Inside Osome’s Playbook that Led to 100% YoY Growth

For most startups, accounting software lands with a promise and then becomes background noise. It files returns, throws up reports, and occasionally sends a reminder that you forgot something. Nobody writes home about it. Nobody calls it a product they love.

In 2025, Osome tried a different route. Instead of adding another feature or two, the company rebuilt the experience based on customer feedback. That line sounds like a standard marketing copy until you look at what changed. The updates read less like a roadmap and more like a cleanup job.

The answer was not more dashboards or deeper jargon; it was less friction.

The first shift sits at the top of the product. Osome redesigned its user experience as a personal command centre. Instead of burying tasks across menus, filing, bookkeeping and deadlines are all in one AI-enabled company management platform. One click takes you to the submission. Receivables, payables, and cash flow sit side by side. A timeline flags what is due before a late fee applies.

For Osome, the impact is immediate and clients filed on time after the redesign.

Why Does This Matter?

For founders who treat admin like a tax on their time, that number matters more than any new feature.

Onboarding follows the same logic. Instead of long forms and back-and-forth emails, there is a guided checklist that takes under 15 minutes for most users. An in-app booking system connects them directly to their assigned accountant. 

Osome reports that most users complete the checklist in that first quarter hour.

This might sound trivial. But every extra step at the start of a company’s life becomes another excuse to postpone compliance. Remove those steps and output changes.

The core engine is bookkeeping, and here the company leans heavily into automation. Transactions sync directly with services like Stripe, PayPal, Wise, Revolut, Aspire, and Airwallex. AI tags and categorises them. Accountants review before anything is locked in. The pitch is simple: machines do the grunt work, humans catch the mistakes and play the role of advisors who can guide on specific nuances you may not have considered; or are available for you if you need advice.

For founders who still prefer to upload receipts manually, there is a quieter improvement. Drag-and-drop, bulk uploads, and automatic matching cut handover time to one-third of its previous level. Less back and forth. Fewer corrections.

Incorporation of new companies is seamless. In Singapore, the registration process runs in a step-by-step approach, with e-KYC and live support. According to the company, most new firms are incorporated within five days on the platform.

Speed returns in support. An AI chat handles routine questions about setup, invoicing, payments, and compliance. When needed, a single tap transfers the conversation to a human. Osome says this reduces waiting time for basic queries by 95% and allows accountants to concentrate on more complex work.

It is not pure automation. It is automation applied meaningfully while giving founders greater control.

Building Trust

That hybrid stance runs through the rest of the story. Technology syncs and tags. Experts review, advise, and fix edge cases. The company argues that this balance is still the winning formula.

Helena Flores, COO at Osome, frames it in terms of trust. “Advocacy is the truest measure of trust. The fact that more of our customers would recommend us is the clearest signal that our focus on simplifying business administration—by combining AI-powered tools with human expertise—is creating real value for founders.”

Independent research across Singapore and Hong Kong lends credibility to the claim. In Singapore, 76% of Osome users reported satisfaction with their experience, compared with 57% for traditional firms. In Hong Kong, the gap widens to 81% versus 57%, representing a 19- to 24-point advantage.

Net Promoter Scores show a similar lead, 10 to 16 points ahead of traditional providers.

Nishant Kaushal, CEO and Founder of ADNA Research, which ran the study, put it bluntly. “Our independent studies show a consistent trend: startups and SMEs that adopt digital-first platforms like Osome report higher satisfaction and stronger loyalty than those using traditional providers.”

The difference often comes down to mundane details: faster onboarding, clearer communication, a mobile-first interface, and fewer emails.

For founders, those details add up to hours.

All the Credits

The testimonials reflect that trade. Gitesh Athavale, Co-Founder of ZOQQ Pte Ltd, calls Osome “a constructive partner” that keeps finances sharp so the team can focus on building. Arjun Abraham Zacharia, Founder and CEO of EximPe, says the “AI-enabled platform, combined with expert support, has streamlined our financial and administrative processes, allowing us to focus more on growth.”

The most tangible metric comes from Aesty Labs’ co-founders Nadia Zueva and Andrei Rychkov. They say the platform freed them from more than 30 hours of monthly administrative tasks.

Thirty hours almost make up a work week. For an early-stage startup, that is not overhead. That is the runway.

Internally, the product team describes this blend of software and service as the core design principle. Tamas Gögge, Chief Product Officer at Osome, puts it simply. “Every Osome experience combines human expertise with technology. We’re committed to empowering founders through both. Our platform continues to evolve, giving entrepreneurs greater visibility and control over their business performance, so they can make informed decisions in real time.”

There is a broader context here. Across Asia’s financial hubs, digital adoption among SMEs is already high. The real contest is no longer digitisation, but usability. The winners will not be the tools with the most features. They will be the ones that disappear into the background while still keeping you compliant.

That is the bet Osome made in 2025 and is now doubling down on, in 2026.

Less paperwork. Fewer clicks. Faster answers. And humans, when you need them.

In a category that founders mostly tolerate rather than genuinely value, that might be the most radical change of all.