Unify CMS V6

TL;DR

Unify CMS V6 (UV6) is a multi-service e-commerce platform built for direct response operators. It is the operating system for direct response — funnels, multi-CRM routing, fraud protection, and affiliate tracking in one console, for operators running paid traffic at scale. Where other platforms stop at page building, UV6 covers the full lifecycle: campaign routing, intelligent failover, server-to-server pixel firing, and fraud shielding — all configurable by an ops lead without touching code. 13 modules, 1 console, 4 native CRM integrations, and a 99.95% checkout uptime SLA on Pro.

Market Scope

The Opportunity

Direct response e-commerce is a distinct category — one-page checkouts, upsell stacks, high-risk merchant accounts, decline ratios, BIN routing, and affiliate attribution — that the mainstream platforms were never designed to serve. The global checkout and funnel software market is large and fragmented, but the direct response segment is underserved by tools built for Shopify stores and SaaS landing pages. The operators who run performance marketing at scale are still stitching together eight tools per offer and managing the seams themselves.

The Tailwind

• Multi-CRM routing became a survival strategy. Sticky.io, Konnektive, CheckoutChamp, and Vrio each carry different reliability profiles and pricing models. Sophisticated operators now route across CRMs strategically — a capability no single tool managed before UV6.
• Merchant account risk is existential. Chargeback ratios above 1% and decline ratios above 10% get merchant accounts flagged or terminated. BIN routing and fraud shields moved from nice-to-have to survival tooling in 2025–2026. The operator who can't protect their merchant account can't run their business.
• The "good enough" era of ClickFunnels + manual scripts is over. Operators now run 50–500 funnels across multiple CRMs. The integration surface is too large, the failure modes too expensive, and the manual fixes too slow.

Target Market

The Problem

You're stitching together eight tools to launch a single offer.

Every direct response operator runs the same stack. A funnel builder (ClickFunnels or Unbounce) for pages. Sticky or Konnektive for the CRM. Cloudflare for SSL. Klaviyo for email. A captcha vendor. A BIN-routing script someone wrote two years ago. Spreadsheets for affiliates. Ad pixels pasted into HTML by hand.

The symptoms operators feel:

• Campaign breaks at 2am because one credential expired
• Price typo on funnel #34 costing $400/day for a week before anyone catches it
• Affiliate sends bad traffic, no way to throttle them in real time
• Primary CRM has a bad afternoon, orders drop because there's no failover
• Chargeback ratios spike and the merchant account is suddenly at risk
• Launch day means re-typing the same products, prices, and shipping rules across every tool, again

Personas

Primary — The Direct Response Operator

"I run 20+ funnels. Every new offer means re-typing the same products across tools and hoping nothing breaks on launch day."

• Who: Owner/operator of a direct response e-commerce business, managing 5–500 funnels at $1M–$50M GMV
• Context: Running paid traffic at scale, often across multiple offers and high-risk merchant accounts simultaneously
• Pain: Integration fragility across eight tools, no real-time routing control, price typos that cost money silently for days before anyone notices
• Goal: One console to launch a funnel in an afternoon, intelligent routing that just works, and a fraud layer that doesn't require a developer to configure
• Frustration quote: "I shouldn't need to touch eight tools to change a price. And I definitely shouldn't find out about the typo from my card processor."

Secondary — The Performance Marketing Agency

"I manage campaigns for 8 brands. Each client has a different CRM. I need to onboard new offers without touching code."

• Who: Agency PM or ops lead managing multiple DTC brands under one roof, running paid traffic across dozens of active funnels
• Context: Each client arrived with their own CRM, their own affiliate network, and their own funnel history — and expects results without a custom dev sprint
• Pain: Separate tool stacks per client with no central ops visibility, affiliate attribution that requires manual reconciliation, and no way to standardise operations across brands
• Goal: One platform that adapts to each client's CRM and funnel needs without custom development per client

Tertiary — The VP of E-commerce at a Multi-Brand Operator

"Are our decline ratios about to kill our merchant accounts? I need funnel-level visibility, not a spreadsheet."

