One important realisation I had a long time ago when it comes to startups is this - go where there is domain expertise. This insight was a key driver behind my decision to join Palm, and I’m sure it’s true for many others on the team as well. The reason is simple: truly understanding and empathising with a problem you’ve never experienced firsthand is incredibly difficult, if not impossible. For those of us with years of experience building products in one capacity or another, it’s one of those humbling truths you come to accept - the best solutions don’t come from assumptions, but from deep collaboration with those who live the problem every day.
At Palm, we are fortunate to have domain expertise baked into the DNA of our company, thanks to our founders - Gurjit Pannu’s deep treasury experience and Christian Sobkowski's fintech and product expertise - alongside the invaluable insights we gain from our incredible network of treasurers. But expertise alone isn’t enough. To build truly great products, companies must ensure strong internal customer centricity - something that can be easier said than done. For the product function at Palm nothing matters more than a deep understanding of customer problems, and even more importantly - the desired outcomes of the solutions to those problems.
We’ve been deeply focused on identifying these outcomes, and it’s fascinating to witness the enormous market opportunity created by the unmet needs of our users. Treasurers are massively underserved, and many of the current efforts aimed at solving their challenges feels more like an afterthought than a deliberate, customer-centric solution aimed at providing the outcomes they are looking for.
It’s time to raise the bar. For the past year, we’ve built a product that starts laying out the foundational blueprint of a new toolkit for treasurers and cash management professionals. One where real outcomes are paired with pragmatic use of technology that still ensures humans are the driving force behind decision-making.
We’re innovating around familiar concepts and transforming them into intuitive, modern workflows designed to tackle the challenges of today’s treasury teams. Our focus isn’t on technology for technology’s sake; it’s about delivering tools that work seamlessly with treasurers’ expertise, helping them achieve more with less friction and time wasted.
So, what exactly is on the roadmap for 2025? We’re doubling down on some of the most critical areas for cash management: cash visibility, reporting, and forecasting. Rooted in close collaboration with our customers and a deep understanding of their desired outcomes, we’re designing solutions that address what we have identified as some of the current, most urgent needs for treasurers: quick, reliable insights that explain where your cash is and why; smart use of technology that eliminates manual effort and unpleasant surprises; and flexible, explainable forecasts that you can trust.
For example, we’ve seen customers struggle with creating forecasts across all of their accounts - so we use technology to create a baseline, enabling them to focus on exactly the parts of a forecast where they already have good data (e.g., on payables). Another example is on the reporting and cash visibility side. Our solution will enable our customers to quickly set up reports tailored to their needs, selecting from a range of data sources and display options to create unified views. This not only makes answering stakeholder questions fast and effortless, but also provides insights into cash that were previously unavailable to most treasurers, enabling deeper analysis and more informed decision-making.
We are beyond excited about what we will ship in the coming months and can’t wait to share more. I’d like to wrap this up by thanking our customers for their incredible collaboration and trust. They are at the heart of everything we do. Together, we’re building something truly transformative, for treasurers by treasurers. And we’re just getting started. If this vision resonates with you, we’d love to explore how we can shape the future of treasury together.
