softledger.com

How Ben Taylor Built SoftLedger's Cloud Accounting to 10x Growth

February 9th, 2025

Founded By

Ben Taylor

Founders

Employees

10 (est.)

Profitable

Yes

Year Started

2016

Customer

B2B

Founded By
Ben Taylor: Founders
2

Employees
10 (est.): Profitable
Yes

Year Started
2016: Customer
B2B

Who is Ben Taylor?

Ben Taylor, the founder and CEO of SoftLedger, began his career as a CPA with public and private accounting experience at firms like Ernst & Young and Fannie Mae. His frustration with lengthy month-end closes in corporate accounting led him to create a more efficient, cloud-native accounting solution.

What problem does softledger.com solve?

SoftLedger solves the headache of slow financial reporting for mid-sized businesses by offering a cloud-based accounting platform that speeds up month-end financial closes, allowing financial decision-makers to access real-time data without waiting weeks.

How did Ben come up with the idea for softledger.com?

Ben Taylor's journey in creating SoftLedger began with a deep frustration he experienced as a corporate accountant. Every month, he was bogged down by the slow and cumbersome month-end close process, which he saw as a bottleneck for timely financial reporting. Recognizing this common pain point in accounting, Ben believed that a modern software solution could drastically improve the efficiency of financial operations for mid-sized companies.

With this conviction, Ben teamed up with his old friend, who had a background in computer science, to explore the potential of developing cloud-based accounting software. Before taking the plunge into entrepreneurship, he conducted some market research, identifying a gap for companies that had outgrown basic accounting tools like QuickBooks but were not ready for the heavy investment of enterprise solutions like Oracle NetSuite. This insight steered the development of SoftLedger, targeting businesses in this middle market niche.

As Ben and his co-founder began building the software, they faced the challenge of ensuring their product met essential accounting needs while also being versatile and scalable. They spent countless nights and weekends refining their prototype, leaning heavily on feedback from potential users to fine-tune their offering. Through this iterative process, they successfully created a solution that not only addressed the issue of delayed financial closings but also equipped businesses with a flexible, cloud-native tool adaptable to various operational needs.

How did Ben Taylor build the initial version of softledger.com?

SoftLedger was built by Ben Taylor and his co-founder, Jeff Ostrega, using a cloud-native architecture, which allowed them to leverage modern technologies like microservices and REST APIs, creating a flexible and easily integrable accounting software solution. The initial development phase took about a year and a half of nights and weekends before they went full-time in early 2017, and it took an additional 10 months to secure their first paying customer. One of the major challenges was ensuring the software could handle multi-entity consolidation and multi-currency operations from the get-go, as these were crucial for their target mid-market clients. The development process was more challenging than anticipated, necessitating numerous iterations to address the complexities inherent in accounting software, ensuring the product was robust enough to compete with established players like NetSuite and Intact.

What was the growth strategy for softledger.com and how did they scale?

SEO

SoftLedger has leveraged SEO as a primary growth channel, focusing on creating content that resonates with their target audience of corporate controllers and CFOs looking to improve their financial data management. Ben Taylor, the founder, initially took a hands-on approach, learning and implementing SEO strategies himself. This effort helped them achieve substantial organic traffic over time. By targeting specific accounting and finance-related keywords, SoftLedger has successfully attracted demo requests from potential customers globally.

Why it worked: Focusing on SEO provided a long-term and cost-effective way to consistently attract inbound leads. Building a comprehensive library of content not only increased visibility in search results but also established credibility in the market. This approach was particularly effective because it complemented the nature of their cloud-based product, which appealed to companies transitioning to remote work and seeking flexible accounting solutions.

Partnerships

SoftLedger has shifted towards leveraging partnerships with technology providers and service-based firms as a significant growth channel. These partnerships include alliances with accountants who use SoftLedger's software to manage their clientele and other tech companies that can integrate with their system. This approach expands their reach and provides a complementary service to their partners' offerings.

Why it worked: Partnerships allow SoftLedger to tap into existing networks and customer bases, adding credibility and enhancing their product's perception through association. By aligning with other trusted firms and service providers, they also boost their market penetration without a hefty marketing spend. This strategy works well because it positions SoftLedger as a component within a broader business ecosystem, enhancing its relevance and utility for potential customers.

Product Features & Versatility

SoftLedger's ability to handle multiple currencies, including cryptocurrency, and to offer a headless ledger capability is a significant draw for their target market. These features are particularly appealing to investment management firms and businesses involved in crypto transactions, addressing specific pain points these industries face.

Why it worked: Offering unique and flexible features has helped SoftLedger differentiate from older, less adaptable systems like NetSuite and Intacct. This flexibility allows them to cater to niche markets such as cryptocurrency-focused companies, which have specific financial management needs. The product's capability to integrate with other systems via API also enhances its appeal, providing potential customers with a seamless solution that fits within their existing tech stack.

Efficient Implementation

Another significant aspect of SoftLedger's growth strategy is its quick implementation process, which is appealing to mid-sized businesses that do not have large IT or accounting departments.

Why it worked: Faster setup reduces the barrier to entry for potential customers, making it easier for them to transition from outdated or overly complex systems. By enabling a smoother adaptation to their platform, SoftLedger reduces implementation friction, leading to quicker sales cycles and higher conversion rates. This efficiency gains them favor over competitors who require more extensive onboarding resources.

What's the pricing strategy for softledger.com?

SoftLedger offers flexible pricing tailored to mid-market businesses, with solutions ranging widely based on the complexity of the accounting needs and integrations, often following a quote-based model.

What were the biggest lessons learned from building softledger.com?

Embrace Pivoting: SoftLedger leveraged cloud-native architecture for flexibility, enabling them to quickly adapt and refine their product amidst a competitive market. This adaptability is crucial for staying relevant and meeting customer needs.
Leverage Pain Points: Ben Taylor recognized a common frustration with the month-end close. By creating a solution for this specific pain point, SoftLedger filled a clear market gap, highlighting the importance of addressing real user problems.
Incremental Growth: The company grew by first focusing on serving a niche—mid-sized companies needing a more versatile accounting solution. This strategic targeting before scaling more broadly is a valuable approach for new businesses.
SEO as a Growth Engine: SoftLedger prioritized building a content-rich website to drive inbound interest. This investment in SEO early on provided consistent leads, demonstrating the power of strong digital presence for sustainable growth.
Friendship and Leadership: Co-founding SoftLedger with a long-time friend enabled effective team dynamics. Trust and understanding in leadership can navigate the team through challenging phases and align long-term visions.

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