We only take on 4 clients per month. Join our October cohort. 1 spot left.
Frontlines.io | Where B2B Founders Talk GTM.
Strategic Communications Advisory For Visionary Founders
Conversation
Highlights
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Hanna Asmussen, CEO and co-founder of Localyze, an HR platform for talent mobility that has raised over $48 million in funding.
- Localyze automates immigration and relocation processes for companies hiring talent from abroad, providing an end-to-end solution from visa assistance to housing support.
- The platform scales expert legal workflows to efficiently handle cross-border employee movements, aiming to digitize and streamline traditionally manual processes.
- While starting with a focus on tech workers, Localyze has expanded to support talent mobility across diverse industries like consulting, financial services, and manufacturing.
- Hanna’s personal experience with the challenges of international relocation sparked the idea for Localyze, which evolved through several iterations before gaining traction.
- Localyze’s unique mix of immigration automation and a curated marketplace for relocation services positions it to not only replace legacy providers but also create a new category.
- With strong customer retention and a shift towards recurring revenue models, Localyze has continued to grow despite the economic downturn’s impact on hiring.
Actionable
Takeaways
Embrace Being an Industry Outsider to Drive Innovation:
Hanna's journey shows the value of bringing an outsider's perspective to tackle long-standing problems. Her personal struggles with relocation sparked novel ideas to streamline the process. Founders shouldn't be intimidated by a lack of industry experience - it allows you to question conventional wisdom and reimagine solutions. Dive deep into understanding the specific problem and let your fresh insights fuel innovative approaches.
Build Resilience to Weather Market Challenges:
Localyze's ability to not just survive but thrive during the pandemic and economic headwinds highlights the importance of resilience. Hanna attributes this to an unwavering belief in their market and a team united by a shared mission. Founders, especially in turbulent times, need conviction in their vision and the adaptability to navigate unexpected obstacles. Foster a culture of resilience to emerge stronger.
Prioritize the Employee Experience in HR Tech:
In an increasingly employee-centric business landscape, Hanna emphasizes how much the talent experience matters. Localyze differentiated itself by focusing on streamlining relocation for employees, not just cutting costs for companies. When building people-centric products, always view them through the lens of the end user. Aim to measurably improve their experience, not just digitize archaic processes.
Iterate Towards Product-Market Fit:
Localyze's evolution underscores the necessity of iteration in the early stages. Hanna advises founders to ruthlessly trim time spent perfecting an initial product. Instead, prioritize getting real-world feedback to hone in on the right solution. Resist the urge to build in isolation - validate ideas by putting them in front of actual customers and adapt based on their input.
Tackle Go-To-Market Strategically:
Hanna candidly discusses the pitfalls of building a GTM function without adequate preparation or past experience. Investing time upfront to gain knowledge of key concepts like inbound vs. outbound models and sales team structure pays huge dividends. Founders coming from non-commercial backgrounds should recognize GTM as a crucial strategic lever and proactively work to fill knowledge gaps.
Recommended Founder
Interviews
Tuck Hauptfuhrer
CEO & Co-Founder of EarnBetter
Tuck Hauptfuhrer, CEO & Co-Founder of EarnBetter: $4.5 Million Raised to Build the Future of AI-Powered Job Search
Nishika de Rosairo
CEO and Founder of HumanQ
Nishika de Rosairo, CEO and Founder of HumanQ: $3.5 Million Raised to Build the Future of Human Development
Sebastian Schüller
Co-founder of HiPeople
Sebastian Schüller, Co-founder of HiPeople: $7 Million Raised to Develop Data-Driven Augmentation for Hiring Teams
René Janssen
CEO and Founder of Lepaya
René Janssen, CEO & Founder of Lepaya: $85 Million Raised to Build the Future of Employee Training
Chandler Malone
Founder of Bootup
Chandler Malone, Founder of Bootup: $2 Million Raised to Solve the Tech Talent Crisis
Stephen Johnston
