🌊 The $2B SaaS Playbook | Ignacio ‘Guli’ Moreno (Co-founder ‪@Capchase‬ )

👋 Hey, I’m Ivan. I write about how top 1% startups raise capital and go-to-market.

---

This week’s sponsor is AI CRM Attio (raised $52M from Google Ventures):

Attio is the AI-native CRM for the next era of companies: Connect your email and calendar, and Attio instantly builds a CRM that matches your business model — with all your companies, contacts, and interactions enriched with actionable insights.

With Attio, AI isn’t just a feature - it’s the foundation. You can do things like:

• Instantly prospect and route leads with research agents

• Get real-time insights from AI during customer conversations

• Build powerful AI automations for your most complex workflows

Fast-growing companies like Granola, Modal, Replicate and more are all experiencing the future of GTM with Attio. See it for yourself.

“You can just do things.”

This week I sat down with my friend Ignacio “Guli” Moreno, cofounder of Capchase, the fintech that has deployed more than $2B into SaaS startups.

Capchase started with a simple idea: founders shouldn’t be stuck with revenue in the future. By turning ARR into upfront cash, they gave SaaS companies speed without selling equity.

But the real playbook here isn’t just the product. It’s how Guli and team built trust in a new category, scaled globally, and designed culture as their ultimate GTM weapon:

---

What you’ll learn

• How to design culture as a GTM advantage

• The founder-led sales tactics that got Capchase its first customers

• Why EU startups needs to think global from day one

• How talent snowballs create ecosystems

---

Key takeaways

• MVP velocity wins trust: Capchase shipped its first working demo in 11 days on a $7 server, speed built confidence with investors and early customers.

• Category creation requires focus: Narrowing only to SaaS looked small, but enabled deep expertise, better underwriting, and founder trust.

• Culture = GTM strategy: Values like intellectual humility, builder attitude, and yes before no weren’t internal HR slogans, they were the operating system that shaped how customers perceived Capchase.

• Founder-led GTM: Guli and team didn’t wait for playbooks. They handled calls, cold outreach, and product tweaks directly, collapsing the feedback loop.

• Trust before growth: While competitors blitz-scaled and died when interest rates rose, Capchase grew cautiously, signaling reliability to customers.

• Flywheel of talent: Guli launched Exponential Fellowship, finding and sending the brightest builders in Spain on a life-changing experience to the US (get in touch with us!).

• EU’s mindset gap: Too many founders still think local. Guli’s lesson: Nordics think global because their market forces them to, Spain must too.

• High-agency behavior compounds: Whether it’s tinkering with an “electric eraser” at age 9 or sending cold DMs, Guli shows that small, consistent acts of initiative snowball over time.

That’s it! I’d love to hear from you, just reply to this email (I reply to all of them).

🤙

P.s. join as a premium subscriber for venture capital waves + GTM playbooks:

• 🔒 Founder info-diet - The 60 best resources for founders in 2025.

• 🔒 How not to raise money - a checklist of fundraising mistakes to avoid.

• 🔒 Fundraising Frameworks — 3 frameworks to tighten your pitch.

• 🔒 Founder Compensation Benchmarks — salary data from top founders.

• 🔒 GTM + AI — How founders are rebuilding sales in 2025.

• 🔒 HubSpot’s 0-$100M Playbook — $0 to $100M ARR sales strategy.

• 🔒 Agentic Revolution — Deep dive into the next tech platform shift.

• 🔒 AI Voice Agents — Market map of where capital and talent are moving.