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Highlights

 

Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Hanna Asmussen, CEO and co-founder of Localyze, an HR platform for talent mobility that has raised over $48 million in funding.

  • Localyze automates immigration and relocation processes for companies hiring talent from abroad, providing an end-to-end solution from visa assistance to housing support.
  • The platform scales expert legal workflows to efficiently handle cross-border employee movements, aiming to digitize and streamline traditionally manual processes.
  • While starting with a focus on tech workers, Localyze has expanded to support talent mobility across diverse industries like consulting, financial services, and manufacturing.
  • Hanna’s personal experience with the challenges of international relocation sparked the idea for Localyze, which evolved through several iterations before gaining traction.
  • Localyze’s unique mix of immigration automation and a curated marketplace for relocation services positions it to not only replace legacy providers but also create a new category.
  • With strong customer retention and a shift towards recurring revenue models, Localyze has continued to grow despite the economic downturn’s impact on hiring.

Actionable
Takeaways

Embrace Being an Industry Outsider to Drive Innovation:

Hanna's journey shows the value of bringing an outsider's perspective to tackle long-standing problems. Her personal struggles with relocation sparked novel ideas to streamline the process. Founders shouldn't be intimidated by a lack of industry experience - it allows you to question conventional wisdom and reimagine solutions. Dive deep into understanding the specific problem and let your fresh insights fuel innovative approaches.

Build Resilience to Weather Market Challenges:

Localyze's ability to not just survive but thrive during the pandemic and economic headwinds highlights the importance of resilience. Hanna attributes this to an unwavering belief in their market and a team united by a shared mission. Founders, especially in turbulent times, need conviction in their vision and the adaptability to navigate unexpected obstacles. Foster a culture of resilience to emerge stronger.

Prioritize the Employee Experience in HR Tech:

In an increasingly employee-centric business landscape, Hanna emphasizes how much the talent experience matters. Localyze differentiated itself by focusing on streamlining relocation for employees, not just cutting costs for companies. When building people-centric products, always view them through the lens of the end user. Aim to measurably improve their experience, not just digitize archaic processes.

Iterate Towards Product-Market Fit:

Localyze's evolution underscores the necessity of iteration in the early stages. Hanna advises founders to ruthlessly trim time spent perfecting an initial product. Instead, prioritize getting real-world feedback to hone in on the right solution. Resist the urge to build in isolation - validate ideas by putting them in front of actual customers and adapt based on their input.

Tackle Go-To-Market Strategically:

Hanna candidly discusses the pitfalls of building a GTM function without adequate preparation or past experience. Investing time upfront to gain knowledge of key concepts like inbound vs. outbound models and sales team structure pays huge dividends. Founders coming from non-commercial backgrounds should recognize GTM as a crucial strategic lever and proactively work to fill knowledge gaps.

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