It’s fascinating to read all the tech feedback in the comments here, but I think this business is failing because it has yet to achieve true product market fit.

Any half decent product, with a nice website, a real solution and some SEO can get in front of say 100,000 prospects these days. Here I imagine discovery is mainly from Googling “convert bank statements”, and conversion from prospects to client is straightforward for 1-2% of views.

But a conversion niche like this is dynamic - you basically luck into it and unless you actively find and occupy niches faster than the competition discovers them and stomps on you, your “business” is on a time fuze. For example, if someone like Xero where this is a feature discovers the keyword combo and does some paid ads. Or if Google pushes AI results up and your page goes below the fold. My expectation is that this latter situation is happening everywhere as Google AI search starts to strangle everything.

Leverage AI to be your CMO. It should be telling you things like (i) your product is likely perceived as too technical to break into the general market, (ii) you need a much better handle in target customer profile (demographic, messages), (iii) you need a customer relevant sustainable USP and (iv) you need a distinctive and memorable brand. The ultimate win is to create market pull from customer to customer recommendations.