#142: Why This 3x SaaS Founder Couldn't Stay Retired to Launch His New Al Startup - Josh LaSov

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May 2, 2025

Josh LaSov, founder of Cauzzy.ai and former CEO of Satori Reporting, shares his entrepreneurial journey, highlighting the transition from a service-oriented model to scalable software solutions. He dives into the challenges of the NetSuite ecosystem, the benefits of bootstrapping, and the significance of strategic angel investors. After a brief retirement, LaSov found fulfillment in launching his AI-powered startup, which aims to revolutionize financial analysis. He also discusses innovative team-building methods and the evolution of accounting software into advanced tools.

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ANECDOTE

Restlessness Led to New Startup

After selling Satori, Josh took time off for fitness and learning but found it unfulfilling.
He realized he missed building and started his new AI startup with a balanced approach.

ANECDOTE

Found Co-Founder on Upwork

Josh LaSov found his technical co-founder, Jason, on Upwork after interviewing many candidates.
Jason joined as a partner willing to work for equity, showing early alignment on vision and risk.

ADVICE

AI Automates Financial Insights

Automate data analysis with AI to avoid paralysis by analysis in financial reports.
Causey.ai helps executives extract insights, predictions, and recommendations efficiently.

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Josh LaSov is the founder and former CEO of Satori Reporting, an advanced reporting and business intelligence (BI) solution for mid-market businesses that use NetSuite financial software. Satori provided pre-built reports and dashboards, a tailored data warehouse, and detailed data models that leveraged the popular Power BI software.

Josh launched Satori, his second NetSuite solution, in 2019 and grew quickly in the NetSuite ecosystem, with a savvy team and no outside funding. Satori was sold it to private equity buyer Insight Partners in 2022 and combined with another NetSuite provider, Zone & Co.

In this episode, Josh talks about the benefits and challenges of building add-on solutions in the NetSuite ecosystem, their ROI of non-dilutive funding and strategic angel investors, selling two companies then getting bored and restless, and starting his third company, Cauzzy.ai to provide AI-powered automated financial analysis and insights.

Quote from Josh LaSov, founder of Satori Reports and Cauzzy.ai

“When you have a good exit, you can assume the lifestyle that you desire to live, you can slow down. So from 2022 until starting Cauzzy.ai in 2024, I did that, I worked out every day. I listened to more podcasts than any human should listen to. I educated myself, read every newspaper and news site. I took time for myself

“What I found was...it wasn't fulfilling. I needed more. I didn't want to be on the sidelines. I felt myself getting slower, like I was retiree. I appreciated the journey more than the destination. But there's a balance and I could achieve that balance.

“I needed to do something, but I didn't want to just jump into something just to do it. I was to be patient until I found something that I was passionate about and that's realizable. I thought, I can do this again, I want to do this again. Let's take our time and focus a bit more on balance this time, but let's get back in the game.”

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