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Decimal reached out to us to let us know they were looking for a modern general ledger that could support hundreds of their clients at scale, but with one unusual request beyond conversion and integration to their firm management solution—would we work alongside their team to help them design the firm of the future?
Until now, AI in accounting has been mostly theoretical, with few examples of deep, meaningful integrations beyond small pilot programs. Why? Accounting firms require reliable, proven automation since their reputation depends on it.
Traditional barriers—including AI hallucinations, opaque third-party workflows, and outdated accounting infrastructure were showing limited automation advances. While adding third-party startups to legacy systems seemed like an easy solution that avoided process changes, it typically led to disappointing results with only minor improvements, discouraging further adoption.
Everything changed with OpenAI's reasoning models and Puzzle's modern general ledger technology. This created an inflection point where AI became truly ready for scale. Now, workflows operate reliably, reasoning is transparent, and Puzzle's design gives accountants precise control over AI capabilities.
Signing a contract is easy, while creating customer value at scale is the hard part. The opportunity to work with Decimal was an exciting request, and we wanted to learn more. They explained they had 4 main focus areas for their accountants and bookkeepers:
We spent a day with Decimal demoing Puzzle, discussing roadmap, and talking about our vision for the industry. We realized that while Puzzle had hints of these capabilities within the product, Decimal had some great feedback on how we could improve the product for them and set a new industry standard on profit margin while improving the client experience at the same time. We realized they were not looking for a vendor, they were looking for a partner into the future. So we agreed to a plan together.
Puzzle and Decimal built out four phases to go from discussion to launch.
Puzzle was originally designed for venture-backed startup founders. But it turns out that the same technology worked well for small businesses with a few tweaks.
Puzzle worked really well as a self service accounting solution for founders, but needed to build additional tools for firms to manage hundreds of clients.
Puzzle developed a set of accuracy reviews, but as portfolios scale and accountants are taking on more and more clients, additional checks and balances were needed.
Expanding margin and improving the client experience means helping accountants make the transition from preparation to advisory.
Software and services have struggled in the accounting space due to the long tail of edge cases and accounting complexity, which is a binary offering—accounting is either right or not.
The recent insolvency of Bench and historical shutting down of Scalefactor, each of whom built impressive consumer offerings and raised over $100M of venture capital, are demonstrations that building complicated accounting software and running a services business are a challenging combination. But when these two industries collaborate—as separate entities—they unlock unmatched potential.
This partnership would allow Puzzle to focus on building the best software tailored to accounting firms, while Decimal focuses on providing top-tier services for their clients. Each company excels in its domain, creating a symbiotic relationship that benefits everyone—most importantly, the accountants they serve.
The future of accounting doesn't have to be dictated by the industry. By choosing partners who align with their success, accountants can reclaim their rightful place as indispensable advisors to businesses. The key is recognizing that software and services are better together—when they remain apart.
We want to demonstrate that Puzzle is more than a vendor, but a trusted partner in the industry, fostering collaboration and community while showcasing a commitment to driving meaningful change. We plan to build in public, sharing our journey of integrating and scaling with Decimal, in the hopes to foster trust, transparency, and engagement within the industry. By openly sharing our journey, challenges, and progress, we will show our dedication to creating solutions that truly address accounting pain points—not in marketing but with evidence.
We welcome other accounting professionals and firms to join us in this journey, and demonstrate their own journey of adoption of innovative tools to streamline their processes and increase client satisfaction.The accounting industry is under siege. From the looming threat of AI replacing accountants to Intuit's aggressive television campaign encouraging clients to fire their accountants while simultaneously launching their own bookkeeping services.Intuit isn't just content to dominate the market; they're actively working against the very accountants who helped establish their software as the gold standard for small businesses.
Three main challenges stand out in the accounting industry today.
First, the talent shortage in accounting.
Second, Quickbooks is eating more of the accountant's pie: The industry have spent decades building their processes around QuickBooks, a tool that has now become a double-edged sword with a dominant market share. By failing to adopt new platforms early, the industry has allowed competition to stagnate.
Third, the fear of AI: AI paints a picture of a world where a single player with strong market share, committing billions of dollars to a "done-for-you" solution, could heavily influence the future of accounting. QuickBooks and OpenAI, together, present a vision of automation that leaves little room for the traditional accountant.This paints a grim picture for accountants. But what if it didn't have to be this way? What if accountants could shape the future instead of letting the future shape them?
At Puzzle, we believe accountants can take back control by embracing technology that works with them, not against them. To do this, software must uphold three core commitments:
Software and services can't coexist under the same roof without sacrificing profitability and focus. They are distinct business models with different margins, workflows, and goals. Combining them dilutes what each does best.
The recent insolvency of Bench and Scalefactor, each who raised over $100M of venture capital, are demonstrations that building complicated accounting software and running a services business are a challenging combination. But when these two industries collaborate—as separate entities—they unlock unmatched potential.
Take Puzzle and Decimal, for example. Puzzle builds the best software tailored to accounting firms, while Decimal focuses on providing top-tier services for their clients. Each company excels in its domain, creating a symbiotic relationship that benefits everyone—most importantly, the accountants they serve.
Want to learn more? Go deeper with our case study with Decimal
