Plaid Growth Playbook
Connect your bank account to any app.
Coverage
11k Banks
Strategy
Dev First
The Spark
Zach Perret tried to build a consumer finance app but spent all his time scraping bank websites.
The Growth Engine
Infrastructure as a Brand: Plaid cleverly turned a boroing 'back-end' connection into a front-end brand. By standardizing the 'Link a Bank' UI across thousands of popular apps (Venmo, Robinhood), they created a familiar, trusted experience for consumers. This ubiquity made it the 'no-brainer' choice for any new fintech developer, as they didn't have to convince users to trust a new connection—they just used the 'Plaid' screen that users already knew.