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).

🤙

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