Multi-Product Growth Flywheel
The strategy behind Saily’s growth and Nord’s multi-product play
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Recently I had a chat with a friend.
He attended a tech conference in the Baltics.
One of the speakers was working for a company called Saily.
“It’s founded by NordVPN,” my friend told me.
“That’s interesting,” I thought.
“NordVPN launched an eSim service? I have to check this.”
I decided to check the website and use the service on my trip to Bulgaria a few weeks ago.
And with that, I came up with a new framework.
Context
NordVPN is part of Nord Security, a cybersecurity suite of products.
Take a look at the ‘Products’ section on NordVPN’s website:
You’ll find a product called ‘Saily’ at the bottom of the list.
Last year, towards the end of March, Nord Security introduced a new eSim provider called Saily.
The relationship between the two companies is also displayed on Saily’s website:
NordVPN’s access to publications and media allowed them to go big on the launch.
But the launch wasn’t just a flashlight.
Because Saily has built itself into a global brand name in its category.
As of today, Wednesday, April 2nd, Saily is the first organic search result on Google (right below the unbearable clutter of ads and AI Overviews) for the term ‘esim’ comes from Saily:
It is also the second app recommended by ChatGPT for the question, ‘What are the best eSim providers?’:
In isolation, that doesn’t mean much.
But, putting Saily side-by-side with its competitors and understanding the eSim market, you can see that what the company has achieved since its inception is impressive.
The market
Even though I couldn’t find reliable user data for the company, we can examine some other data points that paint a somewhat clear picture of Saily’s growth trajectory relative to its competitors.
First, here’s a table showing the launch data for each of the most prominent players in this category.