The Ambitious Bookkeeper Podcast

136 ⎸ The BEST Bank for Clients: Relay - with Deanna Zubrickas

February 07, 2024 Serena Shoup, CPA Episode 136
The Ambitious Bookkeeper Podcast
136 ⎸ The BEST Bank for Clients: Relay - with Deanna Zubrickas
Show Notes Transcript Chapter Markers

In this interview episode, I’m chatting with Deanna Zubrickas, a product specialist at Relay. We dive into the challenges with traditional banking methods, the partnership between Relay and Profit First, and the revamped partner program that offers exciting opportunities for bookkeepers and accountants!

In this episode you’ll hear:

  • The new Relay Partner Program
  • How to position and convert clients to Relay
  • All the things I love about Relay
  • Profit First Friendly Bank

Resources mentioned in this episode:

Meet Deanna
Deanna Zubrickas works directly with Relay’s Partners, accountants and bookkeepers, helping them deliver superior business banking to their clients. Deanna a certified Profit First Professional and is the go-to product expert for business banking solutions and banking integrations with accounting software. Before making the move into financial technology, Deanna supervised retail operations and managed customer relations at a number of enterprise and mid-sized retail brands, including OAK + FORT, Free People, and Urban Outfitters.

Connect with Deanna:
📧 Email: deanna@relayfi.com
📱 X: https://twitter.com/bankwithrelay
📱 IG: https://instagram.com/bankwithrelay
📱 LinkedIn: https://linkedin.com/company/bankwithrelay

Dislcaimer: Relay is a financial technology company, not an FDIC-insured bank. Banking services and FDIC insurance provided through Thread Bank; Member FDIC. The Relay Visa® Debit Card is issued by Thread Bank pursuant to a license from Visa U.S.A. Inc. and may be used everywhere Visa® debit cards are accepted.


