Clavium — Treasury Manager GTM

Clavium had a treasury management product but no clear picture of who it was really for. The market for crypto custody and payments is broad and noisy — lots of potential segments, very different needs, very different willingness to pay. Before building further, the question was: who is the right customer, and what do they actually need?

I led the end-to-end GTM strategy for the platform, starting with structured market research across four international industry conferences. Rather than working from assumptions, I used those events as a primary research environment — speaking directly with practitioners, mapping the competitive landscape, and stress-testing early hypotheses about where the real demand was.

The insight that came out was specific: family offices entering crypto were a high-value, underserved segment. They needed secure, governance-light custody solutions — and the existing market wasn't serving them well. I sized the serviceable obtainable market at $16M ARR over a five-year projection.

From there I drove the product strategy, roadmap, OKRs, and KPIs for the platform, managing two product owners overseeing delivery across engineering teams of 10–15 people.

A grounded GTM strategy with a clearly defined primary segment, a sized market opportunity, and a product roadmap built around real customer needs rather than internal assumptions.