"... as a service - leveraging distribution partnerships by deeply integrating b2b web...

… as a Service

Leveraging distribution partnerships by deeply integrating

B2b web productsYuval Ariav

@yuvalariavyuval.ariav@gmail.com

Yuval Ariav ∙ @yuvalariav ∙ yuval.ariav@gmail.com

Two things before we start

1. Feel free to interrupt and ask questions

2. Each startup is a special snowflake, so…

Hello!• Partner at LionBird VC

• Founder (, ex-CTO, head of TLV) of Fundbox

• Chief Architect, Director of Product at Onavo

A bit about Fundbox

A bit about Fundbox• Fintech company out of TLV and SF

• Started in 2012

• Raised >$100M

• Operates in the US SMB market

• B2b

A bit about Fundbox

Two things to remember about B2b

1. Can be (and ideally is) completely self-serve

2. Typically involves complex product flows

The problem

Net-30

What Fundbox does

Net-60

What Fundbox does

Net-90

What Fundbox does

How do we do it?

That’s how we do it!

Launching!

Getting customers

Getting customers…?

Getting customers…?• Be as close the pain point as possible

• Pain point = cash flow challenges

• Business financial dashboard

• Great for social proof– For customers, that we are legit and useful– For partner, that we bring real ongoing value

• Limited impact on numbers– SMB owners don’t browse apps often

without trigger

• Very resource light

Results and conclusions

Results and conclusions• Reasonable results with minimal resources

• Impressive conversion rates

• Activation dependent on need at time of campaign

• Partner incentives aren’t 100% aligned with ours

Two things to remember about B2b

1. Can be (and ideally is) completely self-serve

2. Typically involves complex product flows

Deep integration• Bringing Fundbox as close to the pain

point as possible

• Having full product flows inside partner app– Flows are too complex for API integration– Including full sign-up flows for new users

• “Fundbox as a Service”

Deep integration• Design and develop an iframe API

version of Fundbox– “The mini-site”– Designed to look exactly like partner’s app– Add some lightweight server APIs for

control

• Create a native experience inside partner’s app, “Powered by Fundbox”

• Super effective way to reach customers

• One-click access to product

• Prime attention real estate

• At the point of pain

• Creates a “trust bridge”

Results and conclusions

• Analytics blind spot

• Brand confusion / conflation

• Point of contact / support handoff

• Different data sets for underwriting

Inherent challenges

Getting customers, with style

… as a Service

Leveraging distribution partnerships by deeply integrating

B2b web productsYuval Ariav

@yuvalariavyuval.ariav@gmail.com

"... as a service - leveraging distribution partnerships by deeply integrating b2b web...

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