Puzzle (puzzle.io) is AI accounting software. The company describes it as "a modern ledger that delivers real-time, accurate financials while keeping accountants firmly in control" (puzzle.io/about). Sasha Orloff is CEO and co-founder. In November 2023, Puzzle announced a $30M raise, bringing total funding to $50M at the time (Puzzle announcement, Nov 14, 2023). StartupCookie produces executive long-form content under Sasha Orloff's byline and customer case studies for the Puzzle blog. Both deliverables below are live, public, and linked.
The challenge
AI accounting software asks accountants to trust a system that touches their core work. Puzzle's answer to that tension sits in its own product description: real-time, accurate financials, with accountants firmly in control.
A position like that cannot live only on a homepage. It carries more weight when the CEO argues it in public, in long form, under his own name. And it needs customer proof: named companies describing how they actually run their financials on the product.
That is the engagement. StartupCookie produces executive content under Sasha Orloff's byline and customer case studies on the Puzzle blog, so the positioning has a voice and the product has proof.
What we did
Executive long-form under Sasha Orloff's byline
We produced "Our Continued Commitment to Accounting Firms", published Oct 28, 2025 on the Puzzle blog. It puts the company's position on accounting firms in the CEO's own voice, on Puzzle's own domain, where firms evaluating the product will look first.
A written customer case study
We wrote "How Paradigm (YC W24) Simplified Financial Management with Puzzle", published Feb 4, 2025. It documents how Paradigm, a Y Combinator W24 company, uses Puzzle to manage its financials. A named customer, a real workflow, on the record.
Results
Both pieces are live on puzzle.io:
- "Our Continued Commitment to Accounting Firms", executive content under Sasha Orloff's byline, published Oct 28, 2025.
- "How Paradigm (YC W24) Simplified Financial Management with Puzzle", customer case study, published Feb 4, 2025.
One honest note on metrics. Blog posts on a company domain do not carry public engagement counters the way LinkedIn posts do, so there are no reaction counts to cite here. The verifiable results are the published pieces themselves. Business-outcome numbers from this engagement publish here once they are verified and Puzzle signs off.
Services used
Frequently asked questions
What does Puzzle do?
Puzzle is AI accounting software. The company describes it as a modern ledger that delivers real-time, accurate financials while keeping accountants firmly in control. Sasha Orloff is CEO and co-founder. Puzzle announced a $30M raise in November 2023, bringing total funding to $50M at the time.
What did StartupCookie deliver for Puzzle?
Two things, both live on puzzle.io: executive long-form content under CEO Sasha Orloff's byline ("Our Continued Commitment to Accounting Firms", Oct 28, 2025) and a customer case study about Paradigm, a YC W24 company (Feb 4, 2025). Links to both are in this case study.
Why are there no engagement metrics in this case study?
Because there are none we can verify publicly. The deliverables are blog posts on puzzle.io, and company blogs do not show public reaction counts. We only publish numbers you can check yourself. Business-outcome numbers will be added once they are verified and Puzzle signs off.