Date: 29.10.2025 (2025-10-29)
Kees Pruim (29.10.2025) • https://www.linkedin.com/in/keespruim/ • Head of FP&A at Regnology (Moritz Gassner company) • Also Founder of BoekJaar (2 ppl) • Accounting tool: https://www.boekjaar.nl/
Questions: • Intro: • Finance & Accounting all his life • Reporting to CFO • Controlling etc. • Regnology last few years • Side hobbies: • He runs Boekjaar for Dutch market -> enterprises can create reports easily • He runs a Buchhaltungscompany • Him as a freelancer -> automated the process quite significantly -> selects clients carefully -> real estate companies -> monthly billing patterns • Not for everyone - e.g. not for a SaaS company • Managing a Real Estate company • He is very interested in technology • Notes: • 97% of transactions are really predictable -> should be easy to do • No AI tool that is able to solve basic things he has see things yet • Feature idea: Type in a company number and then scrape the internet with that number to get info about the company -> check if customer is existing etc. • There are entire FTEs that do that • Boekjaar: • They do annual reporting • Mapping of accounts to clients etc. • LLM makes mistakes • Regnology: • AP Frontend -> there is a solution that has some OCR capabilities - approval fraud in there -> there are humans that do the categorisation • Would we build a new SaaS? • For regnology it could be interesting -> AR and AP there is a big mess • AP: Dynamics ERP -> invoices are converted -> screen to do coding and approval -> solution has to be smart -> 4 people working on AP to make sure that everything is correct -> very cool to take over work of 2 people -> create coding, create approval, when people say it is not my invoice, send Teams -> reminders on Teams -> that could be a use case on large companies • He would not go into SME space -> rather go into Buchhalter-Companies • He would focus on a niche -> e.g. industry where there is a lot of AP happening (not that big for Regnology) -> import / export companies -> a lot of manual processes -> often 20 to 30 people on AP -> could be a big revenue potential for one company -> he would focus on large companies of a certain type • The focus is too broad -> not believable (pitched AP, AR, closing and controlling) • Regnology: 2 people in Romania -> 60k per year that can be saved • AR: • Typical less problematic when it comes to automation • If customer details are correct -> click on a button and invoice is created • The way to fix it: get data correct - then not many more issues (there are no different formats because we define it) • -> AP side a lot of different formats • Regnology: • He would be interested in AP and AR side -> he is not sure if they are the right customer -> focus on a company that has a lot more pain there • Niche to focus on: • Shrimps import company from SEA to Europe -> very interesting AP processes (FX, no matching, import/export etc.) -> a lot of people doing AP • E.g. automatic reconciliation even if there are FX differences • E-Commerce: companies that buy stuff in Asia and sell it in Europe -> huge volume of incoming AP; international trade relationships • Any company with much AP • Biz with high degree of new customers -> automotive companies -> not fixed customers -> a lot of paperwork to put data in ERPs • Big retail brands probably have huge AP flow • e.g. selling motor parts for Hyundai and Kia etc. -> a lot of invoices from Korea, India etc. • Every invoice has to be checked • MVP testing people are open -> nothing to loose there -> only pay very little • What is his setup because he has 3 current jobs? • Context: team setup? internal and external? • Biggest objections / challenges in his daily life? • Which tasks are the biggest pain? With magic wand -> what would he solve? • Which tasks would he focus on? • Do they already have automations? Which ones? How well do they work? • Which companies would he target? • General feedback to pitch? • He is open to explore anything -> if we can save two people at Regnology -> 60k EUR ROI • He is open to explore a partnership -> it is not the smartest move for us -> happy to pay 30k a year • If we solve 80% for Regnology -> not that interesting -> for other company its a big saving -> for them 98% perfect is important • We are spot on in terms of our analysis • He is not sure if we need a layer on top -> also from a selling perspective something to sell -> Admin dashboard -> show a dashboard -> create a prototype • Also to show ROI to the team etc. and audit log • He is familiar with the term “agent” -> he is sceptical if no UX/UI is bad -> as long as it is simple