Ashish Srimal

Ashish Srimal is the driving force behind Ratio Technologies, a game-changing fintech platform he founded to shake up payments, pricing, and financing for tech businesses. With a background as a SaaS entrepreneur and executive, Ashish has left his mark across the fintech and software realms.

Before launching Ratio, he played a pivotal role in SmarterMe’s acquisition and lent his expertise to Medallia’s IPO in 2019. Ashish’s career includes high-level roles at SAP and Cast Iron Systems, and he’s advised top venture and private equity firms, showcasing his deep knowledge in AI, SaaS, and fintech.

At the helm of Ratio, Ashish is committed to simplifying the quote-to-close process, opening up sophisticated financial structures to tech companies of all sizes, not just large enterprises. His work is about leveling the playing field, ensuring every company has the chance to access the best technology and opportunities, no matter where they are.

What is your typical day, and how do you make it productive?

My days are anything but typical, fluctuating with the ebb and flow of both business demands and personal commitments. To ensure productivity, I dedicate specific periods for deep reflection on innovation, focusing on our mission to democratize financing and fintech software for entrepreneurs and technology consumers worldwide. Additionally, I prioritize my personal well-being by reserving time each morning for some yoga or exercise, but other than that, no two days are ever similar for me.

How do you bring ideas to life?

For me, it’s all about the EVA method: Envision, Validate, and Accelerate.

The journey starts with envisioning—dreaming up innovative solutions to tackle real-world problems. This vision sets the stage, guiding us to engage directly with our target users. Their insights and feedback are invaluable, helping us validate that our ideas truly meet their needs.

Once we have that validation, it’s all systems go. We accelerate, tapping into our team’s collective energy to refine and polish the concept. This cycle of dreaming, gathering real-world feedback, and relentless improvement is the engine of our innovation.

This approach gave birth to Ratio, born from the financing hurdles I faced in earlier projects. Identifying the gap for a more streamlined capital management system sparked the creation of Ratio. It’s not just another fintech tool; it’s a game-changer designed to transform how entrepreneurs and tech buyers globally access financing and software.

Through envisioning, validating with actual user feedback, and constant refinement, Ratio was launched—a reflection of our commitment to making sophisticated financial structures available to all.

What’s one trend that excites you?

What excites me isn’t just AI; it’s AI as an enabler, harnessing unique intent data to match buyers and sellers at the market clearing price. This approach allows us to leverage data to empower our customers to secure better deals and unlock new opportunities. It’s the transformative potential of data-driven insights that truly delivers unparalleled value.

What is one habit that helps you be productive?

Each day, I find myself wishing for more hours to tackle the endless tasks at hand. But still, that habit of making lists and crossing items off is what I’ve found most productive, although I must admit I’m not very good at it. I struggle to keep up but try to improve daily.

What advice would you give your younger self?

To my younger self, I’d highlight the importance of listening carefully and staying humble. It’s crucial not to get so stuck on your own ideas that you can’t change your mind when new information comes along. This advice is key, both in your personal life and in your career, where being open to learning and adjusting your views based on what you hear can really make a difference.

Tell us something you believe almost nobody agrees with you.

I believe that Elon Musk is freaking amazing. Some find him eccentric, but I think without that eccentricity, the kind of success he has achieved wouldn’t have been possible. Most people don’t like that answer, especially in the valley, but that is my opinion. To be an entrepreneur, you have to be a little crazy because the odds of success are low. So, it’s probably the craziest of the crazies who end up being the most successful.

What is the one thing you repeatedly do and recommend everyone else do?

Always ask ‘why.’ This is what I try to do. It’s important not to take situations for granted, because behind every problem or solution, there are multiple layers waiting to be uncovered. Often, our experiences might lead us to ignore the critical step of identifying the root cause. I believe this skill is invaluable for every innovator, as it drives a deeper understanding of challenges, which leads to better solutions.

When you feel overwhelmed or unfocused, what do you do?

When my focus starts to blur, I let myself dream about what’s possible down the line. This dreaming process allows me to plot a course backward from that envisioned future to the present. It lays out a path for what I need to tackle right now to make that dream a reality. If I’m unable to see where I’m going to be, it’s hard for me to stay motivated. So, by dreaming of the future, I reel my focus back in, zeroing in on the actions I need to take today.

What is one strategy that has helped you grow your business or advance in your career?