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One of my previous clients had wanted to do the profit first method. And so when she opened her business, she started off with Wells Fargo and opened five accounts with Wells Fargo, but then Either wasn't, it wasn't communicated to her or she didn't think it was going to be an issue, but there was minimum balances for those accounts. And then if you don't meet the minimum balance, then there's a monthly fee for each account. And I was like, you're spending so much money right now just to have the five accounts. It's almost. Pointless. Yeah. And usually the, you know, it's different from a brand new business. Well, it's not different. You don't usually have that money when you're starting with a brand new business either. Right. But if you're an existing business and you're like, I am struggling with my cashflow. I need help. The last thing you're going to be able to do is hold a minimum balance in all five accounts. Right. That's the reason you're looking towards something like profit first. So yeah, we just get it and we were able to make it work, which is, you know, not something everybody can say. Welcome back to the Ambitious Bookkeeper podcast. Today I have, someone from Relay Bank, which if you've listened to the podcast for any amount of time, you've probably already heard me talk about Relay. but I have Deanna, she's my rep and she also is the person who is doing the podcast interviews. So I'm not even going to attempt to say your last name. I'm going to let you introduce yourself to our audience. Yeah, I'll say it. How about that? Hey everyone, my name is Deanna Zubrikas and I'm a product specialist here at Relay. I'm also a certified Profit First Professional and I'm super excited to be here. And yes, now I guess I can also be introduced as the person who does the podcast. So I love that. Yeah. Is there like an official title that they, are you like media? Outreach or something. There isn't, but I feel like at this point I should probably ask for one. That's my resume, right? Yeah. Awesome. So, thank you so much for taking the time to come on the podcast. I know, recently Relay put on a, like, secret little webinar for some of us who are in the partner program already. And we wanted to, chat about that because it's being unveiled to the public soon, right? As of recording of this, not yet, but by the time it airs, it will be public. So before we get into that though? I do want to, like, just kind of dig into your background and how you came to Relay and, and all that good stuff. So, I'll let you take the floor. I would say I probably have a little untraditional background, for most people that you find in the accounting bookkeeping space or even in the FinTech space. And I've been working at Relay almost three years. When this podcast comes out, it'll be a month away from that anniversary. And before that, it was actually in retail management for about seven years. I kind of fell into that after graduating from school and worked my way up. I'm in Toronto in Canada and it's a really big retail market here. I think one of the biggest malls in Canada. So lots of room to grow in there. And then the pandemic hit. And retail was just not the space to keep growing in. And it was very, very different. The landscape had changed. So I thought, you know, what else can I do with my skills that I've got here? I thought, why don't I move my B2C selling skills to B2B? Ended up getting connected with Relay. And keep in mind, this is three years ago. So Relay looked very different back then. Serena, you were probably on Relay before I even started there because you've been an OG for a long time. and it was my first 4A working with small businesses, but it was really the team, the early team here and the leadership team, meeting Yusuf and everything, that got me interested into really, I'm like, hey, if this team can do it, like, I want to be a part of this team and see what they're growing. And, you know, three years later, if you, if I had known that I was going to be working with, In the accounting and bookkeeping channel, I probably never would have believed you, but I absolutely love it. I think it's an amazing community to be a part of, and I'm happy you guys let me hang out. Yeah, and you know, some of us are kind of fun, so it's not too bad. Yeah, I would say I would even push it and say a lot of you are kind of fun. Yeah, yeah. XeroCon yet? Oh, yeah, I went last year in New Orleans and I loved it. I'm like, please take me back to Nashville this year. I know. I'm so excited. It's in Nashville. And, just as a little, like, side note, what are some of your, like, things that you like to do outside of work? Outside of the accounting and bookkeeping industry and fintech banking, I love to read. I'm a huge, huge reader. I actually read 38 books last year, so I'm, I've started on my new goal already. Yeah. I'm a big reader. I love yoga. I love to work out. I love to walk. and big into reality TV as well. You name a Real Housewife franchise, I watch it. So that's me in a nutshell. Awesome. Well, cool. I'm super excited to have you on here. so let's jump into the new relay partner program. Cause they've had a partner program for a while, which like you said, I've, I'm an OG when we, when you guys did that webinar, one of the questions was like, how did you. First hear about Relay and I'm like, I don't even remember. I think Yusuf actually reached out to me individually on LinkedIn and we connected. He was like, can I demo my product? And I'm like, sure. Oh, that's awesome. I love when people reference that, like Yusuf did my demo and I'm like, okay, so you've been around, you've been around, he was the original salesperson. So that's awesome. And you've obviously stuck with us the whole time. So. You must like what we're doing. I do. And I'm constantly sharing about it. I would be sharing about it without a referral code. That's how passionate I am about it. Like I try to get all of my clients switched over to relay. I mean, I'm not like super pushy about it. This is a question we can definitely