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Why we build differently at SimpleAI — and what it means for you

When you think of AI bookkeeping software, you probably expect to see a sleek dashboard first. Something flashy. Graphs. Charts. A glowing "Sync Complete" notification.

At SimpleAI, that’s not what we built first. We built a PDF splitter.

A tool that takes a messy, 80-page PDF full of invoices, scanned receipts, and contract summaries — and splits them, classifies them, renames them, and sends them forward for reconciliation.

Why?

Because that’s what our users needed most.

Not what looked impressive. Not what helped us raise eyebrows in demos. Just… what actually saved time, mental space, and headaches.

When We Say “User First,” This Is What We Mean

In our early days, we spoke to accounting firms, finance teams, and business owners across Singapore, Malaysia, Australia, and beyond. And they weren’t asking for dashboards or analytics.

They were saying:

“I get a 50-page PDF of invoices from a client. No filenames. No logic. Just chaos.”

“My clients forward 90% of their invoices via email. Why do I need to download, sort, and upload again?”

“If you can just handle the mess and let me review, that’s all I want.”

So we stopped and asked ourselves: What’s the real job they’re hiring us to do?

Understanding Jobs-to-Be-Done (JTBD): The Framework We Quietly Use

Jobs to Be Done is a product theory that says customers don’t buy a product for the product — they “hire” it to solve a problem in their life.

So we asked:

• What’s the job they’re trying to get done? → Clean, correct books delivered on time with minimal chaos
• What are the obstacles? → Mixed-format documents, inconsistent client uploads, mental overhead
• What outcome are they really after? → Time saved, mental relief, clean data for better decisions

Our Product Prioritization Often Looks Like This:

• Don’t guess. Watch how people work.
• Don’t assume AI will fix everything. Focus on friction.
• Don’t design for how work should happen. Build for how it does.

How That Shows Up in SimpleAI

We don’t say “customer-first” lightly. It’s not something we sprinkle into landing pages or investor decks.

It’s in how we operate — week by week. Here’s what that looks like in practice:

? 1. We Built the PDF Splitter First

Because most firms receive bulk uploads — 40+ receipts in one scan. Instead of expecting users to manually split them or upload one by one, we built logic that:

• Auto-splits by document type
• Renames each file with smart logic (date, vendor, invoice number)
• Sorts for review and classification — all before publishing

No flash. Just focus.

? 2. We Built an “Email-to-Upload” Feature

Since most invoices and receipts arrive via email, we give every user a dedicated upload email. Forwarding is often just one click.

• No logins. No interface. Just send it to us.
• We handle the rest.

This came from watching how firms really work — documents are flying in from 10 clients across 6 inboxes.

Why fight that? We built around it.

? 3. We Give Clients Their Own Upload Portal

We realized that the fastest way to clean books isn’t smarter tools — it’s smarter flows. So we created a client-facing link where they can upload invoices themselves.

No training needed. No logins. Just a clean, guided drop-off point.

It reduces bottlenecks, keeps data flowing, and removes the middleman when not needed.

? 4. We Build Custom Logic Per Business

Our product isn’t one-size-fits-all.

• Some clients need POS mapping
• Others need tagging by doctor, location, or outlet
• Some want grouping by merchant payout
• Others prefer asset journals to match their legacy templates

We build logic that fits your workflow, not the other way around.

Instead of forcing one-size-fits-all logic, we build custom AI models per workflow — learning the nuances of your entity, your naming conventions, your tax fields.

We even accommodate multi-currency entries, mixed-language documents, and recurring statement templates — with very little setup needed.

? 5. Our Support Is... Actually Support

If you’ve ever used SimpleAI, you know: You get a reply. From a real human. With real answers.

Whether it's an onboarding issue, a tricky document, or even just “this upload looks weird” — someone on our actual team will reply.

No chatbots. No 48-hour ticket queues. No “ticket number: #AI-398230”.Just human-to-human problem solving.

Support isn’t a function here. It’s a conversation. Because sometimes your biggest blocker isn’t a bug — it’s uncertainty.

? 6. Feedback isn’t “noted.” It’s actioned.

Here’s a recent example:

A firm in New Zealand asked us if we could customise the download of uploaded files to a standardised filename.

Within 10 days, we had a prototype. Within 3 weeks, it was live.

We don’t wait to collect 50 requests. If it’s a clear need — and it saves real time — we act.

? 7. We Integrate Into Your Workflow — Not the Other Way Around

We heard this over and over again:

“I don’t want to retrain my team or rewire our systems just to use your platform.”

So we didn’t ask you to.

SimpleAI is built to adapt to how you already work — not force you to follow our process. That means:

• No complex onboarding or configuration
• No need to change folder structures, naming logic, or file formats
• One-click sync with tools you already use (like Xero, QuickBooks, MYOB)
• Human-reviewed entries that match your current journal style — not reinvent it

We don’t want to overhaul your systems. We just want to fit in quietly, do the job well, and make your existing workflow smarter — not harder.

? 8. We apply first principles, not just best practices.

While most tools copy the same invoice-upload-to-dashboard pipeline, we went back to first principles.

• What do users actually want? → “Don’t make me sort this mess.”
• What slows them down the most? → “Formatting. Re-tagging. Re-uploading.”
• What do they trust? → “Let me review before it posts.”
• What do they fear? → “Losing control of my books.”

So we made sure:

• No retraining needed per document
• Approvals happen before sync
• Exports match Xero/QuickBooks/MYOB flows, not our own imagination

And yes — we built human override as a default, not an afterthought.

Real Calm > Fake Smart

At SimpleAI, we don’t chase flash. We build what removes pain.

We obsess over one thing: How can we get you to clean books — faster, clearer, calmer?

Even if it means delaying the “cool stuff” for now.

SimpleAI today powers:

• Firms handling 100+ entities across multiple time zones
• SMPs that onboard junior bookkeepers with no prior software experience
• Businesses that previously feared automation — but now sleep better

?? SimpleAI. Built for the work that really happens.

Explore what calm bookkeeping looks like →