Rex GTM brain

Rex provides enterprise finance teams a managed AI service for order-to-cash work, supervised by finance experts.

category

AI order-to-cash operations

market profile

  • text: Enterprise receivables work spans ERP, email and customer portals, with exceptions requiring context and judgment.
  • text: Rex competes with AR software and outsourced operations for collections, cash application and disputes.

personas

  • title: VP of Finance or CFO
    pains:
    • Slow collections tie up cash and increase days sales outstanding.
    • Revenue growth can drive AR staffing or outsourcing costs.
  • title: Director of accounts receivable
    pains:
    • Collectors chase customers across inboxes and AP portals.
    • Disputes and remittances need context from several systems.
  • title: Controller or finance operations leader
    pains:
    • Manual payment matching and exception handling consume staff time.
    • Delegated financial actions require controls, escalation and an audit trail.

icp

  • text: Enterprise B2B companies with substantial invoice volume, complex customer portals and dedicated AR teams; a named customer is Synthesia.
  • text: Finance organizations using shared services or BPO for receivables are a relevant replacement or augmentation opportunity.

message pillars

  • text: Increase cash collection capacity without matching headcount growth.
  • text: Combine autonomous execution with finance expert oversight.
  • text: Start with one process and expand after proof.

objections

  • objection: We cannot let agents make uncontrolled financial decisions.
    response: Agree decision rights and SLAs up front and review the audit trail and escalation workflow in a pilot.
  • objection: Replacing our ERP would be too disruptive.
    response: Rex says it works across existing ERP, CRM, email and portals; verify specific connectors before contracting.
  • objection: We already use AR automation or a BPO.
    response: Compare the cost and resolution of a defined exception-heavy process against the current baseline.

competitors

  • name: HighRadius
    why: Enterprise AR suite covers collections and cash application.
  • name: Tesorio
    why: AR automation competes for collections and cash visibility.
  • name: Billtrust
    why: Enterprise credit and collections software competes for AR workflows.

keywords

  • order to cash automation
  • AI accounts receivable
  • collections automation enterprise
  • cash application automation
  • customer portal invoice submission
  • reduce days sales outstanding

voice

  • operational and direct
  • outcome-oriented
  • enterprise finance focused

signals

  • text: Invoice volumes are outpacing the finance team or driving increased BPO headcount.
  • text: Many customer AP portals, disputes or manual cash application steps cause delays.

stack

  • NetSuite
  • Gmail
  • Coupa

pricing

model: contact_sales

motion

sales_led

channels

  • SEO
  • LinkedIn
  • YC launch

confidence

high

Founders

  • name: Merlin Kafka
    title: Founder/CEO
    role: CEO
    bio: Merlin is the Founder and CEO of Rex, the AI partner for enterprise order-to-cash. He spent 4 years as CPO at Sequence (a16z-backed), an order-to-cash platform where he grew the company to 100+ customers. He has deep domain expertise in order to cash and accounts receivable workflows -- the exact space Rex is transforming with AI. Previously a PM at Tessian (Sequoia-backed, acquired in 2023). Studied Industrial Engineering in Cambridge and Product Design in Glasgow.
  • name: Lewis Blackwood
    title: Founder/CTO
    role: CTO
    bio: Founder and CTO at Rex, building the AI partner for enterprise order to cash. Previously: - Founding engineer at Sequence (backed by a16z) - Cofounded Personably (backed by Global Founders Capital) - Early team at GoCardless (YC S11) - Economics at Cambridge

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