The Finance Product Ready to Lead the AI Conversation

There is one type of founder that is hardest to argue with: someone who genuinely lived the problem they are trying to solve. MontPro's founder is an ex-CFO with more than 15 years of experience at multinationals and startups across Indonesia. He knew firsthand how painful managing a growing business's finances could be — unsynchronised reports, journal entries that took hours, and simple questions like "what's our cashflow this month?" that could not be answered in minutes.

From that frustration, MontPro was born. Not as another accounting app, but as what they call an "Augmented Finance OS" — a platform that fuses PSAK-aligned double-entry bookkeeping with artificial intelligence: an AI CFO assistant that can answer financial questions at any time, automatic invoice recognition from PDF files, financial scenario planning, and multi-entity consolidation in a single interface that anyone can use — not just the finance team.

Their target market is equally specific: Indonesian SMEs with annual revenue between $50K and $5M who would rather invest their resources into sales and operations than hire a full-time finance team. They are not companies that think finance is unimportant — they just want the finances to run themselves so they can focus on growing.

Its competitors are not small players. Accurate Online and Jurnal by Mekari have built years of trust in the Indonesian market. Xero and QuickBooks carry global names. But MontPro had something none of them did: genuinely integrated AI features — not a bolt-on chatbot — and deep understanding of what Indonesian business finance actually looks like on the ground.

The product was real. Customers existed. The case was strong. What MontPro was ready to build was a presence in the one place where more and more of their prospective customers were beginning to search.

Imagine a scenario that is becoming increasingly common. A business owner in Jakarta — say they run a distribution company with 30 employees and revenue of around Rp 8 billion per year — sits down at their laptop and opens ChatGPT. They type a simple question:

ChatGPT answers. It mentions Accurate Online, Jurnal by Mekari, perhaps Xero for larger businesses. Familiar names — brands that have spent years building content ecosystems beyond their product pages. MontPro, in its growth phase, was positioned to define these conversations on its own terms.

We tested 10 query variations covering different stages of the buying journey — from early awareness like "accounting software Indonesia" to specific needs like "finance ERP for Indonesian startups" — across three AI platforms: ChatGPT, Gemini, and Perplexity. The patterns that emerged were highly informative and, more importantly, full of opportunity.

Search behaviour is shifting. Research across multiple sources shows that a growing share of B2B purchase decisions — especially for software — now begin with asking an AI, not just Googling. This applies equally to any brand that has not yet built its AI presence — and it also means the window of opportunity to build one is still wide open, especially for brands like MontPro with genuine product differentiation.

That was the first conclusion we brought to the MontPro team. And the first step was understanding precisely where the AI opportunity lay — and mapping the fastest path for MontPro to seize it.

Intura conducted an AI Visibility Audit — a systematic process where we send a set of relevant queries to AI platforms and document who gets mentioned, in what context, and with what tone. For MontPro, we selected 10 queries that reflect different stages of the buying journey: from early awareness ("best accounting software Indonesia") to active comparison ("alternative to Jurnal Mekari") to highly specific needs ("multi-entity consolidation accounting").

The results were measured not just by "mentioned or not", but also how often each brand appeared as the primary recommendation versus a secondary option — and on which queries they were strongest. From this, a clear pattern of opportunity emerged.

Accurate and Jurnal by Mekari dominate the generic queries — understandably, given years of active content production. Xero and QuickBooks earn mentions on the strength of global brand recognition. But there was a far more interesting pattern than just who was leading.

The three queries most relevant to MontPro's core strengths — "AI bookkeeping software Indonesia", "AI CFO assistant Indonesia", and "financial forecasting tool SME Indonesia" — were answered by no one. Not Accurate, not Jurnal, not Xero. These queries are unclaimed territory.

The quantitative audit provided the numbers. But to build the right strategy, we needed to understand why this situation existed — and which opportunities were worth pursuing first. Here are the four insights that shaped our entire approach.

We call our approach Generative Engine Optimization (GEO) — a discipline that is distinct from conventional SEO. Classic SEO aims to get content to appear on Google's first page. GEO aims to get content cited by AI models when they answer user questions. The mechanism is different; the expertise required is different too.

For MontPro, we designed a GEO strategy built around four content pillars. Each pillar is designed to answer one category of questions that potential customers ask — with enough depth, context, and authority to make AI cite it as a reference.

The order of these pillars is intentional. We start with AI-native queries because that is where competition is lowest and MontPro's relevance is highest. These are quick wins that are also the most authentic — no other brand can claim "AI CFO" with the same credibility as MontPro. Then we move to PSAK and local compliance content, which builds long-term authority. Then competitor comparison content, which captures high-intent buyers.

Beyond content, our GEO strategy also covers technical elements that are often overlooked: creating an llms.txt file (a file that gives AI models guidance on how to understand a website), implementing proper structured data schema, and optimising FAQ content based on the actual questions being asked to AI — not just questions typed into Google.

AI visibility is built like a reputation — through consistency, genuine contributions to relevant conversations, and the right strategic foundation. Based on our experience on similar projects and the indexing speeds we have observed on AI platforms, the following roadmap is what we believe MontPro can achieve.

The 35% mention rate target within 6 months is not a number we pulled from thin air. It is the figure that would place MontPro on par with — or ahead of — Xero on targeted queries in the Indonesian market. It is achievable for two reasons: first, the AI-native queries MontPro is targeting have no existing competitors. Second, AI recommends based on content relevance and quality, not brand budget size.

MontPro's story reflects a broader pattern. Across almost every product and service category in Indonesia, strong brands with market-leading products are still building their AI presence — while competitors who moved earlier on content already hold a head start. The encouraging part: with the right strategy, that gap is fully closeable.

AI search adoption in Indonesia is still in its early phase, which means brands that act now can define their position before the landscape solidifies. The window is wide open — and the brands that move decisively today will be the first ones to own it.

For MontPro, this journey is just beginning. We will continue to report on the progress of their visibility audit as GEO content gets indexed and mention rates shift. This story is not finished — and that is precisely what makes it worth following.