How Shensi Ding Built Merge: The $75M API Platform Revolutionizing SaaS Integrations
Shensi Ding, the co-founder and CEO of Merge, turned her vision of simplifying B2B SaaS integrations into a reality, creating a platform now valued at $75 million. Her methodical approach and unwavering focus on preparation and execution have made Merge the go-to unified API platform for SaaS companies. In a recent interview, Shensi revealed her five key steps for startup success, offering practical advice for aspiring founders.
The Spark Behind Merge
Shensi’s journey began with a deep understanding of the challenges SaaS companies face when integrating third-party software. Recognizing that building and maintaining integrations was time-consuming and resource-draining, she saw an opportunity to provide a unified API that could streamline the process.
In 2020, Shensi and her co-founder Gil Feig launched Merge. Today, Merge supports hundreds of integrations across HR, payroll, accounting, and more, enabling B2B SaaS companies to focus on their core products rather than integration headaches.
“The idea came from listening to countless SaaS founders express the same frustration. We realized there had to be a better way,” Shensi explains.
The Five Essential Steps to Startup Success
1. Obsess Over Market Research
Before launching Merge, Shensi dove deep into market research. She conducted interviews with dozens of SaaS founders, CTOs, and developers to understand their pain points.
“The more conversations you have, the better you understand the problem you’re solving. Don’t rush the research phase—it’s where your roadmap begins,” she advises.
Shensi and her team also analyzed competitors, identifying gaps in their offerings and opportunities to differentiate Merge’s product.
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2. Build the Right Team
Shensi emphasizes the importance of assembling a team that not only shares your vision but also complements your skill set.
“Your co-founder is your most important hire,” she says. Shensi and Gil brought complementary expertise to the table—Shensi with her business acumen and Gil with his technical background.
Together, they recruited engineers and designers who shared their passion for creating seamless user experiences.
3. Perfect Your Sales Strategy
Merge’s early success came from its laser-focused sales approach. Shensi targeted SaaS companies in industries that heavily relied on integrations, pitching Merge as a cost-saving, efficiency-boosting solution.
“We didn’t try to sell to everyone right away. Instead, we identified our ideal customers and worked tirelessly to deliver value,” she notes.
Merge also prioritized building strong relationships with early customers, using their feedback to refine the product and create case studies that showcased its impact.
4. Stay Resilient Through Funding and Growth
Securing funding wasn’t always smooth sailing, but Shensi’s preparation and resilience paid off. Merge raised a $4.5M seed round and followed it up with a $55M Series B led by Accel, bringing their total funding to $75M.
“Investors want to see that you understand the market, your customers, and your path to profitability,” Shensi shares. Her advice? Be prepared to answer tough questions and don’t shy away from addressing risks head-on.
5. Prioritize Mental Resilience
Building Merge wasn’t just a professional journey; it was a test of mental resilience. Shensi credits her success to staying grounded and maintaining a strong work-life balance.
“Burnout is real, and it can derail even the best ideas,” she warns. She makes time for daily mindfulness practices and encourages her team to set boundaries and take breaks when needed.
From Market Gap to Game-Changer
Merge’s rapid growth is a testament to Shensi’s disciplined approach to building a startup. By addressing a clear market need with precision and care, she’s created a platform that transforms how SaaS companies manage integrations.
With hundreds of customers and a team that continues to grow, Shensi is focused on expanding Merge’s capabilities while staying true to its mission of making integrations seamless for everyone.
“Building a company is never easy, but if you stay focused on solving real problems and listen to your customers, success becomes inevitable,” she says.
Advice for Aspiring Founders
Reflecting on her journey, Shensi offers this advice for those looking to follow in her footsteps:
- Invest in Your Education: “Your early experiences—whether in school or your first job—will shape your ability to think critically and solve problems.”
- Take Calculated Risks: “Don’t wait for the perfect moment. Start small, learn, and iterate.”
- Stay Resilient: “Entrepreneurship is a marathon, not a sprint. Take care of your mental health and find joy in the process.”
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