The SaaS CFO · Ben Murray
podcastplaybook€1M Raised to Protect Your Ecommerce Revenue Operations
Source excerpt
About The SaaS CFORevend, an Antwerp, Belgium-based company that provides a SaaS e-commerce tool to defend your e-commerce revenue, raised €1 million in seed funding. Revend protects risks posed against your revenue. The round was led by Pitchdrive, with participation from Seeder Fund and business angel Pieter Casneuf. I interviewed Peter Wellens, co-founder and CEO at Revend. Peter is a commercial engineer by trade. He’s founded several companies in the solar and social network spaces. Peter wanted to raise from a position of strength. He landed trial customers that potential investors could speak to. The funds will be used to hire additional engineering talent and prepare for a full release to the broader market. The company also received a grant from the federal government that supports the development of AI and innovative technology. Founded 2022 Staff of 6 Pre-revenue 20 trial customers HQ in Antwerp…
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Apollo layer
What a founder can learn
Founder takeaway
Before raising a seed round, create credible customer evidence—even if the product is still in trial. Revend gave prospective investors access to trial customers, strengthening its fundraising position before a broader market release.
Why it matters
Early customer references can reduce perceived market risk and make fundraising less dependent on projections alone. They also give founders evidence to guide where new capital should be invested, such as engineering and launch readiness.