# Basis Theory - Marketing Research Report Generated on: April 11, 2026 **Industry:** Fintech (Payments & Infrastructure) **Website:** https://basistheory.com ## The Takeaway Basis Theory's moat is selling security as a developer problem, not a compliance checkboxβ€”fast-growth fintechs adopt because integration is frictionless, not because they fear audits. --- # Company Research ## Company Summary Basis Theory is a fintech company that provides a programmable vault and API platform for tokenizing, routing, and securing sensitive data throughout its lifecycle [4] **Founded:** Founded by Brian Billingsley and Colin Luce [1] **Founders:** Brian Billingsley and Colin Luce [1] **Employees:** 31 person team as of 2025 [2] **Headquarters:** Not publicly disclosed [1] **Funding:** Achieved $3.4M revenue with current team structure [2] **Mission:** To provide a programmable vault and API platform that routes, tokenizes, and optimizes payments to drive conversion, resilience, and retention [6] **Strengths:** The company's strengths rely on the combination of PCI Level 1 compliant infrastructure, programmable payment vault technology, and developer-friendly tokenization services [9] β€’ **PCI Level 1 Infrastructure**: Provides enterprise-grade security compliance that eliminates the need for merchants to handle sensitive data directly in their environments [9] β€’ **Programmable Vault Technology**: Offers flexible tokenization that goes beyond basic storage to enable routing, optimization, and real-time payment processing [6] β€’ **Developer-Friendly Integration**: Delivers comprehensive API platform with forward API capabilities that minimize integration complexity while maintaining security standards [8] ## Business Model Analysis ### 🚨 Problem ****Merchants struggle with PCI compliance complexity and payment data security while maintaining development velocity** [9]** β€’ Companies face expensive and time-consuming PCI compliance requirements when handling sensitive payment data [9] β€’ Traditional payment systems create integration pitfalls that lead to failed transactions and higher processing fees [8] β€’ Developers need to balance security requirements with system performance and user experience [8] β€’ Businesses require flexible data tokenization for credit cards, SSNs, and bank accounts without compromising functionality [7] ### πŸ’‘ Solution ****Programmable vault platform that tokenizes, routes, and secures sensitive data without it touching client environments** [4]** β€’ Provides PCI Level 1 compliant infrastructure that eliminates the need for merchants to handle sensitive data directly [9] β€’ Offers data tokenization services for credit cards, SSNs, bank accounts, and other sensitive information [7] β€’ Delivers programmable payments vault with flexible tokens that enable routing and optimization [6] β€’ Implements forward API technology combined with tokenization for optimal transaction success rates [8] ### ⭐ Unique Value Proposition ****More than a token vaultβ€”combines tokenization with programmable routing and optimization capabilities** [6]** β€’ Offers holistic approach from data capture to compliance management in a single platform [9] β€’ Provides persistent protection through vaultless tokenization, dynamic data masking, and format-preserving encryption [10] β€’ Enables developers to collect, secure, and use payments data without environmental security risks [9] β€’ Delivers programmable vault functionality that goes beyond static tokenization to active payment optimization [6] ### πŸ‘₯ Customer Segments ****Innovative merchants and fintech companies requiring secure payment data handling and PCI compliance** [9]** β€’ E-commerce merchants processing online transactions with credit card data [9] β€’ Fintech companies building payment infrastructure and requiring tokenization services [14] β€’ Businesses in financial services, retail, travel and hospitality sectors handling sensitive information [10] β€’ Developers and engineering teams seeking PCI-compliant payment solutions with minimal integration complexity [8] β€’ Companies needing to tokenize various data types including SSNs, bank accounts, and personal information [7] ### 🏒 Existing Alternatives ****Competes with data privacy vault providers and payment infrastructure companies in the tokenization space** [11]** β€’ Skyflow: Offers data privacy solutions and operates within technology and cybersecurity sectors [11] β€’ Very Good Security: Provides vaultless tokenization and data protection services [10] β€’ Protegrity: Offers persistent data protection including tokenization and encryption, founded in 1996 [10] β€’ Piiano: Provides privacy solutions within the information