Stop fighting for scraps. The real SMB growth isn’t where you think it is.
For years, the playbook has been to chase volume, targeting the massive market of micro-businesses with fewer than 10 employees. It seems logical, but it’s a trap. This segment is a red ocean—oversaturated, hyper-competitive, and locked in a brutal race to the bottom on pricing . Every player offers a slightly cheaper, slightly faster version of the same commoditised product. The result? High churn and razor-thin margins.
But what if there was a segment that’s not only growing faster but is actively searching for a premium solution and willing to pay for it?
There is. It’s the "neglected nexus": the cohort of scaling businesses with 10 to 500 employees. These aren't just slightly larger small businesses; they are fundamentally different. They are the economic engines of Europe, and they are in the middle of a massive digital transformation .
Let’s look at the numbers. The market for SMB digitisation and cloud solutions in Europe and North America is an €84 billion arena, expanding at over 20% annually . The real story is in the cloud. While basic digitisation is growing at 8%, cloud adoption is exploding at a staggering 27% per year . This isn’t just about getting online; it’s about investing in sophisticated, integrated software to solve complex operational problems.
These are the customers you want. But as they scale, so do their problems.
As a business grows past 10 employees, it hits a painful paradox. Its operational complexity starts to look like a large corporation's, but its internal resources are still those of a small business . This creates a "complexity-capability gap," and it’s where your biggest opportunity lies.
Imagine the CFO at a 75-person company. She’s not just managing a single budget anymore. She’s overseeing multiple teams, decentralised spending, and a patchwork of disconnected software tools . Her biggest frustrations? Data inaccuracy and inconsistency, cited by over 76% of senior finance executives. She’s drowning in a mess of spreadsheets and under utilised point solutions, trying to get a clear picture of company spending.
This is the chasm that traditional solutions fail to cross.
The Incumbent's Dilemma: You offer a business credit card, a loan, an account. These are siloed products. The CFO’s problem isn't the lack of a card; it's the lack of an integrated system to control how that card is used, approve the expense, and reconcile the transaction. Nearly 9 in 10 SMBs feel underserved by their banks for this very reason .
The SaaS Conundrum: You offer a great accounting or CRM tool. But it’s a system of record, not a system of control. It logs what’s already happened. The SMB is left to act as a systems integrator, a role they are not equipped for, juggling an average of nine different cloud tools .
Scaling SMBs are caught in a service gap, forced to piece together siloed banking products and fragmented software. This creates operational chaos and prevents them from getting the unified financial control they desperately need.
The result of this gap is a vicious cycle. The SMB wastes countless hours on manual admin—Pleo, for example, saves finance teams an average of 138 hours per year on this alone . They lack real-time visibility, crippling their ability to make smart financial decisions.
For you, the provider, the consequence is churn. When your product doesn't solve the core operational problem, it’s seen as a commodity, easily replaced by a competitor with a slightly lower fee.
What if your customers couldn’t imagine running their business without you? It’s not a dream. It’s a strategy.
In the digital age, a competitive moat isn't built with physical assets; it's forged from intangible advantages that are nearly impossible to replicate. For anyone serving the SMB market, the most powerful moat-building strategy today is
Embedded spend management.
By integrating a comprehensive spend management system directly into your platform, you transform your offering from a nice-to-have tool into the financial nervous system of your customer's business . You stop being a vendor and become a core piece of their operational infrastructure.
This creates a defensible moat built on two powerful levers:
When employee cards, approval workflows, receipt capture, and accounting sync are all managed within your platform, ripping it out becomes a nightmare for the customer. The cost to switch isn't just a new subscription fee; it's the immense operational disruption of retraining an entire company, migrating years of data, and rebuilding critical workflows .
The customer relationship fundamentally changes. The conversation shifts from "Can I get a better price?" to "How can my business function without this?" This is the "stickiness" that market leaders have mastered—a relationship built on operational necessity, not discounts.
Embedded spend management generates a real-time stream of incredibly rich transaction data. This isn't just a record of transactions; it's a strategic asset. You see not only how much was spent, but what it was spent on, by whom, and for what purpose.
This data is a goldmine. You can use it to:
Offer Superior Underwriting: Make faster, smarter, and better-priced lending decisions based on real-time cash flow, not stale credit reports. This directly solves a major pain point for SMBs, 24% of whom report severe issues accessing finance .
Deliver Proactive, Hyper-Personalised Services: Proactively flag duplicate software subscriptions or offer specialised financing based on purchasing patterns. This transforms your platform from a reactive tool to a proactive advisor.
The Takeaway: The biggest opportunity in the SMB market lies with the underserved 10-500 employee segment. Their biggest problem is a lack of integrated financial control, which current solutions fail to provide. Embedded spend management is the key to solving their problem while building an unbeatable competitive moat for your platform.
Next up: In Part 2, we’ll quantify the massive ROI of this strategy and explore how to create powerful network effects. Follow me and Pleo for the numbers.