How J2 Group Eliminated 100% of Ghost Subscriptions with Weel
with Jesse Kelly, Managing Director
About
Location
Melbourne, Victoria
Industry
Marketing Agency
J2 Group is a boutique professional services firm, specialising in implementing the most effective and sophisticated B2B growth strategies for their clients. Led by Jesse, the Managing Director, the firm runs lean and prides itself on efficiency. With a small, agile team, visibility and control over expenses are critical to supporting both growth and scalability.
Challenges
- Hidden charges: Ongoing fees from tools they thought were cancelled.
- Ghost subscriptions: Accounts set up by ex-staff with no easy way to track or stop them.
- No subscription ownership: Unclear who was responsible for each service.
- Shared card risk: All spend tied to a single card, making control difficult.
- Lack of visibility: 30+ subscriptions with no consolidated view of costs.
Weel transformed how J2 Group manages recurring spend, giving them the visibility and control they need to grow with confidence, without unnecessary admin.
Life before Weel
Like many growing businesses, J2 Group ran all operating expenses through a single American Express card. At first, this seemed manageable, but over time the risks and inefficiencies added up:
- Ongoing charges from tools they thought were cancelled
- Ghost subscriptions set up by ex-staff, with no easy way to track or cancel
- Zero visibility into who owned which subscription
For a firm like J2 Group, running 30+ SaaS and service subscriptions across tools like HubSpot, GoDaddy, and Google Workspace (G Suite) - the lack of visibility quickly became unmanageable.
“Even if we cancelled the entire card, charges could still leak through the American Express account, which is just crazy. We still have LinkedIn charges going through the Amex that we can’t track down.” - Jesse Kelly, Managing Director, J2 Group
Why Weel
Weel isn’t just about virtual cards, it also provides subscription-specific controls and visibility that address exactly the pains J2 was experiencing.
- Subscription dashboard: surface spending inefficiencies such as duplicate subscriptions or irregular charges.
- Pause or cancel instantly: subscriptions can be paused or cancelled with a click, preventing further automatic charges.
- Owner transfer: when someone leaves or changes roles, the subscription card can have its “owner” reassigned without needing to update subscription details.
- Unique virtual cards per subscription: every subscription can be tied to a separate card, with limits and anomaly blocking applied. This avoids tying all recurring payments to one “catch-all” card.
- Real-time visibility & flags: out-of-the-ordinary charges are flagged immediately, helping catch subscription creep before damage is done.
Weel enables J2 to treat each subscription as its own managed object with distinct ownership, visibility, and control.
“Weel allows me to give specific cards for very specific purposes to staff, created in seconds. Then these can simply be turned off and controlled.” - Jesse Kelly, Managing Director, J2 Group
The results
Getting started with Weel was fast and easy. Jesse issued subscription-specific virtual cards to the right team members and shut off wasteful spend almost immediately.
By moving to Weel, J2 Group achieved:
- No more shared cards or hidden charges
- Subscriptions properly tracked, assigned, and controlled
- Time saved chasing down ghost charges
- Spend matched to real people and roles
- Full visibility and peace of mind
“Weel saves us time, money, stops waste, and provides peace of mind.” - Jesse Kelly, Managing Director, J2 Group
