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BUILTFIRST (APPDIRECT)
2020 - 2024
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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
Website
builtfirst.comRegion
United States
200
+
Communities Launched
1200
+
Vendors Onboarded
$
5
M
in Funding
2000
+
Perks Available
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.
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.
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.
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
SWIPE
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.
We adjusted team size dynamically, ensuring resources matched their current needs.
We helped recruit key leadership, including their first Head of Engineering.
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
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.
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.
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.
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.
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!
The platform now powers over 200 white-labeled marketplaces used by VCs, SaaS companies, banks, and accelerators to showcase partner ecosystems.
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.
By centralizing partner discounts, Builtfirst has helped companies save more than $30 million in software spend across its marketplaces.
Builtfirst raised $5 million from top investors, validating its market opportunity and fueling platform expansion.
The platform’s traction and product story earned coverage in leading tech publications, helping amplify brand awareness and credibility.
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.
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.
“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
Co-Founder, Builtfrist
Ex - 500 Startups
Whether you're looking to launch, scale or innovate, let’s team up.
Build a functional, market-ready product designed to impress investors and secure funding.
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Tackle technical challenges, from project architecture to performance, scalability, and more.
