Company
Lettuce provides comprehensive financial management services for high-earning American freelancers, automating tax strategy, legal entity formation, and back-office operations through an AI-powered platform. The company addresses the $100K+ freelancer market—five million Americans who face complex financial decisions but lack access to affordable expert guidance.
The Challenge
High-earning freelancers face paralyzing financial complexity: Should they form an LLC or S Corp? How will entity structure impact their largest expense? When should they act on tax optimization strategies? These questions are so overwhelming that many freelancers do nothing and end up overpaying taxes by thousands of dollars annually. Ran Harpaz envisioned an end-to-end platform that would automate tax filing, handle entity setup, integrate with financial services, and essentially replace an accountant—all powered by AI to deliver personalized solutions. The stakes were extreme: Harpaz committed to launching this comprehensive platform in just six months, starting from zero, with no code written and the clock already ticking.
The Solution
Harpaz turned to A.Team after evaluating freelancer platforms, direct contractors, and offshore options, seeking high-caliber talent who could execute at speed. A.Team assembled product leaders, designers, and developers from their community of 11,000 independent builders—strategically recruiting high-earning solopreneurs who understood the target user intimately because they were the target user. The team built a platform that automated tax filing and legal entity setup, integrated with third-party banking and financial services, offered an intuitive interface for managing financial and legal tasks, and leveraged AI to deliver personalized financial solutions. A.Team's product managers drove the MVP definition within the compressed timeline, managing backlog prioritization, machine learning algorithms, product strategy, analytics, and team leadership to create a user-friendly interface for hassle-free financial management. Once the platform launched, the team identified the right paid media channels to efficiently reach freelancers and drive customer acquisition.
Technologies Used
AI/Machine Learning: Personalized financial recommendations and automated tax optimization
Third-Party Banking Integration: Connected financial services for comprehensive money management
Product Analytics: User behavior tracking and feature optimization
Paid Media Platforms: Customer acquisition channel identification and optimization
"We're building a company by solos for solos. So we thought: Let's go to a place where those people congregate. Let's find the best ones and bring them in so they can build a solution from their own personal experience."
— Ran Harpaz, Founder
The Results
A.Team transformed Lettuce from concept to fully launched MVP in six months, creating a platform that filled the gap between expensive CPAs and limited DIY tax tools for freelance workers.
Speed To Market
Launched comprehensive AI-powered financial platform in 6 months from zero.
Custromer Traction
Surpassed initial customer acquisition targets within 2 months of launch.
Funding Secured
Raised $6M seed round led by Zeev Ventures, followed by $15M Series A.
Market Validation
Gained coverage in Business Insider and widespread adoption across multiple freelancer industries.
