What is Pennylane's primary value proposition?

Pennylane positions itself as the first platform to combine a production software for accountants with a financial steering tool for business owners. This dual-sided approach aims to eliminate the silos between banking, invoicing, and accounting, allowing for real-time collaboration and data-driven decision-making.

Which customer segments does Pennylane target?

The deck specifically highlights three core segments: Startups, Agencies, and SMEs. For each, it provides a tailored value proposition, such as automated ad invoice retrieval for agencies and real-time cash flow monitoring for SMEs and startups.

How does Pennylane handle accounting services?

Pennylane offers a flexible model described as a 'tailor-made accounting solution.' They operate an internal 'Accounting lab,' maintain a network of partner accounting firms to match with clients, or allow clients to bring their own external accountants onto the platform.

What technical integrations are featured in the deck?

The platform emphasizes its connectivity, featuring 200+ integrations with banks and payment service providers (PSPs) like Stripe and PayPal. It also highlights specific connectors for Shopify and a Zapier integration to automate invoicing workflows without code.

What specific problems does the deck address?

The deck identifies that collaboration between accountants and managers currently 'brings little value' because data is fragmented. It promises to solve this by automating VAT calculations, supplier payments, and the retrieval of invoices from platforms like Facebook and Google Ads.

Pennylane Pitch Deck (2022): 35-Slide Series B Deck

See all 35 slides of the Pennylane pitch deck — a 2022 Series B deck — with a slide-by-slide teardown of what the deck does well and where it falls short.

Pennylane’s 2022 Series B deck is a highly structured, product-centric presentation that secured $57M in funding. The narrative centers on the fragmentation of financial data, illustrating how current software operates in silos. The deck excels by segmenting its value proposition into three distinct personas: Startups, Agencies, and SMEs. Each segment is supported by real-world testimonials and specific time-saving metrics, such as saving startups 3 days per month. Technically, the deck emphasizes automation through 200+ bank connections and deep integrations with platforms like Shopify and S…

Key takeaways

The deck positions Pennylane as a dual-sided platform: a production tool for accountants and a steering tool for clients (Slide 1).
It identifies the core problem as financial software programs working in 'complex silos' across banks, receipts, and accounting (Slide 2).
Specific time-saving claims are used for different segments, such as saving startups 3 days per month (Slide 4) and agencies 20 hours per month (Slide 9).
The platform features deep e-commerce integration, specifically highlighting a three-click connection for Shopify sites (Slide 7).
Automation is a central theme, with the deck boasting 200+ bank and PSP connections including Stripe, GoCardless, and PayPal (Slide 14).
The 'Entry' slide details advanced technical capabilities like OCR for lettering and automated recovery of purchase/sales invoices (Slide 15).
Pennylane offers a hybrid service model, providing an 'Accounting lab' for in-house handling or matching clients with a network of partner firms (Slide 17).
The deck utilizes social proof through founder testimonials from companies like Luko and By Charlot to validate the SME and startup market fit (Slides 4, 11).

The Series B Narrative: From Tool to Ecosystem

Pennylane's Series B deck, used to raise $57M in 2022, is a clinical study in product-market fit. Rather than relying on abstract visions, the deck focuses on the tangible friction of financial management. It moves systematically through user personas, proving that the platform isn't just a utility but a central nervous system for business finance.

Slide 1: The Dual-Sided Value Proposition

The cover slide immediately establishes the company's unique positioning. It defines Pennylane as 'The first platform to be a production software program for accountants AND a steering tool for their clients.' By showing two diverse professionals, the visual reinforces the bridge between the back-office (accounting) and the front-office (management).

Slides 2-3: The Problem of Fragmented Silos

Slide 2 is a classic 'landscape of pain' slide. It lists dozens of logos—including Stripe, QuickBooks, Sage, and various banks—categorized into silos like 'Receipts,' 'Steering,' and 'Accounting.' The message is clear: the current stack is complex and disconnected. Slide 3 takes this further, stating that current collaboration 'brings little value to day-to-day business management' because the accountant and the manager are looking at different data sets.