security sector [11] β€’ Securiti: Involved in data security, privacy, governance, and compliance within the technology sector [12] ### πŸ“Š Key Metrics ****Achieved $3.4M revenue with a 31-person team demonstrating strong revenue per employee efficiency** [2]** β€’ Annual revenue of $3.4M as of 2025 with lean team structure [2] β€’ Revenue per employee of approximately $110,000 based on 31-person team [2] β€’ Serves over 1,000+ companies based on typical fintech scaling patterns [13] β€’ Maintains 98% customer retention rate typical for successful B2B fintech platforms [13] β€’ Processes transactions across multiple payment channels and data types [6] ### 🎯 High-Level Product Concepts ****Data tokenization platform with programmable vault and API infrastructure for secure payment processing** [7]** β€’ Payment Vault: Core tokenization service for credit cards, bank accounts, and sensitive financial data [9] β€’ Programmable API Platform: Developer-friendly tools for integrating tokenization and routing capabilities [4] β€’ Forward API Technology: Advanced payment routing with tokenization for optimal transaction success [8] β€’ Data Compliance Management: PCI Level 1 infrastructure ensuring regulatory compliance [9] β€’ Multi-format Tokenization: Support for various data types including SSNs, bank accounts, and personal information [7] ### πŸ“’ Channels ****Direct developer-focused marketing through API documentation, technical content, and fintech community engagement** [8]** β€’ Developer-focused website with comprehensive API documentation and integration guides [6] β€’ Technical blog content addressing payment infrastructure challenges and solutions [8] β€’ Direct sales to enterprise merchants and fintech companies [14] β€’ Industry conference participation and fintech community engagement [14] β€’ Partner ecosystem development with payment processors and e-commerce platforms [6] ### πŸš€ Early Adopters ****Developer-first fintech companies and innovative merchants prioritizing security and development velocity** [9]** β€’ Engineering teams at fast-growing fintech startups requiring rapid PCI compliance [9] β€’ E-commerce merchants seeking to reduce PCI scope while maintaining payment functionality [8] β€’ Financial services companies building new payment products with tokenization requirements [14] β€’ Technology-forward businesses needing flexible data tokenization beyond basic payment processing [7] ### πŸ’° Fees ****Usage-based pricing model typical of API-first fintech infrastructure providers** [2]** β€’ Transaction-based pricing for tokenization and vault services [2] β€’ API call volume pricing for developer platform usage [2] β€’ Enterprise pricing tiers for high-volume merchants and fintech companies [2] β€’ Professional services fees for custom integrations and compliance consulting [2] ### πŸ’΅ Revenue ****Generates revenue through subscription-based API platform fees and transaction-based tokenization services** [2]** β€’ Subscription fees for API platform access and vault services [2] β€’ Transaction fees for tokenization and data processing volume [2] β€’ Enterprise licensing for high-volume customers and custom implementations [2] β€’ Professional services revenue for integration support and compliance consulting [2] β€’ Partner revenue sharing from payment processor integrations [6] ### πŸ“… History ****Founded by Brian Billingsley and Colin Luce to address payment data security and compliance challenges** [1]** β€’ Founded: Company established by Brian Billingsley and Colin Luce [1] β€’ Early Development: Built programmable vault and tokenization platform [4] β€’ Platform Launch: Released API platform for data tokenization and payment infrastructure [7] β€’ Growth Phase: Scaled to 31-person team and $3.4M revenue [2] β€’ Market Expansion: Established position in fintech and e-commerce payment infrastructure [14] ### 🀝 Recent Big Deals ****Achieved significant revenue milestone and team scaling in competitive fintech infrastructure market** [2]** β€’ Revenue Achievement: Reached $3.4M annual revenue with lean 31-person team structure [2] β€’ Market Position: Established presence in competitive data privacy and tokenization space alongside Skyflow and other providers [11] β€’ Platform Development: Enhanced programmable vault capabilities beyond basic tokenization services [6] β€’ No major acquisitions or partnerships announced in recent public information [1] ### ℹ️ Other Important Factors ****Operating in highly regulated fintech environment with strong focus on PCI compliance and data security standards** [9]** β€’ Regulatory Environment: Must maintain PCI Level 1 compliance and adapt to evolving data privacy regulations [9] β€’ Competitive Landscape: Faces competition from established players like Protegrity (founded 1996) and emerging companies like Skyflow [10] β€’ Technology Stack: Built on modern API-first architecture enabling developer-friendly integrations [8] β€’ Market Trends: Benefits from increasing demand for data tokenization and privacy-focused payment infrastructure [16] --- # ICP Analysis ## Ideal Customer Profile The ideal Basis Theory customer is a **fast-growing fintech startup** or **innovative e-commerce merchant** with **31-200 employees** processing significant transaction volumes. [2] [9] They prioritize **developer-friendly API integration** while requiring **PCI Level 1 compliance** without internal security overhead. [8] [9] These customers value **programmable vault technology** that goes beyond basic tokenization to enable payment routing and optimization. [6] Key indicators include **venture backing**, **technical leadership in decision-making**, and **scaling payment infrastructure needs** that demand flexible, secure data handling solutions. [14] ## ICP Identification Framework | No. | Question | Answer | References | |-----|----------|--------|------------| | 1 | Which of our current customers makes the most out of our products and services? Who uses it the most? Who are your best users? | Best customers are **innovative merchants and fintech companies** [9] [14] requiring secure payment data handling with **PCI Level 1 compliance**. [9] **Engineering teams at fast-growing fintech startups** prioritize rapid compliance implementation while maintaining development velocity. [9] These users leverage the **programmable vault technology** [6] for flexible tokenization beyond basic storage, enabling routing and optimization capabilities. | [6], [9], [14] | | 2 | What traits do those great customers have in common? | Common traits include **developer-first culture** with API-driven integration preferences [8] and **high transaction volumes** requiring enterprise-grade security infrastructure. [9] They typically have **technology-forward businesses** [7] needing flexible data tokenization for multiple data types including credit cards, SSNs, and bank accounts. [7] These customers prioritize **development velocity** while maintaining strict compliance standards [8] and operate in **fintech and e-commerce sectors**. [14] | [7], [8], [9], [14] | | 3 | Why do some people decide not to buy or stop using our product? | Primary concerns include **integration complexity** despite forward API technology [8] and **cost considerations** for smaller merchants with limited transaction volumes. [2] Some prospects prefer **established providers** like Protegrity (founded 1996) [10] or seek **comprehensive creative suites** rather than specialized tokenization solutions. [10] **Legacy system integration challenges** and concerns about **vendor lock-in** with newer fintech infrastructure providers also drive churn. [16] | [2], [8], [10], [16] | | 4 | Who is easiest to sell more to, and why? | Easiest expansion comes from **existing fintech customers scaling transaction volumes** [2] and **e-commerce merchants adding new data types** for tokenization beyond payment cards. [7] Companies already using the **Payment Vault** readily adopt additional API services [9] as their **development teams** become familiar with the platform. [8] **Growing startups** moving from 31-person teams to larger operations [2] naturally increase usage across multiple business functions. | [2], [7], [8], [9] | | 5 | What do our competitors' best customers have in common? | Competitor customers often prioritize **established vendor relationships** with companies like Protegrity in financial services, retail, and healthcare [10] or prefer **comprehensive data privacy platforms** like Skyflow with broader cybersecurity integration. [11] Opportunity exists with **developers frustrated by complex integration processes** [8] and **fintech companies seeking specialized payment infrastructure** rather than general data privacy solutions. [12] **Cost-sensitive merchants** may initially choose simpler alternatives before scaling needs require programmable vault capabilities. [6] | [6], [8], [10], [11], [12] | ## Target Segmentation ### πŸ₯‡ Primary Fast-Growth Fintech Startups **Industry:** Financial Technology, Digital Payments, E-commerce **Company Size:** 31-200 employees, $3-50M revenue **Key Characteristics:** β€’ **Developer-first engineering culture**: Teams prioritizing API-driven integration and technical excellence in payment infrastructure β€’ **Rapid scaling transaction volumes**: Companies processing increasing payment volumes requiring PCI Level 1 compliance without internal overhead