Bezala grew by 30% in 2025 compared to the previous year, both in revenue and number of users. Growth is expected to continue this year, bringing new needs — particularly around improving user experience and onboarding. With these needs in mind, we made two new hires at the start of the year.
Bezala’s product design capabilities get stronger
Roope Kolu joined the Bezala team in February as Product Designer and will be responsible for, among other things, Bezala’s user experience and design.
Roope’s background is in service and product design. Over the past eight years, he has been involved in developing digital services ranging from public sector platforms to self-service onboarding for employee benefit services.
At Bezala, Roope wants to involve customers more closely in the product development process — and that is exactly where his expertise fits. He brings both hands-on experience in developing digital services and the ability to uncover what users actually need.
Although a recent customer satisfaction survey shows that 93% of Bezala’s end users find the service easy or very easy to use, we are not resting on our laurels. Processing a single expense involves many steps, from payment all the way to accounting archiving. And while automation — and increasingly AI — handles a large part of the process, every user’s experience deserves attention.
“The entire service journey needs to work as a whole. Even when multiple parties are involved, everyone needs to understand what happens at each stage.” Pictured: Roope Kolu.
Bezala was already familiar to Roope, as his previous employers used it for expense management. Adding receipts and travel expense reports worked smoothly, he says, without needing any separate instructions.
For Roope, good design means above all that the user can move forward effortlessly, without unnecessary confusion. He also considers genuine accessibility to be essential: every user deserves an equal experience.
These are exactly the things Roope will be working to advance in his new role. He mentions that he has felt welcome at Bezala from day one and has already hit the ground running — including a project to improve the clarity of settings views.
Outside of work, Roope finds balance through cross-country skiing, a sport he has rediscovered with fresh enthusiasm after years away from it. And when he returns from the ski trail, a coffee machine awaits at home — one whose digital interface he considers, perhaps unsurprisingly, an excellent example of clear product design.
Everything starts with onboarding
When switching to a new software, onboarding is the moment that shapes the customer experience far into the future. First impressions form quickly and are difficult to correct after the fact.
In recent years, Bezala’s onboarding team has had no shortage of work. With accelerating growth, the team recognised the need for someone who could both contribute to day-to-day onboardings and bring a broader perspective to developing the entire onboarding process.
Janni Saarinen, who joined the team in January as Onboarding Manager, brings both. Before Bezala, she led the financial management business unit at an internationally operating consultancy firm, where she was responsible for software onboardings and customer training in Finland and across the Nordics. At Bezala, she takes full ownership of the onboarding process.
As Bezala grows, the process must scale accordingly: customers sometimes need to get up and running quickly, and smaller customers should be able to complete onboarding independently. The improvements will benefit both Bezala’s own onboarding team and our reseller partners.
“With a clear and repeatable process, we can reduce bottlenecks in sales and make the process more straightforward and meaningful from the customer’s perspective,” says Janni.
“In onboarding, we start by making sure the customer understands what is happening, where it is happening, and why. When communication works, you can get surprisingly far with that alone.” Pictured: Janni Saarinen.
Janni has wasted no time getting her hands dirty. She has already completed several smaller onboardings and is involved in a larger project bringing Bezala to a public sector organisation with thousands of employees.
Outside of work, Janni’s days revolve around family life — kept busy by a dog and a toddler. Safe to say there is no shortage of things to do.
What’s next?
With Roope and Janni on board, Bezala now has dedicated people for two things that matter most to how using Bezala feels.
On the product design side, the goal is a smoother and more accessible interface that evolves based on genuine customer feedback. On the onboarding side, greater clarity and efficiency are on the way — with first improvements expected in spring 2026.
Welcome to the team, Janni and Roope!
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