Slides 4-5: The Startup Persona

Pennylane begins its segment-specific deep dive with Startups. Slide 4 features Raphaël Vullierme, founder of Luko, and claims the platform saves startups '3 days every month.' Slide 5 details how this is achieved: real-time steering of cash burn and runway, and more efficient collaboration using the same tool as the accountant. This moves the product from a 'nice-to-have' to a critical time-saving asset.

Slides 6-8: Automation and E-commerce Features

These slides focus on specific pain points for modern digital businesses. Slide 6 highlights the automatic retrieval of ad invoices from Facebook, Google, and LinkedIn. Slide 7 addresses the complexity of international commerce with automated VAT calculation for multiple countries and a 'three-click' Shopify integration. Slide 8 introduces 'one-click' supplier payments and batch processing, showing the platform's evolution into a payment execution tool, not just a recording tool.

Slides 9-10: The Agency Persona and Workflow Automation

Slide 9 targets Agencies, claiming a saving of '20 hours every month.' This segment often struggles with high-volume invoicing, which Pennylane addresses in Slide 10 through its Zapier connector. This allows users to automate the entire invoicing process—from drafting estimates to sending reminders—without writing code.

Slides 11-13: The SME Persona and Cash Flow Management

Slide 11 uses 'By Charlot' as a case study for SMEs, positioning Pennylane as an 'all-in-one solution.' Slide 12 focuses on sales management and real-time cash flow steering, allowing owners to view supplier debts and client receivables at a glance. Slide 13, titled 'Purchase management,' introduces the 'Dedicated Wallet' feature, which supports up to 200 payments per action and dedicated IBANs for suppliers.

Slides 14-16: Technical Depth and Compliance

The deck shifts to the 'how' in the final section. Slide 14, 'Cashflow steering,' boasts 200+ connections to banks and PSPs. Slide 15, 'Entry,' is the most technical, detailing API & EBICS flows, OCR for lettering, and automated analytical breakdown rules. Slide 16, 'Filing,' addresses the accounting side of the house, showing remote VAT filing and automated tax return forms (TVA, IS, CVAE), proving the tool is robust enough for professional accountants.

Slide 17: The Tailor-Made Service Model

The final content slide explains how Pennylane scales its service. They offer an 'Accounting lab' for direct handling, a 'network of partner firms' for matching, or the ability to 'work with your accountant.' This flexibility removes the friction of a company having to fire their current accountant to use the software.

What Works in This Deck

Persona-Based Messaging: By breaking the deck into Startup, Agency, and SME sections, Pennylane ensures that every potential investor understands the product's utility across the entire market spectrum.

Quantifiable ROI: The deck doesn't just say it saves time; it specifies '3 days' or '20 hours.' These figures are bolded and highlighted in green, making the value proposition impossible to miss.

Integration Breadth: The constant mention of 200+ connections and specific logos (Shopify, Stripe, Zapier) builds technical credibility. It positions Pennylane as the aggregator in a fragmented market.

What Is Missing

Financial Performance: As a Series B deck, the absence of MRR (Monthly Recurring Revenue), churn rates, or CAC/LTV (Customer Acquisition Cost / Lifetime Value) in these slides is notable. While likely present in the full 35-slide version, their absence here leaves the 'growth' story untold.

Competitive Analysis: The deck identifies the problem of silos but does not explicitly name or compare itself against other neo-accounting platforms or legacy players like Xero or QuickBooks beyond the 'silo' slide.

The 'Ask': There is no slide in this selection detailing the $57M raise, the valuation, or the intended use of funds. This information is only available through the catalogue facts.

What a Founder Should Copy

The 'Problem' Visualization: Slide 2 is a perfect template for any founder building a 'horizontal' platform. Grouping competitors into functional silos and then positioning your product as the layer that connects them is a highly effective narrative device.

Customer Testimonials as Anchors: Instead of a single 'Wall of Love' slide, Pennylane uses specific founders to anchor each customer segment. This makes the use cases feel grounded in reality rather than theoretical marketing.

Feature-Benefit Pairing: Every feature mentioned (like the Zapier connector) is immediately followed by a benefit (getting paid quicker). Never list a technical feature without explaining the business outcome it drives.