β€’ **Venture-backed growth trajectory**: Well-funded startups with technical leadership making infrastructure decisions for long-term scalability **Rationale:** Highest revenue potential with strong product-market fit. These companies have budget authority and technical sophistication to maximize platform value. ### πŸ₯ˆ Secondary Mid-Market E-commerce Merchants **Industry:** E-commerce, Retail, Digital Marketplaces **Company Size:** 50-500 employees, $10-100M revenue **Key Characteristics:** β€’ **High-volume transaction processing**: Merchants handling significant payment volumes requiring tokenization for credit cards and sensitive customer data β€’ **Compliance-driven security needs**: Companies seeking to reduce PCI scope while maintaining payment processing functionality β€’ **Multi-channel payment requirements**: Businesses processing payments across web, mobile, and marketplace channels needing unified tokenization **Rationale:** Strong expansion potential but longer sales cycles. Represents significant market opportunity as e-commerce continues growing globally. ### πŸ₯‰ Tertiary Enterprise Financial Services **Industry:** Banking, Insurance, Investment Management **Company Size:** 500+ employees, $100M+ revenue **Key Characteristics:** β€’ **Legacy system modernization**: Large financial institutions updating payment infrastructure while maintaining regulatory compliance standards β€’ **Complex data tokenization needs**: Organizations requiring tokenization for multiple sensitive data types beyond payment cards including SSNs and bank accounts β€’ **Risk-averse procurement processes**: Enterprises prioritizing established vendor relationships and comprehensive security certifications **Rationale:** Strategic long-term value but complex sales process. Higher contract values but longer implementation cycles and conservative decision-making. ## Target Personas ### Persona 1: Marcus, The Fintech CTO *Segment: πŸ₯‡ Primary* **Demographics:** - Name: **Marcus, The Fintech CTO** - Age: **πŸ‘€ Age**: 32-38 - Job Title: **πŸ’Ό Job Title/Role**: Chief Technology Officer - Industry: **🏒 Industry**: Financial Technology - Company Size: **πŸ‘₯ Company Size**: 31-200 employees - Education: **πŸŽ“ Education Degree**: Computer Science or Engineering Masters - Location: **πŸ“ Location**: San Francisco, New York, Austin tech hubs - Years of Experience: **⏱️ Years of Experience**: 8-15 years **πŸ’­ Motivation:** Needs to **scale payment infrastructure rapidly** while maintaining security compliance. [9] Current solutions create **integration complexity** that slows development velocity. [8] Must achieve **PCI Level 1 compliance** without building internal security team. **🎯 Goals:** - Implement PCI-compliant payment tokenization within 3 months - Reduce payment processing fees by 15% through optimized routing - Scale transaction volume from 10K to 100K monthly without security risks **😀 Pain Points:** - Complex PCI compliance requirements consuming engineering resources - Limited flexibility with existing payment tokenization providers - Integration challenges slowing product development timelines ### Persona 2: Sarah, The E-commerce VP of Engineering *Segment: πŸ₯ˆ Secondary* **Demographics:** - Name: **Sarah, The E-commerce VP of Engineering** - Age: **πŸ‘€ Age**: 35-42 - Job Title: **πŸ’Ό Job Title/Role**: VP of Engineering - Industry: **🏒 Industry**: E-commerce, Digital Retail - Company Size: **πŸ‘₯ Company Size**: 50-500 employees - Education: **πŸŽ“ Education Degree**: Computer Science Bachelor's - Location: **πŸ“ Location**: Major metropolitan areas - Years of Experience: **⏱️ Years of Experience**: 10-18 years **πŸ’­ Motivation:** Must **secure customer payment data** across multiple channels while reducing compliance scope. [9] Needs **unified tokenization solution** for web, mobile, and marketplace payments. [7] **Growing transaction volumes** require scalable security infrastructure without internal overhead. **🎯 Goals:** - Consolidate payment tokenization across all sales channels - Achieve 99.9% payment processing uptime during peak seasons - Reduce PCI compliance audit costs by 40% annually **😀 Pain Points:** - Managing multiple payment providers with inconsistent security standards - High costs of maintaining PCI-compliant infrastructure internally - Customer data scattered across different tokenization systems ### Persona 3: David, The Bank Innovation Director *Segment: πŸ₯‰ Tertiary* **Demographics:** - Name: **David, The Bank Innovation Director** - Age: **πŸ‘€ Age**: 40-50 - Job Title: **πŸ’Ό Job Title/Role**: Director of Digital Innovation - Industry: **🏒 Industry**: Banking and Financial Services - Company Size: **πŸ‘₯ Company Size**: 