bookkeeping
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Pry Financials wants to make startup finances approachable for its entire team, not just the people in charge of its accounting spreadsheets. The Y Combinator alum announced today it has raised $4.2 million from Global Founders Capital, Pioneer Fund, NOMO VC, Liquid2 and Hyphen Capital.
Launched in March, Pry now has more than 200 customers and claims it has grown 35% month-over-month since YC’s Demo Day. It was founded by Alex Sailer, Tiffany Wong, Hayden Jensen and Andy Su.
Before starting Pry, Su was co-founder of InDinero, another YC alum that started as a “Mint for small businesses” before pivoting to a full-service accounting company. InDinero launched while he was still a student at UC Berkeley, and Su eventually became responsible for its financial planning.
Pry Financials’ team. Image Credits: Pry Financials
He told TechCrunch that most startups can’t afford accounting software like Workday Adaptive Planning. Instead, they sometimes work with outsourced CFO services, but mostly rely on spreadsheets for everything: three-way forecasts, predicting runway, hiring and contractor budgets and investor updates.
“I was the chief technical officer and over the years, I also took on the finance function, so it was kind of a dual CTO/CFO role. This was 2010 through 2020 and as technology grew, the engineering and product teams got all sorts of new tools every six months or so, whereas the finance team was just stuck in Excel,” he said.
Started as a side project while Su was still at InDinero, Pry starts at just $50 a month and replaces those spreadsheets with easy-to-understand dashboards for accounting, financial planning and scenario modeling. The dashboards connect to QuickBooks, Xero or bank accounts, so numbers are continuously updated.
Pry’s clients typically start using it after they raise seed funding, because “for most first-time founders, that’s the most amount of money you have ever received, so you need to spend more time managing it and reviewing it every month. And you’re spending a lot of time on payroll each month,” Su said. Second-time founders, meanwhile, sign up for Pry because they are sick of Excel spreadsheets.
“Reviewing a spreadsheet is mind-numbingly hard,” said Su. “If you see a number that’s off, you get this weird formula if you didn’t do it yourself. Then you basically have to write a long email to the financial analyst who wrote it and hope that they get back to you before closing time.” For founders who need to update lenders or investors every month, this means a lot of work.
Pry makes the process more efficient by turning three-way reports — combinations of balance sheets, profit and loss statements and cashflow — into Financial Report dashboards, and then adding features like hiring plans, financial modeling and scenario planning.
The scenario planning feature serves as a sandbox, giving startup teams and their investors a way to predict how different situations will impact finances: for example, how much runway they have if they raise a certain amount of funding or adjust product pricing.
Fundraising dashboards created with Pry Financials. Image credits: Pry Financials
“We’re improving upon and trying to make decisions about the company in a collaborative way. The analogy we have is Git branching, where you have your main plan, and want to try something like a new revenue model or acquiring a business, but don’t want to mess with your current strategy,” said Su. “What you can do is create a completely new branch with, say, a new pricing strategy. You can make all the changes you want and then switch back to your old branch without worrying about overriding or conflicting with it.”
Those speculative branches are also continuously updated with the company’s most recent bank account and payroll information, so founders don’t need to recreate them from scratch if they want to revisit a potential scenario later.
Pry plans to build more complex predictive tools and also integrate industry standards, like statistic and benchmarks, into templates to help founders understand what targets they should set.
Because Pry is easier to manage than a set of Excel spreadsheets, Su said it’s helped startups spot important things. For example, one founder was able to find a way to save $15,000 by catching a tax issue. Pry also helps everyone at a startup understand its finances’ even if they haven’t worked with accounting spreadsheets before. The platform will add roles and permissions soon, so founders can give or restrict access to different people, like leaders of specific departments.
Su said Pry does not compete with the accounting services many startups rely on until they can hire a head of finance, but makes it easier for startups to collaborate with them since they can share their dashboards.
“Usually early on, you can outsource to a CFO firm. That’s the norm in the business and it works pretty well for most companies. You get a part-time CFO to work really hard for a month and get your fundraising structure done,” said Su, adding “we fit into that ecosystem well.”
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A few weeks ago, we wrote about fintech Pilot raising a $100 million Series C that doubled the company’s valuation to $1.2 billion.
Bezos Expeditions — Amazon founder Jeff Bezos’ personal investment fund — and Whale Rock Capital joined the round, adding $40 million to a $60 million raise led by Sequoia about one month prior.
That raise came after a $40 million Series B in April 2019 co-led by Stripe and Index Ventures that valued the company at $355 million.
Both raises were notable and warranted coverage. But sometimes it’s fun to take a peek at the stories behind the raises and dig deeper into the numbers.
So here we go.
First off, San Francisco-based Pilot — which has a mission of affordably providing back-office services such as bookkeeping to startups and SMBs — apparently had term sheets that offered “2x the $40M” raised in its Series B. But it chose not to raise so much capital.
