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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 Matteo Bogana, CEO & Co-Founder at Cleafy, an online fraud prevention platform that has raised $12 Million in funding.

Here are the most interesting points from our conversation:

  • Origins of Cleafy: Matteo was inspired to start Cleafy after being told that solving certain cybersecurity problems was scientifically impossible. Their breakthrough in real-time content verification on web pages sparked the company’s inception.
  • Early Challenges: The initial years for Cleafy were tough due to the premature market for their technology. Matteo and his team struggled to gain the first customer, working hard to create market conditions favorable for their product.
  • Customer Traction: Gaining the trust of early customers was difficult, especially as a new entity competing against established companies. Building credibility took significant effort through meetings and consensus building.
  • Customer Base Evolution: Today, Cleafy targets mid to large financial institutions with structured fraud management teams, indicating a shift from startups to more established entities.
  • Differing Approaches to Startups and Corporates: The messaging for startups, particularly fintechs, differs as they typically understand and value integrated cybersecurity and fraud management solutions more quickly than traditional banks.
  • Marketing Philosophy: Cleafy’s marketing strategy involves creating trust through knowledge sharing, leveraging their Clifi Labs to provide insights and threat intelligence directly to potential customers and at high-profile security events.

 

Actionable
Takeaways

Identify and Solve "Scientifically Impossible" Problems:

Matteo's decision to tackle problems considered unsolvable provided a unique value proposition for Cleafy. For B2B tech founders, targeting complex or previously unaddressed challenges can differentiate your solution and create a new market niche.

Timing and Patience in Market Entry:

Cleafy’s early struggles with market readiness highlight the importance of aligning product launch with market maturity. Founders should consider not only the current demand but also forecast market evolution to optimize product impact and growth.

Build Credibility Before Scaling:

In the initial stages, focus on building trust and credibility, especially if competing against established companies. Early customer education and proving product efficacy can pave the way for broader market acceptance.

Customize Messaging for Different Audiences:

Understanding the distinct needs and organizational structures of different customer segments, such as startups versus large corporations, can help tailor your approach for more effective communication and quicker adoption.

Leverage Thought Leadership for Market Trust:

Developing an authoritative voice in your industry, such as Cleafy’s Clifi Labs that provides insights into emerging threats, can establish your company as a trusted expert and influence both direct customers and broader market perceptions.

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