Most fintech companies go to market by telling CFOs their software is smarter, faster, and cheaper.
Ramp went to market by telling CFOs to spend less money.
On a corporate card.
That makes money when companies spend more.
Y’all know I love love love contrarian marketing, but that's either the dumbest positioning in fintech history or the most contrarian thing anyone has ever done to build a $44 billion company.
You’re probably not gonna do some of the stunts they do, but I will bet you a hundred bucks that if you read this, you’ll identify one thing they did that you haven't thought of.
Research like this is long and booOOOooring, but here’s the stuff I found that made me keep going down the Ramp rabbit hole…
⚡️ Traffic - What does a college amateur golfer paired with Tiger Woods have to do with Ramp's biggest traffic day ever?
⚡️ Hiring - Who did Ramp recruit before they had a product to sell - and why were those people worth more than any ad budget?
⚡️ Channels - There's a channel in here that nobody covers in Ramp breakdowns. It's probably their most durable one. You already know how it works, but I bet you can’t name it.
⚡️ Press - Bloomberg covers Ramp every single quarter. How? Nobody at Ramp pitches them.
⚡️ Social - The CEO of a $44 billion company posts less than you do. What does he know that you don't?
⚡️ Press - Ramp raised a down-round in 2023. How TF did they turn a bad press cycle into a growth story?
