Everything around digitalization is really about
transparency, visibility, and process automation
For example, when you see a cash request:
there's a department, there's a subsidiary, and there’s a headquarters
that needs an XYZ amount of cash.
And you request into the organization:
where do we have what level of cash today?
Then, you have to see by mouse click, if the cash is in South America,
Australia, Europe, or North America.
When you look at this [cash request] process today,
you are processing automatically digitized bank statements,
checks, files, and digital payments.
So, the process is getting much more complex than it was before,
but it is also much more automated and digitized than before.
I believe that one of the biggest challenges
B2B organizations are having today
is the request for digitization, the request for automation,
and the request for end-to-end solutions.
That's what we are offering.
The overall topic of security/privacy/data security
is the most relevant these days.
When you see an organization having fully prepared
for preventing fraud, for having data security,
for having no cybercrime in the organization,
that's what we are developing our software for.
For every organization in the world,
you have to make sure that the organization is not running into fraud
or cybercrime cases.
My family founded this company in 1984
and I took over in 2011 from my father, the CEO role.
What most differentiates us from all our competitors
is the dual product strategy that we have.
That we have one product line, ERP-integrated,
and that we have another product line, cloud-based.
Also, if an organization has 80% of their organization in SAP
and 20% somewhere in the world
in a non-SAP environment,
those organizations need a central platform.
That central platform has to be one system that covers all of that.
That's what differentiates us from our competitors.
Should it be in the ERP, or should it be in the cloud? We can offer both.
Serrala's mission is to bring finance departments and CFOs
to the digital age by helping them
to reach the optimization and the automation
of processes that they're looking for.
Our vision is to offer and provide the only central platform
to automate and optimize finance processes.
Whether it's about inbound payments
and inbound invoices or it's about outbound invoices
and outbound payments.
We help them become more secure
and we help them to get transparency about their cash flows,
their finance processes, and their liquidity.
Innovation is at the center of what we do.
We are constantly looking at market trends.
We’re looking at what our partners are giving us as inputs and what our partners are doing.
We are in constant dialogue with our customers.
What is on top of their minds?
How can we help them to increase the impact
and the benefit of the software we provide?
Our products help our customers to be efficient,
meaning to migrate manual processes to automated processes,
as it’s harder and harder to find valuable resources
to staff finance departments.
We have a great network of more than 700 employees
that are providing continuous input on our innovation.
All of these things together build the roadmaps that we are working on
and create a lot of innovation.
When you see how those products have evolved …
what we are offering today is a full suite for the office of the CFO.
Everything that the office of the CFO is using today ̶
from a transparency standpoint, visibility standpoint, automation standpoint
̶ that’s what we are offering with our solutions today.
One of our biggest strengths today
is the more than 2800 customers that we have.
All those organizations are using the same product,
the same level of functionality.
Some of them are more international than others;
some of them are in other industries than the others;
some of them are bigger than the others.
But independently, they are all using the same solution
and the same technology.
Our solutions are deeply integrated
into the IT landscape of our customers.
We are great believers that you can only realize
the biggest impact in finance process automation
if you have a deep integration.
Deep integration into the ERP.
Deep integration into the related accounting systems.
But as well, deep integration into any related systems
that our users and customers are using.
We will keep building on that.
We are using the latest technologies such as APIs
APIs to further improve that,
and even increase the speed of interfaces,
to interexchange with other systems.
I would say from now and in five to ten years,
we see ourselves clearly as one of the market leaders
in the North American market and the APAC market as well.
In Europe, we are already, today, very strongly positioned.
So, we are investing a lot into technology,
to roll the technology out into those markets.
We see ourselves with a hybrid offering being ERP-integrated
and ERP-independent in the cloud. We are strongly positioned there.