Built for Europe’s SMEs — A Letter from Lila Fernández

• 60,000+ seller ideas and priorities logged into a central system in 2025 alone
• 1,300 face-to-face meetings with sellers across Europe last year
• Quarterly satisfaction surveys, seller forums, and direct escalations monitored continuously

The tools featured throughout this report did not come from a corporate roadmap drawn up in an office. Each one began as a seller challenge, surfaced through conversations, suggestions, surveys and the everyday friction of running a small and medium-sized business across multiple European countries, and was built to address that challenge.

We always work backwards from the seller’s reality. We identify what slows them down or what’s costing them, and then we design and build the tool that solves that specific challenge. That principle has guided everything my team does.

The numbers reflect that commitment. In 2025 alone, we logged more than 60,000 seller ideas and priorities into a central system. Last year, our teams held 1,300 face-to-face meetings with sellers across Europe. On top of that, we run quarterly satisfaction surveys, seller forums, and monitor direct escalations continuously. Every one of those touchpoints feeds into the tools we build.

We collect thousands of anecdotes that an AI system analyzes for us. That lets us understand exactly what sellers need, and act fast on it. What used to take weeks of manual review now surfaces patterns in hours.

When AI arrived, we realized that we could take that human knowledge and turn it into solutions at scale, not just for a few companies, but for all. That changed everything about how we work. It meant the insights we gathered from thousands of conversations could shape tools that reach hundreds of thousands of sellers, each one tailored to the friction they actually face.

That is what “working backwards” looks like in practice. It is not a slogan. It is a discipline, one conversation, one data point, one tool at a time.