A path from B2C → B2B

From day one, we've been concerned about the challenges around growing a B2C SaaS product. While we are more convinced than ever that our product makes a meaningful impact when you start journaling your spending behavior, the business model didn't feel right.

When we began to talk to some folks who spend a lot of time thinking about personal finance, a new possibility emerged. Someone suggested we talk to money coaches. Now unlike a financial planner, a money coach is less concerned about investments and more concerned with day to day behaviors and habits. One money coach told us that she would be very interested in a tool that would help her increase engagement with her clients between consultations.

And that was the lightbulb 💡 moment!

We already have the idea of a "Spending Buddy" for accountability. This feature allows users to invite a trusted friend or family member to view and comment on their spending journal. What if we extended this concept to money coaches?!?

We're now working on a feature set to allow money coaches to setup journals for their clients and then follow along with their spending. So if the coach prescribes a certain set of actions or even mindfulness around some area of spending, the SpendLight spending journal can become the center of that conversation.

We can continue to offer the B2C editions of our spending journal, but our main outreach will be to support money coaches. They can work SpendLight into their cost structure with the hopes of improving retention and referrals. They can give clients perpetual access to SpendLight as a perk, and our B2C pricing provides a price anchor that allows the Money Coach to say "This tool would normally be $15/mo, but I'll just cover the cost as part of my business."

So now we can, for example, serve 10 households under one monthly or annual "Coach" subscription. The coach can take the cost as a biz expense and use it to grow their business.

What do you think? Who else has uncovered a B2B opportunity from what appeared to be a pure B2C play?