{"id":600,"date":"2024-05-20T12:52:36","date_gmt":"2024-05-20T19:52:36","guid":{"rendered":"https:\/\/embedded.gusto.com\/blog\/?p=600"},"modified":"2024-05-20T13:07:26","modified_gmt":"2024-05-20T20:07:26","slug":"self-employed-financial-management-formations-ai-solution","status":"publish","type":"post","link":"https:\/\/embedded.gusto.com\/blog\/self-employed-financial-management-formations-ai-solution\/","title":{"rendered":"Empowering Self-Employed Businesses with an AI-powered Financial Management Solution"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In the current business environment, technology is constantly transforming the way we conduct business. It is important to comprehend the symbiotic relationship between artificial intelligence and human interaction and the significance of a comprehensive financial management solution for self-employed individuals. <\/span><a href=\"https:\/\/formationscorp.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Formations<\/span><\/a><span style=\"font-weight: 400;\">&#8216; co-founders and CPO &amp; CEO <\/span><a href=\"https:\/\/www.linkedin.com\/in\/uribarjoseph\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Uri Bar-Joseph<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.linkedin.com\/in\/shaharplinner\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Shahar Plinner<\/span><\/a><span style=\"font-weight: 400;\"> discuss this topic and share their entrepreneurial journey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Their discussion highlights how they\u2019ve harnessed technology to empower the self-employed while maintaining the essential human touch that distinguishes their service.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Podcast Takeaways:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The inception of Formations and Shahar\u2019s collaboration with Uri.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Formations\u2019 focus on the self-employed market and its challenges.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How the COVID-19 pandemic unexpectedly supported their business model.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Integrating AI to enhance customer engagement while maintaining personal interaction.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The advantages of embedding fintech in Formations.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Insights into the service model, emphasizing a non-DIY approach tailored for the self-employed.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Handling complex tax issues with a mix of automation and expert advice.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Introduction to \u201cMAX,\u201d an AI tax and accounting assistant with public access.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The security of data with MAX, despite its public availability.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reflections on Formations\u2019 organic growth and the role of human interaction.<\/span><\/li>\n<\/ul>\n<p><b>Listen to the full podcast.<\/b><\/p>\n<div class=\"ose-spotify ose-uid-d273f6d6f38445ae9caeec7424445c5a ose-embedpress-responsive\" style=\"width:600px; height:300px; max-height:300px; max-width:100%; display:inline-block;\" data-embed-type=\"Spotify\"><iframe allowFullScreen=\"true\" title=\"Spotify Embed: Pioneering change in self-employment taxes with Uri Bar-Joseph and Shahar Plinner\" style=\"border-radius: 12px\" width=\"100%\" height=\"300\" frameborder=\"0\" allowfullscreen allow=\"encrypted-media;accelerometer;autoplay;clipboard-write;gyroscope;picture-in-picture clipboard-write; encrypted-media; fullscreen; picture-in-picture\" data-src=\"https:\/\/open.spotify.com\/embed\/episode\/4Xx0bqi9Kkj22pka0JRDeS?si=d447d41cb442445d&amp;utm_source=oembed\" src=\"about:blank\" class=\"lazyload\" data-load-mode=\"0\"><\/iframe><\/div>\n<h2><span style=\"font-weight: 400;\">Formations: Financial Management For The Self-Employed<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In this episode of The SMB Tech Innovators Podcast, host Brian Busch interviews Shahar Plinner and Uri Bar-Joseph, the co-founders of Formations. Formations is an AI-empowered financial platform designed to assist self-employed people in making smarter financial decisions. Throughout the podcast, Shahar and Uri share insights into their backgrounds, the inception of Formations, and their unique approach to revolutionizing financial management for the self-employed.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-medium wp-image-602 lazyload\" data-src=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/2-3-300x300.png\" alt=\"Image alt text: \u201cI don\u2019t know if we have the power to cancel tax season. But we can make it a non-event \u2014 that\u2019s what we\u2019re trying to bring to our customers.\u201d - Uri Bar-Joseph\" width=\"300\" height=\"300\" data-srcset=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/2-3-300x300.png 300w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/2-3-630x630.png 630w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/2-3-150x150.png 150w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/2-3-768x768.png 768w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/2-3.png 1200w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">A Human-Centric Approach to Financial Solutions<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Uri starts by highlighting the importance of human interaction in financial services. He emphasizes that while AI enables scalability, customers still seek genuine conversations with experts when navigating complex financial matters. This belief in combining AI capabilities with human expertise forms the foundation of Formations&#8217; approach. In his view, while AI streamlines processes and enhances accessibility, it cannot replace human experts&#8217; invaluable insights and empathy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By acknowledging the inherent complexities of financial matters, Uri underscores recognizing the symbiotic relationship between AI and human expertise. Rather than viewing AI as a replacement for human interaction, Formations leverages it as a complementary tool to empower financial experts and enhance customer experiences. This integration ensures that customers benefit from the efficiency of AI-driven processes while still receiving the personalized attention and guidance they desire.