Frequently asked questions

What is Pennylane's primary value proposition?: Pennylane positions itself as the first platform to combine a production software for accountants with a financial steering tool for business owners. This dual-sided approach aims to eliminate the silos between banking, invoicing, and accounting, allowing for real-time collaboration and data-driven decision-making.
Which customer segments does Pennylane target?: The deck specifically highlights three core segments: Startups, Agencies, and SMEs. For each, it provides a tailored value proposition, such as automated ad invoice retrieval for agencies and real-time cash flow monitoring for SMEs and startups.
How does Pennylane handle accounting services?: Pennylane offers a flexible model described as a 'tailor-made accounting solution.' They operate an internal 'Accounting lab,' maintain a network of partner accounting firms to match with clients, or allow clients to bring their own external accountants onto the platform.
What technical integrations are featured in the deck?: The platform emphasizes its connectivity, featuring 200+ integrations with banks and payment service providers (PSPs) like Stripe and PayPal. It also highlights specific connectors for Shopify and a Zapier integration to automate invoicing workflows without code.
What specific problems does the deck address?: The deck identifies that collaboration between accountants and managers currently 'brings little value' because data is fragmented. It promises to solve this by automating VAT calculations, supplier payments, and the retrieval of invoices from platforms like Facebook and Google Ads.

Cover slide of the Pennylane pitch deck — Series B 2022 — Pennylane pitch deck, slide 1 (2022)

Pennylane pitch deck: the facts

Company: Pennylane
Year: 2022
Stage: Series B
Slides: 35
Sector: FinTech

Pennylane pitch deck PDF

The full Pennylane deck is embedded on this page and can be read slide by slide in the browser — no download or account required. Each slide is covered in the breakdown above.

What the Pennylane pitch deck was used for

This deck is Pennylane’s Series B fundraising presentation from 2022 for its $57M (€50M) round led by Sequoia Capital with participation from existing investors Global Founders Capital and Partech. The company offers an all‑in‑one accounting and financial management platform that acts both as a production software for accountants and a real‑time financial steering tool for SME executives, a positioning that is explicitly stated on multiple slides. The deck focuses heavily on user personas (SME executives and chartered accountants), workflow integration, and productized use cases such as Stripe, PayPal, and Shopify integrations, to justify scaling capital. It was used to raise growth capital to replace legacy accounting tools in France and expand across Europe.

Business model: Pennylane provides an all‑in‑one cloud accounting and financial management platform for SMEs and their accountants, combining a production tool for chartered accountants with a real‑time financial steering tool for business owners.

Round: Series B
Year: 2022
Raised: $57M (€50M)
Lead investor: Sequoia Capital
Investors: Sequoia Capital, Global Founders Capital, Partech
Founded: 2020
Headquarters: Paris, France
Industry: FinTech / Accounting software

Total funding: Around $96M of total outside funding following the $57M Series B announced in January 2022.

Use of funds as presented: Funding was intended to replace legacy accounting solutions in France, accelerate product development of Pennylane’s all‑in‑one platform, and support expansion across Europe.

What happened after the Pennylane deck

The 2022 Series B deck successfully supported Pennylane’s $57M (€50M) raise led by Sequoia Capital, enabling the company to accelerate product development and expansion from its core French SME and accounting‑firm base into broader European markets.

By early 2022, Pennylane had raised a $57M (€50M) Series B round led by Sequoia Capital with participation from Global F
Prior to the Series B, Pennylane had raised an $18M (€15M) round in 2021 led by Sequoia Capital with participation from
Subsequent funding rounds after the Series B, including a 2025 round co‑led by Sequoia, CapitalG, and Meritech and a lar

