Ready to launch your own podcast? Book a strategy call.
Frontlines.io | Where B2B Founders Talk GTM.
Strategic Communications Advisory For Visionary Founders
Conversation
Highlights
From Architecture to AI: How Cobrainer Built a Skills Platform Through Strategic Pivots
Most founders follow a linear path, but sometimes the most interesting companies emerge from unexpected directions. In a recent episode of Category Visionaries, Hanns Aderhold shared how Cobrainer evolved from a university project into a fast-growing skills platform – through a series of strategic pivots that ultimately led to 252% year-over-year growth.
The journey began in 2013 when Hanns and his co-founder, both architecture students at the time, identified a challenge in university project teams. “Can we build a system that actually facilitates the coming together in project teams at university on a skills basis?” Hanns recalls. What started as a solution for students quickly caught the attention of enterprise companies.
Their first pivot came when a large German enterprise approached them, saying “We want to work exactly the way you’re advocating for, with your platform.” This led to their first €100,000 contract, followed by a €2 million deal. “We suddenly noticed, okay, something’s here,” Hanns explains.
For the next six years, Cobrainer operated as a consultancy, building custom solutions for enterprise clients. While profitable, this model had limitations. “The products that we were building were always one-offs,” Hanns notes. “They were basically always different shells for different use cases for enterprise clients… it was not really kind of a scalable solution.”
The turning point came in 2019 when they decided to pivot from consultancy to SaaS. They identified a common use case across their clients: internal career transparency. Their platform would help employees understand their skill profiles and receive smart recommendations for roles, job vacancies, and relevant courses.
The timing seemed catastrophic – they discontinued their consulting contracts just before COVID hit. But sometimes apparent setbacks hide opportunities. “COVID actually turned out to be an accelerant for us because with COVID lots of people had a hiring freeze… and actually that made them turn to more their internal talent management, which was exactly our platform,” Hanns shares.
Their go-to-market strategy centered on partnerships rather than traditional marketing. “We’re really banking on our partners,” Hanns explains. They work closely with consultancies and major HR platforms like SAP and Workday. These partnerships provide pre-qualified leads and help them navigate enterprise sales cycles more efficiently.
This approach has paid off. Cobrainer is “growing ARR on an average of 252% year over year” and approaching €10 million in revenue. But the journey hasn’t been without challenges. In 2021, flush with funding, they overextended. “We really hired a lot of headcount. So went up to like 70, I believe even more than 70 people, just, we had eight people in marketing alone,” Hanns recalls. When market conditions tightened in 2022, they had to restructure.
Looking ahead, Cobrainer is exploring expansion into the SMB market – companies with 50-150 employees, compared to their traditional focus on enterprises with 5000+ employees. They’ve also completely rebuilt their product from scratch in 2023, positioning themselves for the next phase of growth.
For founders building HR tech companies today, Hanns emphasizes two key points: “Be very niche” and focus on partnerships early. The trend is moving away from all-in-one platforms toward specialized solutions for specific use cases. Working with both consultancies and technology partners can accelerate growth and provide valuable market insights.
This approach of constant reinvention – from university project to consultancy to SaaS platform – has been core to Cobrainer’s success. As Hanns puts it, “I kind of always have these moments in time where I kind of redefine the company. And this just gives me so much energy because I also see, and like, as I see this new company, this gives me new energy and it kind of translates into lots of new energy for the team.”
Actionable
Takeaways
Embrace Early Customer Feedback:
Hanns’s pivot from a university project to addressing an enterprise need underscores the importance of listening and adapting to early customer feedback. For tech founders, identifying and acting on these insights can lead to significant opportunities and validate your product in the real world.
Focus on Niche Specialization:
Cobrainer’s success is partly due to its niche focus on internal talent management through skills data. Founders should consider specializing in a specific aspect of their industry to stand out and provide unique value, rather than attempting to cover a broad spectrum of services.
Leverage Strategic Partnerships for Growth:
Hanns attributes much of Cobrainer's growth to partnerships with industry giants like SAP and Workday. Establishing strategic partnerships can help startups tap into established networks, accelerate growth, and gain credibility in their sector.
Adapt and Pivot When Necessary:
Cobrainer’s shift from a consultancy model to a SaaS company, and its ongoing adjustments, highlight the importance of flexibility and the willingness to pivot. Founders should stay open to changing their business model based on market demands, customer feedback, and internal learning.
Invest in Building a Scalable Product from the Start:
The transition from an MVP to a fully scalable product was a turning point for Cobrainer. For founders, investing time and resources in building a scalable and maintainable product from the early stages can prevent future bottlenecks and support sustainable growth.
