Qonto Invoicing: Transformed Regulation into Opportunity
Qonto Invoicing: Transformed Regulation into Opportunity
By 2027, e-invoicing will be mandatory for all French businesses.
With 350,000 SMEs still managing invoices manually with Word or Excel, Qonto turned a compliance challenge into an opportunity: launching Qonto Invoicing: a free invoicing solution built to simplify the digital transition.
As Staff Product Designer, I led the pivot from a banking product to a bankless, standalone invoicing solution, making the shift effortless for SMEs and opening the gateway to Qonto’s financing ecosystem.
By 2027, e-invoicing will be mandatory for all French businesses.
With 350,000 SMEs still managing invoices manually with Word or Excel, Qonto turned a compliance challenge into an opportunity: launching a free invoicing solution built to simplify the digital transition.
As Staff Product Designer, I led the pivot from a banking product to a bankless, standalone invoicing solution, making the shift effortless for SMEs and opening the gateway to Qonto’s financing ecosystem.
By 2027, e-invoicing will be mandatory for all French businesses.
With 350,000 SMEs still managing invoices manually with Word or Excel, Qonto turned a compliance challenge into an opportunity: launching a free invoicing solution built to simplify the digital transition.
As Staff Product Designer, I led the pivot from a banking product to a bankless, standalone invoicing solution, making the shift effortless for SMEs and opening the gateway to Qonto’s financing ecosystem.
YEAR
2024/2025
2024/2025
CLIENT
Qonto
Qonto
TEAM
Cross-functional team: PM, Engineers, UX Writers, Product Marketing Managers
Cross-functional team: PM, Engineers, UX Writers, Product Marketing Managers
EXPERTISES
Data Analysis, User Interview, User Testing, Product Design, Design System
Data Analysis, User Interview, User Testing, Product Design, Design System
What were our challenges?
What were our challenges?
What were our challenges?
We had to strip Qonto down to its core banking business while preserving its essence.
Design an experience that meets the needs of two distinct audiences, comprehensive enough to offer standalone added value, but deliberately open to drive upgrades and adoption of Qonto’s wider financial services.
3 key to success:
- Invite 6,500 indirect SMEs through accountants firms.
- Activate 50% of our new customers with at least one action within 30 days.
- Upsell 2% of Qonto Invoicing monthly cohort to paid by month-end.
We had to strip Qonto down to its core banking business while preserving its essence.
Design an experience that meets the needs of two distinct audiences, comprehensive enough to offer standalone added value, but deliberately open to drive upgrades and adoption of Qonto’s wider financial services.
3 key to success:
- Invite 6,500 indirect SMEs through accountants firms.
- Activate 50% of our new customers with at least one action within 30 days.
- Upsell 2% of Qonto Invoicing monthly cohort to paid by month-end.
Dual segment targeting
Dual segment targeting
Secondary target
Secondary target
Secondary target
Secondary target
Secondary target
~30% expected
~30% expected
~30% expected
~30% expected
~30% expected
Direct Acquisition
Direct Acquisition
Direct Acquisition
Direct Acquisition
Direct Acquisition
Self-registration solopreneurs
Self-registration solopreneurs
Self-registration solopreneurs
Self-registration solopreneurs
Self-registration solopreneurs
Self-registration
Self-registration
Self-registration
Self-registration
Self-registration
Invoice creation focus (AR)
Invoice creation focus (AR)
Invoice creation focus (AR)
Invoice creation focus (AR)
Invoice creation focus (AR)
Regulatory urgency
Regulatory urgency
Regulatory urgency
Regulatory urgency
Regulatory urgency
Primary target
Primary target
Primary target
Primary target
Primary target
~70% expected
~70% expected
~70% expected
~70% expected
~70% expected
Indirect Acquisition
Indirect Acquisition
Indirect Acquisition
Indirect Acquisition
Indirect Acquisition
Accountant-led via Regate partnership
Accountant-led via Regate partnership
Accountant-led via Regate partnership
Accountant-led via Regate partnership
Accountant-led via Regate partnership
Accountant invitation
Accountant invitation
Accountant invitation
Accountant invitation
Accountant invitation
Balanced adoption (AR, AP and Cashflow management)
Balanced adoption (AR, AP, Cashflow management)
Balanced adoption (AR, AP and Cashflow management)
Balanced adoption (AR, AP and Cashflow management)
Balanced adoption (AR, AP, Cashflow management)
Seamless accountant sync
Seamless accountant sync
Seamless accountant sync
Seamless accountant sync
Seamless accountant sync
Accelerate adoption via Accountant channel
Accelerate adoption via Accountants
6,500
6,500
6,500
6,500
6,500
SMEs expected
SMEs expected
SMEs expected
SMEs expected
SMEs expected
INVITATION
INVITATION
INVITATION
INVITATION
INVITATION
Join your accountant on Qonto Invoicing
Join your accountant on Qonto Invoicing
Join your accountant on Qonto Invoicing
Join your accountant on Qonto Invoicing
Join your accountant on Qonto Invoicing
Hello %{first_name},
Your accounting firm invites you to Qonto Invoicing to simplify your daily financial management and allow you to focus on what matters most: growing your business.
