AI is reshaping finance: What (still) breaks first as businesses grow?
About
On September 24th from 6PM CEST, Moss hosted a special gathering designed for Finance leaders, at the exclusive Soho House Amsterdam. Guests joined us for a panel discussion of real experiences and actionable insights, and connected with forward-thinking finance teams over great food and drinks.
As companies grow, what worked in finance early on starts to strain. As headcount increases, spend rises and team structures become more complex, processes that once felt manageable begin to slow down. Reconciliations lag, visibility weakens, and systems become harder to manage.
At the same time, as teams get busier and bottlenecks increase, the time to step back and fix these issues becomes harder to find.
Leaders are no longer just reacting to these challenges; they are questioning whether they should exist at all, as automation and AI reshape expectations.
This panel explored where finance comes under pressure first, and how experienced leaders address it before it becomes a structural problem.
Heard from our panel of industry leaders on:
- The early signs your finance setup is being outgrown and what to do next
- Which processes leaders choose to fix, rethink, or eliminate entirely
- How leaders are rethinking manual work in light of automation and AI
- How to prioritise change when resources are limited - balancing quick wins with longer-term transformation, and where AI can accelerate impact
- What experienced finance leaders would do earlier, knowing what they know now
Watch the full recording now to gain peer-to-peer insights and stay ahead of the curve.
Speakers
Maddie Raedts is CEO and co-owner of For You Agency, which began as one of the Netherlands' first TikTok-specialised marketing firms for Gen Z and has grown into a full-service, social-first agency. At 21, she founded Influencer Marketing Agency (IMA), which she scaled and sold to MediaMonks/S4 Capital a decade later, before leading the global expansion of Social Monks and developing BOND, a social commerce platform, in Los Angeles. A Forbes 30 Under 30 Europe honoree, Maddie has shaped the creator economy for over 15 years, working with global brands like LVMH and L'Oréal.
Ronald Groot leads the Implementation Team at RS Finance and has more than twenty years of experience at the intersection of technology, project management and process improvement. He has a passion for complex systems: give him a tangle of processes, software and data, and he immediately sees a puzzle waiting to be solved. Ronald makes complexity understandable and translates it into smart, practical solutions. He uses automation and AI pragmatically to give organisations greater control, clearer insights and more room to focus on what matters.
With over 10 years in finance, Rozanne Johnson has built a reputation as a go-to partner for scale-up and growth-phase companies. Defining, refining and managing finance teams is what she does best - with a sharp focus on incorporating AI.
Guido Steenbergen is AI Enablement Lead & Consultant at WAIMAKERS, one of Europe's first AI-native consultancies, where he runs executive AI sessions and masterclasses for leadership teams across industries like energy, pharma and private equity. He joined as WAIMAKERS' second hire, building the firm's first automation prototypes and now leading the development of WAIMAKERS OS, which combines the firm's AI playbooks and processes in one platform, and writes the newsletter "What I'm Learning This Week in AI."
Marjoleen Hof is Lead Customer Success at Moss, powering SMB finance teams with AI-enabled spend management solutions. She drives strategic engagement and value realisation across European markets, blending deep fintech insight with customer-centric leadership.