dive into, but. Eventually people end up switching. They do, right? Whether they plan to or not, because that's the thing is, business owners will always have a challenge with their bank, whether it's cost related, whether it's tech related or access related. One of those three, if not all three, will come at you at some point. And as an advisor, like you should have a bank referral, right? You know about all the banks out there, you know all the trouble they cause, so you should have one that you can kind of guide your clients in the right direction, right? Yeah. And that's one of the thing that a lot of, my students and like listeners ask about. And, I just recorded a mini episode which drops before this airs, so it should already be published. But that was one of the questions was, how do you handle, when a potential client comes to you and they're on a bank that doesn't integrate with QuickBooks or Xero, do you turn them away? And I'm like, no, I don't. I give them a solution and, so Relay has a new partner program that if you want to like dive into the details of, you know, generally what that means in case people are like, what is, also maybe kind of talk about what Relay is for anyone who's new listening, like it's a banking platform. It's not technically the bank, right. But I'll let you take it from here. Yeah, exactly. So we're a little bit different than the other banks that you'll see out there. We're a banking platform and that basically means we're a tech company built on top of a partner bank. So we still got all the FDIC insurance you need actually up to 2. 5 million. So that's a lot. We've got all the banking capability and that's, you know, directly through our banking partner. But I like to say we were truly like a banking platform designed through the lens of an accountant or bookkeeper. And I'm sure Serena you'd agree with that. and it's really just nice to be able to. You know, have buttons where you think they should be to create features that customers actually want and be able to push them out. So your, your customers actually know that, you know, their feedback's being heard. So we're a banking platform that allows each business up to 20 checking accounts. There's no account fees, no minimum balances. You can automate your payments. You can pay for Free, we connect directly to your QBO and your Xero, a direct bank feed, which I know to every listener on this podcast means a great deal. You know, and you connect that bank feed once you'd never have to reconnect it again. So it's really, really tech forward banking. I'd like to say. Yeah. Yeah. And so for anyone too, who doesn't know the background of Relay, it was developed by Yusuf who used to work for Hubdoc, right? And so he was already in , the accounting tech. FinTech world and understood the pain points. And so it also has the capability of automatically sending bank statements to Hubdoc. Do you guys have an integration with Dext or anything either too? Yeah, we do. The statements can flow through to there as well. Awesome. So those two things, the direct feed, the direct statement access are huge. And then also just being able to see all of your clients at once, log in, provision access to your team as well. So your team doesn't have the same access that you do with your client's bank, but everybody has the ability to pull statements, research transactions, and it makes a huge difference. It does. And I think that's Kind of why we're so special in this community is that we truly started as an advisor platform, right? And that's also what we want to show with our new partner program is we've been aware of all of these issues that you face as an, as an advisor for so long. So I feel like the community really feels seen when you look at something like really, like they, they actually get what we're trying to do or what we're trying to avoid, I guess, and make your lives easier as a firm and. And so that's really why we wanted to revamp the partner program, because we wanted to show that we are committed to this community. Like we want to make it more meaningful and give you a little love back when you are bringing clients onto Relay. Cause that's the goal, right? I think every firm owner that uses Relay, it's like, Oh, I wish all my clients were on here. So I can talk a little bit about like, what's going to be. Changing with their partner program and what's not. So what's not changing? It's still business banking that is built for you and your clients. So that's still existing, which is great. And you still get your dedicated support. So just like you and I, Serena, like any white glove onboarding you need, any account management support, we're still here for you. But what's going to be new about this partner program is we're going to include predictable, transparent, and meaningful partner rewards. So we're actually going to pay you a flat fee every time you onboard a new client. Every time that client gets to, a new balance, like a 10k balance in Relay, we'll give you more cold, you know, cold hard cash, which is awesome. And you get to share in the revenue share as well. So that was something that we've always had at Relay and we're keeping it for certain tiers. And we'll also be unveiling an advisor directory, which I'm personally very, very excited about. So this will be launching later on, but the idea here is as a business making platform, we get tons of small businesses every day. Which accountant do you suggest? I'm looking for a bookkeeper. Do you know a bookkeeper that lives in California? All of these specific searches and you'll be able to apply to be, Listed on our directory as a firm and people can search by niche. They can search by location, by accounting software. So exactly what they're looking for. it's just another source for you to get clients. And we want to make sure that we have that relationship with you. And lastly, we're also going to be rolling out an ambassador program. So we get super excited advisors, just like you Serena, who have a community with them and you want to talk about Relay. And it's easy to talk about