On November 5 and 6, we had the opportunity to participate in AccountEx Madrid 2025, the fourth edition of the benchmark event for professional firms, consultants and companies in Spain. With more than 10,500 expected attendees and 160 exhibitors, it was an incredibly enriching experience.
ℹ️AccountEx 2025 in figures
The event brought together more than 10,000 professionals from the accounting and business management, with more than 100 hours of hands-on learning and 90 seminars distributed in 10 conference rooms in Pavilion 12 of IFEMA Madrid.
#What is AccountEx Madrid?
AccountEx Spain has established itself as the most relevant annual meeting point for advisors, companies and professional firms in Spain. In its fourth edition, the event addresses the main challenges posed by the increasing digitalization of the Administration, the use of technological tools and artificial intelligence.
This year, the central themes were:
- AEAT Strategic Plan and Verifactu
- Compulsory e-invoicing
- Artificial intelligence applied to business management
- Automation of accounting and labor processes
- Business Intelligence, CRM and ERP
#Our AccountEx 2025 experience
#In-depth conversations with professional firms
During the two-day event, we had the opportunity to converse with dozens of firms of different sizes and specialties. What struck us most was the growing urgency about Verifactu and the upcoming regulatory changes.
The main concerns we heard in 2025 were:
- ✓Will my current software be Verifactu compliant when it goes live?
- ✓How will I explain these changes to my 200+ freelance customers?
- ✓What options do I have if my current vendor won't adapt?
- ✓What are my options if my current vendor won't adapt?
- ✓Are costs going to skyrocket with these changes?
- ✓How do I make sure I'm compliant from day one?
- ✓How do I make sure I deliver from day one?
What struck us mostwas seeing how mid-sized firms (15-50 employees) are being more proactive than large traditional firms. Many are already evaluating alternatives and conducting pilot tests.
#Meeting with Javi Fondevila, Co-founder of Holded
One of the highlights was meeting personally with Javi Fondevila, co-founder and co-CEO of Holded, one of the most important and fastest growing business management platforms in Spain.
📸 Our meeting with Javi Fondevila, co-founder of Holded, in AccountEx Madrid 2025
Although our conversation was brief (just a few minutes), it was very enriching. We told him about our BeeL.es project and our vision to simplify billing with Verifactu. His feedback was very positive: “It’s very cool, lots of encouragement”.
It’s great to see how such important figures in the Spanish tech ecosystem support new initiatives. Javi’s approachability and accessibility confirms why Holded has been so successful in connecting with SMEs and freelancers.
#The keynote talk on Artificial Intelligence
Javi Fondevila gave one of the most impactful presentations of the event: a keynote talk on the role of Artificial Intelligence in modern business management.
📸 Javi Fondevila during his presentation on Artificial Intelligence in AccountEx 2025
#The key points of his talk:
The implementation of AI in Holded
Javi explained that in Holded they are already implementing AI, but they have decided to do it differently. Their approach is to make AI completely transparent to the user and make their life simplerwithout them even realizing it**.
One specific example he mentioned is the automatic categorization of invoices and expenses, where AI works in the background so that the user does not have to worry about manually categorizing each transaction.
The final touch of humor
One funny thing he added at the end of his presentation was to reveal that the presentation itself had been made with IA. A detail that drew laughter from the audience and perfectly proved his point: the best AI is the one you use without realizing it.
#Our booth: BeeL.es at the heart of the event
We also had our own space at AccountEx 2025 to present BeeL.es and demonstrate how we simplify Verifactu compliance.
📸 The BeeL.es team at our stand during AccountEx Madrid 2025
#What we presented and the reactions:
✅ Live demo: “From zero to first Verifactu invoice in 3 minutes.” The demo that made the biggest impact was showing how a freelancer can create their first Verifactu-compatible invoice in less than 3 minutes, without complex configurations or hours-long tutorials. yes Typical reaction: “This is it? Nothing more to configure?”
✅ Transparent comparison with competitors We prepared an honest comparison table showing where we are better and where others may be better. Transparency generated a lot of trust.
✅ Roadmap 2026: AI integrated from the start We present our vision of how AI will be integrated into BeeL.es without complicating the user experience.
#The use cases that resonated the most:
-
Traditional self-employed (plumbers, electricians, consultants)
- Need to bill fast, comply with regulations, and get on with their work
- Value simplicity over advanced features
-
Small offices (2-5 people)
- They are looking for a solution that they can implement without training the whole team
- They want to be sure to deliver from day one
-
Digital freelancers (developers, designers, marketers)
- They appreciate the modern interface and integration with digital tools
- They value that it is 100% online with no installations
#Reflections and conclusions of the event
#1. 2025 is the year of real readiness
Unlike previous years where Verifactu was “something coming,” in 2025 we saw real urgency. Professionals know that 2026 is coming fast and are making decisions now.
#2. The gap between large and small firms is widening
The large firms (100+ employees) have dedicated teams and budgets to adapt. The small offices need plug-and-play solutions that work immediately.
#3. AI will be differentiating, not optional
AI presentations were not “futuristic” but practical and immediate. Firms that do not adopt it will quickly lose competitiveness.
#4. The demand for education is huge
There remains a lot of confusion about what Verifactu really means. Providers who genuinely educate (not just sell) will gain trust.
#Simplicity wins every time
In all conversations, simplicity was the deciding factor. Professionals already have enough complexity in their lives.
#The future of electronic invoicing in Spain
After two intense days at AccountEx Madrid 2025, the conclusions are clear:
🚀 Transformation is accelerating 2025 has been the year where adoption went from “gradual” to “urgent”. 2026 will be the year where the wheat is separated from the chaff.
🎯 The winners will be those who simplify Vendors who make compliance easier than non-compliance will dominate the post-Verifactu market.
🤖 AI will be transparent but ubiquitous As Javi Fondevila predicted, in 2027 we will use AI without thinking about it, just like we use autocomplete on mobile today.
📊 Data will be the new differentiator Firms that leverage their data to offer insights to their clients will prosper more than those that just “keep the books.”
#Next steps for BeeL.es
Based on what we learned at AccountEx 2025, these are our immediate priorities:
📚 More education, less selling We will create more educational content about Verifactu, because we saw that the need for clear information is huge.
🚀extreme simplification Every new functionality will go through our “grandma test”: if it’s not intuitive for a non-technical person, we don’t launch it.
🤖 Transparent AI We will integrate AI in a way that improves the experience without complicating it. The user will notice the benefits, not the technology.
👥 More face-to-face events The value of face-to-face contact was evident. We will be at more events during 2026.
#See you at the next event?
ℹ️Follow us to find out where we will be
Stay tuned to our social networks to find out where we’ll be at upcoming events we will be present. The conversation about Verifactu and the future of billing is billing** is more alive than ever.
**Were you at AccountEx Madrid 2025?**We’d love to hear what you thought of the event and what conclusions you drew.Share it with us!
Did you miss the event? Don’t worry. You can catch up with our complete Verifactu guide or join our waiting list to receive all important updates.
Want us to come to your city or event? [Contact us](/contact us) and tell us where you’d like to meet us in person. The future of e-invoicing is being built now, and we want to build it together with you.