About
Built by business owners, for business owners
Hitsu wasn't born from a market analysis. It was born from running a business and being fed up.
The story is probably familiar. You forward invoices into a system that never says anything back. A document goes missing, nobody notices, and three months later your accountant is chasing you for paperwork you were sure you'd sent. Meanwhile, a simple question about your own numbers — what did I actually spend on software last quarter? — means an email and a multi-day wait, because the only alternative is paying for accounting software you were never trained to read.
Hitsu started as one entrepreneur's fix for exactly that, built side by side with the accountant who has to trust the output. Not a startup looking for a problem — a business owner solving their own, then discovering every SME around them had the same one.
That origin shapes the product. It's why the forwarding address responds instead of swallowing documents. It's why every AI answer shows its working instead of asking for faith. And it's why your accountant is built into the loop rather than designed out of it — because the goal was never to replace the professional; it was to stop wasting their time and yours on things a machine should handle.
Principles
What the product refuses to compromise on
Fail loudly, or not at all
The old way loses documents silently and you find out at quarter-end. Every document in Hitsu is durably stored before processing starts, and every failure is visible in the queue. Nothing is ever silently lost.
Show the working
A number you can't verify is a number you have to trust blindly. Every computed answer ships with its derivation — where it started, what it applied, what it assumed.
Compute, don't advise
The assistant explains your figures; it doesn't do tax advice or answer “should I…” questions. Those belong with your accountant — one click away, with the working attached.
Your accountant sees what you see
One shared view, same numbers, same reasoning. Hitsu strengthens the relationship with your accountant instead of wedging itself between you.
European, by design
EU hosting, EU AI providers, encryption at rest, GDPR taken seriously — including your right to have us actually delete your data.
Run your business. We'll mind the paperwork.
Start with one forwarding address and see your books explained in plain language.