SC

Strategy Canon

Plaid: sourced choices

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

  1. 2013Product · Connectivity Plaid built connections to banks for use inside other developers’ applications. PL1
  2. 2013Product · Early coverage The first meaningful Venmo implementation required connections to roughly fifteen banks, according to Perret. PL1
  3. 2013Go_To_Market · Customer discovery Other developers expressed interest in the infrastructure behind the founders’ consumer product. PL1
  4. 2013Go_To_Market · Initial customer Venmo became an early meaningful customer. PL1
  5. 2021-01-12Go_To_Market · Independence Visa and Plaid abandoned their proposed acquisition after a Justice Department challenge. PL3
  6. 2023-12-05Go_To_Market · Developer community Perret described developer meetups as an early route to users. PL1
  7. 2023-12-05Go_To_Market · Trial Early customers could try the product before becoming significant paying accounts. PL1
  8. 2023-12-05Go_To_Market · Referral route Developers introduced Plaid at new employers, according to Perret. PL1
  9. 2025-04-03Go_To_Market · Liquidity Plaid raised $575 million in a financing focused on employee liquidity and tax obligations. PL5
  10. 2025-04-03Go_To_Market · Enterprise scope Plaid described expansion into established financial institutions and large enterprises. PL5
  11. 2025-05-27Product · Component Plaid supplied bank linking rather than requiring users to move their bank accounts. PL2
  12. 2025-05-27Product · Expansion Plaid added analytics products around financial data. PL2
  13. 2026-01-09Product · Maintenance Plaid reported repairing 6,121 connectivity issues during 2025. PL4
  14. 2026-01-09Product · Authentication OAuth migrations could preserve existing user connections without another login. PL4
  15. 2026-01-09Product · Fraud Plaid Protect combined fraud signals and decision tools. PL4
  16. 2026-01-09Product · Credit Plaid introduced LendScore and credit reports using cash-flow information. PL4
  17. 2026-01-09Product · Payments Carvana used real-time pay-ins built on Plaid’s payment infrastructure. PL4
  18. 2026-01-09Product · Business data Transactions for Business extended the transaction-data offering. PL4
  19. 2026-01-09Go_To_Market · Credit distribution Plaid worked with FICO, Experian and Xactus on credit-related distribution. PL4
  20. 2026-01-09Go_To_Market · Platform route Transfer for Platforms was introduced in beta, rather than reported as a completed broad rollout. PL4