🤖 Meet Richie Ai

Richie.ai is revolutionizing embedded lending infrastructure, enabling SaaS platforms to launch business lending programs in as little as an hour. Their comprehensive solution provides loan application forms, management systems, private-labeled merchant portals, and access to 100+ lending platforms with 9+ loan products. The company's innovative approach allows businesses to offer their merchants discounted loans with up to 50% savings on interest payments, creating a win-win for platforms and their customers. Today, Richie.ai is trusted by over 100 platforms, connects with 109+ lenders, and has served 40,000+ loan applicants across the United States.

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🚫 The Problem

Despite having built impressive technology, Richie.ai faced significant go-to-market challenges:

• No paying customers beyond 3 beta users, struggling to convert interest into revenue
• Undefined ideal customer profile (ICP), making targeting and messaging ineffective
• Lack of sales process or structure to systematically acquire customers
• Technical-heavy team composition with engineers but no marketing or sales expertise

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🛠️ Our Solution

T Minus Studios stepped in as fractional CMO, implementing a comprehensive strategy:

1. Strategic Repositioning

• Identified new ideal customer profile focused on ISOs, payment service providers, and SaaS companies
• Developed compelling messaging that resonated with the payments/fintech ecosystem
• Redesigned website to clearly articulate value proposition to technical audience

2. Sales System Development

• Built structured sales process from scratch, creating repeatable frameworks
• Led initial sales efforts to validate approach and secure early wins
• Established channel partnerships with payment service providers, creating new acquisition paths

3. Growth-Ready Marketing Foundation

• Created investor-ready marketing materials to support fundraising efforts
• Positioned for accelerator programs through strategic narrative development
• Implemented scalable marketing infrastructure to support rapid growth

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🏆 The Results

Our partnership with Richie.ai yielded transformative results in just six months:

• 100+ B2B customers acquired from zero paying customers initially
• Successful fundraising at desired valuation from a top-tier fintech fund and angel investors
• Strategic channel partnerships established with major payment service providers
• Advanced to final round of TechStars interviews
• Sales-ready foundation to drive continued growth beyond our engagement

The combined strategic repositioning, sales infrastructure, and marketing foundation transformed Richie.ai from a pre-revenue startup to a funded category leader with significant market traction.

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🤝 Connect with Richie Ai

Looking to implement embedded lending in your platform or interested in learning more about Richie.ai's fintech infrastructure? I'd be happy to make an introduction to their leadership team.

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