CEO and Founder of GoodJob
Stephen Johnston, CEO and Founder of GoodJob: $9 Million Raised to Power the Future of Human Capital Management
Sid Upadhyay
Co-Founder & CEO of WizeHire
Sid Upadhyay, Co-Founder & CEO at WizeHire: Over $30 Million Raised to Help SMBs Hire Great Talent
Agapitos Diakogiannis
Co-founder & CEO of Seafair
Agapitos Diakogiannis, CEO of Seafair: $6.5 Million Raised to Build the Future of Maritime Recruitment
Achuthanand Ravi
Founder & CEO of Kula
Achuthanand Ravi, CEO of Kula: $14 Million Raised to Build the Future of Recruiting
Ian White
Founder of ChartHop
Ian White, Founder, CEO and CTO of ChartHop: $74 Million Raised to Build the Future of PeopleOps
Mousa Yassin
CEO and Founder of Pixaera
Mousa Yassin, CEO and Founder of Pixaera: $5.7 Million Raised to Build the Future of VR Safety Training
Amit Bhatia
CEO & Co-Founder of Data People
Amit Bhatia, Co-Founder and CEO of Data People: $21 Million Raised to Build the Future of Recruiting Intelligence
Mike Adams
Co-Founder & CEO of Grain
Mike Adams, Co-Founder & CEO of Grain: $22 Million Raised to Power the Future of Meetings
Chris Johnson
Growth Marketing Lead of Gun.IO
Chris Johnson, Growth Marketing Lead at Gun.IO: Competing in the Future of Freelance Developer Marketplaces
Fraser Patterson
CEO and Founder of Skillit
Fraser Patterson, CEO and Founder of Skillit: $13 Million Raised to Tackle the Skilled Labor Crisis in Construction
Jaclyn Chen
CEO of Benepass
Jaclyn Chen, CEO of Benepass: $14 Million Raised to Build the Future of Employee Benefits Management
Nancy Xu
CEO & Founder of Moonhub
Nancy Xu, CEO & Founder of Moonhub: $10 Million Raised to Power the Future of AI-Driven Recruiting
Brett Martin
President and Co-Founder of Kumospace
Brett Martin, President and Co-Founder of Kumospace: $25 Million Raised to Power the Future of Virtual Offices
Jennifer Dulski
CEO & Founder of Rising Team
Jennifer Dulski, CEO & Founder of Rising Team: $11 Million Raised to Build the Future of Team Performance
Hanns Aderhold
Founder and CEO of Cobrainer
Hanns Aderhold, Founder and CEO of Cobrainer: $21 Million Raised to Build the Future of Skills Data Platforms
Kevin Busque
CEO and Founder of Guideline
Kevin Busque, CEO and Founder of Guideline: $339 Million Raised to Help More Small Businesses Offer Retirement Plans
Rob Whalen
CEO of PTO Exchange
Rob Whalen, CEO of PTO Exchange: $5M Raised to Empower Companies to Rethink Paid Time Off
Anthony Mironov
CEO and Co-Founder of Wingspan
Anthony Mironov, CEO and Co-Founder of Wingspan: $30 Million Raised to Power the Contractor Experience of the Future
Kian Katanforoosh
CEO & Founder of Workera
Kian Katanforoosh, CEO of Workera: $21 Million Raised to Build the Skills Intelligence Category
Raghu Gollamudi
CEO and Co-Founder of Included
Raghu Gollamudi, CEO and Co-Founder of Included: $5.4 Million Raised to Build the Future of HR Analytics
Daniel Birkholm
Founder & CEO of TalentHub
Daniel Birkholm, TalentHub: $6 Million Raised to Transform How Organizations Measure and Improve Their Hiring Experience
Ben Sesser
CEO & Founder of BrightHire
Ben Sesser, CEO & Founder of BrightHire: $36 Million Raised to Build the Interview Intelligence Category
Wes Winham Winler
Founder/CEO of Woven
Wes Winham Winler, CEO of Woven: $11 Million Raised to Transform How Companies Recruit and Hire Developers
Joseph Fung
CEO of Uvaro
Joseph Fung, CEO of Uvaro: $15 Million Raised to Build the Career Success Platform Category
John Kim
Co-Founder & CEO of Paraform
John Kim, Co-Founder & CEO of Paraform: $5 Million Raised to Build the Future of Recruiting with a Marketplace for Specialized Talent
Avi Singer
CEO & Founder of Showd.me
Avi Singer, CEO & Founder of Showd.me: $4.5 Million Raised to Build the Future of Compliance Training
Andres Blank
Co-founder & CEO of Fetcher
Andres Blank, CEO of Fetcher: $40 Million+ Raised to Build the Future of Recruiting Automation
Josh Merrill
CEO of Confirm
Josh Merrill, CEO of Confirm: Over $11 Million Raised to End the Performance Review Nightmare
Tony Jamous
CEO of Oyster
Tony Jamous, CEO of Oyster: $220+ Million Raised to Build the Global Employment Platform (GEP) Category
Ville Herva
CEO of BOLT.works
Ville Herva, CEO of BOLT.works: $7 Million Raised to Build the Future of Staffing
Tom Griffiths
CEO and Co-founder of Hone
Tom Griffiths, CEO of Hone: $50 Million Raised to Build the Future of Corporate Training
Matt Watson
CEO and Founder of Origin