• Collaborate in real time with your accountant: all your invoices, receipts, and expenses are shared instantly, making your exchanges more fluid.
• Create and send your customer invoices easily to enhance your brand image and get paid faster.
• Centralize the management of your bank accounts to better control your cash flow.
• Ensure your compliance with a solution that meets regulatory requirements, such as mandatory electronic invoicing.
Hello %{first_name},
Your accounting firm invites you to Qonto Invoicing to simplify your daily financial management and allow you to focus on what matters most: growing your business.
• Collaborate in real time with your accountant: all your invoices, receipts, and expenses are shared instantly, making your exchanges more fluid.
• Create and send your customer invoices easily to enhance your brand image and get paid faster.
• Centralize the management of your bank accounts to better control your cash flow.
• Ensure your compliance with a solution that meets regulatory requirements, such as mandatory electronic invoicing.
Hello %{first_name},
Your accounting firm invites you to Qonto Invoicing to simplify your daily financial management and allow you to focus on what matters most: growing your business.
• Collaborate in real time with your accountant: all your invoices, receipts, and expenses are shared instantly, making your exchanges more fluid.
• Create and send your customer invoices easily to enhance your brand image and get paid faster.
• Centralize the management of your bank accounts to better control your cash flow.
• Ensure your compliance with a solution that meets regulatory requirements, such as mandatory electronic invoicing.
Hello %{first_name},
Your accounting firm invites you to Qonto Invoicing to simplify your daily financial management and allow you to focus on what matters most: growing your business.
• Collaborate in real time with your accountant: all your invoices, receipts, and expenses are shared instantly, making your exchanges more fluid.
• Create and send your customer invoices easily to enhance your brand image and get paid faster.
• Centralize the management of your bank accounts to better control your cash flow.
• Ensure your compliance with a solution that meets regulatory requirements, such as mandatory electronic invoicing.
Hello %{first_name},
Your accounting firm invites you to Qonto Invoicing to simplify your daily financial management and allow you to focus on what matters most: growing your business.
• Collaborate in real time with your accountant: all your invoices, receipts, and expenses are shared instantly, making your exchanges more fluid.
• Create and send your customer invoices easily to enhance your brand image and get paid faster.
• Centralize the management of your bank accounts to better control your cash flow.
• Ensure your compliance with a solution that meets regulatory requirements, such as mandatory electronic invoicing.
Create by removing
Unlock user activation
Unlock user activation
Unlock user activation
Drive financial tools adoption
2%
Upsell rate
2%
Upsell rate
2%
Upsell rate
2%
Upsell rate
Who are we really designing for?
Who are we really designing for?
Who are we really designing for?
A dual-segment strategy
The dual-segment strategy in details
The dual-segment strategy in details
Research revealed two key personas: Solopreneurs seeking simplicity and CEOs needing integrated tools.
Assuming accountants drove 31% of adoption, we chose to build a single solution that could serve all three groups: centralized, customizable, and mobile-first. Then we refined it through iterative testing.
Research revealed two key personas: Solopreneurs seeking simplicity and CEOs needing integrated tools
Assuming accountants drove 31% of adoption, we chose to build a single solution that could serve all three groups: centralized, customizable, and mobile-first.
Then we refined it through iterative testing.
Research revealed two key personas: Solopreneurs seeking simplicity and CEOs needing integrated tools
Assuming accountants drove 31% of adoption, we chose to build a single solution that could serve all three groups: centralized, customizable, and mobile-first.
Then we refined it through iterative testing.
Anna
Anna
When I onboard to Qonto Invoicing,
I want to do the necessary prep work so I can be ready to invoice my client at anytime.
Direct acquisition
Solopreneur
Direct acquisition
CEO
Indirect acquisition
CEO
Indirect acquisition
CEO
John
John
I want to automate client invoice reconciliation so I'm clear on expected upcoming payments and if I need to act (e.g., chase my client)
Indirect
SMEs invited by accountants
Indirect acquisition
Accountants
Indirect acquisition
Accountants
Daniel
Richard
Richard
I want a trusted solution with real-time data access, strengthening my clients relationships and removing manual document collection.
Anna
When I onboard to Qonto Invoicing,
I want to do the necessary prep work so I can be ready to invoice my client at anytime.
Direct acquisition
Solopreneur
Direct acquisition
CEO
John
I want to automate client invoice reconciliation so I'm clear on expected upcoming payments and if I need to act (e.g., chase my client)
Born from user insight and market pressure, the dual-segment strategy saw direct acquisition quickly surpass the accountant-first model, becoming Qonto’s main growth driver.
