Working as a multi disciplinary team, we investigated and discovered what was important to the self-employed market in Brazil, concentrating on a tax bracket called MEI (Micro Entrepreneur Individual). This was something we did on our own time, and then managed to pitch to the leadership at Intuit Brazil and get it on the roadmap. This represented a TAM of 7 million people, growing at a rate of 1m a year since 2010. Through our first hand investigations, we found out that the biggest complaint they had was that they knew they had to pay a monthly tax slip (about R$50, fixed amount), but they kept forgetting it. Actually, 59% of MEIs reported this issue to SEBRAE. This generates fines for them, and we kept hearing that they found the government’s website too annoying and complicated to log in, and some even resorted to paying accountants so they didn’t have to do something they considered painful and daunting.