart

Our AWS environment had grown rapidly, and complexity was outpacing control. DoiT helped us bring structure and clarity, aligning financial and technical decisions through a shared foundation.

Maurizio Trezzi, Director of IT, Vivaticket

DoiT gives us contextual insight into what's happening in our cloud environment. That helps us ensure we're meeting customer needs while managing our costs. It's that central pane of glass that lets engineering and finance work together, powered by the technology and backed by DoiT's people.

Matt Warner, Co-Founder and CEO at Blumira

For anyone considering DoiT: do it. The tools pay for themselves. We've reduced costs, improved visibility, and built a platform that can scale globally with control and confidence.

Matej Serbec, CTO, TradeLocker

DoiT didn't just give us a product – they gave us clarity. Cloud Diagrams has helped our teams understand what we're running, why we're running it, and where we can improve. The real-time visibility is a game changer for engineering, leadership, and everything in between.

Donnie Green, VP of Platform Engineering, Bloomerang

Sentric Music

With maybe 5-10 minutes, Ava had guided me right down into the low-level detail of the services that we were running in our compute environment, named the exact instances that were starting to chew through our money, produced a report for me that showed that this was almost a direct correlation to the cost growth that we were seeing, which meant that we were able to get on top of it pretty much immediately.

Stephen Roughley, Head of Engineering at Sentric Music

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With DoiT Cloud Intelligence™ managing our procurement and DoiT's engineers acting as an extension of my team, my costs are down, my efficiency is up, and my profitability is up

Mitch Bernet, Founder and CEO at Atadex

Skyral

A key takeaway for me working with DoiT is that the level of professionalism is extremely high. They're an obvious choice if you're looking for a partner to help implement best practices in your cloud environment and reduce cost.

Oliver Young, Senior Technical Manager at Skyral

We knew WhatsApp was the perfect channel for global remittances, but building secure, real-time conversations across languages was a massive challenge. DoiT helped us break through. They didn't just advise, they helped us architect and launch a GenAI solution that's 100x more powerful than what we had. We're now in a completely different league.

Jaime Gonzalez-Gasque, CEO, Reimagination Technologies

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