How Finanshels Leveraged Automation to Drive Efficiency and Scale its AR offering with OCTA

How Finanshels Leveraged Automation to Drive Efficiency and Scale its AR offering with OCTA

​Finanshels is a dynamic financial services firm founded in 2022 and headquartered in Dubai, United Arab Emirates. They specialize in automating accounting and tax operations, providing access to skilled finance professionals, and offering real-time financial health insights to over 20 million SMBs in the MENA region. Their mission is to simplify financial processes for startups and small businesses through a technology-first approach, enabling entrepreneurs to focus on growth while they manage the financial back office.​

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“OCTA transformed our finance operations by automating collections, streamlining multi-entity visibility, and seamlessly integrating with various accounting tools. The impact? Faster payments, optimized resources, and effortless scalability for our AR offerings.”

MMuhammed Shafeekh, CEO, Finanshels


Challenges Before OCTA

Finanshels faced significant hurdles in managing their client’s accounts receivable (AR), impacting their financial efficiency and scalability.

  1. Inefficient Resource Allocation: Managing AR for all the customers was tedious and needed a lot of manual effort. Higher effort meant more human resources leading to inefficient resource allocation and challenges scaling the AR offering to new customers that they onboard.
  2. High DSO Slowing Cash Flow: The lack of automation and structured AR processes resulted in extended DSO, delaying revenue collection and increasing cash flow uncertainty.
  3. Fragmented Multi-Entity Visibility: Managing multiple entities meant switching between different accounts and platforms, making it challenging to gain real-time financial insights across businesses.
  4. Integration Complexities: Clients using different accounting tools required custom-built solutions for in house automation, adding friction to finance operations and slowing down scalability.

These inefficiencies strained resources, delayed cash flow, and hindered scalability. To overcome these obstacles, Finanshels needed automation to streamline AR, enhance visibility, and drive growth.


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“Before OCTA, our clients spent significant time managing collections manually. Tracking payments, handling follow-ups, and reconciling invoices consumed valuable finance team hours. The lack of a unified multi-entity view also made operations cumbersome. Managing collections manually meant we faced challenges scaling AR offering to new customers that we were onboarding”

MMuhammed Musthafa, Co-founder, Finanshels


OCTA Powers Finanshels' AR Transformation Offering

After evaluating solutions, Finanshels adopted OCTA to automate, optimize, and scale AR processes across its client base. Here’s how OCTA made a difference:


Workflows for Efficient Follow-Ups

OCTA’s plug-and-play automation enabled Finanshels to seamlessly onboard new customers with highly customizable, no-code AR workflows. For each client they could tailor custom follow-up sequences, escalation rules, and with the platform’s AI-driven capabilities—like intent detection for auto-pauses, context-based auto-reply emails, and reminder calls—ensure seamless follow-ups across multiple channels, including email, WhatsApp, and AI calls.

This scalable, no-code approach allowed Finanshels to rapidly expand AR automation across its client base without additional operational overhead.


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"OCTA’s no-code automation has made scaling A/R operations effortless. We can quickly customize workflows for each client while ensuring consistency across our entire customer base. With AI-driven follow-ups across email, WhatsApp, and calls, we’ve seen a significant boost in engagement and faster collections—without adding operational complexity."

EEmil Rizwan, Customer Success Manager, Finanshels


Multi-Entity Visibility: A Single Login for All Accounts

OCTA provided a single login dashboard to Finanshels to track multiple clients in a single go, offering real-time visibility across different businesses without switching platforms. This streamlined:

  • Cross-entity AR tracking.
  • Centralized financial insights.
  • Enhanced efficiency for finance teams managing multiple clients.

The secure user management module enforced controlled access by granting stakeholders permissions based on their roles, ensuring they could only access relevant entities. This safeguarded sensitive financial data, maintaining privacy and compliance within the multi-entity setup.


Unlocking Strategic Insights with A/R Analytics, Custom Reports, and Forecasting

With OCTA’s powerful A/R analytics and customer scoring, Finanshels has gained deeper visibility into its clients’ receivables, enabling them to make data-driven decision-making and propose more effective collections strategies to their clients.

“OCTA’s ability to generate customized, real-time reports, including forecasting, has transformed how we manage A/R,” says Chandapillai, Finance Manager, Finanshels. “We can now prioritize collection efforts based on customer payment behavior, outstanding invoice amounts, and cash flow projections.”

With tailored reporting and predictive insights, Finanshels helps clients identify high-risk accounts, optimize collections with real-time analytics, and improve cash flow forecasting. This data-driven approach streamlines collections, reduces DSO, and accelerates payments while maintaining strong customer relationships.


Seamless Global Expansion with Region-Specific Payments & Multi-Language Support

OCTA’s integration with region-specific payment providers like MamoPay, Paymob in the UAE, Tap Payments in KSA, Stripe for global collections allows Finanshels’ clients to cater to client’s preferences effortlessly. Combined with multi-language support, this ensures Finanshels can onboard customers outside of the UAE region seamlessly.

By offering localized payment methods and multilingual support, Finanshels eliminates its barriers to global growth. Supporting local and global payment options drives higher payment success rates, while multilingual support enhances customer experience. With a streamlined A/R process tailored to different regions, Finanshels enables its customers and themselves to scale efficiently across geographies.


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“OCTA’s ability to seamlessly integrate with multiple accounting tools without custom builds was a game-changer. The auto-syncing feature meant our clients never had to worry about manual updates.”

MMeet Patel, Head of Strategy, Finanshels


Seamless Integrations: No Custom Builds Required

Finanshels' clients use a variety of accounting tools like Xero, QuickBooks, NetSuite, and Wafeq. OCTA’s native integrations ensured:

  • Instant plug-and-play connectivity without requiring custom development.
  • Auto-syncing of invoices data eliminating manual data updates.

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"AR used to be a major bottleneck—clients dealt with long DSOs, manual follow-ups drained finance teams, and scaling only added complexity. Then came OCTA. Payments started coming in faster, finance teams got hours back every week, and we could finally focus on growth instead of chasing invoices. Automating collections, gaining real-time multi-entity visibility, and integrating seamlessly with accounting tools—without custom builds—changed the game. OCTA didn’t just streamline AR; it completely transformed how our clients run their finance operations."

MMuhammed Shafeekh, CEO, Finanshels