Recall Sessions: Itai Damti on Embedded Finance and the Art of Getting Your First Customer
Update: 2026-02-23
Description
Welcome to Recall Sessions – a new series on the Village Global Podcast.
Hosted by Somrat Niyogi, Partner at Recall Capital, each episode goes deep on go-to-market: how the world's most successful companies got their first customers.
In this episode, Itai Damti, Co-Founder & CEO of Unit, joins Somrat to break down how Unit went from a year of stealth building with no committed customers to becoming the leading embedded finance platform – moving over $50 billion annually and powering programs at seven public companies.
Itai talks about the bet he and co-founder Doron Somech made on a market that barely existed, why they spent a full year building before going to market, how their first customer came through a LinkedIn message, and what he's learned about selling infrastructure that changes how buyers think.
He also shares a framework for categorizing buyers – deciders, explorers, and the "unawares" – and why minding the chasm between your first 5% of customers and the next 95% is where companies live or die.
Thanks for listening – if you like what you hear, please review us on your favorite podcast platform.
Check us out on the web at www.villageglobal.com or get in touch with us on X @villageglobal.
Want to get updates from us? Subscribe to get a peek inside the Village. We'll send you reading recommendations, exclusive event invites, and commentary on the latest happenings in Silicon Valley. www.villageglobal.com/signup
Hosted by Somrat Niyogi, Partner at Recall Capital, each episode goes deep on go-to-market: how the world's most successful companies got their first customers.
In this episode, Itai Damti, Co-Founder & CEO of Unit, joins Somrat to break down how Unit went from a year of stealth building with no committed customers to becoming the leading embedded finance platform – moving over $50 billion annually and powering programs at seven public companies.
Itai talks about the bet he and co-founder Doron Somech made on a market that barely existed, why they spent a full year building before going to market, how their first customer came through a LinkedIn message, and what he's learned about selling infrastructure that changes how buyers think.
He also shares a framework for categorizing buyers – deciders, explorers, and the "unawares" – and why minding the chasm between your first 5% of customers and the next 95% is where companies live or die.
Thanks for listening – if you like what you hear, please review us on your favorite podcast platform.
Check us out on the web at www.villageglobal.com or get in touch with us on X @villageglobal.
Want to get updates from us? Subscribe to get a peek inside the Village. We'll send you reading recommendations, exclusive event invites, and commentary on the latest happenings in Silicon Valley. www.villageglobal.com/signup
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