GTM Sauce

Practice by Numbers · B2B · software for dental practices

Call existing customers to switch their card payments to you for a cut

~$190M processed of ~$2B possible; profitable but switching is hard

Mixedupsell-expansionpayments-checkout

What they did

Launched payments in 2025 via Adyen and Stripe card terminals, earning a take rate. Pitch to existing customers: card on file, PCI compliance, payment plans. Motion is outbound calls to installed offices that are on autopilot with bank/Costco processors; hiring people to drive it. Hardest part is SMB change management.

What happened

~$190M GMV vs ~$2B possible in the base; 'quite profitable' but switching is the hardest part

In their words

How He Bootstrapped Dental Software to $16m

Play from 9:06

… this point. And as the number of locations grow, that GMV opportunity also grows. How do you know the opportunity is $2 billion? Because we are able to look at what their collections is, right? And we are able to figure that math out to say, hey, this is the number of locations. This is the average number of collections per location. We have to do a little bit of fuzzy math because not all the money is GMB because a lot of the money is coming in

8:34

from insurance carriers. So they come in as a check- Medicare, Medicaid. Right? Because it doesn't, it's not quite gets run through the credit card terminal. Are you installing the physical credit card terminals or do you use third-party software, I mean, hardware with your software installed? So we are working with companies like Adyen and Stripe. And so we do install the credit card terminal through them. And we have a take rate through Adyen and Stripe. And it's quite profitable. The 1.8 billion of GMV that you see on your system that you're not processing directly

9:06

yet, you're only processing 200 million, you said. How are they currently processing it? And how do you get them to switch over to you? It's an upsell motion. We are strapped for resources. So we're trying to hire the right people so we can actually drive that upsell to be able to call these offices because the offices are on autopilot, right? They have whatever they have through Costco or through Bank of America. And they're really not super interested in switching unless you show them the value. And there's significant value having integrated payments, right? Because we can do card on file,

9:37

You can become PCI compliant. You can do payment plans. There's a lot of value in being integrated, but getting through and making them switch is the hardest. And then change management in the small business is the hardest thing to do. How many individual customers, not locations, but the top level customers are you working with today? So the top level customers, we have about 13 to 1400 top level customers. Okay. And that represents what, about …

Get tactics like this every Monday

New tactics from the week's founder interviews, each linked to where it was said.

More from this episode

Tags: embedded-payments, take-rate, installed-base-upsell