Recall Sessions: Itai Damti on Embedded Finance and the Art of Getting Your First Customer

Welcome to Recall Sessions – a new series on the Village Global Podcast. Hosted by Somrat Niyogi, Partner at Recall Capital, each episode goes deep on go-to-market: how the world's most successful companies got their first customers. In this episode, Itai Damti, Co-Founder & CEO of Unit, joins Somrat to break down how Unit went from a year of stealth building with no committed customers to becoming the leading embedded finance platform – moving over $50 billion annually and powering programs at seven public companies. Itai talks about the bet he and co-founder Doron Somech made on a market that barely existed, why they spent a full year building before going to market, how their first customer came through a LinkedIn message, and what he's learned about selling infrastructure that changes how buyers think. He also shares a framework for categorizing buyers – deciders, explorers, and the "unawares" – and why minding the chasm between your first 5% of customers and the next 95% is where companies live or die. Thanks for listening – if you like what you hear, please review us on your favorite podcast platform. Check us out on the web at or get in touch with us on X @villageglobal. Want to get updates from us?

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Recall Sessions: Itai Damti on Embedded Finance and the Art of Getting Your First Customer is an episode from Venture Stories by Village Global.

This episode is 00:45:57 long.

This episode was published on Feb 23, 2026.

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