Recall Sessions: Itai Damti on Embedded Finance and the Art of Getting Your First Customer

Welcome to Recall Sessions – a new series on the Village Global Podcast.

Hosted by Somrat Niyogi, Partner at Recall Capital, each episode goes deep on go-to-market: how the world's most successful companies got their first customers.

In this episode, Itai Damti, Co-Founder & CEO of Unit, joins Somrat to break down how Unit went from a year of stealth building with no committed customers to becoming the leading embedded finance platform – moving over $50 billion annually and powering programs at seven public companies.

Itai talks about the bet he and co-founder Doron Somech made on a market that barely existed, why they spent a full year building before going to market, how their first customer came through a LinkedIn message, and what he's learned about selling infrastructure that changes how buyers think.

He also shares a framework for categorizing buyers – deciders, explorers, and the "unawares" – and why minding the chasm between your first 5% of customers and the next 95% is where companies live or die.

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