Vienna-based HelloBello cooks up operational excellence with Moss

Launched just three years ago in Vienna, HelloBello is quickly becoming the go-to brand for fresh-cooked, human-grade healthy dog food in the DACH region.

With a lean team of 25 and outsourced production, the company is scaling fast—now expanding into Switzerland after a successful Series A round.

Finance and IT operations are led by co-founder Stephan Freh, who built a digital-first tech stack that prioritizes automation and efficiency. For Stephan, automation isn’t just a buzzword—it’s a fundamental part of HelloBello’s operations.

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The challenge

HelloBello’s direct-to-consumer model means high transaction volumes—and even higher complexity. Compared to the founders’ previous consultancy venture, the increase in supplier invoices and recurring spend required a completely new approach.

Prior to implementing Moss, HelloBello’s finance setup comprised a Revolut business account with manual processes to handle spending and payments. 

HelloBello lacked the deep automation and spend control needed to manage day-to-day finance efficiently. They needed a smarter system.

Solution

From the start, Moss aligned perfectly with HelloBello’s vision for lean, automated operations. Granular spend approval, invoice routing and budget customisation capabilities provided the basis for a sustainable, scalable finance operation.

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Invoices, approvals, payments, and credit card spend are now handled end-to-end within Moss. While Revolut remains in the background as a secondary account, Moss is the operational core of finance at HelloBello.

A DATEV integration allows the team to automatically sync everything, from credit card spend to invoices, with their accounting system.

“Our employees don’t talk about finance admin anymore because they actually don’t have to deal with it. Moss makes it effortless,” says Stephan.

Results

HelloBello now automates more than 99% of their invoice processing, approving and paying more than 350 invoices monthly directly from Moss.

The finance team can issue dedicated virtual cards for individual employees and suppliers across two different entities. That’s less work for employees when spending, and less work for the finance team chasing receipts and approving transactions.

Moss is also cost negative, fully paying for itself through cashback and cost savings from automation.

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HelloBello is a proud Moss advocate. Referred by another VC-backed startup, they’ve since paid it forward by introducing Moss to several other companies in their network.

“It’s one of those internal success stories. Whenever we talk about tools we love, Moss is at the top of that list,” Stephan says.