From B2C to B2B SaaS: an AI-powered pivot with Christian Byza @learn.xyz

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies.

In episode #12 of season 5 of the saas.unbound podcast, Anna Nadeina sits down with Christian Byza, CEO and co-founder of Learn.xyz, to explore the fascinating journey of building an AI-powered microlearning platform. Christian shares his insights on transitioning from a consumer-focused (B2C) app to a business-oriented (B2B) SaaS product, the challenges and wins along the way, and how the Silicon Valley ecosystem shaped his entrepreneurial path.

Christian Byza’s Journey: From Hamburg to Silicon Valley

Originally from Hamburg, Germany, Christian’s entrepreneurial spirit was evident early on. He was deeply involved in organizing events and conferences, which helped him build a strong network. His co-founding role at OMR (Online Marketing Rockstars) marked an important milestone in his career. After working at startups and tech giants like Adobe and LinkedIn, Christian moved to San Francisco over a decade ago. This move was both a personal and professional adventure, offering him a unique perspective on innovation and startup culture.

Christian credits his dual-time-zone work routine—balancing Silicon Valley by day and the German market by night—for shaping his remote work ethos long before it became mainstream. His experience highlights the differences and similarities between the European and Silicon Valley tech scenes, especially in early-stage startups.

Founding Learn.xyz: The Initial Idea and Early Challenges

Learn.xyz began with a simple idea rooted in education. Christian and his co-founder, both coming from families of teachers, initially explored crypto education. However, the market’s “get-rich-quick” mentality clashed with their vision of meaningful learning. This led them to pivot towards broader educational content, manually creating courses in the summer of 2022.

When OpenAI’s GPT launched in late 2022, the team quickly integrated AI to automate course creation, resulting in a mobile microlearning app inspired by platforms like Duolingo. The app was designed to be engaging and fun, with gamification elements such as streaks, points, and leaderboards.

The timing was perfect, and Learn.xyz rapidly gained 100,000 users in just a few weeks. Yet, retention presented a major hurdle: despite positive feedback, many users stopped engaging with the app. This led Christian and his team to reconsider their approach.

Pivoting from B2C to B2B: Listening to User Feedback

The shift from a consumer app to a B2B SaaS product was driven largely by user demand. Many users, including corporate clients, expressed interest in a version tailored for business training. Christian explains that traditional corporate learning solutions are often ineffective and disengaging, with employees finding ways to bypass content without truly learning.

Learn.xyz’s B2B product retained the engaging, consumer-like experience but added features essential for businesses, such as user management, content editing, and detailed reporting. The AI-powered platform allows companies to create personalized, up-to-date courses quickly, dramatically reducing costs and increasing employee engagement.

Christian shares some striking examples of user engagement, such as employees completing dozens of courses in just a few days and requesting features to tone down gamification because it was too distracting. This enthusiastic response underscores the platform’s ability to transform corporate learning into a genuinely enjoyable experience.

Marketing and Sales Strategies: From TikTok to Trade Shows

Marketing for Learn.xyz evolved alongside its product pivot. The B2C strategy involved viral marketing, university campus outreach, and even using mascot costumes to attract users. Many of these efforts, however, did not scale effectively.

In contrast, the B2B approach emphasizes relationship-building, targeted outreach, and creative presence at industry events. For example, the team rented an art gallery space near a major trade show in San Diego to stand out and engage potential clients outside the crowded exhibition floor.

Christian also leverages his network through his co-working space, the House of AI, and a podcast where he interviews German founders in Silicon Valley. These channels have proven valuable for attracting clients who are aligned with Learn.xyz’s vision and product.

The House of AI: Fostering Community and Serendipity

The House of AI is a unique co-working space in San Francisco created by Christian and fellow founders. It began as a practical solution for affordable office space but evolved into a vibrant community hub for ambitious AI startups. The space fosters serendipitous encounters, collaboration, and knowledge-sharing, which are vital in the fast-paced tech ecosystem.

Christian emphasizes the importance of keeping the community small and intimate to maximize meaningful interactions and avoid the impersonal feel of large events. This philosophy extends to his approach to event organization, favoring smaller, focused gatherings such as breakfast sessions with industry leaders over sprawling conferences.

Challenges of Bootstrapping in San Francisco

Christian candidly discusses the realities of startup life in San Francisco, especially the financial pressures. The high cost of living, family responsibilities, and lifestyle expectations make bootstrapping a challenge for many founders. Unlike some European cities, the expenses here can quickly escalate into five-figure monthly costs.

He notes that many founders in the AI era raise modest amounts of capital to accelerate growth without giving up significant control, blurring the lines between bootstrapping and fundraising. Investors often provide more than just money—they offer introductions to clients and talent, which can be crucial for early-stage startups.

Advantages of Building in San Francisco

Despite the challenges, San Francisco remains a powerhouse for innovation. Christian highlights several advantages:

• Climate and Lifestyle: The pleasant weather contributes to a better mood and productivity.
• Hustle Culture: A motivated and transparent community where founders openly seek feedback and share ideas.
• Access to Talent: A deep pool of skilled professionals eager to work at early-stage startups.
• Venture Capital Concentration: Over half of U.S. venture capital investment flows through the Bay Area, fueling opportunities.
• Work Ethic: A culture of long hours and dedication, often resembling a 996 work schedule, drives rapid progress.

Founder-Led Sales and the Importance of Champions

Christian shares a pivotal moment when Learn.xyz’s B2B sales efforts nearly stalled after losing key internal champions at prospective clients. This experience reinforced the importance of identifying and nurturing advocates within organizations to drive adoption.

He also recounts a successful sales sprint where, despite initial missteps in involving the whole team in sales outreach, his founder-led approach ultimately secured 10 paying clients within a month. Targeting the right decision-makers—often CEOs or founders rather than just learning and development staff—was critical to this turnaround.

Longevity and Personal Hacks for Sustained Success

Beyond business, Christian opens up about his personal approach to maintaining health and energy amid the demanding startup lifestyle. Turning 40 was a catalyst for adopting longevity practices, such as optimizing sleep patterns. He shifted to going to bed earlier and waking up around 5 a.m., ensuring seven hours of quality sleep and dedicated morning focus time before his family wakes.

Christian emphasizes that longevity isn’t just about living longer but about maintaining health and vitality to enjoy life fully. This mindset aligns with the broader AI revolution, which he believes will soon help cure many diseases that currently limit human lifespan.