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We’re building a better financial system for creators. So if you’re a YouTuber, an Instagram influencer, a TikTok or Twitch streamer, you are a business, albeit a new and different type of one that makes a living from content. Many of these new types of businesses really struggle to figure out their finances around getting access to credit, help with their taxes, setting up business bank accounts. And so that’s what we help them do.
Our content strategy was really motivated by two things. The first is tremendous business value. The second is that personal connection you alluded to from a business perspective as more and more people learn how to make content. That’s how they’re learning to receive information and learn about new things too. The way to win distribution and marketing today isn’t necessarily through running ads, it’s by creating genuinely compelling pieces of content that people will go and watch. We believe in this thesis because our entire client and business segment we work with does this to grow reach and revenue for their products and services. So we said well, why shouldn’t we do this for ourselves?
I find it really hard. As I mentioned growing up I was so focused on ensuring that I did a good job in terms of landing in a financially stable and safe occupation that anything like putting myself on camera felt narcissistic. It felt like navel-gazing, like, why would anybody wanna listen to me? Why should I do it? And part of what eventually got me to try was, as I mentioned, seeing all my friends, seeing everybody finding it so casual and simple to make content nowadays. It’s the same reason Karat exists. Other people are figuring out this ease and simplicity, and it motivated me to try doing it for our company, too.
Our target client is someone who’s made a living from their content. Whether it’s shared via subscriptions, shared with users on Patreon, Twitch, or from ad revenue being shared with them as on YouTube or even sponsorships they’re doing themselves, which you see a lot of with Instagram influencers. Like any other businessperson, they’re focused number one above everything else on what’s going to help me grow my business faster. For them, that’s things that either help them make more content, more money, or build their following base, while reducing the time they need to spend on everything else. That is not one of those three things. Our very first product was a business charge card that provided them with limits that actually made sense, because we underwrote them based off their financials and social stats instead of their credit history.
The focus for us has been on building that card in every creator and YouTuber’s wallet that they pull out and say hey, that’s a Karat card. Because our vision is once you have the card, we’ll be able to cross-sell you into other financial products and services that you also need, but might not have considered because you didn’t have the time to assess properly and didn’t know who to trust.
Eric: We’ve been around for about four years. Even in the first year we launched the card we were seeing 50, 60, 70% growth month-over-month. And it was primarily organic, because this population didn’t really know much about how to figure out their finances. That’s why when they found a source that they actually trusted and heard of, they leapt on it. There was almost this pent-up demand that just didn’t know where to go that all suddenly just swept into us. Similarly, we launched our bookkeeping and tax service about a year ago. Initially we didn’t know what to expect. As I mentioned before, this space is really based on trust, and we had explored bookkeeping taxes as one of our very first products to start with, but there wasn’t much interest because no one knew exactly what we were doing. But when we relaunched it after having built up that trust and credibility, we again saw double-digit growth every month and quickly exceeded even our capacity to serve.
I think there’s two points here. The first is at this current moment, there’s more focus on ensuring the core banking infrastructure in America, and frankly the world, is stable before saying we’re gonna go and build the coolest new “Dogecoin for Uber drivers named Kevin” app. We saw a little bit more of that a couple of years ago. Now I think it’s more like, if you hold my money, will it still be there? So that’s a pretty big shift. The second, if you think about some of these recent collapses in the first place, they were driven by bank runs. They were driven by animal spirits. It is in the actual business model of a bank to obviously have a money multiplier, to have a reserve ratio such that if you think about it, any bank is potentially at risk of a bank run. It just occurs if people are scared. And I’m not saying just go and build good community and everyone’s gonna be super happy and hopeful, because let’s be honest: SVB actually did a fantastic job building community and it still didn’t work out right. But it doesn’t hurt in times where peoples’ fear, uncertainty, and doubt can manifest into wiping out billions of dollars of shareholder value. I think you do have to consider well, what can I do to help to reinforce trust, awareness that I exist, and that I’m doing the best I can? I think that’s a big part of where content and community can be helpful.
So yes, number one I actually do think Mercury’s done a really good job. Number two, I’m actually gonna pick a slightly older example than most recent-crop FinTechs. Look at Square and CashApp. When CashApp launched, Venmo had already been around for a long time. Payment apps really die and thrive based on their ability to build network effects. So in a way it’s actually very challenging and tricky to say “oh yeah, here’s a company that has already built this really cool digital peer-to-peer payments app, and they have tremendous network effects, and from a product perspective there’s a couple of things we can do differently, but yeah, let’s go in and fight them.”
Episode Highlights:
At the intersection of social responsibility and financial services, CNote was born out of the need to align large institutional investors' values with their cash and fixed income portfolios. Cat, the founder, observed a growing interest among major clients to invest in socially responsible or ESG (Environmental, Social, and Governance) assets. Recognizing the lack of options in the cash and fixed income space, Cat saw an opportunity to create a scalable solution that would enable investors to allocate their funds in alignment with their values, while addressing the wealth gap in underserved communities.
Cat's personal motivation stemmed from witnessing the widening wealth gap in the United States, juxtaposed with the increasing interest in values-aligned investments. Fueled by a desire to make a meaningful impact and promote financial inclusion and diversity, Cat left her position as a managing director to start CNote. The goal was to create a tech platform that could facilitate the movement of cash and fixed income from corporations and foundations into community finance, ultimately serving the larger good.
Cat had a natural inclination toward problem-solving and entrepreneurship throughout her career. Even while working in a large corporation, she consistently gravitated towards creating new opportunities and solving market challenges. The decision to start CNote allowed Cat to combine her passions for finance, technology, and driving economic justice. Building a mission-driven startup was both exciting and challenging, as it required balancing financial stability and profitability with a commitment to a larger societal issue.
