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P.O. Box 5113
CA, 94558
United States
Stephen Mutch

Everything You Need to Sell DTC

Our cloud-based platform allows you to manage your direct-to-consumer (DTC) business across multiple sales channels (ecommerce, POS, and wine club), all while enjoying a single view of the customer. With simplyCMS as its foundation, the company has been around for many years and our existing customers come in all shapes and sizes, from small wineries to large multi-brand/multi-site wine businesses.

Founded by a team of wine industry veterans, we’re committed to building a culture of service excellence, where everyone is consistently working to create value for our customers.

Our platform includes everything you need to provide an excellent experience for your customers: content management, CRM, marketing tools, ecommerce, wine club, a contemporary mobile point-of-sale, an advanced shipment manager, and compliance tools.

truvi integrates with a number of industry providers including a Platinum ShipCompliant partnership and two-way MailChimp sync. We also connect to Stripe, CardConnect,, Google Analytics, UPS, FedEx, and GSO.  In addition, our integration with Zapier and our API’s will allow you to easily connect to other providers.

We invite you to visit our website or signup online for a quick chat or regularly scheduled product demo.

We Minimize the Complexity so that You Can Focus on Sales

The truvi team combines decades of experience in customer service, product development, and marketing and we have a history of putting our customers first - both in terms of service and product development. Our current feature set is a result of many, many conversations with our customers about their DTC needs. When working with truvi, you’ll find that we listen.


From start to finish, our ecommerce platform is designed to boost conversions, with responsive templates, in-cart marketing prompts, tools to manage abandoned carts and declined cards, shipping costs that are presented early in the process, and more.

Learn more about our ecommerce features.

Wine Club

Do you dread club management?  Do you start processing at the end of the day and monitor from home so as not to tie up system resources? If that’s the case, then truvi is here to help. It’s simple, fast, and flexible:

  • Easily process hundreds of orders per minute
  • Allow your customer to select a club option that is simple and intuitive
  • Offer membership benefits to spouses, partners, and designated family members
  • No problem if your customer changes his or her mind, your staff can easily edit the order prior to shipping
  • Credit card updater tool that is free of charge
  • Consolidate club packages with orders from other channels (point-of-sale or ecommerce) for shipping efficiency

Learn more about our wine club features.


Commerce ready at any location - take your smartphone or tablet to the customer with our contemporary mobile POS.

  • Shipping options set at the product level. This means that your tasting room visitor can elect to take one bottle home while shipping another. truvi automatically decrements the appropriate inventory group.
  • New customers are added easily via the POS interface and new addresses, credit cards, and notes can be added to existing customer records
  • Optional setting allows you to control whether or not a tipping prompt is displayed to the customer
  • Accept two or more payment types in a single transaction

Learn more about our point-of-sale features

Shipment Manager

Our integrated shipping tools make it easy to manage orders and shipments across all of your sales channels.

  • Built with the wine industry in mind, our warehouse management tools use logic to create the most cost-effective shipments for you.
  • Address validation at checkout to prevent fees associated with carrier corrections
  • Integrations with UPS, FedEx, and GSO allow you to get real-time negotiated rates from the carriers
  • Ability to print labels fast, automate tracking and display status to your customers

Learn more about our shipment manager features.


We offer robust reporting tools to analyze performance across different sales channels. Many of our reports can be filtered by date (purchase date, settlement date, or shipment date) to aid in month-end accounting reconciliations.

Superior Security Measures

Few things are more important than security for your online presence.

At truvi, we tokenize credit card information to eliminate the risk of data theft. Far better than encryption alone, a tokenization solution immediately sends encrypted payment data to a secure vault, where it is stored and swapped with a mathematically unrelated token.  Tokens stolen during a data breach are useless to hackers since they can’t be reverse-engineered to identify account information.

In addition, all areas of your site that contain sensitive customer information are encrypted with a 256-bit SSL certificate to ensure the safest transactions.

White glove support

What really sets truvi apart is the fact that we treat our customers as partners; building relationships that are based on honest and transparent service.  With truvi, you receive the highest level of customer and technical support, including a dedicated account manager through onboarding and beyond, training demos for your team, email support, a customer success portal with knowledgebase and community forum, and more.

Visit truvi commerce to learn more

News Archive

Wine industry veterans Karin Ballestrazze and Sheri Hebbeln join forces with Stephen Mutch, founder of simplyCMS, to launch truvi commerce
25 September, 2018

Napa, CA - September 16, 2018

The truvi all-in-one direct-to-consumer (DTC) platform is backed by a team with a history of putting customers first, both in terms of service and product development

Karin Ballestrazze and Sheri Hebbeln, long-time wine industry executives, have teamed up with Stephen Mutch, a former colleague and founder of simplyCMS, to launch the next generation commerce platform.