What the Pennylane deck got right

Compelling dual‑persona positioning. The deck’s central positioning—“the first platform to be a production software program for accountants AND a steering tool for their clients”—clearly explains the dual‑persona value proposition and differentiates Pennylane from tools that serve only one side of the relationship.
Strong workflow automation via payments and VAT integrations. Slides highlighting integrations with Stripe and PayPal that automatically calculate commissions at the source and ensure correct accounting, as well as VAT calculation per country, show deep workflow automation that directly reduces manual work for customers.
Clear social proof with both SMEs and accounting firms. The deck emphasizes that “thousands of companies and hundreds of accounting firms trust Pennylane,” providing social proof and demonstrating that the product is already adopted by both target personas.
Simple, concrete integration story for e‑commerce. By showing that Shopify e‑shops can connect to Pennylane in “just three clicks,” the deck makes integration simplicity tangible and helps investors visualize a smooth onboarding experience for merchants.
Mission tightly linked to real‑time decision‑making value. The mission statement around helping users make better decisions via reliable, up‑to‑date, actionable information ties the product’s real‑time dashboards and all‑in‑one capabilities to a clear business outcome for SME leaders and accountants.
Crisp articulation of an all‑in‑one, real‑time platform narrative. Branding the platform as “the all‑in‑one platform for SME executives and their accountants” and “the all‑in‑one, real‑time accounting production tool and financial steering tool” succinctly captures the breadth of the solution without overwhelming the audience with feature lists.

What could have been stronger

Limited quantified traction beyond customer counts. Although the deck claims “thousands of companies” and “hundreds of accounting firms” already use Pennylane, it (as far as the provided OCR indicates) does not quantify usage with concrete metrics such as ARR, retention, or cohort growth, making it harder for investors to tie product narrative to revenue traction.
Competition and moat are not explicitly articulated. The slides highlight integrations (Stripe, PayPal, Shopify) and the dual‑persona positioning but do not surface direct competitors or clearly articulate why Pennylane wins versus established accounting suites and newer fintech platforms, leaving competitive differentiation mostly implicit.
Go‑to‑market and economics not clearly visible in excerpts. The OCR excerpts do not show a clear go‑to‑market or unit economics slide (sales channels, CAC, payback, pricing), so investors may have to infer how Pennylane acquires SME and accountant users at scale and how the business model scales financially.

How an investor would read this deck

What draws attention

The round size of **$57M (€50M) Series B** and the presence of **Sequoia Capital**, **Global Founders Capital**, and **Partech** signal both scale potential and strong investor validation, making this an attractive late‑Series B fintech opportunity.
The product’s dual focus on **accountants and SME executives** and its positioning as an “all‑in‑one platform” directly address the fragmented accounting tech stack in France and Europe, an area investors view as ripe for disruption.
Deep integrations with Stripe, PayPal, and Shopify, including automatic commission and VAT calculations per country, indicate a strong workflow moat and potential for high switching costs for customers once embedded.
Early traction metrics mentioned in the deck (“thousands of companies” and “hundreds of accounting firms”) combined with the existing funding history give comfort that product–market fit is emerging.

Risks that stand out

Reliance on third‑party platforms (Stripe, PayPal, Shopify) for core value propositions like automatic commission and VAT calculations introduces platform‑dependency risk if APIs, terms, or economics change.
The accounting and SME financial management market is competitive, with entrenched legacy players and newer cloud platforms; without clearly articulated differentiation in the deck, there is a risk of commoditization and pricing pressure.
Scaling from France to the rest of Europe requires heavy investment in localization and compliance with country‑specific tax and accounting rules, which could slow expansion or increase operating complexity.

Questions this deck invites

What are Pennylane’s current ARR, growth rate, and gross margins, and how do these figures break down between SME subscriptions and accountant‑centric revenue streams?
How defensible are Pennylane’s integrations with Stripe, PayPal, Shopify, and other platforms—are there exclusive or preferred partnerships, and how easily could competitors replicate this depth of integration?
What is the churn rate for both SME customers and accounting firms, and what do cohort retention curves look like over 12–36 months?
How does Pennylane plan to expand beyond France into other European markets, particularly given different accounting, tax, and VAT regimes, and what localization investments are required?
What is the roadmap for monetization across payments, embedded finance, or additional value‑added services on top of the core accounting platform, and how will this impact unit economics?

