Raj Bhaskar is the co-founder and CEO of Hurdlr, an innovative embedded accounting software provider that has supported over 1.3 million small businesses. In this conversation, he shares the journey of growing Hurdlr sustainably over 13 years, emphasizing strategic pivots and the transition to a subscription model. Raj discusses the importance of user-friendly solutions tailored for small business owners, the shift from direct sales to embedded systems, and his vision for the company's next decades, all while maintaining a strong service culture amidst competition.