First, I wouldn’t characterize myself as “successful”. I am still “working in progress”. In one sentence, failing and not giving up is probably my single biggest asset (i.e., perseverance). When I set my sights on a goal, my commitment is unwavering, driving me to seek solutions with relentless determination. However, this has been both my greatest asset and a source of challenges.

I believe the journey of advancing in a career versus growing a business involves distinct skill sets. In large companies, merely having perseverance isn’t enough; success often involves navigating corporate politics and aligning with various stakeholders’ agendas. This environment is vastly different from the entrepreneurial world, where direct focus and determination can solve problems and drive growth.

My experiences have taught me that my true strength lies in entrepreneurship, where my natural tendency to persevere directly impacts my ability to overcome obstacles and achieve goals, unlike in the corporate sphere, where the path to success requires a different strategy.

What is one failure in your career, how did you overcome it, and what lessons did you take away from it?

Discussing a single failure is challenging because there are numerous instances. Each failure comes with its own set of lessons. Take my previous startup, for example, which could have grown much larger. A critical mistake we made was not dedicating enough time to truly comprehend and address our customers’ needs despite having a solid customer base. It became evident that a deeper understanding of our customers’ challenges could have significantly improved our product.

Another lesson from that experience pertains to humility and our approach to capital. I initially believed we could build the product and company without external capital. Reflecting on this, I lacked the humility to listen to venture capitalists (VCs) and learn from them, which could have been beneficial. This experience shaped the concept behind Ratio, emphasizing the use of significant assets, such as customer contracts, to fund the company. These lessons about thoroughly understanding customer needs and being receptive to external advice and capital have proven invaluable for me.

What is one business idea you’re willing to give away to our readers?

Addressing the challenge that Ratio is tackling opens up a substantial opportunity, particularly because the current market players haven’t fully met the extensive needs of this space. Our mission is to make technology universal, ensuring it reaches every corner of the world, which necessitates more businesses joining this ecosystem. There’s a broad spectrum of possibilities for making technology both affordable and accessible. This includes leveraging AI to streamline product development and reduce costs and crafting financial products that can accurately assess the risk and purchasing power of end customers during the sales process.

The ambition goes beyond merely providing capital for growth; it’s about making state-of-the-art technology accessible to every business, irrespective of its size. This endeavor might involve implementing banking APIs for smooth global transactions, developing solutions for cross-border financial challenges, or establishing transparent and adaptable financing systems. The need to build an ecosystem that enables technology to be both accessible and affordable is immense, offering a wide arena for innovation. It’s an invitation for innovative thinkers to engage in a space ripe for significant impact.

What is one piece of software that helps you be productive? How do you use it?

We utilize a wide range of software solutions within our company, but personally, I find the most productivity in the simplest tool: a pen and paper. Despite our reliance on approximately 30 to 50 different SaaS products for various operational needs, the act of writing down my tasks and crossing them out manually is what truly helps me stay productive. This method, rooted in its simplicity, allows me a tangible sense of progress and accomplishment that digital tools have yet to replicate for me.

What is the best $100 you recently spent?

The best expenditure I’ve made recently was on a birthday gift for my 12-year-old daughter. And I wish it was only $100. It was something she had really wanted for a while and was too polite to really ask for it. She is mature, way beyond her years. The happiness of giving her the gift she really wanted was worth more than its cost.

Do you have a favorite book or podcast from which you’ve received much value?

Sure, I’m a big fan of Reed Hoffman’s ‘Masters of Scale’ podcast. It’s all about learning from the best. The show shares tips and stories from top leaders, including Hoffman himself. It’s a goldmine of advice for anyone looking to grow. Hearing from those who’ve made it inspires me to look at my own journey in a new light.

What’s a movie or series you recently enjoyed and why?

I usually watch movies to unwind and don’t retain much of the content; it’s more about relaxation for me. You’ll often find me asleep in the movie theater, which is my daughter’s biggest complaint, but it’s more of a decompressing time for me.

Key learnings:

• Adapt your daily routine to meet both personal and business needs effectively.
• Validate ideas through customer feedback and internal collaboration.
• Utilize data to enhance customer value and drive business opportunities.
• Be open to changing your perspective based on new information.
• Always dig deeper to understand the root cause of problems.
• Use visions of the future to stay motivated and overcome present challenges.