Asset — Embedded Accounting for Platforms

OUR MISSION

make every micro-SMB financially competent by default.

We believe the financial system of record should live where work happens. By powering vertical SaaS and fintech platforms with an AI-native ledger and scaled bookkeeping services, we enable them to give their SMB customers clarity, compliance, and big-company operating capabilities, so professionals build durable businesses, not just sell products or services.

In doing so, we help SMB platforms build durable fintech businesses of their own, deepen their data moats, and deploy agents that do real work.

OUR FOUNDERS

CAMERON FRAYNE

CEO & FOUNDER

An SMB's back-office should run on a single, trusted platform. Owner-operators will always prefer the bundle over multiple tools, and done-for-you over do-it-yourself. I'm convinced that this is the winning UX.

Before starting Asset, Cam spent years working on the SMB accounting problem at Teal (acquired by Mercury) and Bench. He has unfinished business in the space. In a former life, he advised large enterprises at Bain.

ALEJANDRO MESA

CTO & FOUNDER

AI levels the playing field. It's now possible to put enterprise capabilities in the hands of the smallest businesses, without the complexity. The next generation of SMB platforms will be financially intelligent by default.

Alejandro has spent 20+ years building data and infrastructure products across aerospace, NASCAR, and fintech. He tells people that reconciliations are more exciting than racecars. Some believe him.