046: Nobody buys an API | Greg Moseley, Head of Commercial and Yuval Ellenbogen, Commercial Lead

What actually happens between the first conversation with a fintech and going live on Griffin? Greg Moseley (Head of Commercial) and Yuval Ellenbogen (Commercial Lead) sit down to chat customer solution design. In this episode, Greg and Yuval walk through how Griffin approaches the sales and solutioning process: how they identify the right account structure, help customers prioritise their product roadmap, and why the flow of funds diagram is the most important artefact in any embedded banking conversation. They also get into what makes a strong savings proposition, why lending is one of the most underrated use cases for programmatic banking, how a full-circle moment with Yonder connected Greg's investment analyst days to his role at Griffin, and why dog agility is apparently a legitimate payments problem. What we cover: What customer solution design actually means at Griffin The three buckets of Griffin account products How to identify the right account structure for a customer's use case Why flow of funds is the key artefact in every embedded banking conversation First principles thinking: getting back to what money is actually doing How to guide customers without slipping into consultancy Phase one, phase two, phase three: building a roadmap that scales What makes a strong savings proposition (hint: it's about the reason to save) Why lending is one of the most exciting use cases for programmatic banking Automating loan disbursement and collections reconciliation Greg's full-circle Yonder moment: from debt fund to Griffin The business model that layers credit, insurance, and escrow in one product Card issuing, pre-funding, and what's coming next at Griffin Why the best sign of a successful customer is when they stop calling Dog agility as a payments problem (yes, really) Griffin Uncut is Griffin's podcast featuring conversations with the people building the future of financial services - including, apparently, the people who figure out how customers actually use it. Chapters: 0:00 - Introductions: Greg and Yuval, second-time guests 0:42 - Greg's role: Head of Commercial and customer solution design 1:06 - Yuval's role: doing his best impression of Greg 1:39 - What is the customer lifecycle at Griffin? 2:45 - Where do you start? First principles and flow of funds 4:03 - The three buckets: regulated accounts, savings, embedded bank accounts 6:02 - What makes a strong savings proposition? 7:05 - Savings in context: people save because they have a goal 7:27 - How to balance guiding customers vs letting them lead 8:21 - Taking it back to first principles every time 9:29 - The customer with a million ideas: how to help them prioritise 10:50 - Phase one, two, three: building a roadmap that scales 13:00 - Business models that blow your mind 13:25 - The travel industry and virtual cards 15:22 - Niche industry rules: client accounts, interest, and idiosyncrasies 15:59 - Greg's background: investment analyst, debt funds, and dog supplements 16:44 - The novel food act of dog supplements (yes, really) 17:25 - Why lending is one of the most interesting use cases 18:44 - Automating loan disbursement via API 19:04 - Collections reconciliation: the problem of one big pooled account 20:06 - Open banking repayments and the reference problem 21:26 - How do you get customers to make the leap and invest upfront? 22:51 - Intellectual property, trust, and sharing what we know 23:21 - Flow of funds: the key artefact in every customer conversation 24:37 - Griffin-to-Griffin transfers and making things cost-efficient 25:51 - What happens when a customer pivots entirely? 26:54 - When weekly calls become quarterly calls: the goal 27:36 - Greg's most memorable customer: Yonder (a full-circle moment) 29:11 - Store Fund: from first paper at the debt fund to a billion in loans 29:49 - What Greg loves most about sales at Griffin 31:22 - The incredible range of industries and business models 33:12 - Customer stories at all-hands: sharing the good stuff with the whole team 33:38 - Yuval's favourite business model (escrow, credit, and insurance in one) 35:46 - New products and how they add value to existing customers 36:39 - Card issuing, pre-funding, and the lending opportunity ahead 38:10 - Blue skies, football references, and how to find the Griffin sales team Links: Griffin: https://griffin.com Griffin Sandbox (free, no NDA): https://app.griffin.com/register Griffin Sales: https://griffin.com/contact/sales #Embeddedbanking #Customersolutions #Flowoffunds #Fintech #Griffin #GriffinUncut #BaaS #Sales#Programmaticbanking #Lending #Savings #Embeddedfinance