Overview

How we helped Orbiit increase Average Customer Value by 400%

Product Strategy
User Research
UX/UI Design

Enterprise Integration
Onboarding Optimization
Go-to-Market Strategy

Challenges

Product that needed to pivot to a new market
Unclear roadmap for entering the new market
User experience not optimised for new audience
No strategy to protect existing revenue during transition

With Lumi

Redesigned product experience with enhanced UX specifically for B2B decision-makers
Strategic roadmap prioritizing features for the new market while maintaining existing customers
Enterprise-ready platform with new dashboard, member profiles, CRM integrations, and public API
Results-driven approach leading to 4x increase in contract size with new B2B customers

Orbiit needed to shift from a community matchmaking platform to a scalable B2B SaaS solution – without disrupting its existing customer base. Lumi led a strategic product redesign, refining the experience for B2B decision-makers and driving a 400% increase in Average Customer Value, and higher retention across the board.

Orbiit had carved out a niche in AI-powered community matchmaking, connecting members of professional and niche communities through automated 1:1 networking. Their platform grew significantly during Covid timed, and powered engagement for organisations like Spendesk’s CFO Connect, Modern Fertility’s 55,000+ member network, and VC Platform’s global investment community.

However, as in-person gatherings resumed, CEO Bilyana Freye and her team spotted a significant opportunity: repurposing their powerful matchmaking technology to help B2B SaaS companies scale through social selling.

They set about on a mission to transform their community platform into a growth engine for B2B SaaS businesses looking to "do more with less" through strategic relationship-building.

From the early planning stages, Lumi partnered with Orbiit to execute this ambitious pivot. Here's how we helped them reposition, redesign, and relaunch their product for a whole new market.

The problem

A need to shift from community connections

When we first met with Orbiit, they had a successful community matchmaking platform.

Atlassian used Orbiit to connect its global network of community leaders, driving customer advocacy for Jira.
More broadly, Orbiit powered professional, paid, closed communities – such as CFO Connect at Spendesk and Modern Fertility – by enabling members to opt into 1:1 matchmaking rounds, select discussion topics, and schedule video calls.

Co-Founders Bilyana Freye and Luuk Derksen

While these use cases were effective, they primarily served niche communities rather than driving scalable revenue growth.

To expand into a larger, more sustainable market, Orbiit faced the challenge of transforming a product built for community managers into one that could help B2B SaaS companies drive growth through relationship-building at scale.

This shift came with risks, though. Orbiit had to reposition their messaging and redesign their product while making sure that existing customers – many of whom had built their communities around the platform – didn’t feel left behind. There were real concerns around affordability for their community users, the risk of losing ARR if those customers didn’t renew, and whether the transition would alienate their early adopters. They needed a partner who could help them navigate the shift strategically.

Lumi focused on identifying our true pain points and delivering targeted solutions that make an impact. No time was wasted on generic frameworks and spray & pray strategies we've seen from other consultants. They rolled up their sleeves and delivered

Bilyana Freye

Co-Founder & CEO, Orbiit

Testimonial video from Rapidream CEO Yedid Herskovitz

Building on early results

As we moved through the plan and saw the impact from early experimentations, we started to develop a good understanding of the deeper work involved. Three distinct work streams emerged:

Iteratively shipping and refining product features with the engineering team
Supporting the sales team in building a pipeline through new messaging, landing pages and messaging prototypes
Making sure customer success teams had the tools and insights they needed to drive adoption and retention

We were also able to identify an unexpected advantage – some larger B2B clients were already adapting Orbiit’s community-first product for their needs because it filled a niche that no other tool did as effectively.

Recognising this, we prioritised making Orbiit even better at these existing use cases before focusing on acquisition, activation, and retention improvements. This meant doubling down on product strengths that were already driving value for bigger B2B customers while making sure community users still had a seamless experience.

The Solution

How we helped Orbiit pivot and grow their average customer value by 400%

Taking the plunge to get to the important details

We dove headfirst into Orbiit's world – working side-by-side with their team through intense strategy sessions, user interviews, and late-night whiteboarding. An immersive approach that gave us the insights needed to reinvent their product from the inside out.

-> Rapid-fire strategy sprints that mapped the entire B2B SaaS ecosystem in days, not weeks

-> Guerrilla-style competitor analysis that exposed critical gaps in the market

-> Direct conversations with 15+ potential B2B customers to validate our hypotheses, revealing specific needs, wants, and friction points across the B2B SaaS landscape

-> Multi-dimensional research that covered user behaviours, market dynamics, and competitive positioning

We uncovered a key insight: every B2B SaaS leader we spoke to wanted to "do more with less" – this became our rallying cry and the foundation for everything that followed.

Transforming the product at its core – and refining it

Drawing on insights from our immersive research on Orbiit’s target customers and the wider market, we reimagined what Orbiit could be and designed a platform that spoke directly to the needs of B2B SaaS leaders.

✅ Redesigned product experience and enhanced UX for B2B decision-makers

✅ Comprehensive product review addressing multiple points of friction and improving key customer metrics: activation and retention

✅ Clear development roadmap prioritising features for the B2B market

The evolved platform delivered

An executive dashboard showing relationship ROI at a glance
Member profiles that surfaced relevant connection opportunities
Seamless integration with the SaaS tech stack (Salesforce, HubSpot, etc.)
Enterprise-grade API allowing customers to embed matchmaking into their own products

We then focused on meticulously refining Orbiit's user experience so that every aspect resonated with the new target audience. Key areas of work included:

→ Streamlining the user interface: Redesigning the UI for simplicity and intuitiveness, tailored for B2B user engagement

→ Optimising onboarding: Revamping the onboarding process to make it more engaging and informative for the B2B SaaS audience

→ Developing strategic features: Creating and integrating new features specifically designed to meet the needs of the B2B market

A key part of our approach was working extremely closely with Orbiit’s sales-focused founder and their sales and customer success teams. Typically, these teams operate in separate silos, but we helped bring them together by applying a UX-focused, design-thinking approach.

Our strategy here was simple: to integrate insights from sales and customer success directly into product design, so that the value proposition resonated with prospective B2B clients. This alignment led to a more streamlined sales process, stronger messaging for booking new meetings, and a clearer strategy for upselling and renewing larger non-community customers.

Always responsive, always helpful and driving the project forward in a timely and enthusiastic way!

Bilyana Freye

Co-Founder & CEO, Orbiit

The Results

400% growth in customer value and a successful market pivot

400% increase in Average Customer Value (ACV) as B2B clients adopted higher-value plans

900% increase in retention for one enterprise client using Orbiit’s new SaaS-focused features

Doubled user engagement for a key client by streamlining the matchmaking experience

Seamless transition for existing customers while expanding into the B2B SaaS space

Within a few months, the pivot had completely transformed Orbiit's business trajectory. Customer conversations shifted from "how effective is your community matchmaking?" to "how quickly can we implement this for our sales growth?"

The results were impressive: a 400% increase in Average Customer Value as B2B SaaS companies consistently opted for premium plans. Even better, rather than sacrificing the original user base to chase new markets, Orbiit was able to enhance the experience for everyone — something we rarely see during major strategic shifts.

A year after its strategic pivot, Orbiit was acquired by Hivebrite. Today, its AI-driven matchmaking technology continues to help organisations around the world create stronger, more engaged communities.

If your SaaS product has untapped potential in new markets, let's unlock it together.

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