The founding story

Nir spent years at Stripe, first on the payments side, then working with mid-market companies on cards and spend management.

Capital OS is the combination of both.

"We offer bill pay, cards, and basically anything that you'd see in a Ramp or a Bill.com kind of functionality, available in an embeddable way for B2B platforms," Nir explains.

How they went multi-product

Capital OS started with credit cards. Giving platforms the ability to launch branded credit cards to their customers.

Then customers started asking for more.

"What about payments that cannot be handled with cards?" So they built bill pay. 

"What about receiving money? Can we have a wallet to store the funds?" So they built wallets. "It was really a market pull," Nir says.

What most companies get wrong about multi-product

"Finding the right time for multi-product is one of the biggest questions," Nir says. "Knowing that you have a strong core and that you solve a core problem, and then expanding into adjacencies when the time is right."

But market pull isn't always there when you need it.

"Features can take months to build at best, if not years. So you need to see some early indication and double down before you actually have strong demand, because you cannot sell air in advance."

Getting the partner signed is just the start

"Actually bringing them the playbooks and helping them to launch it properly is the hardest challenge," Nir says. "Doing it well is something that we worked on with many of our early platforms to get it right, and now we have playbooks, systems, and teams to really support them."

Two distribution motions

PLG platforms: email campaigns, Intercom, self-service activation.

High-touch platforms: enabling SDRs and customer success teams to run the upsell. Scheduled webinars, dedicated training, making sure the product manager who owns the partnership becomes the internal go-to person.

"We oftentimes have shared trainings we've done to really support them in the process," Nir says.

What this means

Signing a platform partner is the start. The real work is everything after: playbooks, training, making their team yours.

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