Sentric Music Saves £30K in Annual Cloud Costs

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.

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.

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.

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.

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.

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.

Sentric has ambitious goals to scale its digital-first publishing model globally, supported by governance and unit-economics guardrails from 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.