ExtraMile by KnowledgeNile is an exclusive interview series featuring thought leaders and industry trendsetters. Here, we discuss the latest innovations, marketing practices, key challenges of specific industries, and everything in between.

In this session, we had the opportunity to have a discussion with Andrei Katsuba, Chief Financial Officer of Wildix, a trusted unified communications and collaboration (UC&C) provider. With AI-driven and browser-based solutions, the firm has established itself as a frontrunner in the UC&C industry.  

Andrei joined Wildix in 2020, and since then, he has been a crucial player in the company's financial planning, risk management, and global compliance. With more than two decades of experience in finance and IT, Andrei ensures Wildix's long-term stability and growth, continuously contributing to its financial health.  

Let us assess the major breakthroughs in Andrei's professional journey and learn about key components of finance, including risk management, appropriate planning, automation, security, and more.   

Welcome, Andrei, it's a pleasure to have you with us today! 

You have been working in the financial sector for over two decades. Can you discuss the key highlights from your career that define your growth and success?

Ans. I started my career in 2003 as a Financial Specialist in the Structural Funds Division of the Estonian Ministry of Education and Research, where I later advanced to Head of the Division. Following this, I served as a financial auditor at the National Audit Office of Estonia, where I gained valuable experience in financial auditing.

In 2016, I transitioned to the private sector as Financial Controller for the Baltic region for Wienerberger (VIE: WIE), a leading international provider of building materials and infrastructure solutions. Building on this experience, I took on the role of Financial Director at NPM Silmet OÜ, an advanced materials producer, a subsidiary of Neo Performance Materials Inc. (TSE: NEO), where I was responsible for driving our financial strategy and operations.

Since 2020, I have served as Chief Financial Officer at Wildix, overseeing financial planning, reporting, and long-term strategy to drive sustainable growth and sustainability. My role is to ensure that our financial operations align seamlessly with Wildix’s long-term objectives, supporting innovation, scalability and continued success.

Wildix is recognized for its specialization in Unified Communications & Collaboration (UC&C) and Voice over IP (VoIP) solutions. Can you elaborate on the services the firm provides?

Ans. At Wildix, our foundation is Unified Communications as a Service (UCaaS), but we have evolved far beyond standard communication tools. We provide a fully integrated, cloud-native ecosystem that not only connects workers but also drives business growth, streamlines workflows and enhances operational efficiency.

Our core UCaaS offering includes a seamless voice, video, messaging and conferencing platform that is entirely browser-based, requiring zero downloads, no VPNs, and built-in security by design. Businesses can make calls, host high-quality video meetings, chat, and collaborate all within one intuitive system. Unlike many providers, we focus on simplicity without sacrificing performance or security.

What truly sets us apart is that we have verticalized our solutions to solve industry-specific challenges.

For sales-driven organizations, we offer x-bees, which has the most comprehensive Salesforce integration of any UCaaS vendor. It automates workflows, captures customer interactions, and delivers AI-driven insights to accelerate deal closures.

For frontline workers, we developed x-hoppers, the first fully integrated AI-powered UC solution specifically designed for retail. The solution transforms retail operations by seamlessly integrating AI-driven communication, theft detection, and workflow automation with POS systems, security cameras, and hands-free headsets. This allows store associates to collaborate effortlessly, enhance customer service and proactively prevent shrinking, creating a more secure, efficient and connected retail environment.

This multi-layered approach, which combines our legacy UCaaS solution with industry-focused innovations, allows Wildix to remain a leader in the evolving and highly commoditized UC&C landscape while addressing pertinent market pain points.

What does a sales-oriented unified communications solution mean? How can it benefit organizations while achieving efficiency?

Ans. From a financial perspective, sales efficiency is a numbers game. The more time sales representatives spend actually selling, the more revenue they generate. But the reality is that a huge chunk of their day is lost to manual tasks, disjointed tools, and administrative overhead. That’s why we developed x-bees, to address these inefficiencies and turn communication into a revenue machine.

x-bees embeds communication directly into the sales workflow, seamlessly integrating with Salesforce to ensure every call, meeting, and message is automatically logged, eliminating the need for manual data entry. Additionally, AI-powered transcription and sentiment analysis help representatives gauge the effectiveness of their interactions in real time, while next-best-action recommendations ensure they always know the next step to move a deal forward.

From a business value standpoint, the impact is undeniable. Customers leveraging our sales-first solution have experienced faster sales cycles, more precise forecasting, and smarter resource allocation, directly translating to higher efficiency and revenue growth. It is the tool that allows sales teams to do what they do best: focus on selling and closing.

What are the key financial challenges companies usually encounter? How do you overcome these difficulties and sustain success in your organization?

