Pry turns finance into underwriting

The real asset here is not the planning UI, it is the chance to turn finance software into an underwriting engine. Pry sits on actual cash movement from banks and cards, then layers on the company’s budget, hiring plan, and revenue model, which gives it a fuller picture than a card company that only sees spend or a spreadsheet that only shows a manually updated plan.

• Pry was built for seed to Series B startups that still run finance in QuickBooks, Xero, and spreadsheets. Its product pulls source data from bookkeeping, payroll, and banking systems, then standardizes the forecast on top. That makes the data useful not just for reports, but for deciding how much a company can safely spend or borrow.
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• The clearest adjacent product is cards tied to budgets. Pry had already prototyped issuing cards, managing its own finances through the product, and testing a workflow where each vendor gets its own card. That turns budgeting from a static spreadsheet exercise into a control system where planned spend, actual spend, and reconciliation happen in one loop.
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• This logic also explains why FP&A was attractive to buyers like Brex. Expense platforms like Brex and Ramp see transaction volume, but FP&A tools add forward looking context, such as runway, headcount plans, and revenue assumptions. In the category, the market has moved toward rebundling, with Pry acquired by Brex and Finmark acquired by Bill.com.
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The next step for this category is finance software that does not just record what happened, but approves spending, recommends actions, and prices risk before cash leaves the account. The companies that win will combine transaction data with a live operating model, then use that combined view to power cards, bill pay, cash management, and eventually lending.