The wild GTM story behind Metropolis raising $2B to take a company private and get their tech adopted faster | Alex Israel
Unicorn Builders
Innovating Parking Solutions
This chapter details the speaker's journey from a previous parking venture to launching a new company focused on advanced payment technologies. It discusses their strategic choices, mentorship influences, and the transformative impact on customer experiences and real estate partnerships in the parking industry.
Metropolis is transforming the century-old parking industry through AI-powered computer vision technology and an aggressive acquisition strategy. With over $2 billion in funding, the company has become the largest parking operator in the United States, serving over 4,600 locations across 400+ cities and processing millions of transactions daily. In this episode of Unicorn Builders, Alex Israel, Co-Founder & CEO of Metropolis, shares how his team pioneered the "Growth Buyout" (GBO) strategy—using venture capital to acquire profitable old-world businesses and modernize them with cutting-edge technology.
Topics Discussed:
- Metropolis's evolution from a four-person garage startup to the largest parking operator in America
- The strategic pivot from organic growth to acquiring established parking management companies
- How Metropolis took a public company private with $1.6B in Series C funding
- The company's expansion beyond parking into drive-throughs, car washes, and gas stations
- Building seamless commerce experiences across the mobility ecosystem
- The future of Growth Buyouts as a scaling strategy for tech companies
GTM Lessons For B2B Founders:
- Pioneer Growth Buyouts when organic GTM hits walls: Alex discovered that traditional B2B sales weren't working with risk-averse real estate owners who wouldn't hand over keys to their $200M developments to a startup. Instead of grinding through years of slow sales cycles, Metropolis used venture capital to acquire profitable parking management companies, instantly gaining access to 500+ locations and 2x-ing their EBITDA. B2B founders facing similar enterprise resistance should consider whether strategic acquisitions can unlock distribution faster than organic growth.
- Focus on revenue synergy, not just cost synergy: Alex warns that cost synergy alone isn't a durable growth strategy. Metropolis succeeded because their technology drove incremental revenue for partners—in some cases over 100% revenue increases at individual locations worth millions of dollars. B2B founders pursuing acquisition strategies must identify how their technology creates new value and captures incremental revenue, not just reduces operational costs.
- Build for the entire ecosystem, not just point solutions: Rather than staying narrowly focused on parking payments, Alex positioned Metropolis as a seamless commerce platform across the mobility ecosystem. This vision enabled expansion into drive-throughs, car washes, gas stations, and charging stations where the same "pull up and drive away" experience creates value. B2B founders should think beyond their initial use case and design platforms that can scale across adjacent workflows and industries.
- Develop "delusional" conviction while staying pragmatic: Alex emphasizes the importance of "strong convictions loosely held"—being able to filter through constant advice and feedback while maintaining belief in your vision. He describes successful entrepreneurs as having the "delusion" that they can succeed where others have failed, combined with the pragmatism to know when to persist versus when to pivot. B2B founders must balance unwavering conviction in their core thesis with tactical flexibility in execution.
- Target industries where you can create "irrefutable value": Metropolis focused on consumer obsession—creating remarkable experiences that generated undeniable value for both end users and business partners. This approach made their value proposition so compelling that they became the "first port of call" for major asset owners. B2B founders should prioritize creating experiences so differentiated that customers can't imagine operating without them, rather than competing on features or pricing alone.
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