All PROJECTS

BUILTFIRST (APPDIRECT)

Builtfirst logo

Helping Builtfirst scale from MVP to acquisition

2020 - 2024

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Builtfirst is a no-code B2B marketplace platform that enables companies to launch custom partner marketplaces in minutes.

Builtfirst is a B2B marketplace platform that allows companies to launch white-label, cloud-based partner hubs. Their mission is simple: make it easy for SaaS platforms, VCs, and tech ecosystems to help their customers discover and access trusted third-party tools.

When a customer logs into their bank, VC dashboard, or main software stack, they’re not just using that platform, they’re being introduced to a vetted partner ecosystem through Builtfirst. The platform has powered over 200 partner communities.

Industry

B2B SaaS

Cloud Marketplaces

Capabilities

Web App Development

Mobile App Development

Timeline

2020 – 2024

Region

United States

200

+

Communities Launched

1200

+

Vendors Onboarded

$

5

M

in Funding

2000

+

Perks Available

Key client needs

When Builtfirst’s founders Michael and Aaron started building, they needed a dev team that could deliver quick results but also stick around for the long haul. They needed reliable partners who could scale with them and evolve through pivots, pressure, and product-market fit.



Coming to GoGrow was the way to go in order to ship their MVP quickly and reliably. Yet, over time, we had become more than just developers. We were co-builders and sounding boards for key product and hiring decisions.

Shifting Priorities

As Builtfirst experimented to find market fit, priorities shifted fast. Our role was to keep development moving while helping the team measure user behavior and adapt based on real data.

Explosive Growth

Once the core model clicked, the challenge shifted to scale. In under three weeks, we grew their dev team from three to ten engineers to meet demand. And when it was time to bring in leadership, we helped them hire their first Head of Engineering, product manager and designer.

Workflow Plan

SWIPE

1.

Project Discovery & Kickoff

2.

Technical Audit & UX Review

3.

Architecture redesign

4.

Core Infrastructure Setup

5.

Backend rebuild (Ruby on Rails)

6.

Frontend redesign (Web)

7.

Mobile app rebuild (React Native)

8.

Booking & scheduling integration

9.

User onboarding & authentication flow

10.

Admin dashboard & task management tools

11.

QA & Bug Fixing Sprint

12.

Release & Post-Launch Support

13.

Ongoing Maintenance

6.

Frontend redesign (Web)

6.

Frontend redesign (Web)

SWIPE

Our Approach

We built a flexible, scalable platform from the ground up, designed to support white-label marketplaces with custom integrations. React and Next.js powered a lightning fast frontend while Ruby on Rails and PostgreSQL ensured a robust backend. We optimized for performance, modularity, and extensibility. From internal dashboards to external-facing partner hubs, every feature was tested, refined, and ready to scale with users across industries.

Agile Development

We adjusted team size dynamically, ensuring resources matched their current needs.

Strategic Hiring

We helped recruit key leadership, including their first Head of Engineering.

Tools and Technologies

Selecting the right stack was critical for scalability and performance:

Ruby on Rails

Next.js

React

PostgreSQL

Heroku

Amazon Web Services

Redux.js

Robot Frame Work

Jenkins

Figma

SWIPE

What Our Team Delivered

Over the course of our multi-year partnership, we helped Builtfirst transform an early-stage prototype into a fully-fledged B2B platform supporting some of the most prominent partner ecosystems in tech. We built their platform from the ground up, always focused on performance, modularity, and user experience.

Frontend Development

We built dynamic dashboards, partner catalogs, advanced filters, and seamless user experiences optimized for speed, usability, and branding flexibility across hundreds of white-label instances.

Builtfirst sign up screen.
Builtfirst dashboard showing marketplace builder.
Bultfirst builder marketplace with the '"Add Your Template" modal opened
Builtfirst dashboard showing template customization.
Builtfirst dashboard showing edit template pages.
Builtfirst dashboard showing sellers deal marketplace with more items
Builtfirst dashboard showing catalog for deal marketplace
Builtfirst dashboard showing sellers deal marketplace

Backend Development

With Ruby on Rails, PostgreSQL, and Redis, we built a scalable engine capable of powering large datasets and complex marketplace interactions with low latency and strong data integrity.

QA & Automation

Our QA team implemented critical path tests, regression automation, and a stable CI/CD pipeline using Jenkins, EC2, and Robot Framework. Every release was vetted before hitting production.

Builtfirst and GoGrow team members in group photo

Team Growth & Hiring

Builfirst was among our first customers when GoGrow opened its doors. We had the pleasure of supporting their engineering team for over five years, collaborating closely with their product owners through Slack, email, and video calls. We are also always up to hangout with the growing team!

Key Results & Impact

200+ Communities Launched

The platform now powers over 200 white-labeled marketplaces used by VCs, SaaS companies, banks, and accelerators to showcase partner ecosystems.

1,200+ Vendor Integrations

Builtfirst’s catalog includes over 1,200 curated SaaS vendors and tools, helping end users discover and access the right partners at the right time.

$30M+ in User Savings

By centralizing partner discounts, Builtfirst has helped companies save more than $30 million in software spend across its marketplaces.

$5M in Funding

Builtfirst raised $5 million from top investors, validating its market opportunity and fueling platform expansion.

Featured in Entrepreneur
Featured in TechCrunch
Featured in Business Insider

Media Coverage in TechCrunch, Business Insider & Entrepreneur

The platform’s traction and product story earned coverage in leading tech publications, helping amplify brand awareness and credibility.

Acquired by AppDirect

Builtfirst's rapid growth and strong product market fit led to a successful acquisition by AppDirect, one of the leading commerce platforms for B2B software.

AppDirect plus Builtfirst logo
Builtfirst’s co-founders Aaron Bailey and Michael Julve

Ongoing Partnership

We’ve worked with Builtfirst for more than five years, through MVP pivots, team scaling, and major milestones. Our relationship has stayed close day-to-day chats, last-minute launches, and team meetups included.

We’re proud to be more than a vendor. We’re product collaborators, engineering advisors, and partners for the road ahead.

Take control of your partner ecosystem. It’s easy to build an embedded white-labeled marketplace in 92% less time without code.

“The team communicated seamlessly. They were professional, timely, and easy to work with. We were looking for a functional platform at a rate which we could afford, and we got both."

Michael Julve Builtfirst App Direct

Michael Julve

Co-Founder, Builtfrist
Ex - 500 Startups

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