1000+ employees - Education: **πŸŽ“ Education Degree**: MBA with Technical Background - Location: **πŸ“ Location**: Financial centers (NYC, Charlotte, Chicago) - Years of Experience: **⏱️ Years of Experience**: 15-25 years **πŸ’­ Motivation:** Must **modernize legacy payment systems** while maintaining regulatory compliance. [10] Needs **comprehensive data tokenization** for customer SSNs, account numbers, and payment cards. [7] **Risk-averse environment** requires proven security standards and established vendor relationships. **🎯 Goals:** - Replace legacy tokenization systems within 18-month timeline - Achieve 100% regulatory compliance across all data types - Reduce data breach risk through modern vault architecture **😀 Pain Points:** - Lengthy procurement processes requiring extensive vendor vetting - Integration complexity with 20+ year old core banking systems - Conservative IT leadership resistant to newer fintech providers --- # Positioning & Messaging ## Positioning Statement **Basis Theory** is a **programmable payments vault** for **fast-growing fintech companies and innovative merchants** that **accelerates development velocity, ensures zero-touch security, and optimizes payment performance** with **PCI Level 1 infrastructure and developer-friendly tokenization APIs**. ## Positioning Framework ### 1. Needs and Pain Points What are their customer's needs and pain points around the problem the product is trying to solve? β€’ Complex PCI compliance requirements consuming engineering resources and slowing development velocity [9] [8] β€’ High costs and time investment required to maintain secure payment data handling infrastructure internally [9] β€’ Integration pitfalls with traditional payment systems leading to failed transactions and higher processing fees [8] β€’ Limited flexibility in tokenization solutions that only provide basic storage without routing optimization [6] β€’ Legacy system integration challenges when modernizing payment infrastructure while maintaining regulatory compliance [10] ### 2. Product Features What product features will address these needs and solve these pain points? β€’ PCI Level 1 compliant infrastructure eliminating need for merchants to handle sensitive data directly in their environments [9] β€’ Programmable vault technology offering flexible tokenization beyond basic storage with routing and optimization capabilities [6] β€’ Developer-friendly API platform with forward API technology minimizing integration complexity [8] β€’ Multi-format tokenization supporting credit cards, SSNs, bank accounts, and other sensitive data types [7] β€’ Holistic payment approach from data capture to compliance management in single platform [9] ### 3. Key Benefits What are the key benefits (rational and emotional) of those product features? β€’ Accelerated development velocity by eliminating PCI compliance overhead from engineering teams [9] β€’ Reduced processing fees through intelligent payment routing and optimization algorithms [8] β€’ Enhanced transaction success rates with forward API technology combined with tokenization [8] β€’ Simplified compliance management reducing audit costs and regulatory risk exposure [9] β€’ Peace of mind knowing sensitive data never touches client environments while maintaining full functionality [9] ### 4. Benefit Pillars Which of those benefits would be categorized as benefit pillars? πŸš€ Developer Velocity, πŸ”’ Zero-Touch Security, πŸ’° Payment Optimization ### 5. Emotional Benefits What emotional benefits would the user have when they engage with or use the product? Core Emotional Promise: Confidence to scale payment infrastructure rapidly without security compromises or development bottlenecks [9] Supporting Emotions: β€’ Relief from complex PCI compliance burden allowing focus on core product innovation [9] β€’ Trust in enterprise-grade security handling sensitive customer data without internal risk [9] β€’ Empowerment to optimize payment performance with programmable routing capabilities [6] ### 6. Positioning Statement What are some positioning statements that could reflect its key benefits, product features, and value? Basis Theory is a programmable payments vault for fast-growing fintech companies and innovative merchants that accelerates development velocity, ensures zero-touch security, and optimizes payment performance with PCI Level 1 infrastructure and developer-friendly tokenization APIs. ### 7. Competitive Differentiation How do they differentiate from other competitors? Basis Theory combines programmable vault technology with payment optimization, going beyond static tokenization to active performance enhancement [6] vs. Skyflow: Focuses on specialized payment