Ep. 233: Jesse Rubenfeld - Automation Unleashed: Reshaping the World of Accounting

The future of accounting is here, and it's automated! In the latest episode of Count Me In, we unravel the world of accounting automation, AI, and the exciting changes that technology is bringing to the industry. From enhanced efficiency and productivity to the ethics and potential challenges of integrating artificial intelligence, this episode covers it all. Our expert guest, Jesse Rubenfeld, CEO and Founder of FinOptimal, will discuss the way accounting is being transformed, the new skills professionals need to master, and the fascinating possibilities that full automation offers. Tune in, level up, and discover what the future of accounting holds!

Connect with our presenter:
www.finoptimal.com
https://www.linkedin.com/in/jesserubenfeld/

Full Episode Transcript:
Adam:            Welcome, listeners, to Count Me In. Your go-to destination for insights into the future of finance and accounting. Today, we have a special guest with us, Jesse Rubenfeld, CEO and founder of FinOptimal. He is an expert in accounting automation and AI. We delve into a conversation that may redefine how you perceive your profession. How is automation shaping the accounting landscape? What are the new skills that financial professionals must adopt? And what does the full automation mean for traditional jobs in the field? Sit back and join us in this exciting journey, as we explore the transformation of accounting in the age of automation.

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Well, Jesse, we're really excited to have you on the Count Me In podcast, and today we're going to be talking about automation and accounting. And to start off, maybe, at a high level, we can talk a little bit about how has automation really impacted the accounting and finance industry, and what benefits has it really brought to it?

Jesse:              Well, I think it's really been a benefit to the profession, that's the headline. It's taken it from a place where there was a lot of manual block and tackle. To an elevated role where the accountant, the finance professional, can be a thought partner and spend most of their time analyzing and adding value to the message that they provide to management, to the CFO, to investors, to whoever it is. Because they're spending less time managing spreadsheets, or uploading things, or doing data entry, and more time being smart.

Adam:            Yes, they have more time to focus on other things. Maybe we can talk about what are the specific kinds of automation, that are really impacting those operations. You mentioned some things that are taking us off of spreadsheets. But are there other things that are really impacting it?

Jesse:              Well, in this situation I like to differentiate between accounting practice automation and accounting automation. Accounting practice automation involves task management workflow. Facilitating review and approval of work papers, tracking time spent on clients. It benefits the accounting firms, but it doesn't, drastically, increase capacity. And it's only beneficial for internal accounting teams, at a certain size.

Now contrast that with accounting automation, which involves calculating and recording journal entries, reconciling transactions, generating reporting. This benefits accounting firms and their clients directly. It increases capacity for firms, and it increases speed and accuracy so the clients aren't sitting around waiting for answers. 

Internal accounting teams can benefit from this early on. One person can benefit from this. One person can do the job of five, whereas it's unlikely they'd use accounting practice automation in a one-person finance team. We also like to distinguish between automation and automation assisted. Automation assisted means it's faster than fully manual, but it's still manual at lots of parts. Whereas automated means one event triggers all of the subsequent actions, automatically. And I like to illustrate this with a side-by-side example.

Okay, let's say you're using HubSpot, the CRM, and QuickBooks Online. You close a sale, you have to invoice for the deal and then you have to account for it correctly. And deals, sometimes, have different payment terms. "I'm going to pay all up front, I'm going to pay monthly." And they have different agreement lengths; annual, quarterly, month to month.

An automation-assisted process looks like this; a deal is marked closed, one. Accounting gets an email, they fill out the details in a spreadsheet that contains a revenue waterfall schedule. They make sure the formulas are correct and then they copy down through all of the columns, et cetera. And then once a month they go book an entry in QBO.

Whereas automated, fully automated, means the deal is marked closed, one, in HubSpot. Data flows from the CRM to QBO automatically. The invoice is sent, automatically, and the invoice is coded in a way that the revenue can, automatically, be recognized in the appropriate periods. That's what we're doing for our clients, full automation. Does that make sense?

Adam:            Yes, that makes a lot of sense. And, so, as you're describing those two things, the full automation is almost eliminating traditional jobs that have been in the finance function. So when you were talking about this full automation. There are new skill sets that are involved that are needed for it, and you've seen lots of articles. But maybe we can talk a little bit about that. What are some new skills that accountants are going to need, going into the future? Because full automation is on its way, in a lot of the functions.

Jesse:              Totally. Again, the headline here is it's elevating the high performers of yesterday. So that today they can do more, better what they're already doing. In terms of new skills, it comes down to more systems and data analysis. SQL, for example, in our case, Python, if you really want to go crazy. I long ago went crazy. But I think that in the past, somebody who could do the higher level work of managing, of communicating financial pictures to important stakeholders like the CFO, the CEO, investors, they would do that, but they'd spend a lot of time preparing for those things.

It would be a major event to get ready for a board meeting. And the amount of time that it took to do that right, was a barrier to entry of competitors for their job. Whereas now they don't have to spend that time preparing for it. Meaning they can use automation to do a much better job, of keeping things ready for the board meeting in real time, all the time.

But it also means that it's not as hard for someone to come along with the same skills and replace them. Because they no longer have the luxury of designing their own really convoluted, excessively complicated process, that another skilled accountant can't come in and replace. So it's a double-edged sword. But, overall, it's making everybody more productive and therefore is good for business and the accountant.

Adam:            Yes, it is good for business because it helps your bottom line, it helps get things done more efficiently. But I can imagine that changi...