Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Felix Rodriguez, CEO & Founder of Finally, a finance automation platform that's raised over $110 Million in funding.

Here are the most interesting points from our conversation:

• Vision and Rebranding: Felix shared the compelling story behind acquiring the domain "Finally" from a successful entrepreneur by pitching the vision of an all-in-one financial platform for businesses.
• Evolution of Tech: Comparing his first startup in 2003 to Finally, founded in 2019, Felix highlighted the advancements in technology, such as APIs and AI, which have significantly simplified and accelerated building new products.
• Trust in Finance Automation: Addressing the critical issue of trust, Felix emphasized the importance of accurate data ingestion and robust systems to avoid errors and build confidence with users.
• Target Market and Focus: Finally focuses on small and medium-sized businesses (SMBs) and medium-sized enterprises, aiming to simplify their financial operations by integrating multiple functions into one platform.
• Importance of Team and Vision: Felix underscored the significance of building a great team, having a clear vision, and executing flawlessly as key factors for success in winning the market.
• Inside Sales Success: Building an inside sales team has been a home run for Finally, enhancing their ability to convert leads and reduce customer acquisition costs (CAC) effectively.

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