Ans. Companies often face key financial challenges such as cash flow management, accurate budgeting and forecasting, cost control, regulatory compliance, and risk management. Balancing liquidity while ensuring operational efficiency can be complex, especially in volatile markets or when adapting to new regulations like IFRS. To overcome these challenges, we focus on robust financial planning and efficient cash flow management, regularly monitoring working capital and optimizing costs without compromising growth. Proactive compliance measures and thorough audits ensure we stay aligned with evolving standards. We maintain transparent communication with stakeholders to build trust. Leveraging technology and data analytics helps improve financial reporting and decision-making. By staying adaptable and strategic, we ensure financial stability and support the organization’s long-term success.

What role does financial planning and analysis play in business progression? How do these elements assist firms in understanding the financial ecosystem effectively?

Ans. Financial planning and analysis (FP&A) play a key role in helping businesses grow and make smarter decisions. By focusing on budgeting, forecasting, and tracking performance, FP&A helps companies set achievable goals, manage resources wisely, and prepare for potential challenges. It ensures that financial strategies support the overall direction of the business, leading to steady growth and profitability.

FP&A also helps businesses understand their financial landscape by analyzing past performance and market trends. This insight helps identify new opportunities, cut unnecessary costs, and improve efficiency. Scenario planning and risk assessments allow companies to stay flexible and ready for unexpected changes.

Beyond just numbers, FP&A connects financial data with day-to-day operations, giving a clearer picture of how the business is performing. This bigger-picture view helps leaders make informed decisions, stay financially healthy, and remain competitive, all of which contribute to long-term success.

AI and automation have transformed several industries. How have they impacted the financial sector?

Ans. AI has the potential to transform the financial sector, and we’re already seeing the first glimpses of its impact. Automation is beginning to streamline routine tasks like transaction processing and compliance checks, while AI-driven tools are improving areas such as risk management, fraud detection, and financial forecasting.

However, the financial sector is conservative by nature, and changes don’t happen quickly. Due to strict regulatory environments, high stakes in financial decision-making, and the need for absolute accuracy, the adoption of AI and automation tends to be cautious and gradual. Businesses need time to fully test and integrate these technologies while ensuring they meet compliance and security standards. While the potential is clear, the full transformation will take time as the industry balances innovation with stability and trust.

Finance and security are interconnected. How do you ensure compliance with the security benchmarks and maintain high-level safety of the financial components?

Ans. Finance and security are indeed interconnected. Ensuring compliance with security benchmarks is critical to maintaining the integrity of financial operations. At Wildix, we implement robust internal controls, regular audits, and strict adherence to regulatory and industry standards. This includes compliance with financial regulations like IFRS, GDPR, as well as preparing for SOC 2 and ISO 27001 certifications, which will further strengthen the confidentiality, integrity, and availability of our financial data.

We conduct regular risk assessments to identify vulnerabilities and apply necessary security measures. Continuous system monitoring allows us to detect and address threats in real time, ensuring swift responses to potential breaches.

There is an HR component here too. Employee training is key - ensuring staff are aware of cybersecurity best practices and their role in protecting sensitive financial data. By integrating technological safeguards with comprehensive compliance frameworks, and actively preparing for SOC 2 and ISO certifications, Wildix maintains high-level security, fosters regulatory compliance, and safeguards the financial health and trustworthiness of the organization.

What is your approach to financial risk management? Can you share any incident when you effectively controlled a financial crisis?

Ans. My approach to financial risk management is proactive, focused on identifying potential risks early, assessing their impact and implementing mitigation measures to protect the organization’s financial health. This involves a combination of regular risk assessments, robust internal controls, diversification strategies to minimize exposure and continuity planning to help us navigate uncertain times.

When the war in Ukraine began, months of proactive financial planning enabled us to act with urgency, providing critical financial support to most of our impacted employees during a life-altering crisis. Within hours, we mobilized resources and executed our contingency plan, helping the relocation of employees and their families within Ukraine and abroad. We ensured the safety of employees and the stability of our operations while many others faced closures and layoffs. This level of preparedness was possible because we had established a robust continuity plan well in advance.

One component of our risk management strategy was securing a €1 million credit line well before the crisis. We refrained from using this credit until absolutely necessary, which gave us the freedom to act swiftly when the situation escalated. By maintaining financial reserves, we had the necessary funds to support employees in need while also mitigating cash flow risks. Our philosophy was simple: ensure resources are available before they are needed. Additionally, as part of our contingency planning, we proactively addressed currency risk. When the US dollar surged against the euro, we acted swiftly to stabilize costs and protect margins, minimizing financial disruption.

While some measures caused short-term operational and financial strain, we viewed them as necessary investments in our team and future operations. The experience reinforced our belief that financial resilience requires both prudent financial management and a commitment to supporting our workforce.

Since overcoming the crisis, we've continued to build on our resilience and smart financial management, achieving consistent cash flow and ensuring long-term financial health. This has not only allowed us to grow our operations but also set aside our own emergency fund, giving us the security to face future challenges with confidence.

Ultimately, our approach to financial risk management is about being prepared, adaptable, and people-focused, ensuring that even in times of crisis, we can protect our business, support our employees and continue delivering value to our stakeholders.

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