Market Development · Case Study
65+ meetings and a U.S. sales team ready to hire.
- Industry
- Fintech
- Funding Stage
- Series A
- Engagement
- Market Development
JUDI.AI is a Canadian startup using AI to help small business lenders automate underwriting, monitoring and portfolio reporting.
The Challenge
JUDI successfully penetrated the Canadian market but faced uncertainty expanding into the U.S. Despite significant investment, the company lacked market validation and needed to refine their Ideal Customer Profile (ICP) to identify early adopters among credit unions and community banks. The primary objective was validating commercial assumptions with target U.S. buyers and establishing a repeatable sales process for handoff to a dedicated sales team.
The Solution
JJELLYFISH embedded a team for 9 months across Customer Discovery (3 months) and Market Development (6 months) phases. During Customer Discovery, the team conducted 22 buyer interviews, validating market needs and testing an outbound sales model. The Market Development phase leveraged these insights to build a scalable outbound motion.
The Results
The Market Development phase generated 65+ introduction meetings and 30 qualified opportunities from cold prospecting. Four deals advanced to negotiation stages. The engagement equipped JUDI to hire a full-time U.S. sales team with a structured transition plan.
Gord Baizley, CEOThey put a lot of effort into driving results for us, which isn't easy given the traditional nature of our target market.