The cloud-based truvi platform allows winery customers to manage their businesses across multiple sales channels, including the wine club, tasting room, web, and mobile; all while providing a single view of the customer. Some of the platform’s advanced features include robust reporting tools to analyze performance across different sales channels (many of the company’s reports can be filtered by purchase date, settlement date, or shipment date to aid in month-end accounting reconciliations), a streamlined subscription module with the option to allow customers to modify their own wine club selections, an advanced shipment manager which is integrated with UPS, FedEx and GSO, marketing tools to help them develop deeper customer relationships, and a full set of API’s and best-of-breed integrated partners.

Seeing the problem and offering a solution, truvi proudly puts customers first

After speaking with numerous customers, partners, and vendors about what was needed to deliver something of extraordinary value to the industry, the team realized that customer service was the missing link.  As a result, one of the company’s core values is to start with the customer, or “walk a mile in their shoes.”  The founders have placed a strong emphasis on building what they like to refer to as “the DTC Dream Team” and the company’s business model places the people who are on the frontline with customers first - building systems and processes around them to ensure their success.

truvi was founded by industry veterans committed to delivering an innovative product and exceptional customer service

Karin Ballestrazze, with over 25 years of experience in operations and customer success, is passionate about building strong partnerships based on respectful and honest communication and listening to the needs of customers. Her focus is on building a team dedicated to delivering absolute best-in-class service. She came to truvi following 10 years at WineDirect, where she was Senior Vice President of Fulfillment Operations and Customer Success.

Sheri Hebbeln has 30 years’ experience in marketing and finance roles, primarily in ecommerce and DTC.  She founded a successful online luxury retailer in 1994, was a co-founder of eWinery Solutions (now VinSuite), and joined the truvi team following 10 ½ years at WineDirect, where she served as CFO. Sheri’s passion lies in expanding DTC capabilities through measurement, analytics, and marketing, to deliver bottom line results.

Stephen Mutch is a commerce expert with a passion for customer-centric product development that meets the expectations of modern, connected and empowered consumers. In 2011, Stephen founded simplyCMS, the foundation of the truvi platform. Prior to that, he was VP of Client Services at Inertia Beverage Group (now WineDirect), where he worked closely with Karin and Sheri.

Joining the truvi founders as Customer Success Manager is Dereka Binstock. With 10 years’ experience in ecommerce and client services roles, Dereka is a powerful customer advocate who is highly respected and admired by the customers she supports. She is involved throughout the customer lifecycle to ensure that all customers have an excellent experience with truvi. Dereka’s experience includes 5 years at Crimson Wine Group and 5 years serving clients at WineDirect.

 “This is an incredibly exciting time for us,” commented Stephen Mutch. “Between us we have deep roots in developing world class commerce applications for the wine industry. Our goal with truvi is threefold: 1) to build an amazing team, 2) to build a great product with faster development cycles, and 3) to make sure we are always in lockstep with the needs of our customers.”

New branding, website, and strategy

simplyCMS’ software forms the core technology of truvi. As part of the launch and revised strategy, customers will immediately benefit from:

  • Quick and intuitive setup coupled with a responsive (and growing!) support team to help them get started with truvi
  • A full selection of integrated partners. At launch, truvi integrates with CardConnect,, Stripe, ShipCompliant, UPS, FedEx, GSO, and Google Analytics. A two-way integration with MailChimp allows customers to dynamically sync new customers and corresponding data to their email marketing lists. In addition, a full set of JSON REST API’s means customers can easily connect data to other platforms.
  • Streamlined club tools that are simple, flexible, and fast. Current customers easily process hundreds of orders per minute.
  • A secure platform that was engineered for reliability and scale, with uptime of 99.9%. truvi also employs superior security measures, including tokenization of credit card information to prevent data theft.

For more information regarding the truvi platform visit, or to schedule a demo, visit

About truvi commerce

truvi commerce is a cloud-based multi-channel technology platform that enables direct-to-consumer (DTC) sales for wineries and wine retailers. Clients use the software to manage their businesses across multiple sales channels, including web, mobile, wine club, and tasting room; all with a single view of the customer. With a full suite of tools to manage customers, orders, inventory, and fulfillment, truvi provides everything they need to grow their DTC programs. truvi’s founding team combines decades of experience in DTC with a passion for providing honest and transparent customer service.  truvi proudly puts customers first!

Press Contact

Sheri Hebbeln

Our prices vary depending on your monthly sales volume and the features you need. We typically bill monthly, but also offer a discount for customers who select the annual payment option.  All of our packages include support and training. 

Customers pay a flat fee (no percentage or per transaction fee.)  If you are interested in learning more, we would be happy to help you choose the perfect plan to suit your needs. 

Phone: Schedule a quick, 15-minute call.


Title Name Email Phone
CFO Sheri Hebbeln
CEO Stephen Mutch
COO Karin Ballestrazze
Customer Success Manager Dereka Binstock
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