Boldin

The Challenge

Boldin (formerly NewRetirement) is a comprehensive financial planning platform with 350,000+ users managing plans linked to $300 billion+ in assets. They'd raised $20M, built partnerships with Nationwide (2M+ plan participants), RTX, American Fidelity, Thrivent, and Inspira Financial (8M clients, $62B AUM) — but every enterprise deal required the CEO's direct involvement.

The core problem: a $1.5M enterprise ARR gap and no repeatable sales motion. Every deal was bespoke, customization-heavy, and dependent on founder-led networking. The 350,000+ engaged consumer users — many of whom worked at target enterprise accounts — were an untapped internal champion pipeline that nobody was systematically activating.

What We Did

Enterprise ICP & Market Definition

We mapped Boldin's three-tier business model (B2C freemium, advisor licensing, enterprise white-label) and identified the highest-leverage enterprise segments. We analyzed the existing user base by employer concentration to build target account lists where Boldin already had internal champions — employees who were already using the platform and could advocate for enterprise adoption.

Outbound & Inbound GTM Framework

We designed a four-phase GTM system: market definition, outbound and inbound lead generation, sales enablement, and execution at scale. The outbound playbook targets 200+ daily enterprise touchpoints across email, LinkedIn, and phone — a systematic approach that replaces CEO-dependent relationship selling with a repeatable BDR motion.

CEO Thought Leadership Program

Boldin's CEO has deep domain expertise but wasn't leveraging it for enterprise demand generation. We designed a thought leadership program including LinkedIn content strategy, industry publication bylines, speaking and webinar programs, and proprietary research initiatives using Boldin's unique user data — insights no competitor can replicate because nobody else has 350,000 people actively planning their financial futures on their platform.

Sales Enablement & Process Design

We built the sales infrastructure: competitive battlecards (vs. eMoney, MoneyGuidePro, RightCapital, MaxiFi), CRM optimization recommendations, proposal automation with ROI calculators, and a standardized enterprise product to reduce the customization that was slowing every deal.

The Results

• Comprehensive 4-phase enterprise GTM framework replacing founder-led sales
• 350,000+ user base mapped as internal champion pipeline for enterprise outreach
• Systematic outbound motion targeting 200+ daily enterprise touchpoints
• Competitive battlecards and sales enablement assets for the enterprise sales team
• CEO thought leadership strategy leveraging proprietary user data for differentiated content

Why It Worked

Boldin's challenge wasn't product-market fit — they had enterprise clients proving demand. The challenge was building a sales and marketing system that could generate enterprise pipeline without the CEO in every meeting. We brought the B2B GTM expertise to structure what was already working organically into a repeatable, scalable motion.

Services Used