The evolution of William AI: Bringing frontier AI to every Apron user (and how we’ll price it)

Smarter guidance. Wider access.

AI is fundamentally transforming bookkeeping. Since launching William AI earlier this year, our goal has been clear: create an autonomous bookkeeping agent that handles the heavy lifting across your payments and accounting workflows.

Instead of acting as a passive add-on, William AI has quickly embedded itself into almost every step of the process. From retrieving missing receipts directly from client inboxes to categorising documents and publishing them straight to your ledger, William acts as a true digital team member.

One of the biggest breakthroughs for our accounting and bookkeeping partners was the ability to train William using plain, conversational English. Rather than configuring rigid code or complex logic trees, you could instruct William just like a human employee —setting policy rules for specific suppliers, tax rates, and thresholds. This approach freed up firm capacity without increasing overheads.

Today, we are excited to introduce Guidance 2.0, the next major step in William AI's evolution.

Alongside these upgrades, we are making a fundamental structural change: William AI is moving out of its tier-restricted availability and becoming embedded directly into Apron’s core Capture product.

It will no longer be limited to Silver-tier Apron Books Club partners and above. Frontier AI bookkeeping will now be accessible to every single user on the Apron platform.

Here is a look at what’s new with William AI, why we are shifting our platform approach, and how our pricing structure is evolving to support it.

What’s new with William AI (Guidance 2.0)
Guidance 2.0 makes William AI more intuitive, granular, and proactive. You can now guide William on virtually any task using natural language, while William takes an active role in learning your firm’s unique workflows.