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Modulr effectively frames the problem from a market-level perspective, focusing on systemic issues like “underinvestment in innovation” by traditional banks. This positions them not just as a tool, but as a necessary evolution in a stagnant industry. Their choice to highlight regulatory complexity sets the stage for their own regulatory-focused solution later.
Our Tip: Frame the problem around a larger, undeniable industry shift or failure to give your solution a sense of inevitability and scale.
They present their solution as a “modern FinOps hub,” a term that smartly packages a complex suite of services into an understandable concept. The value proposition is two-fold: operational efficiency for the business and a path to monetizing payments, which directly addresses a core business need. Notice their emphasis on “regulatory excellence” as a key differentiator, directly tying their solution back to the problems they identified.
Our Tip: Coin a memorable name for your solution category, like “FinOps hub,” to define the market and position your product as the leader.
Modulr uses a classic top-down approach to market sizing, starting with the massive $2 trillion global payments market to capture investor attention. They then wisely narrow it down to a $50 billion Serviceable Available Market (SAM), which makes their target feel both ambitious and achievable. This demonstrates a clear understanding of their specific focus within a vast industry.
Our Tip: Use a TAM-SAM-SOM structure to show you understand the total market size while having a credible, focused plan to capture a specific segment.
Modulr positions itself against well-known giants like PayPal and Adyen, which immediately establishes the scale of the market they are playing in. Their strategy is to differentiate not on features alone but on “regulatory capabilities,” a critical pain point for the enterprise customers they target. This frames the competition as failing to serve a high-value, complex segment that Modulr is built for.
Our Tip: Position your company against large, known competitors but define a specific, high-value niche they underserve that you are uniquely equipped to win.
Modulr masterfully connects their problem, solution, and competitive edge into a single, compelling story. They identify “regulatory complexity” as the core problem and position their “regulatory excellence” as the unique solution, making their value proposition feel inevitable. Apply this by ensuring your solution directly resolves the specific problem you introduce, and use that same theme to differentiate you from the competition.
Instead of claiming to beat giants like PayPal head-on, Modulr strategically targets a high-value niche they underserve: enterprise clients with complex regulatory needs. This focused strategy makes their market sizing credible and their go-to-market plan believable, which is exactly what investors look for. Define a specific, profitable segment your large competitors overlook and build your entire pitch around why you are uniquely built to win it.
