The SaaS CFO · Ben Murray
podcastplaybook$20M Series B to Integrate Disparate SaaS Applications
Source excerpt
About The SaaS CFOFrom a basement project in 2015 to $33M raised to date, Unito is integrating disparate SaaS applications and improving workflows. I interviewed Mark Boscher, founder and CEO at Unito. Mark’s team uses a product-led growth (PLG) motion to acquire users. He’s at 50,000+ users and climbing. Unito, a Montreal, Canada-based workflow management software, completed $20 million in Series B funding. CDPQ led the round, with participation from new investors Rainfall Ventures and Investissement Québec, as well as existing investors Bessemer Venture Partners, Tom Williams, and Mistral Ventures. The fund will allow Unito to solidify its growing market traction—customers include Atlassian, Corpay, Teamwork, the Cincinnati Reds, and Wrike—and expand its connectors across the entire suite of digital productivity solutions. HQ in Montreal 70 staff $33M raised to date PLG sales motion 50K+ users Marc…
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Apollo layer
What a founder can learn
Founder takeaway
For an integration product, pair product-led acquisition with disciplined connector expansion: let users experience the workflow value directly, then use demonstrated demand to decide which applications to support next.
Why it matters
Integration businesses can spread resources too thin by supporting too many tools. Connecting product-led growth signals to the connector roadmap helps turn adoption into focused product investment.