From subscription cards to an AI finance team
- Client
- WithLess, an AI-powered finance operations platform for Italian SMEs
- My role
- Fractional CMO, ~2 days a week
- Dates
- 2025 – today
- Scope
- rebrand, positioning, website design, content strategy, skills marketplace, paid acquisition; team of 2 plus freelancers
The starting point
WithLess was known for subscription cards: virtual cards to control software spend. The product had grown into much more, with AI automating reconciliation, bookkeeping and cash flow, but the brand still said "cards". The website, the ads and the sales pitch were all telling the old story.
The CFO of a €20–200M Italian SME gets a finance-tool pitch every week. We needed a new category story, a brand that stood out, and channels that could prove what they brought in.
What I did
Repositioned WithLess as your AI finance team.
The company moved from a card product to agentic finance: AI agents that do the work. An AI Accountant for reconciliation and bookkeeping, an AI Analyst for cash flow, payment schedules and reporting. The story works for companies with or without an ERP.
Led the full rebrand.
We started from what CFOs hate most: useless manual work. The new identity, voice and creative platform are ironic, sharp and on the CFO's side, and they carry the AI finance team story across every touchpoint.
Designed the new website.
I was responsible for the website design, from structure and messaging to the visual design of every page. Every section explains the AI finance team in plain language for a CFO audience. The new site went live in July 2026.
Built a skills marketplace and the content around it.
I built the WithLess skills marketplace and set up an organic content strategy producing videos on the skills, alongside the Admin Nightmare series on the ten biggest finance pains in Italian SMEs and founder-led LinkedIn content.
Tested paid on LinkedIn, Meta and Google.
Measurement came first: UTMs, conversion tracking, demo-booking tracking and lead-source attribution. Then I tested all three channels against booked demos, continuously fixing what underperformed and steering budget to what worked. The result was a really good CPL and CAC from paid.
Managed the team.
I ran a marketing team of two plus freelancers across design, content and paid.
The new website
Results
- Full rebrand and repositioning from subscription cards to your AI finance team
- New website designed and live in July 2026
- A skills marketplace and an organic video engine built around it
- Paid tested across LinkedIn, Meta and Google, with a really good CPL and CAC and budget continuously steered to what works
When the product outgrows the brand, the brand becomes the bottleneck. Fix the story first, build the website around it, then give it a content engine and paid channels you can measure. Done in that order, paid stops being a cost centre and starts bringing in pipeline.