Matt Watson, CEO and Founder of Origin: Over $70 Million Raised to Make Financial Wellness the Next Big Employee Perk
Barbra Gago
CEO and Founder of Pando
Barbra Gago, CEO and Founder of Pando: $7 Million Raised to Build the Future of Career Advancement
Laura McGee
Founder and CEO of Diversio
Laura McGee, CEO of Diversio: $6 Million Raised to Help Organizations Measure and Improve DEI
Warren Lebovics
Co-Founder of Pequity
Warren Lebovics, Co-Founder of Pequity: $19 Million Raised to Build the Future of Employee Compensation
Omer Glass
Co-Founder and CEO of GrowthSpace
Omer Glass, Co-Founder and CEO of GrowthSpace: $44 Million Raised to Build the Future of Employee Development
Albert Owusu-Asare
CEO & Co-Founder of Cadana
Albert Owusu-Asare, CEO & Co-Founder of Cadana: $7 Million Raised to Build the Future of Global Payroll Infrastructure
Matt Pierce
CEO of Immediate
Matt Pierce, CEO of Immediate: $15 Million Raised to Eliminate the Costly Price of Financial Stress in the Workforce
Ben Zweig
CEO of Revelio Labs
Ben Zweig, CEO of Revelio Labs: $19 Million Raised to Build the Future of Workforce Intelligence
Prem Kumar
CEO | Co-founder of Humanly
Prem Kumar, CEO of Humanly.io: $5.5 Million Raised to Build the Conversational Hiring Category
Mike Fitzsimmons
CEO and Co-Founder of Crosschq
Mike Fitzsimmons, CEO & Co-Founder of Crosschq: $35 Million Raised to Power the Future of AI-Driven Hiring Intelligence
Nicole Fuselier
VP of Marketing of Bonusly
Revenue-Driven Marketing: Insights from Nicole Fuselier of Bonusly
Sammy Singh
CEO and Co-Founder of WurkNow
Sammy Singh, CEO and Co-Founder of WurkNow: $15 Million Raised to Power the Future of Staffing
Will Sealy
CEO and Co-Founder of Summer
Will Sealy, CEO and Co-Founder of Summer: Over $18 Million Raised to Help Organizations Provide Student Loan Benefits
Virgile Raingeard
CEO of Figures
Virgile Raingeard, CEO of Figures: €8.5 Million Raised to Build the Future of Compensation Intelligence
Carlos Gonzalez
Founder & CEO of Product School
Carlos Gonzalez de Villaumbrosia, Founder & CEO of Product School: $25 Million Raised to Power the Future of Product Management Education
Allen Narcisse
Founder & CEO of Gigs
Allen Narcisse, Founder & CEO of Gigs: $5.7 Million Raised to Build the Future of Blue Collar Hiring
Nicholas Rudder
Co-Founder & CEO of Sphere
Nicholas Rudder, Co-Founder & CEO of Sphere: $5 Million Raised to Build the Future of Corporate Learning
Jared Pope
CEO and Co-Founder of Work Shield
Jared Pope, CEO and Co-Founder of Work Shield: $12 Million Raised to Eliminate Workplace Misconduct
Barb Hyman
CEO & Founder of Sapia AI
Barb Hyman, CEO & Founder of Sapia AI: $21 Million Raised to Build the Future of AI-Powered Recruiting
Michael Ioffe
CEO & Co-Founder of Arist
Michael Ioffe, CEO & Co-Founder of Arist: $16 Million Raised to Build the Future of Autonomous L&D
Daniel Liebeskind
CEO and Co-Founder of Topia
Daniel Liebeskind, CEO and Co-Founder of Topia: $6 Million Raised to Help Organizations Build Their Own Metaverse
Peter Briffett
CEO and Co-Founder of Wagestream
Peter Briffett, CEO and Co-Founder of Wagestream: $370 Million Raised to Provide Financial Wellbeing for Every Frontline Employee
Kelsey Bishop
Founder and CEO of Candor
Kelsey Bishop, Founder and CEO of Candor: $5 Million Raised to Build the Future of Professional Relationship-Building
Sam Naficy
CEO of Prodoscore
Sam Naficy, CEO of Prodoscore: $4 Million Raised to Build the Future of Employee Productivity Measurement
Jason Lavender
CEO of Electives
Jason Lavender, CEO of Electives: $10M Raised to Redefine Corporate Training
Andy Berman
CEO and Founder of Vowel
Andy Berman, CEO and Founder of Vowel: $13 Million Raised to Power the Future of Meetings
Marcelo Lebre
President of Remote
Marcelo Lebre, Co-founder & COO of Remote: Nearly $500 Million Raised to Power the Distributed Workforce of the Future
Jason Radisson
CEO and Founder of Movo
Jason Radisson, CEO and Founder of Movo: Over $9 Million Raised to Build the Future of HR Automation
Karoli Hindriks
Founder of Jobbatical
Karoli Hindriks, Founder of Jobbatical: $23 Million Raised to Build the Future of Global Mobility with AI-Powered Relocation Solutions
Matthew Sydney
CEO & Founder of Beanstalk Benefits
Matthew Sydney, CEO & Founder of Beanstalk Benefits: $7.5 Million Raised to Build the Future of On-Demand Employee Benefits
Siadhal Magos
CEO & Co-Founder of Metaview
Siadhal Magos, CEO & Co-Founder of Metaview: $14 Million Raised to Power the Future of AI-Driven Hiring