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The Genesis of Formations: From Chance Encounters to Entrepreneurial Partnership<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Shahar and Uri recount their serendipitous meeting at Costco over two decades ago. This encounter led to a long-standing friendship that eventually evolved into a successful business partnership. Drawing from their diverse backgrounds in tax, accounting, and tech marketing, Shahar and Uri merged their expertise to address the challenges self-employed individuals face.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As the landscape of financial technology evolved, with QuickBooks Online and banking as a service becoming commonplace alongside the emergence of fintech APIs, we recognized the opportunity to start Formations. Combining these diverse tools into a cohesive orchestration layer, we aimed to address the needs of the self-employed\u2014a segment often overlooked despite its size. Our belief in the potential of this demographic stems from its significant impact on the workforce yet its lack of access to resources like CPAs, CFOs, and accountants. By creating a user-friendly platform that demonstrates tangible financial benefits, we sought to empower self-employed individuals to make informed decisions about their finances. Understanding the importance of immediate results in a segment that prioritizes efficiency, we aimed to cater to the &#8220;Cookie Monsters&#8221; of the self-employed world, offering solutions that keep more of their hard-earned money in their pockets and ultimately drive engagement.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-603 size-medium lazyload\" data-src=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/4-2-300x300.png\" alt=\"\u201cWe have a unique chart of accounts, balance sheets, and how we recognize income and expenses. In every aspect of our solution, we made a clear decision.\u201d - Shahar Plinner\" width=\"300\" height=\"300\" data-srcset=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/4-2-300x300.png 300w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/4-2-630x630.png 630w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/4-2-150x150.png 150w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/4-2-768x768.png 768w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/4-2.png 1200w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Understanding the Self-Employed Market: A Tale of Passion and Innovation<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Shahar started his journey in financial management with a deep interest in taxation and a strong dedication to innovation. He understood the unique challenges that self-employed people face and realized the urgent need for a solution to simplify financial processes and maximize tax benefits. This realization inspired him to create a platform that provides efficient and impactful financial tools to empower individuals. He aims to help self-employed individuals manage their finances easily and efficiently.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Amidst the rapid evolution of digital technologies and the emergence of the gig economy, Shahar&#8217;s vision for Formations resonates with the evolving landscape of self-employment. By harnessing cutting-edge technologies and staying abreast of shifting market dynamics, he and his team have positioned Formations as a trailblazer in financial management for the self-employed. Their commitment to innovation and user-centric design reflects a profound understanding of the unique requirements of self-employed professionals in navigating their financial journeys.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Formations: A Utility for the Self-Employed<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Drawing from their extensive backgrounds in tax, accounting, and tech marketing, Shahar and Uri envisioned a platform that transcends traditional financial management paradigms. Recognizing the inherent reluctance of many self-employed individuals to navigate complex accounting and tax matters, Formations prioritizes user experience by simplifying these processes. The platform streamlines administrative tasks and fosters user involvement through strategic AI integration, empowering individuals to take control of their financial affairs confidently. This approach reflects Formations&#8217; commitment to bridging the gap between technological innovation and user-centric design, ultimately redefining the financial management landscape for the self-employed.<\/span><\/p>\n<h2><img decoding=\"async\" class=\"alignnone size-medium wp-image-604 lazyload\" data-src=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/5-2-300x300.png\" alt=\"\u201cThere are things you cannot commoditize. Formations\u2019 philosophy is we can automate 90-95% of the journey. We want to make sure there\u2019s an added value.\u201d - Shahar Plinner\" width=\"300\" height=\"300\" data-srcset=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/5-2-300x300.png 300w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/5-2-630x630.png 630w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/5-2-150x150.png 150w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/5-2-768x768.png 768w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/5-2.png 1200w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/><\/h2>\n<h2><span style=\"font-weight: 400;\">Balancing Automation and User Participation<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Shahar&#8217;s emphasis on balancing automation and user engagement highlights Formations&#8217; commitment to providing a comprehensive financial management solution. Taking cues from the podcast, Shahar explains the platform&#8217;s strategic approach to automation, which aims to simplify mundane tasks while promoting user understanding. This strategy aligns with Formations&#8217; philosophy of empowering self-employed individuals by equipping them with tools that streamline their workload and enhance their financial knowledge.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By seamlessly integrating automation features with opportunities for user participation, Formations seeks to establish a symbiotic relationship between technology and human expertise. By enabling users to understand the reasoning behind automated actions, the platform fosters a sense of empowerment and confidence among self-employed professionals, ultimately leading to long-term financial success.