I also heard that the same investor that ended up leading a now defunct competitor’s $60 million raise first asked to invest $60 million in Pilot as a follow-on to that Series B prior to making the other investment. While I don’t know for sure, I can only presume that what is being referred to is ScaleFactor’s $60 million Series C raise in August 2019 that was led by Coatue Management. (ScaleFactor crashed and burned last year.)
According to CFO Paul Jun: “There were many periods when Pilot turned away new customers and growth capital instead of absolutely maximizing short-term growth…Pilot prioritized building the foundational investments needed for scalability, reliability and high velocity. When it was presented with the opportunity for additional funding towards further growth in 2019, it declined to do so.”
Co-founder and CEO Waseem Daher elaborates, pointing out that the first company that Pilot’s founding team ran, Ksplice, was bootstrapped before getting acquired by Oracle in 2011. (It’s also worth noting that the founding team are all MIT computer scientists.)
“Ultimately, the reason to raise money is you believe that you can deploy the capital, to grow the company or to basically cause the company to grow at the rate you’d like to grow. And it doesn’t make sense to raise money if you don’t need it, or don’t have a good plan for what to do with it,” Daher told TechCrunch. “Too much capital can be bad because it sort of leads you to bad habits…When you have the money, you spend the money.”
So despite what he describes as “a great deal of institutional interest” in 2019, Pilot opted to raise just $40 million, instead of $80 million to $100 million, because it was the amount of capital the company had confidence that it could deploy successfully.
Also, Jun shared some numbers beyond the recent raise amount and valuation.
Bottom line is companies don’t have to accept all the capital that’s offered to them. And maybe in some cases, they shouldn’t.
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A month after completing Y Combinator’s accelerator program, BukuWarung, an financial tech startup that serves small businesses in Indonesia, announced it has raised new funding from a roster of high-profile investors, including partners of DST Global, Soma Capital and 20VC.
The amount of the funding was undisclosed, but a source told TechCrunch that it was between $10 million to $15 million. The new capital will be used to hire for BukuWarung’s technology team. TechCrunch first profiled BukuWarung in July.
Angel investors in the round include several high-profile founders and executives: finance technology platform Plaid’s co-founder William Hockey; Tinder co-founder Justin Mateen; Superhuman founder Rahul Vohra; Adobe chief product officer Scott Belsky; Clearbit chairman and startup advisor Josh Buckley; former Uber chief product officer Manik Gupta; Spotify’s former head of new markets in Asia Sriram Krishnan; 20VC founder Harry Stebbings; Nancy Xiao, an investor with Bond Capital; and Fast co-founder Allison Barr Allen. Angel investors from WhatsApp, Square and Airbnb also participated.
Launched last year by co-founders Chinmay Chauhan and Abhinay Peddisetty, BukuWarung is targeted at the 60 million “micromerchants” in Indonesia, including neighborhood store (or warung) owners. The app was originally created as a replacement for pen and apper ledgers, but plans to introduce financial services including credit, savings and insurance. In August, the company integrated digital payments into its platform, enabling merchants to take customer payments from bank accounts and digital wallets like OVO and DANA. BukuWarung’s goal is to fill the same role for Indonesian merchants that KhataBook and OKCredit do in India.
One of the reasons BukuWarung launched digital payments was in response to customer demand for contactless transactions and instant payouts during the COVID-19 pandemic. Since introducing the feature, the company said it has already processed several million U.S. dollars in total payment volume (TPV) on an annualized basis. The company says it now serves about 1.2 million merchants across 750 locations in Indonesia, focusing on tier 2 and tier 3 cities.
Digital payments is also the first step into building out BukuWarung’s financial services, which will help differentiate it from other bookkeeping. The payments features is currently free and BukuWarung is experimenting with different monetization models, including making a small margin on fees.
“The reason why we launched payments is also very strategic, because there is a lot of pull in the market. We have already seen several millions annualized TPV in less than a month, because the payments we offer are cost-efficient as well and cheaper than to get from a bank,” Chauhan told TechCrunch.
“If you look at the Indian players, like Khatabook, they have also launched digital payments. The reason for that is because it’s a very essential step for building a business and monetization,” he added. “If you don’t have payments, you can’t do anything like that.”
Chauhan added that building a financial services platform is the difference between providing a utility app that replaces bookkeeping ledgers, and becoming an essential service for merchants that will eventually include lending for working capital, savings and insurance products. The bookkeeping features on BukuWarung will feed into the financial services aspect by providing data to score creditworthiness, and help small merchants, who often have difficulty securing working capital from traditional banks, get access to lines of credit.
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The first time Waseem Daher, Jessica McKellar, and Jeff Arnold worked together on a startup, they built one that allowed administrators to patch security updates to a system without having to restart it.
