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

Introducing WP SEO AI

WP SEO AI is a high-growth, bootstrapped AI company founded in Finland and now operating across the Netherlands and other European markets. The team has grown to around 200 employees serving over 2,000 clients across Europe. As a borderless business, WP SEO AI manages finance and operations across multiple entities while prioritising simplicity and scalability as it continues to grow rapidly.

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, which was manageable at first but quickly became difficult to maintain.

Each week, accounts payable alone took several hours of manual work. At the same time, employees regularly had questions about reimbursements, and missing receipts created additional back-and-forth for the finance team. With teams in the Netherlands, Finland, and Germany, WP SEO AI operates as a borderless business but still needs to meet local finance requirements in each market.

That added extra complexity to everyday processes. The finance team needed a way to simplify operations across entities while keeping things easy to manage for both finance and employees.

The solution

WP SEO AI implemented Airwallex 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, in a single weekly session. This shift significantly reduced manual work and made AP much easier to manage on an ongoing basis.

The company also simplified reimbursements for its employees. More than 120 team members in Amsterdam were onboarded with a consistent way to submit expenses, uploading receipts directly into the platform.

As a result, fewer receipts go missing and employees better understand what’s required when they submit expenses. Reimbursement-related questions have dropped significantly, freeing up time for the finance team.

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 significantly reduced the time spent on weekly finance tasks. Accounts payable now takes around 30 minutes per week instead of several hours, and the number of reimbursement-related questions has dropped sharply—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.