Behind the Campaign: Why We Apologised for Saving Finance Teams Too Much Time

The Story Behind Our “Unexpected Apology” Campaign

At Qashio, we usually talk about automation, transparency, and control. But this time, we took a different approach. We recently published an “apology”, not for a mistake, but for a side effect we didn’t expect: finance teams saving so much time that they suddenly have more of it than they know what to do with.

This blog offers a look behind the campaign, why we created it, and what the reaction has taught us about the impact of efficient spend management.

Where the Idea Started

Like many ideas in marketing, this one began as a joke during a team discussion.

We were reviewing feedback from customers. They told us how Qashio:

• Removed manual data entry
• Reduced the back-and-forth over receipts
• Automated compliance checks
• Streamlined approvals
• Eliminated end-of-month stress
  

One colleague made a comment:
“Finance teams must be getting bored now that everything is automated.”

We laughed. Then we realised it was based on real feedback. When key workflows become automated and spending becomes visible in real-time, finance teams are able to focus on other things. Some teams even mentioned having more time for team lunches and casual activities.

That led to a new way to tell the story:
What if the real “problem” with Qashio is that it works too well?

Turning Efficiency Into a Human Message

Spend management is often communicated in technical terms. But the greatest impact happens on the people side. When work becomes smoother, teams feel the difference immediately.

Instead of listing features, this campaign focused on the outcomes:

• Time saved
• Stress reduced
• Better collaboration
• Higher-value work
• A more enjoyable workday
  

So instead of saying “look what Qashio can do,” our message became:

“We may have overdone it. And if your team now has too much free time… we apologise.”

It was a lighthearted way to highlight a serious benefit.

How It Was Received

Any time you lead with humour in B2B, there is uncertainty. But the response made it clear that the message resonated.

We saw engagement from:

• Finance teams who recognised their own experience
• Business owners who want more efficiency and less admin
• Leaders looking for tools that elevate productivity, not paperwork

More importantly, we received real stories confirming that the outcomes portrayed in the campaign were already happening inside workplaces using Qashio.

When marketing aligns directly with customer experience, that is a good sign.

What This Confirms for Us

This campaign reminded us that:

1. Efficiency is not only a financial advantage
   It improves day-to-day quality of work.
   
   
2. Automation doesn’t remove the human element
   It strengthens it, by bringing teams together, not burying them in tasks.
   
   
3. Real customer outcomes make the best stories
   Our users showed us what to celebrate.
   

Our product has always been built to free finance teams from manual processes. This campaign let us show that freedom in a more relatable way.

Moving Forward

As we continue improving areas like vendor payments, reimbursements, ERP integration, and smart controls, our goal remains the same: give finance teams more time to focus on strategy and better ways of working.

And if that means we end up needing to apologise again for “saving too much time,” we are perfectly comfortable with that.

if you’d like to join the thousands of finance teams saving time, click here.

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