Andy Su on Pry's Figma of Finance
Andy Su, co-founder of Pry, on building the "Figma of finance"
This focus says Pry was winning by going narrow, not by trying to be a generic finance suite. Early stage SaaS companies all need the same basic workflows, cash runway, hiring plans, board and fundraising models, and budget reviews by department. That lets Pry productize setup, keep pricing low, and replace messy Google Sheets work without building the heavy ERP features large companies expect.
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Pry was built for founders and lean finance teams using QuickBooks or Xero underneath, not for companies replacing their whole accounting system. The product sat on top of bookkeeping data and turned it into planning, sharing, and budget collaboration, which matched startup needs better than enterprise FP&A tools built for large finance departments.
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The practical ceiling was integrations, not model size. Pry said better links to Salesforce, HubSpot, Shopify, payroll, and eventually data warehouses would move it from tiny startups toward Series C companies with roughly 150 to 500 employees. That is a classic vertical SaaS path, dominate one customer shape, then expand outward carefully.
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This also explains the split with peers. Causal aimed to be a broader modeling tool for many teams, while Runway pushed deeper into cross functional planning with hundreds of integrations and collaborative workflows. Pry chose the most standardized buyer, startup SaaS, where product led growth and low priced plans could work.
The category has kept moving toward connected planning tools that ingest live data from the whole business, not just the general ledger. The companies that win will be the ones that can stay simple for startup finance teams at first, then grow into the system where sales, hiring, product, and spend plans all connect to one operating model as the company scales.