SaaS That App - Building B2B Web Applications
Scaling SaaS with Values, Culture, and AI Feedback with Stefano Grossi
September 30, 2025
In SaaS leadership and product development, values often outlast culture. Few journeys highlight this better than Stefano Grossi’s path from firefighter to technologist, FreshBooks CPTO, and founder of Branco.ai. In this episode of SaaS That App: Building B2B Web Applications, Aaron Marchbanks explores with Stefano how scaling SaaS requires translating technical debt into dollars, leading with values, and replacing broken performance reviews with AI-driven feedback. This podcast is brought to you by Delta Systems, your one-stop shop for front-end, back-end, and full-stack software development. At Delta, Justin and Aaron share the same philosophy when it comes to clients: they treat people like colleagues, not just customers. Maybe that’s why Delta typically spends years working with the same companies: how many software engineering firms can you say that about? So, if you’ve got a SaaS project in mind but have no idea where to start, come and get a free scope and estimate from Delta Systems on their website. Got a burning idea for an episode, or a SaaS question you absolutely must know the answer to? Leave us a voice memo at SaasThatApp.
In SaaS leadership and product development, values often outlast culture. Few journeys highlight this better than Stefano Grossi’s path from firefighter to technologist, FreshBooks CPTO, and founder of Branco.ai. In this episode of SaaS That App: Building B2B Web Applications, Aaron Marchbanks discusses with Stefano how scaling SaaS requires translating technical debt into dollars, leading with values, and replacing broken performance reviews with AI-driven feedback.

What You’ll Learn:

Stefano Grossi is an executive technologist, product leader, and founder of Branco.ai, a B2B platform that uses AI-driven feedback and action plans to align company strategy with employee growth. He is also the Chief Technology & Product Officer at FreshBooks, where he has led product innovation, international expansion, and the integration of financial solutions like Stripe Connect and payroll to better serve small businesses. Previously, he scaled product development teams by 5X at SOTI, introduced Continuous Delivery and Infrastructure as Code, and increased profitability by 40%. With over 20 years in technology leadership and a background that uniquely spans firefighting, software engineering, and executive management, Stefano is known for building high-performance teams, translating technical debt into business impact, and pioneering new approaches to culture, values, and performance management in the SaaS industry.

This podcast is brought to you by Delta Systems, your one-stop shop for front-end, back-end, and full-stack software development. At Delta, Justin and Aaron share the same philosophy when it comes to clients: they treat people like colleagues, not just customers. Maybe that’s why Delta typically spends years working with the same companies: how many software engineering firms can you say that about? So, if you’ve got a big SaaS project in mind but have no idea where to start, come and get a free scope and estimate from Delta Systems on their website.

Highlights:

Episode Resources:

Got a burning idea for an episode, or a SaaS question you absolutely must know the answer to? Leave us a voice memo at SaasThatApp.
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