• Who: Senior ops or finance lead at a 50–200 person DTC company with multiple brands and significant compliance exposure
• Context: Responsible for performance across all funnels but has no consolidated view — data is scattered across CRMs, processors, and spreadsheets
• Pain: No cross-funnel visibility, no way to prove which CRM or gateway performs better, compliance exposure from untracked chargeback trends
• Goal: Data-driven routing decisions, a full audit trail on every config change, and failover that doesn't require a developer at 2am

The Solution

UV6 is the operating system for direct response — the platform that replaces eight stitched-together tools with one console an ops lead can run without writing code. It does three things no other tool does together:

1. Launch — From signup to live funnel in under 90 minutes

A 5-step funnel wizard wires domain, CRM, products, shipping, and extensions into a deployed funnel without a developer. Set up products, shipping methods, and CRM credentials once at account level — assign them to any funnel variant in minutes. Never retype a price. Every change is version-controlled via GitLab and deployed through Jenkins CI/CD with zero downtime. The median time from signup to first live funnel is under 90 minutes.

2. Route — Intelligent traffic and CRM routing that survives the bad afternoon

The Campaign Router distributes traffic by BIN, time of day, daily caps, and per-affiliate rules. Throttle a suspect affiliate to 25% in real time. A/B route between two CRMs without touching a line of code. The Gateway Router handles failover: when the primary CRM has a bad afternoon, the Backup CRM takes over automatically — orders don't drop. Pixel firing is server-to-server, hybrid HTML + postback, with conditional rules per funnel, page, device, and affiliate. Klaviyo, Facebook, Google Ads, and custom networks from one console.

3. Protect — Fraud shielding baked into the core platform, not bolted on

Shield blocks or challenges fraudulent traffic before checkout. Decline Shield caps repeat declines per customer. BIN-level rules cut off problem card ranges. 3D Secure operates in frictionless and rule-based modes. Affiliate attribution carries quality signals per affiliate, so bad traffic is visible before it becomes a chargeback. The chargeback ratios that get merchant accounts shut down don't happen on Unify.

Why Now

Direct response complexity crossed a threshold

Operators now run 50–500 funnels across multiple CRMs. The integration surface is too large, the failure modes too expensive, and the cost of a broken credential at 2am too high. The "good enough" era of ClickFunnels plus a BIN script someone wrote is over. The operators who are still manually managing eight tools are leaving money on the floor — and risking their merchant accounts in the process.

Multi-CRM became the default, not the exception

As Sticky, Konnektive, CheckoutChamp, and Vrio each developed different reliability profiles and pricing models, sophisticated operators stopped trusting a single CRM and started routing across them strategically. This created a capability gap that no single tool filled — until UV6. Intelligent multi-CRM routing is now a baseline operational requirement for serious direct response operators, not an advanced edge case.

Merchant account risk is now an existential threat — and it's been under-tooled

Chargeback ratios above 1% get merchant accounts terminated. Decline ratios above 10% get flagged. BIN routing and fraud shielding went from optional optimisations to survival tooling in 2025–2026. The operators who can't protect their merchant accounts can't run paid traffic. UV6 built this into the core platform — not as a third-party add-on that might break at 2am — at exactly the moment the market needed it.

Differentiation

UV6 doesn't compete on funnel aesthetics or page builder features. It wins on the operational layer nobody else built for direct response at scale.

The moat: three things no competitor has combined

CRM-Agnostic Intelligent Routing. Campaign Router and Gateway Router are core modules, not add-ons. Real-time BIN routing, per-affiliate throttling, A/B CRM testing, and automatic failover all live in one rule engine — configurable from one console. ClickFunnels supports one CRM integration per funnel. Custom BIN scripts break at 2am. UV6 manages all of it without code, in real time.

Complete Funnel Ownership. Merchants can export and self-host their funnels without platform lock-in. Every configuration change is version-controlled via GitLab and deployed through Jenkins CI/CD with zero downtime. This is structurally different from ClickFunnels (walled garden) and Shopify (no checkout ownership). Operators own their IP. The platform serves them — they don't serve the platform.

