How to succeed as a bootstrapped B2B SaaS company - Petter Hedborg (Modular Finance)

January 9, 2024

In the dynamic world of B2B SaaS, achieving rapid growth while remaining bootstrapped and profitable is a challenging feat. Petter Hedborg, CEO & Co-founder of Modular Finance, shared his valuable experiences and strategies that propelled their success in an episode in B2B SaaS CEOs podcast.

Core Principles of Modular Finance’s Success:

Customer-Focused Product Development:

Hedborg emphasizes the importance of creating products that not only excel in functionality but also in usability and customer support. This customer-centric approach has been pivotal in Modular Finance’s growth.

Bootstrapping as a Growth Strategy:

Hedborg discusses how bootstrapping taught them the discipline of building with limited resources, focusing on charging customers fairly, and growing organically with the capital generated from the business.

Sustainable and Measured Growth:

Modular Finance’s journey wasn’t about rapid, unchecked expansion. Hedborg highlights the significance of sustainable growth, ensuring that each step forward was solid and well-thought-out.

Key Takeaways for B2B SaaS Leaders:

Start with a Strong Foundation:

Building a robust platform and product portfolio is crucial. It’s not about the amount of money at hand, but about the strategic use of available resources.

Prioritize Customer Needs and Feedback:

Understanding and implementing customer feedback is vital. Hedborg points out that this not only improves the product but also strengthens customer relationships.

Leadership and Decision-Making:

Leadership is about making constant decisions and being comfortable with not all of them being perfect. Hedborg’s approach of quick, informed decision-making drives the company’s dynamic environment.


Modular Finance’s story is a testament to how focused vision, customer-centric product development, and prudent financial management can lead a bootstrapped company to profitability and fast growth. Hedborg's insights offer valuable lessons for entrepreneurs and leaders in the B2B SaaS space.


Listen to the whole interview with Petter Hedborg - CEO & Co-founder of Modular Finance - in B2B SaaS CEOs podcast.

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