WP SEO AI cuts weekly AP workload from 4 hours to 30 minutes with Airwallex

WP SEO AI is a high-growth, bootstrapped AI company founded in Finland, now operating across the Netherlands, Germany, and wider European markets. The team of around 200 employees serves more than 2,000 clients, helping brands stay visible across search engines, AI Overviews, and large language models with its AI-powered WP SEO Agent and hands-on SEO expertise.

As the company scaled, its finance team was still running accounts payable and reimbursements in spreadsheets alongside a local accounting system, spending around four hours a week on AP alone and fielding frequent reimbursement questions. To keep growth efficient across multiple entities, WP SEO AI turned to Airwallex to centralise AP and reimbursements, cutting weekly AP time to about 30 minutes and sharply reducing reimbursement-related queries.

Noy Ben Avi

Head of Finance and Operations at WP SEO AI

“We're a high-growth business, so there are a lot of scaling issues, especially on the admin side. If we keep that in control, we can grow efficiently. It's as simple as that.”

The challenge

The team ran accounts payable and reimbursements in Excel alongside a local Finnish accounting system. That setup was manageable at first, but quickly became hard to maintain as the company grew.

Each week, accounts payable alone took several hours of manual work. Employees frequently had questions about reimbursements, and missing receipts created extra back-and-forth for the finance team. With teams in the Netherlands, Finland, and Germany, WP SEO AI also had to meet local finance requirements in each market.

The finance team needed a way to simplify operations across entities and reduce manual admin for both finance and employees.

The solution

WP SEO AI implemented Airwallex Spend to centralise accounts payable across the business, including its Finnish entity.

Instead of managing invoices in spreadsheets and local systems, the team now reviews and processes them in one place during a single weekly session. This has significantly reduced manual work and made AP much easier to manage as the business grows.

WP SEO AI implemented Airwallex Spend to centralise accounts payable across the business, including its Finnish entity.

Instead of managing invoices in spreadsheets and local systems, the team now reviews and processes them in one place during a single weekly session. This has significantly reduced manual work and made AP much easier to manage as the business grows.

With accounts payable and reimbursements running through Airwallex, WP SEO AI has started exploring how to expand into accounts receivable as well. The goal is to keep everything in one place and avoid adding unnecessary complexity as the business continues to grow.

Noy Ben Avi

Head of Finance and Operations at WP SEO AI

“With Airwallex, we can now handle all our AP in roughly half an hour every week. We just go through the bills and push it through. It's made life so much easier.”

The result

Less time spent on admin: By simplifying its processes, WP SEO AI has cut weekly AP workload from around four hours to about 30 minutes, and reduced reimbursement-related queries from 10–20 per week to around 2.

Better overview across the business: With everything in one platform, the team now has a clearer overview of accounts payable and reimbursements across entities. That visibility makes it easier to stay on top of approvals, payments, and spend as the company grows.

A smoother experience for employees: Employees now have a straightforward way to submit expenses, with clearer expectations on what’s required. The move to weekly reimbursement runs means they receive their money back faster, without adding extra work for finance.

Ready to support continued growth: By centralising its finance processes in Airwallex, WP SEO AI has created a simpler way to manage operations across multiple countries. With plans to expand further and explore accounts receivable, the team is focused on keeping finance efficient and easy to manage as the business scales.