Relay, especially when you use it and you love it. So there's going to be an opportunity for you to apply to be an ambassador. We can sponsor where you're going to talk, help you out with that kind of thing, and just help you spread relay, which is really fantastic. That's awesome. Are you guys, cause I know there's, like if you're a Xero partner, they've already developed some educational material for you to go out and kind of do presentations and things like that. Are you guys going to be working that kind of stuff in? I'm like, here we are right on the. I hope you have an answer. Yeah, no, we'll definitely have a package that we can hand out to ambassadors once they've been approved. Just so you're not going in there completely blind, right? I mean, obviously you'll have your love for relay propelling you through your talk, but it's nice to have some ammo. So you'll definitely have something. Yeah. Yeah, that's great. I get a lot of bookkeepers who ask me like, when you go on podcasts, like, what do you talk about, you know, client facing? Or when you present to small businesses, like, what are you supposed to talk about? And Relay is already incorporated in my presentation, in my talks that I always do over and over again, because like, it's such an easy, thing to plug because there's certain things I talk about like having your business and personal separate. And if you don't have a solution for that yet, you can do that with Relay and it's free and it's easy to access and da, da, da, da, da. And then like, if they're doing profit first, which a lot of entrepreneurs already are, it has that capability of automating those transfers. And so it just makes it really easy to talk about it and tie it in to give them like a real solution during the talk. Well, and that too, like if you're going to give business advice or anything around that topic, your bank is your central nervous system of your business. You, like, it should be a topic of discussion, right? And it's involved in absolutely everything. And if you're feeling friction there, you're going to feel friction in other areas of your business. So yeah, it's pretty, it's actually hard not to talk about it. I think it's like the opposite, right? Yeah. It's really interesting. Like, as I'm thinking back, I'm like, Oh, Weird. Like I already have been talking about it and just because like it solves so many issues for the clients I already have. And so my goal is to get as many people on Relay before they even get an accountant because it's just going to solve already a lot of issues. But, yeah. So, and then when they come to me, it'll just be easy. Yeah. And I think too, you know, a lot of people might not even notice that they're talking about their bank or if they're talking about it, it's usually In a negative way, right? Everybody can complain about their bank or whatever institution they're using. And with Relay I've had quite the opposite reaction to a lot of people. They, you know, we'll sit down and do a demo and the reaction is like, well, I didn't know that this was an option. I didn't know I had a problem with my current bank until I saw the other options out there. So it's, yeah, it's definitely a reverse experience, but a really, really good one. Yeah. there's always like a couple types of businesses that may not be a great fit for Relay, which for my client base, that's not an issue because I don't really work with local clients and they're already doing everything online anyways. But what are some of the types of businesses that you still see friction with, with Relay and like getting them converted? well, an easy answer here is like any of the prohibited industry. So if you're in cannabis, if you're in crypto, if you're in firearms, that would be a no go for Relay right now. Or if you are a business that heavily deals in cash, it doesn't mean you can't use Relay, it just means you have to utilize a local bank option as well. So if you're cash heavy. other than that, pretty much everybody can use Relay. It's just if you have additional resources that we don't offer yet, like maybe you're looking for a credit card or you're looking for a loan, you might want to keep a local bank relationship just to kind of supplement. But it's very easy to still use Relay as a primary bank and use that local bank as a secondary bank for all of those what ifs. Yeah, absolutely. I'm glad we covered that so that our listeners can like be armed with that information too. Um, yeah, cash heavy for sure. What about, physical checks? Is there a limit? This, this just popped into my head because I do have one client that they sometimes get Pretty big physical checks in the mail that need to be deposited. And we've like historically walked them down to the bank and you cannot walk them to relay. That is impossible. Yeah. So what's the solve here? Right. So I've got, kind of like a two part answer for you. So we recently introduced an option for you to increase your own or request to increase your own transaction limits on relay. So every business's limits are going to be different just based on your business and. Different information we can verify about it. And if you want to deposit something larger than the limit you have, you can supply some documentation and request either a temporary or permanent increase, which is really great because we're allowing some business owners more flexibility. But if you have a much larger check than we're able to help you with, same option is maybe you have a local branch account open and you can physically walk to it and deposit it there. But Relay does connect to 100 percent of U. S. banks, whether it's business or personal. Assuming, you know, most people listening have at least one of those, deposit there, transfer it into Relay for free. So you can still get it into Relay whether, even if you can't do it immediately. Yeah, I love that. Yeah, there's always a workaround. There always is. You just got to ask, you know, sometimes you haven't thought about it yet. So yeah. And just asking the question, like requesting the increase on the limit. I like that. is there