So it might come as a bit of a surprise that the next big technical challenge the three MIT graduates want to tackle is bookkeeping . But after selling Ksplice to Oracle back in 2011, it was actually the financial software they had built internally that made the jaws of the finance teams at Oracle drop, Daher said. They had created a continuously-updating internal version of QuickBooks, keeping a close eye on their spending and accounting and not having do hire a bookkeeper to do so, out of pure frustration with the process. And today that’s basically launching as Pilot, a startup that has now raised $15 million in a financing round led by Index Ventures.
“If you look at the history of bookkeeping, it goes back to the 1400s,” Daher said. “Probably the oldest written records were of transactions. Around 1400s, we invented double-entry bookkeeping, a system for how money moves into and out of various accounts of companies. That system, as articulated in 1400 in Venice, is basically still what people do in every American business today. You hire a bookkeeper or bookkeeping firm, you send them all your stuff and they track and produce the set of books. The way it’s done today is the same way it’s done in the 90s, the 40s.”
When a company starts working with Pilot, the actual core experience on the customer side doesn’t really change all that much: they still work with a human on the other end. But the bookkeeper from Pilot is working with the internal tools they have built to bring in the data from the company, organize it and structure it, and produce a set of books that are more accurate than someone might have produced than just doing it by hand. Customers will get the kinds of questions you might expect from a normal bookkeeper as they look to clarify what’s happening, but in the end the process happens much more seamlessly. They can integrate directly with their existing services like Expensify or Gusto (or ask Pilot to help out with that) and then go from there.
That kind of human-software mix is something that’s increasingly common in services businesses — like Pilot — as the tech industry figures out what should be automated and what should still be handled by a person. There are still a lot of things that a person can catch, but there’s also the actual human relationship, which isn’t a kind of repetitive task you’d want to automate with an algorithm. To begin, Pilot isn’t trying to force companies to completely rip out their bookkeeping software and start from scratch, and instead start to collect the electronic information they already have.
“Uber’s like that, the drivers are humans but the software makes them much more effective,” Index Ventures’ Mike Volpi said. “You can see it in a lot of applications where in IT support there’s a few businesses like this, you troubleshoot using software, and when you can’t you fix it pass it to humans. In customer service chats, a lot of times it’s an AI, and when the questions get tricky enough it rolls over to humans. It’s interesting because there are tasks which humans are fundamentally needed and there are tasks that are mundane that software can do and the human can avoid doing. It’s an interesting thesis around this hybrid.”
Prior to Pilot, the team sold another company to Dropbox called Zulip, and spent some time at the company as it continued to scale up (Dropbox is now in the process of going public). Some of the challenge alone was somehow assembling a team that found some fascination with the intersection of accounting, machine learning and working directly with customers, but so far McKellar said that they’ve been able to put one together thus far. And, more importantly, now that they are starting to roll out their service they can start getting some perspective on the industry as a whole.
“I think people can get motivated by almost any problem if you know you’re tackling a big problem for many people,” McKellar said. “But there’s quite a lot of subtlety to what we’re building. The rules and principles of bookkeeping are well define but the real world is really messy, and designing the right systems to automate bookkeeping at scale is actually a tricky thing. We have an incredible engineering team that is able to tackle this with the right mindset it. The analogy you can draw is self-driving cars — that’s a system normally done by a human, everyone understands what it takes to drive a car, what actions you should take. It’s difficult for people to put into words, what are the rules given a set of inputs, but it needs to work and be reliable.”
As more and more of this information comes in, and more and more companies start to work with Pilot, they can start spotting trends in the industry. For example, if a 17th SaaS business with a similar business model to other Pilot companies signs up, they could down the line take a look at their info and spot potential discrepancies based on anonymized trend data picked up from other comparables in the industry — or do a better job of spotting inefficiencies or others. And there are some obvious funnels for this already, like getting the right information for tax purposes to accountants.
There’s going to be a lot of increasing activity in this space, though. Already you’re seeing some funded projects like botkeeper, which are looking to find some ways to automate a bookkeeping service. There’s nothing quite so formalized and an obvious tool that looks to take out QuickBooks (and, again, a lot of these seem to be playing nice for now), and there’s always the chance that Intuit could try to take on the space itself. But at the end of the day, Volpi says it’s based on the team that they’ve assembled — and that combination of humans and algorithms — that gives them a shot at succeeding.
“If you look at a fundamental level, the bookkeeping for the doctor’s office or florist, it is really all following the same underlying principles,” McKellar said. “One of the engineering challenges is to build the tooling and systems and software in a way that’s intelligent. It has to be a set of processes that can flexibly accommodate every vertical over time. In some sense this company, why we raised this, was to validate a huge hypothesis — it’s possible to automate bookkeeping at scale across a range of industries.”
Here’s the rest of the investors in this round, since it’s a long list: Patrick and John Collison, Drew Houston, Diane Greene, Frederic Kerrest, Hans Robertson, Adam D’Angelo, Paul English, Howard Lerman, Joshua Reeves, Tien Tzuo, as well as many others.
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