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How Unicorns are Launched: Revolut

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June 21, 2023
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3
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In the world of start-ups, success stories offer valuable lessons. When it comes to lessons in product management, software development, web development, mobile development, MVP development, and finding product-market fit, one company that clearly stands out is Revolut. By embodying the principles of launching early and iterating fast, this unicorn has successfully blazed its trail in the fintech industry.

What is Revolut?

Revolut is a London-based financial technology company that provides banking services. From personal to business banking, Revolut has revolutionized the way people manage their money. By offering a digital alternative to traditional banking methods, Revolut enables its users to spend, send, and receive money with ease.

Who are the Founders?

Revolut was founded in 2015 by Nikolay Storonsky and Vlad Yatsenko. Storonsky, a former trader at Credit Suisse and Lehman Brothers, is a seasoned financier with a keen eye for innovation. Yatsenko, on the other hand, was a former senior developer at Deutsche Bank, bringing his expertise in technology and software development to the table.

What inspired them?

The founders were inspired by a common frustration: the inconvenience and high costs associated with international money transfers. They believed that in the digital age, there must be a simpler, faster, and more cost-effective way to handle global financial transactions. Thus, the idea for Revolut was born.

Launching the MVP

Revolut's initial MVP was a straightforward digital banking app linked to a payment card. This MVP was designed to solve one key problem: the exorbitant fees and unfavourable exchange rates associated with international transactions. It took them about a year to build and launch the MVP, with a unique approach of focusing purely on a seamless user experience and offering real-time exchange rates.

Their MVP's success was tremendous. It validated the hypothesis that consumers were seeking a cost-effective solution for international money transfers. The unique selling point of offering real exchange rates, not the marked-up rates traditional banks provided, struck a chord with the users.

How did they iterate?

With the success of their MVP, Revolut then embarked on a path of rapid iterations, aiming to build out their feature set based on user feedback and market research. The hypothesis was clear: by offering additional financial services, they could expand their user base and enhance customer loyalty.

One notable iteration was the introduction of cryptocurrency support, making it possible for users to buy, hold, and sell digital currencies within the app. This was a daring move as it was made during a period of uncertainty about the future of cryptocurrencies. However, this risk paid off, with the feature driving significant user adoption.

Despite their many successes, not all iterations were successful. Revolut's attempt to launch a commission-free trading platform faced challenges, due to regulatory complexities and stiff competition. However, this setback provided invaluable insights into their user base's needs and the regulatory landscape.

Finding Product Market Fit

Revolut raised their Series A round in July 2016, raising approximately $10 million at a valuation of $42 million. The company was growing rapidly, adding thousands of new users every day and processing over $500 million in transactions every month.

Where are they today?

Today, Revolut boasts of a valuation of over $33 billion, a user base of over 15 million, and a strong presence in the international market. Their impact has been profound, prompting traditional banks to reevaluate their fee structures and digital offerings. Revolut continues to focus on expansion, continuously adding new features and broadening its reach into new markets.

In conclusion, Revolut's journey illustrates the power of launching early and iterating fast. Their success underlines the importance of product management, UX/UI design, agile and lean startup methodologies in the fast-paced world of fintech. This relentless commitment to refining their product and adapting to user needs made them a true unicorn in the industry. Aspiring founders can look to Revolut as an example of how to successfully bring a digital product to life.

1 - Prioritise new features / Address User Drop-Off

When you're running a SaaS company, deciding which features to roll out next can make or break your product's appeal. Additionally, understanding why users leave your SaaS platform can be as important as attracting them in the first place. By keeping an eye on KPIs like Churn Rate and Engagement Rate, you gain invaluable insights into what keeps users satisfied and what might be pushing them away. Let's look into some crucial KPIs which can guide you in making well-informed decisions about your next big feature update:

1. Feature Conversion Funnel:

This KPI measures how effectively users move from initial engagement to full use of a feature. It helps SaaS companies identify where users drop off, guiding improvements to enhance feature adoption and prioritising development efforts.

