Wave Growth Playbook
Free accounting for small businesses.
Price
Free
Strategy
Fintech
The Spark
The founders saw that the average freelancer or sole proprietor was over-served and over-charged by 'Professional' accounting tools like QuickBooks.
The Growth Engine
The 'Zero-CAC' Freemium On-Ramp & Monetizing the Transaction: Wave tacticaly won by making the core product (Accounting / Invoicing) 100% free forever. Their growth engine is 'High-Volume Small Business Acquisition'—becoming the default choice for anyone searching for 'Free Invoicing'. They don't charge for the software; they monetize through 'Embedded Fintech'—taking a percentage of payments, payroll, and lending. This 'Service-as-a-Software' model allows them to under-price everyone while owning the 'Foundational Finance' relationship with the micro-business owner.