What founders can take from the Pennylane deck

Clearly framing the product as serving **two primary personas**—accountants and SME executives—helps investors quickly understand who benefits and how, especially when each persona’s value proposition is explicitly described as a production tool vs. steering tool.
Positioning as an **all‑in‑one, real‑time platform** that replaces multiple tools provides a compelling narrative about reducing complexity and improving decision‑making for SMEs and their accountants.
Showing concrete, everyday workflows—like automatically reconciling Stripe/PayPal commissions and calculating VAT per country—makes an abstract fintech platform tangible and demonstrates immediate customer value.
Highlighting widely recognized logos (Sequoia, Partech, GFC) and social proof (“thousands of companies” and “hundreds of accounting firms”) builds credibility and signals traction without needing lengthy explanations.
Demonstrating tight integrations with commerce platforms such as Shopify shows how embedding into customers’ existing workflows can create stickiness and a defensible product moat.
Combining mission‑driven language (“help you make better decisions by providing reliable, up‑to‑date actionable information”) with concrete product features shows how to link high‑level vision to specific capabilities.

Pennylane pitch deck: common questions

What does Pennylane do?

Pennylane is a French fintech that offers an all‑in‑one cloud accounting and financial management platform designed for small and medium‑sized enterprises (SMEs) and their accountants. The platform combines bookkeeping, real‑time financial dashboards, and integrations with payment and commerce tools like Stripe, PayPal, and Shopify, so both accountants and business owners can work from the same data.

How much did Pennylane raise in its Series B, and who invested?

Pennylane raised a **$57M (€50M) Series B** round announced in late January 2022. The round was led by **Sequoia Capital**, with participation from existing investors **Global Founders Capital** and **Partech**.

What are the key messages in Pennylane’s Series B pitch deck?

The 2022 Series B deck presents Pennylane as the **first platform that is both a production software for accountants and a steering tool for their clients**, emphasizing an all‑in‑one, real‑time platform for SME executives and chartered accountants. It highlights integrations with Stripe, PayPal, and Shopify to automate commission calculations and VAT per country, and showcases existing traction with “thousands of companies” and “hundreds of accounting firms” already using the platform.

When was Pennylane founded and where is it based?

According to multiple funding announcements, Pennylane was **founded in 2020** and is headquartered in **Paris, France**. The platform targets French and European SMEs and accounting firms, and subsequent rounds after 2022 have focused on expanding its product footprint and geographic reach.

Is this deck really the one Pennylane used for its Series B raise?

Yes. Publicly available funding announcements and investor write‑ups explicitly identify the 2022 **$57M (€50M) Series B** round led by Sequoia Capital with Global Founders Capital and Partech as Pennylane’s Series B. The deck described here matches that timeframe and positioning (all‑in‑one accounting and financial steering platform for SMEs and accountants), so it is very likely the deck used in that disclosed Series B raise.

Sources

Funding and outcome facts on this page were researched on 2026-08-21 from the pages below.

Pennylane pitch deck slides

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What each slide of the Pennylane pitch deck says

Slide 1

¥ Pennylane The first platform to be a production software program for accountants AND a steering tool for their clients. 90 d: Tableau depilotage cupération automatique des

Slide 2

ey M NITHERY Pennylane is the pla - to simplify your accounts.. and the way you steer your busr Our mission: Help you make better decisions by providing you with reli up—lodate actionable > 'm..

Slide 3

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Slide 4

The all-in-one platform for SME executives and their accountants O 060©0 The all-in-one, real-time A real accounting production tool financial steenng tool fo for chartered accountants

Slide 5

Collaboration between accountants and managers brings little value to day-to-day business management 4 Ce og <P J oO Ee] [<4 stripe h =. . Fu @ tlibeo fygr. cegid e El = - ros

Slide 6

Created in and we already have over Thousands of companies and hundreds of accounting firms trust Pennylane. Yhka 4 cauL luko BDAGK ulpulsa % SEQUOIA z partech GFC

Slide 12

Comission prélevée 58,00€ Reste du palement 12500€ Forget about PSP fees You can save time and be certain that your accounting is comect: Pennylane connects to Stripe and PayPal, and automatically calculates the commissions charged at the source.

Slide 13

Calculate VAT for each country easily You can save time and be certain that your accounting is correct: Pennylane connects to Stripe and PayPal, and automatically calculates the commissions charged at the source 0O (o - 8 o & o< & Connect your Shopify site Monitor your accounts more easily and get a clearer picture thanks to our integration with Shopify. Your eéShop connects to your Pennylane account in just three clicks!

Slide text above is read directly from the Pennylane deck PDF embedded on this page.