Brex (SMB Exit)
Brex raised $1.5B serving SMBs then abruptly abandoned them to chase enterprise — destroying trust and brand loyalty.
2017 → 2023
$1.5B
Fintech
USA
IdeaProof AI Failure Score
Full Analysis
Brex launched as a corporate credit card for startups and SMBs, becoming one of the fastest-growing fintechs ever. In 2022, Brex abruptly terminated all SMB accounts to refocus on enterprise clients — the very customers who built the brand. The pivot alienated the startup community and raised questions about Brex's ability to execute. While Brex survives, the SMB business was effectively killed, representing billions in lost potential value.
Could This Failure Have Been Prevented?
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