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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 Thibaut Sahagian, Founder and CEO of Multis, a crypto finance management platform that has raised over $9 million in funding.

Most Interesting Points from Our Conversation:

  • Background and Inspiration: Thibaut’s journey into crypto began in the political arena, where he worked on fraud-resistant voting systems using Bitcoin. This early exposure to crypto, first as speculative assets and then as a tool for empowerment, led him to realize the potential of impermanent crypto as the foundation for Multis.
  • Vision for Multis: The company aims to empower Web Three builders by providing USD checking accounts, corporate cards, and Web Three financial tooling, focusing on making financial management seamless for entrepreneurs in the crypto space.
  • The Attraction to Crypto: Thibaut’s interest in crypto was sparked by its potential for greater good beyond mere financial gain. His early engagement with pioneers in the space and the realization that blockchain could serve B2B solutions significantly influenced his career path.
  • Challenges of Launching in a Bear Market: Starting Multis in 2019, during a bear market, presented skepticism from investors and the broader community due to previous crypto busts. Yet, Thibaut sees bear markets as opportune times for building foundational elements of a lasting business.
  • Focus on B2B Over B2C: Thibaut’s passion for working with founders and entrepreneurs drove Multis’ B2B focus. He believes that building relationships with other businesses provides a contagious energy and a more resilient model than B2C approaches.
  • Educating the Market: A significant challenge was educating potential users about Web Three and its benefits. Thibaut learned that needing to educate the market indicated a distance from product-market fit.
  • Future Vision: In five years, Thibaut envisions Multis as the financial backbone of the Web Three economy, setting the gold standard for Web Three companies looking to build and grow.
  • Approach to Traction: With around 300 users, including leading companies in the crypto space, Multis has focused on direct sales and building relationships with founders, prioritizing community feedback and engagement to refine their product.


Put Everything Into One Niche:

Multis' focus on providing financial tools specifically for Web3 builders underlines the effectiveness of targeting niche markets. This approach allows for a deeper understanding of customer needs and the development of specialized solutions, establishing a strong foundation for growth.

The Importance of Timing in Market Entry:

Launching Multis during a bear market was a strategic decision that underscored the resilience and long-term vision required for startups. Founders should consider market conditions not just as challenges but as opportunities to build solidly and prepare for future growth phases.

Building B2B Relationships Is Key to Startup Success:

Thibaut's preference for the B2B model highlights the value of building relationships with other businesses. Engaging directly with your client base provides invaluable insights and feedback, fostering a product that truly meets market needs.

Educate Your Market Strategically:

The challenge of educating the market about new technologies or approaches should be seen as an indicator of your product's novelty but also as a sign to refine your market fit. Invest in education that aligns with demonstrating your product's direct benefits to your customers' operations, rather than broad market education efforts.

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