Three segments. One product. Each gets a distinct acquisition channel, sales motion, and onboarding experience. Core value: fund locally, send globally, settle instantly.
Onboarding was built for large companies — but customers most likely to self-apply are SMBs. Mid-market won't apply on their own; they need a sales-assisted motion. 80% of all Seg A self-serve applications go to RFI. Applicants enter a manual review queue and wait 2+ weeks. At that point, most have moved on.
4 in 5 applications trigger manual review. Applicants wait 2+ weeks with no notification. Onboarding was built for large companies — small businesses can't complete it.
No webinar program in place and no sales-assisted follow-up. Mid-market won't convert on their own — expecting self-serve from a segment that requires active closing.
No outreach cadence, event plan, or track record. Enterprise requires relationship-driven activation — none is defined yet.
Segment B (Mid-Market) — Double down on webinars immediately. Larger transactions give us the fastest ROI signal. Launch LinkedIn → webinar campaign this month.
Segment A (Self-Serve SMB) — Run paid ads at small budget while fixing onboarding & RFI rate. Scale spend only when the funnel is clean. Audit onboarding + map RFI triggers this week.
Segment C (Enterprise) — Activate through account managers, plan the first invite-only roundtable. No paid campaigns. Define enterprise motion strategy this week.
Wire delays, FX costs, supplier pressure to pay faster.
Match their 2.5% cashback and win on LatAm corridors and FX.
→New RFI process launch
→Define enterprise motion strategy
→Build 3-month webinar calendar
→Launch LinkedIn → webinar campaign
→Revamp self-serve campaigns
→Explore modifying Bridge's flow to better profile small cos or add a pre-filter
→Host first enterprise roundtable