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CustomersApp store optimisation and market intelligenceAppTweak

AppTweak halved its close on Light and plans to scale without new hires

Month-end close

Halved

Month-end used to take up to 12 days. With bank feeds, payroll, VAT and expenses in one ledger, AppTweak has cut that in half.

Tools retired

Three

AppTweak expects to retire 2 or 3 more as Light covers them.

First agent

2 hours

Guillaume built it in conversation with Light’s AI chat, which also helped him test it.

AppTweak ran finance on an ERP chosen for its majority shareholder, a media group. Bank reconciliation was manual, vendor risk lived in a spreadsheet, and every new supplier was entered twice. On Light, agents reconcile the banks, the close takes half the time, and the CFO built his first agent in a couple of hours.

AppTweak is the app store optimization and market intelligence platform used by mobile app teams to grow their downloads. It runs 4 entities, with headquarters in Belgium and subsidiaries in the US, Japan and India. CFO Guillaume Wissocq has led finance since 2019, alongside legal and parts of HR. Riccardo De Maestri runs accounting operations across the group.

Company
AppTweak
Industry
App store optimisation and market intelligence
Entities
4 entities across Belgium, the US, Japan and India.
Website
apptweak.com
A meeting room behind vertical slats at AppTweak’s office, with a colleague walking past

01The Challenge

The challenge: an ERP built for someone else

AppTweak’s core ledger was Sage X3. It was the system its majority shareholder used, and sharing one ERP looked simpler.

Around Sage sat a stack of tools that did not talk to each other: a procurement tool, an expense tool, an export tool to get tables out of Sage, and an ETL platform to get files in. Sage also forced a fixed set of departments onto the P&L, which capped how far the team could break down costs for the board.

Bank reconciliation showed the cost most clearly. AppTweak banks across several institutions and currencies. Each month the team downloaded statements, imported them into Sage, then gathered the PDFs and matched them by hand.

Vendor management was harder still. AppTweak is ISO 27001 certified, so every supplier needs security and legal checks and a mapped level of risk. The procurement tool never connected to accounting, so each vendor was created twice. Risk assessments lived in a master spreadsheet, maintained by vendor owners spread across the company.

Everything was decentralised. We needed to trust vendor owners to do their job within the spreadsheet, which made the whole process heavy and open to errors.
Guillaume WissocqCFO, AppTweak

AppTweak was already pushing AI across the business. Finance used Claude to run models and reconciliations in Excel, but it sat outside the ledger. The team wanted AI working inside its finance system, not next to it.

02The Solution

The solution: a European ledger with AI built in

AppTweak looked at several AI-native finance platforms. Two points decided it for Light.

First, compliance. Light was the only established European-native platform on the list. AppTweak handles a growing load of EU compliance, and the US alternatives it assessed were not at the same level. Belgium adds monthly, quarterly and annual VAT and fiscal declarations across a multi-entity group, and Light’s Belgian VAT and fiscal apps now handle them.

Second, one system. Light covers procurement and vendor management alongside the ledger, so AppTweak could retire its vendor tool rather than integrate it.

It’s the only European native tool we found that was already established. We saw that the American competitors were not at the level on EU compliance.
Guillaume WissocqCFO, AppTweak

Banks now connect to Light directly. Agents match each transaction to its account, so the monthly round of downloads, imports and PDF matching is gone.

The P&L is no longer capped at a few departments. AppTweak assigns each type of expense to its own layers, so month-end and year-end reporting go deeper and reach the board faster.

What I really love about Light is the personalisation. We can assign a type of expense to different layers, and it’s quicker for the board to take decisions.
Guillaume WissocqCFO, AppTweak

Payroll and people costs, in the ledger

AppTweak employs people around the world, under different payroll systems and legislation. Belgium carries the most complex rules. The SD Worx app brings Belgian payroll data and payslips into Light. The Deel app does the same for the many employees contracted through Deel, linking each person and each cost to the right category.

Riccardo De Maestri, Accounting Operations at AppTweak
It’s really quick and it populates our P&L and balance sheet on time. The manual work is reduced and a lot of the bottlenecks are not there anymore.
Riccardo De MaestriAccounting Operations, AppTweak

The team’s job has moved from rebuilding data to checking that each app is synced.

From policy document to working workflows

AppTweak’s purchase-to-pay process runs through several layers of assessment and approval. A finance consultant had mapped it as a high-level slide deck.

Guillaume first uploaded the deck as a PDF. Light built from it, but the slides lacked the detail for a complete workflow. He then wrote the process out as a text document, with every step and rule he wanted. Light read it and built all four P2P workflows at once.

The first agent

With the workflows in place, Guillaume built an agent to run tasks inside them. It was his first agent on Light. He built it in conversation with Light’s AI chat, which also helped him test it. A couple of hours later it was running.

It’s a similar experience to building on another LLM, except Light has the full context of what your finance framework looks like, so it can guide you more precisely.
Guillaume WissocqCFO, AppTweak

Every agent asks for approval before it books an entry or takes an action. The team reviews before and after each run, and every step an agent takes is logged. For a ledger that produces the financial statements, that audit trail is what lets the team extend its trust one month at a time.

Working in Light on a laptop at AppTweak

A vendor onboarding app, built in a week

During implementation, Guillaume found Light’s standard vendor onboarding too narrow for ISO 27001. He spent an hour with his implementation manager walking through the current process, the checks it needed and the outcome he wanted.

The implementation manager saw a use case other customers would share. Light proposed building it as an app for the Light App Store. Light handled the build and Guillaume supplied the operating detail.

The app is now available to every Light customer. Each vendor’s security checks, legal checks and risk mapping sit in one place, connected to the ledger, with no second entry.

03The Result

The result: month-close halved, Frankenstack eliminated

Month-end used to take up to 12 days. With bank feeds, payroll, VAT and expenses in one ledger, AppTweak has cut that in half.

Three tools are already gone, among them procurement, expense management, the export tool built to work around Sage, and the ETL platform used to load files into it. AppTweak expects to retire 2 or 3 more as Light covers them.

The time goes back into the business. The team gives its agents better context each month, and that work pays back the following month. Guillaume brings more detailed numbers to AppTweak’s leadership on strategy. Riccardo builds live reports for HR, marketing, tech and product.

What AppTweak runs on Light

  1. One ledger starting with Belgium and the US, with Japan and India to follow.
  2. Direct bank feeds across banks and currencies, with agents matching transactions to accounts.
  3. Custom P&L layers by expense type for board reporting.
  4. Four P2P workflows built from a written policy document.
  5. A custom P2P agent that asks for approval before it books.
  6. The Vendor Onboarding app for ISO 27001 security, legal and risk checks.
  7. Belgian VAT and fiscal apps for monthly, quarterly and annual declarations.
  8. SD Worx and Deel apps for payroll and people costs.

Where AppTweak’s finance team is heading

Japan and India join the ledger after Belgium and the US. More agents follow as the team’s confidence grows, and 2 or 3 more tools are on the list to retire. The aim is a finance function that scales with the company without scaling headcount.

Portrait of Guillaume Wissocq, CFO at AppTweak
We spend less time on manual work and reconciliation, and more time giving the AI better context. That’s work you get a return on the next month.
Guillaume WissocqCFO, AppTweak

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