Where do the new pipeline opportunities come from?

From contacts that were already in the CRM. They were matched to their employer; no new contacts were bought.

Is this a one-off or ongoing?

Ongoing: every new signup with a personal address is matched continuously, at more than 20,000 signups a month.

Fintech platform (product-led growth)

Name withheld at the client's request

PLG Fintech Doubles Warm Pipeline from Contacts Already in the CRM

A product-led fintech platform sees more than 20,000 signups a month. Many of them use personal email addresses, so sales could not see which company was behind them. Our system matches these signups to their employer and turns them into business profiles. Around 80,000 personal addresses were converted this way, and warm pipeline from contacts already in the CRM doubled.

Buying signalsCRM integration

Published November 2026 · Figures: Reported by the customer

2×

Warm pipeline from CRM contacts

20,000+

Signups per month

~80,000

Personal emails matched to an employer

Background

Seed-funded fintech platform from North America that grows through self-service signups (product-led growth) and also has a sales team for larger customers.

At a glance

ChallengeSolutionResult

Challenge: Signups with personal addresses

Solution: Employer identified automatically

Result: ~80,000 business profiles

Challenge: Warm contacts unused in the CRM

Solution: Profiles enriched in the CRM

Result: Twice the warm pipeline

Challenge: Sales can't see which company uses the product

Solution: Prioritization by usage within each company

Result: Targeted outreach to existing user companies

The Challenge

The platform did not have a reach problem but a visibility problem: a large share of signups came in with Gmail or other personal addresses. To sales, these contacts were anonymous, even though they included employees of companies that were potential customers.

1More than 20,000 signups a month, many with personal email addresses
2Sales could not tell which company was behind a signup
3Warm contacts sat unused in the CRM

The Solution

We built a system that identifies the employer behind every signup with a personal address and creates a business profile from it. Sales can now see which companies already use the product and focus their efforts there.

Step 1
Employers identified for signups with personal email addresses
Step 2
Personal contacts turned into business profiles
Step 3
Profiles enriched directly in the CRM
Step 4
Sales prioritizes companies whose employees already use the product

Before and after

BeforeAfter

Signups with personal addressesAnonymous to salesMatched to the employer

CRM contactsUnusedBusiness profiles with company

Warm pipelineBaselineDoubled

The Results

Twice the warm pipeline, without buying a single new contact

The pipeline did not grow through more reach but through contacts that were already there. Around 80,000 personal addresses were matched to an employer.

Warm pipeline from existing CRM contacts doubled
Around 80,000 personal email addresses matched to an employer
Running continuously for more than 20,000 new signups a month

Frequently asked questions

Customers sign up on their own and try the product before anyone from sales talks to them. Sales steps in where a company is already using the product.

What would a system like this look like for your sales team?

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