Extension System. 12 first-party extensions at launch — 3D Secure, Klaviyo, Cart System, Decline Shield, Captcha, Address Verification, Input Masking, and more — plus a Composer-based architecture where new CRM integrations and payment providers can be added without touching core code. Extensibility is architectural, not bolted on. The platform grows with the ecosystem, not against it.

Product Architecture

UV6 is a multi-tenant SaaS platform deployed across US, AU, and UK regions, PCI compliant, with account-level RBAC and full audit logging on all configuration changes.

Core Modules

Tech Stack

• Admin API: Laravel 11
• Admin Frontend: Next.js 14
• Campaign Router micro-service: Lumen 10
• Deployed funnel runtime: Fat-Free 3.8
• CI/CD: GitLab + Jenkins (version-controlled funnel deploys, zero-downtime)
• Audit log: Google Firestore (all config changes tracked)
• Auth: Per-account RBAC, account_id scoped data isolation
• Extensions: Composer-based system (CRM integrations, payment gateways, automation, tracking pixels)
• Hosting: Multi-region (US, AU, UK) — PCI compliant

Traction & Roadmap

What's shipped

UV6 is in active production with 13 modules deployed and live.

• 13 modules in production: Funnels, Products, Shipping, Domains, Campaign Router, Gateway Router, Providers, Coupons, Pixels, Affiliates, Shields, Themes, Taxes
• 4 native CRM integrations: Sticky.io, Konnektive, CheckoutChamp, Vrio — plus standalone mode for operators not yet on a CRM
• 12 first-party extensions at launch covering 3DS, Klaviyo, Cart System, Decline Shield, Captcha, Address Verification, Input Masking, and more
• GitLab + Jenkins CI/CD pipeline for zero-downtime funnel deploys on every config change
• Google Firestore audit log on all configuration changes — full trail for compliance and debugging
• 99.95% checkout uptime SLA on Pro tier
• Companies and People module for multi-brand account management

Roadmap (Now → Next → Later)

Now

• Framework extensions expansion — additional CRM adaptors and new payment gateway integrations
• Enhanced affiliate quality scoring — real-time signals for fraud and traffic quality per affiliate

Next

• Funnel analytics dashboard — conversion funnels, drop-off analysis, A/B results per campaign
• Real-time routing performance metrics — latency, failover events, CRM uptime per provider

Later

• Self-serve operator onboarding — reduce time-to-first-funnel from 90 minutes to under 30
• API-first funnel management — headless funnel configuration for operators building on top of UV6

Build philosophy

Operators over engineers. Every feature is designed so an ops lead can configure it without writing code. The developer surface — extensions, APIs, Composer integrations — exists to expand the platform, not to compensate for missing UI. If a configuration requires a developer, it's not done.

Business Model

Current

Multi-tenant SaaS on a per-account subscription. Enterprise merchants are on the Pro tier today. Billing aligns with operator scale — the more funnels and traffic volume, the more value UV6 delivers, and the more the operator pays.

Planned monetisation

Why this model works

• Per-account pricing aligns cost with value: larger operators running more funnels at higher GMV pay more; smaller operators start cheap and grow into it. There's no seat-counting or per-funnel tax that penalises operators for scaling.
• The extension marketplace creates a distribution flywheel: third-party CRM and payment providers are incentivised to build UV6 integrations to reach the operator base. Each new integration makes the platform more valuable to operators, which attracts more integrations.
• Funnel ownership reduces churn anxiety: because operators can export and self-host their funnels, the decision to stay on UV6 is made on merit, not lock-in. This accelerates adoption — operators don't feel trapped before they sign up.
• The data asset compounds: the longer an operator runs on UV6, the richer their routing rules, affiliate history, and fraud signals become. Switching costs are structural, not contractual.

Revenue adjacencies

• Analytics-as-a-service: funnel performance benchmarks drawn from anonymised cross-operator data — what's a healthy decline ratio for this offer type, what conversion rate should this checkout be hitting
• Affiliate network integration: a direct affiliate marketplace within UV6, where operators can source affiliates and affiliates can find offers without leaving the console
• Compliance reporting: chargeback and decline rate reports formatted for merchant account management, dispute resolution, and processor audits