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Navigating Partner Dynamics: Build vs. Buy vs. Partner<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Formations&#8217; strategic approach to partner dynamics reflects a deliberate effort to optimize the integration of embedded fintech features within its platform. Shahar and Uri discuss the considerations behind build, buy, and partner decisions, emphasizing the importance of aligning with partners who share their vision of empowering self-employed individuals. They highlight the key attributes of successful embedded partners, focusing on collaborative innovation and a shared commitment to customer-centric solutions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Formations&#8217; &#8220;partner&#8221; strategy entails forming strategic alliances with external entities, such as fintech firms or industry incumbents, to co-create innovative solutions tailored to the needs of self-employed individuals. This collaborative approach fosters knowledge exchange, accelerates innovation, and expands Formations&#8217; reach by tapping into the partner&#8217;s existing customer base. Successful partnerships hinge on shared values, mutual trust, and a shared commitment to delivering customer-centric solutions that address the evolving needs of the self-employed market segment.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Leveraging Strategic Partnerships for Enhanced Customer Experience<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In business formation and financial management, Shahar Plinner and Uri Bar-Joseph, co-founders of Formations, have forged a path driven by strategic decision-making and customer-centric innovation. Their journey sheds light on the power of collaboration, the evolution of AI, and the significance of human interaction in a tech-enabled landscape.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Formations prioritizes efficiency and customization in its approach. Instead of creating new solutions from scratch, it seamlessly integrates existing ones into its platform. This means it works with providers like <\/span><a href=\"https:\/\/bizee.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Bezee<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/embedded.gusto.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Gusto Embedded<\/span><\/a><span style=\"font-weight: 400;\"> to add specialized features such as incorporation recommendations and payroll optimization. By doing so, Formations can focus on what it does best\u2014developing a unique user experience that sets it apart.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The Rise of MAX: Transforming Customer Interactions with AI<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The introduction of MAX represents a pivotal advancement in Formations&#8217; commitment to enhancing customer engagement through AI-powered solutions. Unlike conventional AI tools, MAX stands out for its conversational approach, which is finely tuned to align with Formations&#8217; unique playbook. This strategic blend of AI capabilities and human expertise enables MAX to deliver personalized insights and recommendations tailored to each user&#8217;s financial needs and circumstances. By leveraging MAX&#8217;s capabilities, users can navigate the intricacies of financial management with greater ease and confidence, ultimately empowering them to make informed decisions and optimize their outcomes.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Democratizing Access: Making AI Available to All<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Formations&#8217; commitment to accessibility extends to MAX, which is available to the public. By offering access to their playbook, Formations ensures that users receive valuable insights without compromising data security. This inclusive approach aligns with their mission to empower businesses of all sizes, fostering a culture of learning and growth.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-medium wp-image-605 lazyload\" data-src=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/3-3-300x300.png\" alt=\"\u201cYour own run rate is as important as your business\u2019s financial run rate. This is going to be a 7-10 year journey; make sure you\u2019re ready.\u201d - Uri Bar-Joseph\" width=\"300\" height=\"300\" data-srcset=\"https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/3-3-300x300.png 300w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/3-3-630x630.png 630w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/3-3-150x150.png 150w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/3-3-768x768.png 768w, https:\/\/embeddedblog.wpengine.com\/wp-content\/uploads\/2024\/05\/3-3.png 1200w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As Formations continues to innovate and expand its reach, Shahar and Uri offer invaluable insights for aspiring founders. Their journey underscores the significance of strategic foresight, customer-centricity, and authentic collaboration. By embracing these principles, entrepreneurs can navigate the complexities of business ownership with clarity and confidence, paving the way for enduring success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Listen to <\/span><a href=\"https:\/\/www.smbtechinnovators.com\/episodes\/uri-bar-joseph-and-shahar-plinner\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Pioneering change in self-employment taxes with Uri Bar-Joseph and Shahar Plinner<\/span><\/a><span style=\"font-weight: 400;\"> and connect with <\/span><a href=\"https:\/\/www.linkedin.com\/in\/uribarjoseph\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Uri<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.linkedin.com\/in\/shaharplinner\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Shahar<\/span><\/a><span style=\"font-weight: 400;\"> on LinkedIn.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the current business environment, technology is constantly transforming the way we conduct business. It is important to comprehend the&#8230;<\/p>\n","protected":false},"author":11,"featured_media":601,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-600","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-embedded-partners"],"acf":{"exclude_from_embedded_resources":false,"popularity":0,"essentiality":0},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Empowering Self-Employed Businesses with an AI-powered Financial Management Solution - Gusto Embedded Blog<\/title>\n<meta name=\"description\" content=\"Explore how Formations blends AI and human expertise to revolutionize financial management for the self-employed. 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