How to Keep the Customer Love of the Existing Customer Segment

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One of the common mistakes I've seen founders make when they expand to a new vertical is not deliberately but accidentally losing focus of the existing customer segment. When we launched the initial product, although we started with a very small scoped audience, we never used language whether we never built a product or use language to say that this product is just for startups. It was always like this is for, you know, businesses at different sizes. We knew this would come in it was coming. So we didn't know perhaps if it would take one, two or three years, but we know that we knew that this is the next thing to do.

Gusto (YC W12) provides growing businesses with everything to take care of their team. Today, more than 200,000 businesses use Gusto for payroll, employee benefits, talent management, and more. And with the recent addition of Gusto Embedded, developers now use Gusto’s APIs and pre-build UI flows to embed payroll, tax filing, and payments infrastructure into products.

YC’s Anu Hariharan sat down with Gusto co-founder and CPO Tomer London to talk about building for new customer segments and the future of embedded finance — sharing advice for startup founders and CEOs along the way.

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