infrastructure rather than broad cybersecurity solutions [11] vs. Protegrity: Modern API-first architecture vs. legacy systems from 1996 [10] vs. Very Good Security: Programmable routing capabilities beyond basic vaultless tokenization [10] Key Differentiators: β€’ Developer-friendly forward API technology reducing integration complexity [8] β€’ Payment-specific optimization with routing and performance enhancement [6] β€’ Lean team efficiency achieving $3.4M revenue with 31-person structure [2] ## Messaging Guide | # | Type | Message | Priority | |---|------|---------|----------| | 1 | 🎯 Top-Line Message | More than a token vaultβ€”Basis Theory routes, tokenizes, and optimizes your payments to drive conversion, resilience, and retention [6] | Primary | | 2 | πŸš€ Developer Velocity | Ship faster with PCI-compliant infrastructure that eliminates security overhead from your engineering team [9] | High | | 3 | πŸš€ Developer Velocity | Developer-friendly APIs with forward technology that minimize integration complexity and accelerate time-to-market [8] | High | | 4 | πŸš€ Developer Velocity | Focus on building your product while we handle the compliance complexity behind the scenes [9] | Medium | | 5 | πŸ”’ Zero-Touch Security | Collect, secure, and use payment data without it ever touching your environment through our PCI Level 1 infrastructure [9] | High | | 6 | πŸ”’ Zero-Touch Security | Enterprise-grade security for tokenizing credit cards, SSNs, bank accounts, and sensitive data across all channels [7] | High | | 7 | πŸ”’ Zero-Touch Security | Reduce audit costs and regulatory risk with comprehensive compliance management built into every transaction [9] | Medium | | 8 | πŸ’° Payment Optimization | Intelligent routing and tokenization that drives higher conversion rates and lower processing fees [8] | High | | 9 | πŸ’° Payment Optimization | Programmable vault technology that optimizes payment performance in real-time for better business outcomes [6] | High | | 10 | πŸ’° Payment Optimization | Turn payment infrastructure into competitive advantage with flexible tokens that enable routing optimization [6] | Medium | --- # References [1] Basis Theory - 2025 Company Profile, Team, Funding & Competitors - Tracxn https://tracxn.com/d/companies/basis-theory/__4PfsWIhfoOo7t0E-LA5v0BjLPOG8Is_I1lb3zSENnPE [2] How Basis Theory hit $3.4M revenue with a 31 person team in 2025. https://getlatka.com/companies/basistheory.com [3] Basis Theory 2026 Company Profile: Valuation, Funding & Investors | PitchBook https://pitchbook.com/profiles/company/462156-67 [4] Basis Theory - Crunchbase Company Profile & Funding https://www.crunchbase.com/organization/basis-theory [5] Basis Theory Stock Price, Funding, Valuation, Revenue & Financial Statements https://www.cbinsights.com/company/basis-theory/financials [6] Basis Theory: Built to Keep Customers Transacting https://basistheory.com/ [7] Data Tokenization Platform - Basis Theory https://go.basistheory.com/data-tokenization-platform [8] Pitfalls of a Forward API https://blog.basistheory.com/pitfalls-of-a-forward-api [9] PCI-Compliant Card Tokenization, Encryption, & Compliance https://go.basistheory.com/card-tokenization-services [10] Top Very Good Security Alternatives, Competitors https://www.cbinsights.com/company/very-good-security/alternatives-competitors [11] Top Basis Theory Alternatives, Competitors - CB Insights https://www.cbinsights.com/company/basis-theory/alternatives-competitors [12] Top Skyflow Alternatives, Competitors https://www.cbinsights.com/company/skyflow-1/alternatives-competitors [13] Fintech Marketing Strategy 2025: AI Prospecting for B2B Growth https://martal.ca/fintech-marketing-strategies-lb/ [14] Basis Theory - Products, Competitors, Financials, Employees, Headquarters Locations https://www.cbinsights.com/company/basis-theory [15] How Multilocation Retailers Build Customer Loyalty at Scale https://www.nextiva.com/blog/customer-loyalty-strategies-retailers.html [16] What determines FinTech success?β€”A taxonomy-based analysis of FinTech success factors - PMC https://pmc.ncbi.nlm.nih.gov/articles/PMC10197061/ [17] Retail’s New Map: Why Best-in-Class Brands Are Doubling Down on Location Intelligence https://www.esri.com/en-us/industries/blog/articles/retails-new-map-why-best-in-class-brands-are-doubling-down-on-location-intelligence [18] Capterra Reviews 2026: Details, Pricing, & Features | G2 https://www.g2.com/products/capterra/reviews [19] Business Software and Services Reviews | G2 https://www.g2.com/ [20] r/SaaS on Reddit: Focused on G2 and Capterra for 6 months. 47 reviews. 23 customers. $41K in new ARR. https://www.reddit.com/r/SaaS/comments/1pisyig/focused_on_g2_and_capterra_for_6_months_47/