Customer Story

JustiFi

JustiFi set out to crack open the opaque world of payment processing and give vertical SaaS founders a clear, cost‑saving alternative to the Stripe status quo.
Location
Minneapolis
Industry
FinTech
Adv.
Fintech, Explained in Plain English

Breaking Open the Black Box

Stripe and other incumbents owned the payment rails—and the narrative. For vertical SaaS founders, fees were opaque, options were limited, and every dollar flowed through someone else’s ledger. To stand out, JustiFi had to prove that payments didn’t have to be mysterious or expensive; they could be a growth driver that founders actually understood.

Teaching the Market First

Our research showed founders weren’t searching for “better rails”; they wanted a guide. We leaned into this gap, positioning JustiFi as the fintech educator that made complex payments simple. By exposing hidden fee structures and publishing clear “how it works” playbooks, we gave SaaS leaders the confidence to ditch black‑box providers. Education—not code—became the wedge that Stripe couldn’t replicate overnight.

Turning Insight into Product and Capital

As CMO, I crafted a narrative that framed JustiFi as the outlaw lifting the curtain on payments. Before a line of core product code shipped, we launched an insights dashboard that visualized a platform’s fee bleed in real time—proof of value in weeks, not years. The story and early traction powered a $7 million seed round closed in just two weeks and secured anchor partnerships across multiple vertical SaaS categories.

From Renegade to Recognized Force

JustiFi’s transparency play resonated: vertical SaaS platforms adopted the dashboard, investors rallied around the mission, and the brand became shorthand for “payments without the BS.” By demystifying fintech and handing control back to founders, JustiFi carved out a protected niche—transforming from a venture‑backed upstart into the go‑to partner for SaaS companies tired of paying (and guessing) too much.

The Market Narrative
chevron down icon

Vertical SaaS companies are rapidly transforming how the world does business, shops, learns, connects, and lives.
But something big is holding back their potential: Payment processing.

Platforms are trapped in a system that wasn’t made for their business model. It costs too much. And delivers too little. Outside companies control their revenue, dictate the financial options they offer, and take a sizable cut of every transaction. SaaS companies pay the price at all stages in their lifecycle, from the first dollar up to 200 million in revenue and beyond.

Companies think they don’t have a choice.

They are told they’re too small to negotiate a better deal. That they need to mature before they can build their own fintech. So they wait. By the time they hit their stride in the market, they’re too tangled up to change. The sooner platforms control their own payments, the sooner they can grow, innovate, and compete on their own terms.

That’s why we created JustiFi.

We know the complexities and hazards better than anyone. We’ve been there ourselves. After building our own successful vertical platforms and managing billions in payments, now we’re democratizing payment tech for companies leading the next wave of industry change. We believe every company has a right to control its destiny.

For emerging platforms who are being ignored…
For established platforms who are being blocked…
JustiFi helps them blaze trails outside the industry’s walls and break free of the fintech status quo.

Complete capability. No waiting. Own the payments that flow through your platform. Prove your value to investors right now. Add capability on demand, from competitive-rate processing to innovative payment options. Keep tabs on your big picture and optimize everything as you go.

Fintech for all. At the flip of a switch.

With JustiFi, platforms can ramp up financial strategy, fintech infrastructure and revenue in weeks instead of years.

Another success story