.svg)
Bonsai's Strategic Pivot to B2B
Challenge
Bonsai’s original ambition was to strengthen their B2C product offering by introducing valuable new app features that could increase daily engagement and generate new revenue streams. However, their existing market was highly saturated, with fierce competition and diminishing differentiation. They needed clarity on which direction to grow next — and fast.
The Approach
We kicked off with a five-day AI-powered research sprint.
- Full Market Analysis
We examined competitors (local and global), substitutes, customer feedback (from online reviews to academic papers), regulation, and social trends. This gave us a 360° view of Bonsai’s landscape. - Concept Ideation & Filtering
From this research, we generated 30+ product ideas. These were filtered on feasibility and viability, narrowing the scope to a top 10 list. - Validation with Synthetic Research
Using synthetic personas, we tested for desirability — simulating how target users would respond to the top ideas. This led to a validated feature mix and pricing strategy, tailored to the fintech audience.
Midway through the process, we uncovered a major insight: the strongest growth opportunities weren’t in B2C — but in B2B. Especially in sectors like sports and entertainment, there was high demand for white-label financial solutions.
The Result
Bonsai decided to pivot from B2C to B2B, launching a new brand: Auric.
Today, exactly one year later, Auric is landing large B2B deals and scaling faster than ever before. Far beyond what was possible in their original market.
Brandsome remains their go-to partner for go-to-market strategy, proud to have played a key role in shaping their future.
