START BY QEDARA

Technology supporting professional judgment

Start brings operational work into a shared workspace, with Atena in the accounting workflow.

WHY START

Documents need context. People need clarity.

Financial work means understanding what sits behind an entry: the document, the obligation and the decision. Qedara Start brings invoicing, accounting and transaction follow-up into a shared workspace.

Atena is integrated into the workflow to suggest and explain. The professional reviews, corrects and approves. This relationship between assistance and control is central to Start.

**The accounting suggestion, explained.**Sales invoice: accounts, debit, credit, reasoning and review options. Cropped from the test environment; displayed values are not product performance metrics.

The vision for the Qedara ecosystem

A SHARED VISION

Start is part of Qedara.

From everyday documents to understanding the numbers. Discover Qedara products for financial analysis, contracts and financial education.

IN DEVELOPMENTGraph connections between products are part of the ecosystem vision and are in development.

See all Qedara products

The people behind Qedara.

Principal Founder · Chief Executive Officer

Ovidiu Robotin

Business vision. Financial experience.

Ovidiu started Qedara with the belief that business owners and finance teams need a shared language. With more than 14 years of experience in accounting and financial management, he has worked with international organisations, led finance teams and contributed to process transformation and ERP implementations.

His experience spans reporting, budgeting, forecasting and consolidation, alongside work with platforms including NetSuite, SAP and Oracle. This practical perspective shapes how he defines the needs Qedara products should address.

As Chief Executive Officer, he leads the vision, development priorities and commercial direction. His goal is to turn financial information into practical support for decisions and bring the people building a business closer to those who understand its numbers.

Cofounder · Chief Technology Officer

Georgiana Robotin

Engineering rigour. Thoughtful systems.

Georgiana brings more than 12 years of experience in industrial process simulation and model-based software engineering to Qedara. Her work at Emerson and Bosch has included modelling, integration and testing on projects where system behaviour needs to be understood and verified in detail.

She has worked with international teams and clients, from requirements definition through implementation and training. This experience informs her understanding of how technical components should work together and support real operational processes.

As Chief Technology Officer, she leads Qedara’s technology direction, translating the product vision into architecture, integration requirements and quality criteria. Her focus is on giving each stage of development a solid technical foundation that can support the products as they evolve.

Cofounder · Chief Product Officer

Alexandru Nistor

Real needs. Clear product direction.

Alexandru joins Qedara’s founding team as Chief Product Officer. His remit is to turn user needs into a clear product direction: which problems to address, which capabilities to prioritise and how they should come together in a coherent experience.

Working alongside Ovidiu and Georgiana, his role connects the finance perspective with technological possibilities. At the centre of this collaboration is the everyday work of business owners, accountants and managers, from understanding a workflow to using information in a decision.

As CPO, his focus includes clear interactions, consistency across Qedara products and the practical usefulness of AI features. User feedback and thoughtful prioritisation guide this direction: products that are easy to understand and built around the problems they need to solve.