Greg Keegan (co-founder and head of product) built and invoicing & cashflow management app for himself out of frustration with what was available to freelancers in the market. He took the best parts of existing tools and stripped away the unnecessary things freelancers didn't want or need to create an invoicing app for freelancers that would add true value to them and their business. Additionally, Greg built a system to track his own personal cashflow the same way a business would and realized that building an AI feature into his invoicing app that could help freelancers meet and exceed their financial goals would be a game changer.