You can use the following formula to calculate this KPI:

Formula for calculating the conversion rate from Stage A to Stage B, defined as the number of users moving from Stage A to Stage B divided by the total users as Stage A.

2. User Engagement Rate:

For SaaS companies, engagement rate measures how actively users are interacting with the application. High engagement rates are often indicative of a valuable and sticky product, reducing the likelihood of user drop-off.

The calculation for this KPI can be done using this formula:

Formula for calculating user retention of a feature, based on the ratio of users still engaged with the feature after a specific period.

3. Customer Satisfaction:

This KPI measures how satisfied customers are with a product or feature, typically through surveys. High satisfaction rates correlate with lower churn and higher loyalty, making it essential for evaluating user experience and identifying areas for improvement in SaaS offerings.

The calculation for this KPI can be done using this formula:

Calculation of Net Promoter Score, subtracting the percentage of detractors from the percentage of promoters among surveyed customers.

2 - Accelerate User Growth

Growing a user base is one of the most exciting challenges in the SaaS world. It's not just about bringing in new sign-ups but ensuring they stick around and find real value in your product. We'll delve into effective SaaS KPIs like Monthly Active Users and the Growth Rate of New Signups that can help you craft strategies to not only attract more users but also engage them deeply:

1. Customer Acquisition Cost (CAC)

The CAC is a crucial KPI for SaaS companies, as it quantifies the cost involved in acquiring new customers. Understanding this metric is essential for evaluating the effectiveness of your marketing strategies and ensuring sustainable growth by maintaining a balance between expenditure and incoming revenue.

To find this KPI, use this formula:

Calculation of Customer Acquisition Cost, total marketing expenses divided by the number of new customers acquired.

2. Growth Rate of New Signups

This KPI tracks the percentage increase in user signups over a given period. It's particularly useful for SaaS businesses to monitor momentum in market penetration and user interest, helping to direct marketing efforts and product development.

This formula is used to calculate the KPI:

Calculation of Customer Acquisition Cost, total marketing expenses divided by the number of new customers acquired.

3. Monthly Active Users (MAU)

In the SaaS world, the MAU KPI measures the number of unique users who interact with your software within a month. This metric is vital as it indicates the active reach of your product and helps gauge the overall stickiness and appeal of your platform.

The following formula can be used to calculate this KPI:

Formula showing how to calculate Monthly Active Users, counting unique users engaging with the service within a month.

3 - Provide Product Metrics to Investors

Communicating effectively with investors is crucial for any SaaS business. Clear and precise metrics like Monthly Recurring Revenue (MRR) and Churn Rate not only showcase the financial health of your company but also reassure investors about the scalability and stability of your business model. Let's walk through the vital KPIs that paint a transparent picture of your SaaS company's performance for its stakeholders:

1. Monthly Recurring Revenue (MRR)

MRR is a key financial metric for any SaaS business, reflecting the total predictable revenue generated from customers every month. It's essential for investors as it provides a clear picture of the company’s financial health and growth potential.

Here’s the formula to calculate this KPI:

Formula for Monthly Recurring Revenue, summing up all recurring revenue generated by customers each month.

2. Churn Rate

Churn rate is an indispensable KPI for SaaS companies, indicating the percentage of customers who discontinue their subscriptions within a specific period. A lower churn rate suggests a higher customer satisfaction and product-market fit, which is critical for long-term success.

This is the formula for calculating the KPI:

Formula for calculating churn rate, represented as the percentage of customers lost over a specific time frame.

3. Lifetime Value (LTV)

LTV measures the total revenue a SaaS company can expect from a single customer throughout their relationship. This KPI is crucial for understanding how much a company should invest in acquiring customers and for determining the profitability of long-term business strategies.

Use this formula to find the KPI:

Equation for calculating customer lifetime value, which estimates the total revenue a business can expect from a single customer.