Being a mission-driven startup brings a unique level of excitement and difficulty. The privilege of working on a problem that deeply matters on a societal level is a motivating factor for the team at CNote. Their commitment to the mission attracts talented individuals who share the same passion. However, balancing financial stability with the pursuit of a mission is a constant challenge. Cat emphasizes the importance of establishing a solid business model and a growth plan to sustain a mission-driven company.
CNote values and prioritizes team diversity. With an exceptionally diverse team, CNote benefits from attracting talent through networks that are already diverse. Intentional efforts are made to ensure diversity in the hiring process. While it requires additional work, the commitment to diversity is reflected in the team's low turnover rate and the high number of applicants for every job posting.
CNote's focus lies within the corporate treasury space, working with corporate treasurers and CFOs to optimize their cash management. The recent SVB (Silicon Valley Bank) crisis and other similar events have shifted the mindset of enterprises. The conversation has moved from seeking yield opportunities to emphasizing capital preservation and risk mitigation. CNote's solution, which prioritizes capital preservation and offers complete transparency to banking partners, proved valuable during these events. The crisis prompted a heightened interest in CNote's approach, particularly in managing cash and providing exposure control and transparency.
While currently focused on serving enterprises, CNote recognizes the vast opportunities within cash management for mid-market and small business customers. The scalability of their solution allows them to move towards these markets. CNote acknowledges the demand and plans to broaden its reach beyond enterprise clients to support a wider range.
About the Guest:
Interested in keeping up with the latest in FinTech and Retail Tech? Check out our website to learn more about us and follow our social media to stay up to date.
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What does WEX do?
From 30,000 feet, what we're all about is simplifying the business of running a business. In this context, that means our three different product sets: benefits, corporate payments, and fleet payments.
What’s happening in payments?
A few major things… 1) Digitization of payments: even when Jay started his career in 2001, he was focused on the death of the check, and it’s still the last bastion of manual payments today. 2) Consumerization of B2B payments: users are seeking Venmo and PayPal-like experiences in their B2B software experiences, so we’ve seen a shift to become hyper-focused on UI. 3) Long-term convergence between software and payments: thinking through how to take software and turn widgets that really turn it into a service, closer to embedded payments.
What about what’s happening in vertical payments and fleet specifically?
It’s all about how you take the payments, the data, and technology together in a way that’s bespoke for a particular segment and then rinse and repeat. It’s not a particularly complex space, it’s just been around for a long time – about three decades – and there are only a few players purely focused on it.
How to map the huge billion-dollar market in the fleet?
WEX thinks about two buyers on the services side: the fleet manager who is typically mid-market or more advanced fleets or the small business owner who has very limited time, and they need the operations of the fleet to be abstracted away so they can do their most pressing work.
It seems like all of the new VC-backed entrants are making plays to 15 other financial services outside of just fuel cards. What does expansion in this space really look like?
At WEX, the spirit of the offering is simplification, and so there is an absolutely sensible sense in expanding the suite of product offerings. The WEX learning is to focus less on what they CAN do and more on what the customer craves. This has meant investment in the credit extension area more than anything.
Where does EV come into play?
It’s not a transition to EV; it's a transition to a mixed fleet… and there’s still a financial services experience for that source, which is less complex in the money movement sense but may command a SaaS model.
What’s the most exciting trend happening?
For Jay, it’s much less about the business model and much more about empathizing deeply with a top pain point for the finite profiles of customers they engage with. The most exciting focus for him is about a workflow that needs to be solved.
About the Guest:
Interested in keeping up with the latest in FinTech and Retail Tech? Check out our website to learn more about us and follow our social media to stay up to date.
Follow Commerce Ventures:
Medium
Episode Highlights:
About the Guest:
Interested in keeping up with the latest in FinTech and Retail Tech? Check out our website to learn more about us and follow our social media to stay up to date.
Follow Commerce Ventures:
Medium
Episode Highlights:
About the Guest:
Interested in keeping up with the latest in FinTech and Retail Tech? Check out our website to learn more about us and follow our social media to stay up to date.
Follow Commerce Ventures:
Medium
Episode Highlights:
About the Guest:
Interested in keeping up with the latest in FinTech and Retail Tech? Check out our website to learn more about us and follow our social media to stay up to date.
Follow Commerce Ventures:
Medium
Episode Highlights:
About the Guest:
Interested in keeping up with the latest in FinTech and Retail Tech? Check out our website to learn more about us and follow our social media to stay up to date.
Follow Commerce Ventures:
Medium
Episode Highlights:
Our Predictions, debated:
1. Buy Now Pay Later (BNPL) implodes.
2. More than a few challenger banks look for exits, or fold.
3. Private equity rolls up public former D2C retail darlings.
4. Crypto winter will persist through 2023, but not forever.
5. Mass merchants face headwinds while luxury booms.
6. Incumbents acquire at least one venture-backed payments company for $1B+.
7. Skyrocketing consumer borrowing in 2022 makes credit servicing and collections a critical category for investment in 2023.
8. Venture funding bottoms out in Q1, before rising in Q2.
9. Scrappy founders return.
10. Retailers invest in the automation of stores and supply chains as labor markets remain tight.
About the Guest:
Interested in keeping up with the latest in FinTech and Retail Tech? Check out our website to learn more about us and follow our social media to stay up to date.
Follow Commerce Ventures:
Medium
Episode Highlights:
About the Guest:
Interested in keeping up with the latest in FinTech and Retail Tech? Check out our website to learn more about us and follow our social media to stay up to date.
Follow Commerce Ventures:
Medium
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