a standard limit that everybody starts out with? And then over time, you have to request to increase the limit based on your specific business or does it adjust automatically based on your history? Every business starts out at a different default and nothing would ever update automatically. You always have to request, yeah. Okay. I'm just throwing out good questions that are coming to me because I mean like for instance my American Express, I just received a notification on my business American Express that my pay over time balance has increased just automatically. Based on history, right? So I'm like, Oh, I wonder. Yeah. No, it's a good question. And Hey, you're a business owner, Serena. You'd like, these are the questions business owners ask. So fire them away. Yeah. And so for the listener too, when your clients have these questions, you can answer them. So, I want to jump over to Profit First. We mentioned that a moment ago, and then you also said that you are a Profit First professional. Can you talk about how, , Profit First became a thing with Relay? Because Relay wasn't the original, like, partner bank with them. And I remember pushing for that because I was a Profit First professional for a while too and I was like, I'm pretty using Relay for all of this. Like, it's so much easier. I'm not going to make my clients switch banks. Yeah. Um, but it's really interesting to just hear the history of like how that relationship developed and, and then like what. I don't know. Just the whole, the whole thing. Yeah. Yeah, absolutely. So it's actually funny that you, you mentioned the previous one because Ron and Mike, and for anyone listening that doesn't know there, Mike is the author of Profit First and Mike and Ron both started Profit First Professionals together, where you can go get certified through Profit First. They always like to say, you know, we had to kiss a lot of frogs before we found the right one, the right one being Relay, of course. And I, I think that's such a true phase. And honestly. I remember first hearing about Profit First from people looking at Relay. Like, we would demo the product and they would be like, Wow, what do you mean you could have 20 checking accounts? Like, have you ever heard about Profit First? Because if you haven't, like, you need to get in contact with them. And it actually came, like, from our community. Just from The basic function that we already have in Relay from day one of opening a Relay, we've always been able to have 20 accounts. So it came from that direction. And then it was like, okay, we can't deny it anymore. Like, I think we need to work together. And it took a long time to finally get, you know, everything working together. But last April, we finally officially launched our partnership. So Relay is the official banking partner of Profit First Professionals, which is awesome. And now we have. You know, more and more businesses every day coming to relay specifically for that functionality, because if anyone listening has tried to run profit 1st or. Has thought about it or even read the book, you'll know that the very first roadblock that you run into is actually opening those five accounts. You go down to your local bank and they're going to look at you like you're nuts if you're asking for five accounts. And so that stops a lot of people right in their tracks, which is unfortunate because you're getting ready to take this step for you, for your business, right? You're saying, Hey, I'm ready. I'm going to go take control. And then the bank stops you. So removing that roadblock is really important for getting business owners to start that method. And being able to do it for free is another really, really great option. Because if you do have a bank that lets you do it, those monthly fees are the now times five, right? If you've got all five of your accounts open. Yeah, I had that. One of my previous clients had wanted to do the profit first method. And so when she opened her business, she started off with Wells Fargo and opened five accounts with Wells Fargo, but then Either wasn't, it wasn't communicated to her or she didn't think it was going to be an issue, but there was minimum balances for those accounts. And then if you don't meet the minimum balance, then there's a monthly fee for each account. And I was like, you're spending so much money right now just to have the five accounts. It's almost. Pointless. Yeah. And usually the, you know, it's different from a brand new business. Well, it's not different. You don't usually have that money when you're starting with a brand new business either. Right. But if you're an existing business and you're like, I am struggling with my cashflow. I need help. The last thing you're going to be able to do is hold a minimum balance in all five accounts. Right. That's the reason you're looking towards something like profit first. So yeah, we just get it and we were able to make it work, which is, you know, not something everybody can say. Awesome. so yeah, thank you so much for sharing about the partner program. And if somebody is new to starting their bookkeeping business, what are some of the hoops that they need to jump through in order to become a partner? Because I know that like, if you're looking at. Being a Xero partner, you definitely have to talk to somebody. Is it the same with Relay because it's been so long since I became a partner? Like what's the process now? I feel like I've been grandfathered in. You, you really have, but it's actually pretty easy. So, you can sign up directly on the Relay website for your own account and for your own Partner portal dashboard. And if you have a dashboard, that means that you're a Relay partner, but you should always go one step further and meet with somebody from our team just so we can show you exactly how to use it. I've spoken to people that use Relay for a year and still didn't know about certain features that we have. So it's always great just to be able to unlock all of your features, but we can also help you with your onboarding too. Like what is better than having somebody who's there