SC

Strategy Canon

Brex: sourced choices

20 product and go-to-market choices, oldest first. Back to the case study

  1. 2018-10-17Product · Underwriting Brex evaluated the business rather than relying on the founder’s personal credit score. BR1
  2. 2018-10-17Product · Guarantee Its startup card did not require a personal guarantee. BR1
  3. 2018-10-17Product · Issuance Approved customers could obtain a virtual card quickly. BR1
  4. 2018-10-17Product · Receipts Employees could submit receipts by text message. BR1
  5. 2018-10-17Product · Controls Administrators could manage employee cards and limits. BR1
  6. 2018-10-17Go_To_Market · Initial customer The founders began with startups that struggled to obtain corporate cards. BR1
  7. 2018-10-17Go_To_Market · Prior knowledge The founders brought payments experience from Pagar.me. BR1
  8. 2018-10-17Go_To_Market · Partner access Building bank relationships was part of making the card available. BR1
  9. 2018-10-17Go_To_Market · Benefits Customer rewards included services used by startups. BR1
  10. 2022Go_To_Market · Focus Brex exited many traditional small-business accounts while pursuing growing companies and enterprises. BR8
  11. 2022Go_To_Market · Monetization The enterprise software effort added a subscription model alongside card economics. BR8
  12. 2022-04Product · Policies Empower connected spending rules to company budgets. BR2
  13. 2022-04Product · Expense review The product directed finance teams toward exceptions to policy. BR2
  14. 2022-04Product · Workflow Empower covered card spending, reimbursements and bill payments. BR2
  15. 2022-04Go_To_Market · Customer proof DoorDash was an early Empower customer. BR2
  16. 2022-05-11Product · International Brex supported US companies with employees in more than 100 countries. BR3
  17. 2022-05-11Product · Reimbursements Global support included reimbursements in local currencies. BR3
  18. 2022-05-11Go_To_Market · Customer scope Deel was a customer and partner for global support. BR3
  19. 2026-01-22Go_To_Market · Acquisition plan The founders announced a sale to Capital One. BR7
  20. 2026-04-07Go_To_Market · Completed transaction Capital One completed the acquisition of Brex. BR5