4 - Optimise Revenue Generation / Monetisation

Turning your SaaS platform into a robust revenue-generating machine requires more than just great software; it needs a smart monetisation strategy. By focusing on KPIs like Average Revenue Per User (ARPU) and Conversion Rates from Free to Paid, you can really dial in on what makes your users upgrade and how to boost your overall profitability. Let’s break down these KPIs and explore how you can use them to fine-tune your monetisation efforts for maximum impact:

1. Average Revenue Per User (ARPU)

ARPU is a critical financial KPI for SaaS businesses, measuring the revenue generated per user. It helps in assessing the revenue impact of different operational strategies and in fine-tuning pricing models.

Here's the formula you need to calculate this KPI:

Formula to calculate Average Revenue Per User, total revenue divided by the number of users.

2. Conversion Rate from Free to Paid

This metric tracks the percentage of users converting from free trial versions to paid subscriptions. For SaaS companies, a higher conversion rate indicates effective monetisation strategies and a compelling value proposition.

The following formula can be used to calculate this KPI:

Graph showing the conversion rate from free to paid users, calculated as the ratio of users who upgrade to a paid version.

3. Revenue Growth Rate

The revenue growth rate is an essential KPI for SaaS businesses, showcasing the rate at which the company's revenue is expanding. This KPI is vital for investors and stakeholders to assess the overall business growth and scaling capacity.

You can find this KPI using this formula:

Formula for calculating revenue growth rate, expressed as the percentage increase in revenue from one period to the next.

5 - Improve Business Resource Allocation and Strategy

Ensuring sustainable business growth and operational efficiency is paramount for any SaaS business. Key performance indicators (KPIs), such as the LTV:CAC ratio, provide a clear picture into the returns generated and optimal resource distribution. Let's dive into the KPIs that will help you strategically allocate resources, adjust marketing strategies, and effectively balance customer acquisition with retention:

1. Customer Lifetime Value to Customer Acquisition Cost Ratio (LTV:CAC)

The LTV:CAC ratio is a vital KPI in the SaaS industry, providing insight into the relationship between the lifetime value of a customer and the cost to acquire them. A healthy ratio indicates that a company is spending efficiently on customer acquisition while maximising revenue from each customer. The bigger the multiple, the more budget you can put into growing a team and customer growth.

To find the KPI, apply the following formula:

Formula showing the ratio of Lifetime Value (LTV) to Customer Acquisition Cost (CAC), a key indicator of the profitability of acquiring new customers.

2. Customer Acquisition Cost Payback Period

The Customer Acquisition Cost (CAC) Payback Period is a critical metric for SaaS businesses. It measures how long it takes to recover the costs of acquiring new customers, helping companies evaluate the efficiency of their marketing and sales efforts. A shorter payback period means a quicker return on investment, guiding better financial and strategic decisions.

This formula will help you calculate the KPI:

Formula to determine the payback period for customer acquisition costs, calculated by dividing CAC by monthly profits from a customer.

3. Market Penetration Rate

The Market Penetration Rate is essential for understanding a SaaS company's market impact. It measures the percentage of the total addressable market that the company has captured. This metric helps assess competitive position and growth opportunities, indicating how well the product is adopted in the market.

Use this method to calculate the KPI:

Formula for market penetration rate, shown as the percentage of potential customers in a market who are actual customers.

In wrapping up, it's clear that understanding and using KPIs effectively is vital for any SaaS business that wants to grow and thrive. By focusing on key metrics like Customer Acquisition Cost (CAC), Annual Recurring Revenue (ARR), and Lifetime Value (LTV), you can get a clear picture of how your business is doing and where you need to go. These KPIs aren't just numbers—they're powerful tools that help you and your team make smart decisions and reach your goals. By tracking the top three KPIs for each of your business objectives, you'll keep your SaaS company agile, competitive, and on the right track for growth.

Next Steps

If you're curious about how we apply these principles in real-world scenarios, we invite you to explore our projects. Visit Thought and Function Projects to see how we put theory into action and drive success in SaaS through strategic use of KPIs.