The SaaS CFO · Ben Murray
podcastplaybook$35M Raised to Acquire and Aggregate Salesforce Apps
Source excerpt
About The SaaS CFOWelcome back to The SaaS CFO Podcast! In this episode, our host Ben sits down with James Gasteen, co-founder and CEO of Unaric, to discuss his experience in the SaaS space and his vision for building the largest suite of apps on the Salesforce platform. James shares insights on the importance of cross-selling, the value of bringing together different products under one vendor, and the unique approach of Unaric as a holding company that acquires ISVs. He also discusses their investment thesis and the criteria they look for in potential acquisitions. Have an app that you’d like to sell? Tune in to learn more about James' journey and the exciting future of Unaric. Let's dive in!HIGHLIGHTS [00:00:12] 13-year veteran in Salesforce, ISV merger success. [00:04:43] Holding company acquires small ISVs for growth. [00:07:43] Unaric established July 2022, 8-person team. [00:12:06] Raised funds,…
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Apollo layer
What a founder can learn
Founder takeaway
Treat acquisition-led growth as a focused portfolio strategy, not a collection exercise. Define which products fit your ecosystem, how consolidating them under one vendor benefits customers, and where credible cross-selling opportunities exist before pursuing a deal.
Why it matters
Acquiring adjacent products can expand customer value and distribution, but only when each addition strengthens a coherent suite. Explicit acquisition criteria help founders conserve capital, avoid portfolio sprawl, and distinguish strategic fit from mere availability.