Front's consistent organic growth in companies and MRR.
B2B2C startups sell to businesses that serve consumers. Think of a payment platform embedded in a marketplace, a health service offered through employers or an AI voice technology used inside consumer apps. The model can combine the scale of consumer adoption with the efficiency of business distribution. It can also combine the challenges of both.
This guide covers the pain points B2B2C founders face when building their pitch deck, the slides that matter most for this model, and how to use our collection of 30+ B2B2C startup pitch decks to build yours.
Why pitching a B2B2C startup is different
In a B2B2C company, there are two customers: the business partner that distributes your product and the end user who actually uses it. Investors need to believe that both sides want what you offer. They focus on:
Partner traction: which businesses have signed, and how quickly new partners come on board.
End-user adoption: whether consumers actually use the product once it's available.
Value capture: how revenue is shared between you and your partners.
Control: how much you depend on partners for access to users.
The pain points B2B2C founders face when building their deck
1. Proving traction on two sides
A signed partnership doesn't guarantee usage. Investors want to see both the partner pipeline and real consumer engagement. Showing only one side leaves the story incomplete.
2. Not owning the customer relationship
When your product reaches consumers through a partner, the partner often controls the brand, data and communication. Founders need to show how they build value and defensibility despite that.
3. Long partner sales cycles
Partnerships with banks, insurers, employers or large platforms can take a long time to close and launch. Founders need to show how they manage and accelerate this process.
4. Revenue sharing and pricing
Who pays, and how much? B2B2C models can involve platform fees, revenue sharing, per-user pricing or transaction fees. Investors need a clear view of the economics.
5. Dependence on a few large partners
A single big partner can drive most of your users, and most of your risk. Investors will ask what happens if that partner leaves.
6. Explaining the model simply
B2B2C businesses can be hard to explain in one sentence. Founders need a simple description of who pays, who uses and how value flows.
The slides every B2B2C pitch deck needs
The problem for both sides. What the partner gains and what the end user gains.
How the model works. A simple diagram showing your company, the partner and the end user, and how value and money flow between them.
The product. What partners integrate and what consumers experience.
Partner traction. Signed partners, pipeline, time to launch and partner retention.
End-user adoption. Activation, engagement and retention among consumers.
Business model. Who pays, how pricing works and how revenue grows with usage.
Distribution advantage. How partners help you reach users more efficiently than direct acquisition.
Defensibility. Integration depth, data, network effects or switching costs.
Market and competition. The size of the opportunity on both sides and the alternatives.
Team and ask. Experience in partnerships and product, and the milestones this round will unlock.
Common B2B2C models
Embedded finance and payments: financial services integrated into platforms that serve consumers.
Employer and insurer channels: health, benefits and wellbeing services offered through companies.
API and platform businesses: technology that businesses build into their consumer products.
Marketplaces with business partners: platforms that connect businesses and consumers through a third party.
Common mistakes in B2B2C pitch decks
Counting partner contracts without showing end-user usage.
Leaving the revenue-sharing model unclear.
Ignoring dependence on one or two partners.
Explaining the model with a complicated diagram.
Claiming ownership of users that belong to the partner.
Underestimating the time needed to launch with each partner.
What you'll find in this collection
This collection brings together 30+ B2B2C startup pitch decks, including companies such as OpenAI, ElevenLabs, Oscar, Finix, Cedar, Front and Facebook, alongside startups in payments, healthcare, insurance, employee benefits, education and AI.
The decks span pre-seed to Series B, with SaaS, API platform, app and marketplace models, so you can see how different companies explain a model with two customers.
How to use this collection
Look at how each company explains its model. Notice which decks make the flow of value simplest.
Study the traction slides. See how companies show progress with both partners and users.
Compare business models. Learn how companies present revenue sharing and pricing.
Look for defensibility. See how companies argue that partners can't easily replace them.
Build your own version. Use the decks as benchmarks for clarity and structure.
Frequently asked questions
What is a B2B2C startup?
A company that sells its product or service to businesses, which then offer it to their own consumers.
What metrics matter most for B2B2C startups?
Number of partners, partner pipeline, time to launch, end-user activation and retention, revenue per partner and revenue per user.
How is a B2B2C pitch deck different from a B2B deck?
It must show traction and value on both sides: the business partners who distribute the product and the consumers who use it.
Make both customers visible
A strong B2B2C pitch shows investors a model where partners want to distribute you and consumers want to use you. Make both sides clear, and make the economics simple. Use the collection below to see how other B2B2C founders did it.
The Enduring Founder
Build yourself to build what lasts
Below you'll find the full collection: 30+ B2B2C startup pitch decks from companies that reach consumers through business partners, with each company's stage, sector, business model and customer segment, plus direct access to every deck. Browse the document, filter by the companies closest to your model and use them as a benchmark to build your own B2B2C pitch deck.
The best part is below.
Members get the full breakdown plus every resource we publish: decks, fundraising playbooks, and the AI tools worth your time.
Build yourself to build what lasts.
Subscribe to PREMIUM to read the rest.
Become a paying subscriber of PREMIUM to get access to this post and other subscriber-only content.
UpgradeA subscription gets you:
- Everything included in Plus.
- Ongoing access to new AI agent templates and the full library.
- Complete access to the investor database and pitch deck collection.
- Save 75% compared with paying monthly.