Discover how FreshBooks is transforming the landscape of accounting for small businesses on this episode. Mara Reiff, Chief Customer Officer and Interim Co-CEO of FreshBooks, discusses the journey from traditional invoicing to innovative, cloud-based accounting solutions that prioritize ease of use and customer engagement.Key Takeaways:(00:56) Mara’s journey to FreshBooks and her diverse career background.(03:39) FreshBooks' unique owner-first approach to accounting software.(04:11) The evolution from a simple invoicing platform to comprehensive accounting services.(05:06) Introduction of collaborative accounting in FreshBooks.(08:31) FreshBooks' strategy in technology partnerships and embedded technologies.(13:04) The impactful role of AI for small businesses, according to FreshBooks' study.(17:35) The significance of actionable insights over 'dinner-party data.'(21:50) Strategies to enhance customer experience through effortless interactions.Resources Mentioned:Mara Reiff -https://www.linkedin.com/in/marareiff/FreshBooks | LinkedIn -https://www.linkedin.com/company/freshbooks/FreshBooks | Website -https://www.freshbooks.com/Mara Reiff's LinkedIn -https://www.linkedin.com/in/marareiff/Any specific guest you’d like to hear on the show? Leave your suggestions at https://www.smbtechinnovators.com/Thanks for listening to SMB Tech Innovators, powered by Gusto | Embedded Finance, Vertical SaaS, Payroll API. If you enjoyed this episode, hit the subscribe button and never miss another insightful conversation. And be sure to leave a review to help get the word out about the show.#SMB #Fintech #Innovation #Saas #HR #Payroll #SmallBusiness

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