“I’ve spent most of my career in financial services and have particularly spent a large amount of time focusing on the small and micro business space. During that time, I saw firsthand how small businesses and entrepreneurs often didn’t have access to tools that could help them understand exactly how their business was doing,” says Tayla Dandridge, co-founder and CEO at stub, an accounting software startup from South Africa. “My co-founders and I realised that for entrepreneurs, managing finances was too complicated, too expensive, and too far removed from the realities of running a business day to day.”
“We saw a real opportunity to support entrepreneurs when it comes to managing their finances better and taking control of their numbers. We wanted to make it radically easier for small business owners, freelancers and side-hustlers to take control of their finances and truly understand how their business is performing – without needing them to become finance experts. That’s what inspired us to create stub, an accounting platform designed specifically for entrepreneurs. We launched two and a half years ago and have since grown to support over 4 000 entrepreneurs across South Africa.”
Tough Competition, but This Brand Has a Secret Weapon
With so many world-famous accounting software on the market, and a few local ones too, it might seem illogical to launch a business in this area. But understanding the specific needs of entrepreneurs who have to DIY their accounting gives stub its competitive advantage. “Traditional accounting software was built for accountants, not for entrepreneurs. It’s often too complex, too expensive and often doesn’t integrate well with local banks or the tools entrepreneurs already use.
“We built stub to flip that experience,” she emphasises. “ It’s simple, automated where possible, affordable, and deeply connected to the local ecosystem. stub isn’t just accounting software – it’s designed around real-time data, simplicity and the realities of building a business today.”
Simple and Functional
stub simplifies accounting by automating what used to be manual. Entrepreneurs can send invoices, track expenses, and see profit and cash flow in real time, all from one place.
The product has evolved from simple invoicing and expense tracking into a complete accounting and insights platform powered by automation and intelligent data models. Entrepreneurs can now sync their bank accounts, track cash flow and VAT, see profits in real time, access reports, and understand exactly where their money is going and coming from.
“stub connects directly to bank accounts, automatically categorises transactions, and turns daily business activity into instant insights and visibility. Soon, it will even prompt entrepreneurs when something ‘looks off’ and the support on what to do next. In a nutshell, we remove the admin and confusion, so entrepreneurs can focus on running the business, not reconciling it.
Partnering with the Local Banking Sector
Capitec has enabled direct integration between stub’s digital accounting software and the Capitec secure statement sharing API. This allows Capitec’s small business customers to connect their accounts directly and securely to stub, eliminating the need for manual data capturing or other workarounds.
“For many entrepreneurs, this is the first time their financial story truly comes to life, with up-to-the-second insight into their income and expenses, enabling them to stay on top of their cash flow and business performance. The solution even automatically reconciles payments with associated invoice numbers and categorises expenses to the appropriate accounts, saving small business owners valuable time and effort,” Dandridge explains.
“Most importantly, the direct integration supports Capitec personal accounts, recognising the reality that many South African entrepreneurs, from spaza shop owners and tradespeople to freelancers and side hustlers, run their businesses through personal bank accounts.”
Helping Small Businesses Grow and Thrive
By automating the heavy lifting around categorisation, reporting and visibility, stub dramatically reduces time spent on admin, prevents mistakes, and keeps all financial information clean and structured from the start. “With accurate, real-time reporting, business owners and entrepreneurs can submit tax returns confidently, apply for funding with credible financial records, and understand their profitability at a glance,” she elaborates. “By automating these processes, stub helps entrepreneurs stay competitive too. When you know your numbers, you can price better, plan ahead, and make faster decisions.”
She also adds that South Africa’s small business sector is full of energy and innovation, but most entrepreneurs still struggle with financial visibility. “Many are still relying on manual spreadsheets or bank balances that don’t give them a clear picture of cash flow. That slows them down.”
Dandridge notes that stub bridges that gap. We give entrepreneurs accessible, affordable, and intelligent tools that turn raw data into usable insights – instantly and automatically. It’s about giving small business owners the clarity and confidence they need to survive, grow and thrive.
“At stub, we believe that when entrepreneurs get more time to build and grow their business, everyone wins,” Dandridge concludes.
“I’ve spent most of my career in financial services and have particularly spent a large amount of time focusing on the small and micro business space. During that time, I Read More