Born from user insight and market pressure, the dual-segment strategy saw Direct Acquisition quickly surpass the Accountant-first model, becoming Qonto’s main growth driver.
Born from user insight and market pressure, the dual-segment strategy saw Direct Acquisition quickly surpass the Accountant-first model, becoming Qonto’s main growth driver.
Indirect
SMEs invited by accountants
Daniel
I want a trusted solution with real-time data access, strengthening my clients relationships and removing manual document collection.
Bankless by Design
Bankless by Design
Bankless by Design
How to create a financial platform without a bank account?
How to create a financial platform without a bank account?
The design challenge was unprecedented : create a financial platform that looks and feels like Qonto but without any banking features.
The Light Plan is born. A solution that preserves Qonto's identity while hiding banking, puts accountant-SME collaboration first, and reveals tools gradually to keep users confident, not confused.
The design challenge was unprecedented : create a financial platform that looks and feels like Qonto but without any banking features.
The Light Plan is born. A solution that preserves Qonto's identity while hiding banking, puts accountant-SME collaboration first, and reveals tools gradually to keep users confident, not confused.
A short frictionless
KYC-Less Onboarding
Customization first:
the shortcut to Time to Value
Turning payment friction
into upgrade momentum
Full user journey
A short frictionless
KYC-Less Onboarding
Customization first:
the shortcut to Time to Value
Turning payment friction
into upgrade momentum
Full user journey
Turning payment friction
into upgrade momentum
A new activation flow based on
3 principles
A new activation flow based on
3 principles
A new activation flow based on 3 principles
A new activation flow based on 3 principles
A new activation flow based on 3 principles
By giving users an early win with quick customization and guiding them to their first invoice, we build confidence step by step, revealing advanced features like external account connection only when they’re ready.
By giving users an early win with quick customization and guiding them to their first invoice, we build confidence step by step, revealing advanced features like external account connection only when they’re ready.
Single Action Focus to get immediate value
Single Action Focus to get immediate value
Single Action Focus to get immediate value
Single Action Focus to get immediate value
Celebrate & guide users forward
Progressive reveal of next actions
Solution highlight: Priority-based widgets
Solution highlight: Priority-based widgets
Solution highlight: Priority-based widgets
Build mental model of evolving Homepage
Build mental model of Modular Homepage
Build mental model of Modular Homepage
The current Homepage overwhelms users with comprehensive data instead of highlighting what really matters: invoices to chase up, urgent payments and upcoming deadlines. Users need actionable information, not comprehensive reports.
The current Homepage overwhelms users with comprehensive data instead of highlighting what really matters: invoices to chase up, urgent payments and upcoming deadlines. Users need actionable information, not comprehensive reports.
Initial explorations centered on alerting, trying status-based widget variations to give users a clear snapshot while preventing overlap with the invoicing page.
Initial explorations centered on alerting, trying status-based widget variations to give users a clear snapshot while preventing overlap with the invoicing page.
Final Solution
Final Solution
As a result, the new homepage has evolved from onboarding tool to daily cashflow hub, consistently surfacing the right priorities for users.
As a result, the new homepage has evolved from onboarding tool to daily cashflow hub, consistently surfacing the right priorities for users.
Impact: Numbers tell the Story
Impact: Numbers tell the Story
Impact: Numbers tell the Story
Qonto Invoicing validated product-market fit with:
- 8,210 users acquired since March's launch
- a high engagement (74% activation rate)
- and 4.5% converting to paid (2.5x target)
This validated our business strategy: free, bankless entry removes adoption barriers while maintaining conversion potential. Users discover value without pressure, engage with financial tools, and convert to paid banking when value is proven.
The foundation is built. We're ready to become the go-to solution for 350K+ SMEs facing the 2026 mandate.
Qonto Invoicing validated product-market fit with:
- 8,210 users acquired since March's launch
- a high engagement (74% activation rate)
- and 4.5% converting to paid (2.5x target)
This validated our business strategy: free, bankless entry removes adoption barriers while maintaining conversion potential. Users discover value without pressure, engage with financial tools, and convert to paid banking when value is proven.
The foundation is built. We're ready to become the go-to solution for 350K+ SMEs facing the 2026 mandate.
D+30 Direct acquisition
Direct acquisition
Direct acquisition
93.1% (2,934 users)
VS indirect channel: 6.9%
93.1% (2,934 users)
VS indirect channel: 6.9% only
93.1% (2,934 users)
VS indirect 6.9%
93.1% (2,934 users)
VS indirect 6.9%
93.1% (2,934 users)
VS indirect channel: 6.9% only
Feature Adoption
74% conducted at least one meaningful action
74% conducted at least one meaningful action
74% conducted at least one meaningful action
Upsell conversion
4.5% vs. 1.8% projected
(2.5x better)
4.5% vs. 1.8% projected
(2.5x better)
4.5% vs. 1.8% projected
(2.5x better)
Magnificent illustrations by the talented Qonto Brand team 🫶🏻