Recommended Founder
Interviews
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
Ben Zweig
CEO of Revelio Labs
Ben Zweig, CEO of Revelio Labs: $19 Million Raised to Build the Future of Workforce Intelligence
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
Achuthanand Ravi
Founder & CEO of Kula
Achuthanand Ravi, CEO of Kula: $14 Million Raised to Build the Future of Recruiting
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
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
Andy Berman
CEO and Founder of Vowel
Andy Berman, CEO and Founder of Vowel: $13 Million Raised to Power the Future of Meetings
Wes Winham Winler
Founder/CEO of Woven
Wes Winham Winler, CEO of Woven: $11 Million Raised to Transform How Companies Recruit and Hire Developers
Chandler Malone
Founder of Bootup
Chandler Malone, Founder of Bootup: $2 Million Raised to Solve the Tech Talent Crisis
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
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
Ian White
Founder of ChartHop
Ian White, Founder, CEO and CTO of ChartHop: $74 Million Raised to Build the Future of PeopleOps
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
Tony Jamous
CEO of Oyster
Tony Jamous, CEO of Oyster: $220+ Million Raised to Build the Global Employment Platform (GEP) Category
Sid Upadhyay
Co-Founder & CEO of WizeHire
Sid Upadhyay, Co-Founder & CEO at WizeHire: Over $30 Million Raised to Help SMBs Hire Great Talent
Nancy Xu
CEO & Founder of Moonhub
Nancy Xu, CEO & Founder of Moonhub: $10 Million Raised to Power the Future of AI-Driven Recruiting
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
Mike Adams
Co-Founder & CEO of Grain
Mike Adams, Co-Founder & CEO of Grain: $22 Million Raised to Power the Future of Meetings
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
Nicholas Rudder
Co-Founder & CEO of Sphere
Nicholas Rudder, Co-Founder & CEO of Sphere: $5 Million Raised to Build the Future of Corporate Learning
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
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
René Janssen
CEO and Founder of Lepaya
René Janssen, CEO & Founder of Lepaya: $85 Million Raised to Build the Future of Employee Training
Prem Kumar
CEO | Co-founder of Humanly
Prem Kumar, CEO of Humanly.io: $5.5 Million Raised to Build the Conversational Hiring Category
Kian Katanforoosh
CEO & Founder of Workera
Kian Katanforoosh, CEO of Workera: $21 Million Raised to Build the Skills Intelligence Category
Sam Naficy
CEO of Prodoscore
Sam Naficy, CEO of Prodoscore: $4 Million Raised to Build the Future of Employee Productivity Measurement
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
Charlotte Dales
CEO & Co-Founder of Inclusively
Charlotte Dales, CEO & Co-Founder of Inclusively: $20 Million Raised to Transform Workplace Personalization
Laura McGee
Founder and CEO of Diversio
Laura McGee, CEO of Diversio: $6 Million Raised to Help Organizations Measure and Improve DEI
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
Nicole Fuselier
VP of Marketing of Bonusly
Revenue-Driven Marketing: Insights from Nicole Fuselier of Bonusly
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
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
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
Jennifer Dulski
CEO & Founder of Rising Team
Jennifer Dulski, CEO & Founder of Rising Team: $11 Million Raised to Build the Future of Team Performance
Sebastian Schüller
Co-founder of HiPeople
Sebastian Schüller, Co-founder of HiPeople: $7 Million Raised to Develop Data-Driven Augmentation for Hiring Teams
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
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
Daniel Birkholm
Founder & CEO of TalentHub
Daniel Birkholm, TalentHub: $6 Million Raised to Transform How Organizations Measure and Improve Their Hiring Experience
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
Joseph Fung
CEO of Uvaro
Joseph Fung, CEO of Uvaro: $15 Million Raised to Build the Career Success Platform 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
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
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
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
Jaclyn Chen
CEO of Benepass
Jaclyn Chen, CEO of Benepass: $14 Million Raised to Build the Future of Employee Benefits Management
Chris Johnson
Growth Marketing Lead of Gun.IO
Chris Johnson, Growth Marketing Lead at Gun.IO: Competing in the Future of Freelance Developer Marketplaces
Warren Lebovics
Co-Founder of Pequity
Warren Lebovics, Co-Founder of Pequity: $19 Million Raised to Build the Future of Employee Compensation
Ben Sesser
CEO & Founder of BrightHire
Ben Sesser, CEO & Founder of BrightHire: $36 Million Raised to Build the Interview Intelligence Category
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
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
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
Marcelo Lebre
President of Remote
Marcelo Lebre, Co-founder & COO of Remote: Nearly $500 Million Raised to Power the Distributed Workforce of the Future
Ville Herva
CEO of BOLT.works
Ville Herva, CEO of BOLT.works: $7 Million Raised to Build the Future of Staffing
Matt Pierce
CEO of Immediate
Matt Pierce, CEO of Immediate: $15 Million Raised to Eliminate the Costly Price of Financial Stress in the Workforce
Hanna Asmussen
CEO and Co-Founder of Localyze
Hanna Asmussen, CEO and Co-Founder of Localyze: Over $48 Million Raised to Build the Leading Global Mobility Platform for Companies and Employees
Agapitos Diakogiannis
Co-founder & CEO of Seafair
Agapitos Diakogiannis, CEO of Seafair: $6.5 Million Raised to Build the Future of Maritime Recruitment
Jason Lavender
CEO of Electives
Jason Lavender, CEO of Electives: $10M Raised to Redefine Corporate Training
Josh Merrill
CEO of Confirm
Josh Merrill, CEO of Confirm: Over $11 Million Raised to End the Performance Review Nightmare
Andres Blank
Co-founder & CEO of Fetcher
Andres Blank, CEO of Fetcher: $40 Million+ Raised to Build the Future of Recruiting Automation
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
Allen Narcisse
Founder & CEO of Gigs
Allen Narcisse, Founder & CEO of Gigs: $5.7 Million Raised to Build the Future of Blue Collar Hiring
Tom Griffiths
CEO and Co-founder of Hone
Tom Griffiths, CEO of Hone: $50 Million Raised to Build the Future of Corporate Training
Rob Whalen
CEO of PTO Exchange
Rob Whalen, CEO of PTO Exchange: $5M Raised to Empower Companies to Rethink Paid Time Off
Virgile Raingeard
CEO of Figures
Virgile Raingeard, CEO of Figures: €8.5 Million Raised to Build the Future of Compensation Intelligence
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