to sell Relay for you or help? Influence people in the right direction. So we can also help with that. So sign up for your account and meet with a rep, but we also have a banking certification that you can go through on Relay. So similar to the other platforms out there, this one is free to do. It'll take you just over an hour. You watch a series of videos, and it basically is just testing your knowledge on how to use Relay. And if you can get through that, you're good to go. You could talk to anybody about Relay. it sets you up for success for sure. But really, to become a Relay partner, all you have to do is sign up. And I believe we're gonna put a link in the show notes so everybody can use that. Yeah. Yes, we will do that. and as far as becoming a Relay partner, is part of the qualification at least having one account with Relay on your own, or is that not required? You do have to have a Relay account because how else would you receive your partner rewards, right? How do you get that money? Just trying to cover all the bases because sometimes people are like, well, I want to do it But I'm not gonna like use it for myself and I just feel like Like you said if you're using it It will be easy to talk about it and I say the same thing about learning Xero or QuickBooks like whichever software you're Planning on helping with clients like put your own books on there tinker with it practice Yeah, 100 percent because you guys know more than anybody, as soon as you refer something, you by default are the advocate for that. product, that platform, that software, right? Whether it's good or bad. So you definitely should test it out and see. And I think testing it out with your own business is a little bit different, right? You know, of course we're all advisors here, but you can ignore your own books to a certain extent. But if you, as soon as you get one client on there, that forces you to understand the functionality because right away you have to become the expert in it. So, uh, yeah, get yourself on there of course, but also getting, I like to call them a guinea pig client because that you're going to fast track your learning right there. Yeah, awesome. Any other words of wisdom? I know you're not technically an accountant by trade. Technically, or at all. But I like to ask, how about this? Since you're not, I like to ask people that come on the podcast, either a words of wisdom or encouragement for anyone who is starting their business, right now, because our listeners are bookkeepers and accountants. A lot of people come from corporate and want to start their own thing and they find my podcast and then I get them hooked, but do you have any words of wisdom for that person or from a client perspective of, things that you've seen clients struggle with? That, would be really big value ads as a bookkeeper, so like, if you potentially know of any stories in your mind where you've seen some bookkeeper or someone solve a problem for a client that you're like, if every bookkeeper did this, this would be a game changer. Obviously put them on the relay, but anything else. Yes. Okay. So. So the first answer to your question, like any advice that I've seen, and because I've been talking to accountants and bookkeepers for almost three years now, the ones that stand out in my mind, whether they've just started their business or they've been doing this for 20 years, are the ones that are unafraid to be themselves. Like if you put yourself out there and you are you to your core and you're confident about that, that's what's going to set you apart from all of the other firms that are out there because there's some competition out there, right? And you have to set yourself apart. But as long as you're being yourself, like that's the number one thing that I found that I remember personally. And you know, I, I don't, I meet people in person at conferences, but most of our work these days is on Zoom, right? And if you can be yourself on Zoom and get that across, that's a big deal. And, and prospective clients are going to see that. Yeah. Oh, I love that. I was not expecting that. Thank you. Well, you asked a non accountant, so I'd always like to get the perspective of someone who isn't an accountant because sometimes we get so close to our own stuff that we don't see the value in some of the stuff that we're providing. So when we have Someone come on the podcast that isn't an accountant, they can illuminate that for our listeners and be like, actually, what this is that you're already doing is highly valuable and you're just under like recognizing yourself for it. So. Yeah. And when I started in this industry, like, again, I never thought I'd be working with accountants and bookkeepers and I thought that was going to be a really big challenge is to get to know your quirks and your. Challenges and what you deal with on a daily basis. But we're all just people. We're all just business owners, but you are providing such value to your clients. And, and it's important for you to see it that way too, right? It's not just a report. It's not just a spreadsheet. Like you are giving them not only advice on their business, but really on their life. I think that's really important. It's, it's a big job. It is a big job. Thank you so much for your time. If someone wants to become a relay partner, we will link those resources in the show notes. And, let us know if you enjoyed this episode and. Take a screenshot, tag us on Instagram. we will link also the Instagram social handles and everything. if someone wants to connect with you personally, do you have any way that someone can do that? Yeah, a hundred percent. Anybody can shoot me an email. My email is Deanna at Relayfi. So Relayfi. com. And feel free to put that in the show notes too, Serena. Yeah. Send the questions over. I'm always available. Great. I appreciate your time so much and we'll talk to you soon. Yeah. Thank you so much for having me.

Introduction
What is Relay?
Limitations of Relay
Profit First
The New Relay Partner Program
Words of Wisdom
Conclusion

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