Fourteen years of getting finance teams paid faster. And finally finishing the job.
Baseline started in B2B payments in 2012. We learned how money moves. We watched our customers drown in the manual work that comes before the payment. So we expanded, into AR automation, into the cash conversion cycle as a whole, into embedded payments, and we became finance automation specialists.
The cash conversion cycle is the most under-automated workflow in finance.
Walk into almost any AR team in North America and you'll find the same scene. Spreadsheets. Phone calls about overdue invoices. Inboxes full of remittance advice that has to be matched by hand. People doing work that software should be doing. Cash sitting in the wrong place because nobody had time to chase it.
It's not that the technology doesn't exist. The problem is that getting from “this software exists” to “our team is using it well” is hard. Implementations stall. Platforms get oversold. Payment processing lives in one tool, AR automation lives in another, and the handoff between them is full of friction.
That's the gap we close. We pick the right platform for the company in front of us, implement it properly, and stay accountable for the outcome long after go-live. We handle payments, because the cash conversion cycle is one workflow, not two, and it deserves one team.
Over fourteen years we've also gone deep in specific industries — law firms, wineries, concrete producers, dental practices, construction companies. Deep enough that we show up at their association AGMs, know their software, and have clients who refer us by name. That's the kind of trust you don't build with a generic pitch.
A few things we believe.
The cash conversion cycle is one workflow, not two. Treat AR and payments as separate problems and the handoff will eat you. Design across the whole cycle.
The right tool beats the cool tool. A vendor with one product will always tell you their product is the answer. We can afford to tell you the truth.
Implementation is where deals are won or lost. The platform almost never fails. The implementation does. Scope it right and stay involved.
Boring is a feature. Finance leaders don't want to be on the bleeding edge. They want predictable cash flow, clean audit trails, and software that works the same on Day 90 as it did on Day 1.
A small team. Senior on every level.
Baseline is owner-operated and senior-led. Every engagement is led by a co-owner or VP. There's no SDR-to-AE-to-CSM handoff parade. The person you meet on the discovery call is the person on your account three years later.
Paul Schulz
Co-founder & Chief Visionary Officer
After a successful career in commercial insurance, Paul started Baseline in 2012 with a mission to bring simplicity and efficiency to the B2B payments space.
Jean-Sebastien Beaucage
Partner & Chief Strategy Officer
Co-owner with twenty-plus years in finance technology, transformation, and B2B payments. Leads Baseline's platform strategy and key partnerships — including Esker, BenjiPays, and DOMx. The person at the table for every major deal.
“The most undervalued behaviour of an advisor is their ability to behave with low self-interest. Genuinely caring for the people you work with, and for, is the foundation of building long-term, reciprocal, successful relationships.”
How we work.
1. Discovery first, not a pitch
First call is short. We're trying to figure out if you have the problem we solve. If you don't, we tell you.
2. Right-sized recommendation
We match the solution to your situation. AR automation on the platform that fits your stack. A surcharge program if fees are the problem. Payments infrastructure if you need it embedded. The wrong tool is worse than no tool.
3. Implementation that lands
We scope it tight. Specialist partners do the technical work. We stay accountable to you for the outcome.
Our association partners
Want to see if there's a fit with Baseline?
Book a 15-minute discovery call. We'll talk through your AR roadblocks and tell you honestly whether we're the right team to help. Most finance leaders know within one call.
Book a 15-min discovery