Executive Summary
In this episode of The Future of BizTech, host JC Granger interviews Eric Edelstein, Co-founder and CRO of DOKKA, an AI-powered accounting automation platform. Eric shares how DOKKA helps mid-market companies (50–500 employees) automate manual financial processes like accounts payable, approval workflows, and the monthly close. He covers:
- Their ideal customer profile and ERP integrations (NetSuite, SAP Business One, Acumatica)
- How DOKKA’s AI reduces manual data entry and streamlines bookkeeping
- Why automation empowers finance teams to shift from number-crunching to strategic thinking
- Startup growth challenges, including scaling across the US, UK, and Australia
- Resilience in the face of conflict in Israel
- DOKKA’s go-to-market strategy through SEO and paid advertising
- The vision to automate the entire accounting process
- Candid advice for founders based on his global experience
Transcript
JC Granger: Welcome to another episode of The Future of BizTech. I’m your host, JC Granger. Today, I’m joined by Eric Edelstein, Co-founder and CRO of DOKKA. Eric, tell us a bit about yourself and what DOKKA does.
Eric Edelstein: Thanks for having me! DOKKA helps CFOs and accounting teams in mid-market companies — mostly in the US, UK, and Australia — automate their accounting processes. We work with companies that have between 50 and 500 employees and typically small finance teams: a CFO, a financial controller, and perhaps a head of accounts payable.
JC: And these teams are using ERP systems like NetSuite or SAP B1?
Eric: Exactly. These systems still involve a lot of manual tasks. DOKKA automates the parts that take the most time — like data entry, matching documents, calculating taxes, and posting to the ERP.
JC: What are the main benefits? Time savings? Accuracy?
Eric: Yes, and more. Think of accounts payable teams processing hundreds of bills monthly. Normally, they manually extract data, match to purchase orders, and post to the ERP. With DOKKA, our AI extracts the data automatically. You upload the document, and with one click, it’s posted into the ERP system.
JC: That sounds like a huge time-saver.
Eric: It is. And that’s just one feature. Our approval workflow system is also heavily used. Documents often need multiple approvals before payment. We automate that too — with approval flows, digital signatures, and clear status visibility.
JC: So your platform makes a big impact on accounts payable and finance teams?
Eric: Absolutely. And while people worry AI might replace jobs, we believe great CFOs and accountants will only become more valuable. Their role shifts from repetitive work to strategic thinking.
JC: I completely agree. AI should free us to focus on higher-level problems.
Eric: Exactly. If AI saves time and the company grows, new job opportunities are created.
JC: What inspired you to start DOKKA?
Eric: I’m South African. I lived in London and San Francisco. About eight years ago I moved to Israel and started DOKKA, even though my wife wasn’t thrilled — startups are tough. But we went for it. It’s been a roller coaster.
JC: What were some early challenges?
Eric: Finding the right co-founder. I was new to the country, the language, and the business culture. Trust and vision alignment were critical.
JC: That makes sense. What are your biggest current challenges?
Eric: We have 60 employees globally. We’re scaling. In early stages, founders do everything. Now it’s about delegation, focus, and deciding where to prioritize — US, UK, or Australia. Each market has unique needs.
JC: With everything happening in Israel, how has that affected your operations?
Eric: It’s stressful. But Israelis are resilient. We take our laptops to the shelter and keep working. Our global team and remote setup helps ensure continuity.
JC: That resilience reminds me of WWII London stories. Get to the shelter, then back to work.
Eric: Exactly. And when the war in Ukraine started, I didn’t understand how people kept working through it — until it happened to us. People adapt. Business continues.
JC: Let’s talk growth. How are you acquiring customers?
Eric: SEO was our first big bet. We get millions of search impressions monthly. We also use paid ads on LinkedIn, Google, Bing, and Facebook to reach over 1 million finance professionals.
JC: What are your 12-month goals?
Eric: To double revenue year-over-year. We’re tracking well. The US is still a massive market for us.
JC: What’s next for AI in finance?
Eric: We started with accounts payable, but found that month-end close was an even bigger problem. For many companies, it takes 1–3 weeks. Our new product helps reduce that time by up to 70%.
JC: That’s a game-changer.
Eric: It is. Our vision is to automate the entire accounting process end-to-end.
JC: Final question. What advice would you give other founders?
Eric: One of the most impactful experiences I had was living in Silicon Valley. The energy, the pace — it changed how I think. My advice: spend time in a global startup hub. Even short stays in places like the Valley, Berlin, or Tel Aviv can totally shift your perspective.
JC: Where can people find you?
Eric: Visit dokka.com or find me on LinkedIn. Just please don’t pitch in the first message. Start a real conversation.
JC: Thanks again for joining. And thanks to our listeners. If you enjoyed this episode, give it a five-star rating and share it with your network.
This transcript is based on an episode of The Future of BizTech podcast, produced by Infinity Marketing Group, where host JC Granger interviews leaders in technology and business innovation.
Watch the original episode on YouTube: DOKKA Interview with Eric Edelstein – The Future of BizTech
Learn more about the podcast at futureofbiztech.com
