Creating clarity and credibility for an AI-native finance platform.
Overview
Tabs is an AI-native platform that automates the most critical parts of finance. From billing and collections to revenue recognition and compliance, Tabs is purpose-built for modern finance teams — taking on the manual work that slows companies down and giving leaders real-time business visibility.
As the product matured and customer momentum grew, the brand needed to grow with it. The opportunity was twofold: clarify what makes Tabs different in a crowded market, and build a presence that could earn the trust of even the most sceptical enterprise buyers.
We partnered with Tabs to define a clearer position in the market, evolve their identity, and build a website that could support strategic sales conversations while scaling with the business. The result is a brand that reflects the gravitas of finance, the pace of modern software, and the intelligence of AI — all in one tab.
Our Role
Positioning
Brand Strategy
Visual Identity
Verbal Identity
Architecture
Website Design
Copywriting
Development
Context
AI & ML
tabs.inc
Making the difference clear.
The “all-in-one” story has been told. Tabs offers something far more powerful: flexibility. Flexing across the entire contract-to-cash process, supporting any billing model, working with any payment flow, adapting to fragmented data, and strengthening teams with AI agents... the possibilities for modern finance teams were endless. They just needed to be shown.
From features to impact.
Finance teams are stretched, but still stuck in tedious, fragmented processes. Tabs doesn’t just automate workflows, it changes what finance teams can achieve. Faster cash. Live revenue visibility. Less manual effort. And more confidence at close. We reframed the story around these outcomes. Giving CFOs and Controllers a clearer reason to switch, and the right metrics to measure impact.
Bringing the backend to the forefront.
At the core of Tabs is the commercial graph. A unified system that connects contracts, CRM data, usage, payments, and billing terms. It powers accurate invoicing, precise revenue recognition, and clear audit trails without manual effort. We positioned the graph as more than a backend feature. It’s the foundation of the brand, built to deliver control, consistency, and confidence at scale.
AI you can trust.
We know that for most finance leaders AI transformation won’t happen overnight — and that many remain sceptical. That’s why our AI story remained focused on clear, immediate outcomes: the always-on finance co-worker that helps teams do more with less, and scale without adding headcount.
Extending the story.
Tabs is growing fast: across products, markets, and buyer types. The brand system is built to grow with it. From reusable components to content frameworks and motion principles, everything is designed for consistency at speed, so every launch carries the same clarity and every interaction earns the same trust.
With Thanks To
Louise Ng, Molly Selin, Erin Choi and the team at Tabs.
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