“Can an AI-native, real-time general ledger built on modern fintech rails displace QuickBooks as the accounting system of record for the next generation of startups and SMBs?”
Founded 2019 by ex-LendUp CEO Sasha Orloff, Puzzle launched publicly in 2023 as a modern, real-time general ledger positioned as the QuickBooks alternative for venture-backed startups running on Stripe, Mercury, Ramp, Brex, and Gusto. In 2025 it pivoted decisively toward AI, launching the Puzzle AI Suite of accounting agents (Chat, Cowork, Close) and rebranding around 'AI-native accounting.' In 2026 it stretched again with Puzzle 2.0, bundling the software with vetted accounting firm partners — moving from pure SaaS into a software+services model competing directly with Pilot and Bench.