How do you grow a nearly $5M ARR SaaS with just 2 sales reps, while staying bootstrapped and capital efficient?
Raf Howery is the founder and CEO of Kukun, a B2B property data platform powering white-labeled tools for banks, fintechs, and insurers. After quitting a $1M/year consulting role, he built Kukun to serve ~25 enterprise clients, each paying $10K–$50K/month. The team now processes ~500,000 property addresses monthly across a growing suite of data-driven products.
What makes this business especially compelling is the dual monetization model: a B2C experience that acts as a PLG wedge, and a B2B monetization layer through usage-based pricing for banks and lenders. Kukun’s go-to-market evolved from realtor hand-to-hand distribution to landing multi-product deals with top financial institutions.
You’ll learn:
—How Raf uses white-label distribution to monetize banks and fintechs
—Why bundling multiple products improves ACV and deal velocity
—How product-led growth drives enterprise adoption through homeowners
—What pricing bands based on address volume look like in practice
—How to build an enterprise SaaS with just 2 quota-carrying reps
—Why realtors were the original GTM channel, and how they unlocked enterprise
—How Raf kept control by raising only $7M in pre-2022 convertible notes
—Why usage is tied to seasonality, and how Kukun hedges that risk
—The real CAC math behind serving 20–25 enterprise accounts
—How PLG and founder-led sales work together in regulated markets
—Why current mortgage dynamics are boosting home improvement software
—How Raf positioned Kukun as the “post-transaction” engagement layer for banks
Before founding Kukun, Raf spent over a decade in management consulting, advising Fortune 500 clients at Capgemini. He walked away from a $1M/year role to build a capital-efficient SaaS company, investing $1M of his own money and raising only private capital. For the first several years, he focused entirely on product and data before scaling sales.
If you’re a SaaS founder thinking about bootstrapping, pricing usage-based products, or selling into regulated industries—this is a masterclass in control, distribution, and enterprise monetization.
Watch this episode on YouTube:
https://www.youtube.com/watch?v=sm22u4w_-pk
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