Sunlight GTM brain

category

market profile

• text: Payment providers miss interchange when invoice payments default to checks or ACH because supplier portal execution is fragmented.
• text: Sunlight also has a card-on-file automation history, so older descriptions may describe a different product emphasis.

personas

• title: Commercial card program head
  pains:

  • Misses interchange on invoices paid via ACH or check.
  • Supplier enablement is slow and expensive.
• title: AP platform payments product leader
  pains:

  • Supplier portals each impose different payment workflows.
  • Needs confirmed payment status and remittance information for customers.
• title: Payments engineering leader
  pains:

  • Maintaining portal-specific automation consumes engineering capacity.
  • Needs an integration that handles payment execution reliably.

icp

• text: Banks and fintechs with commercial card programs and significant business payment volume.
• text: AP or B2B payment platforms that can issue cards and want to convert eligible supplier invoices to card.

message pillars

• text: Lead with execution rather than dashboards.
• text: Operate within existing supplier portals.
• text: Let the payment provider capture more value.

objections

• objection: Suppliers will not onboard to another network.
  response: Sunlight describes execution inside existing supplier portals; test coverage against a representative supplier sample.
• objection: Surcharges may erase card economics.
  response: Evaluate eligible invoices and actual supplier terms in a bounded pilot before projecting interchange.
• objection: Can automation handle sensitive payment workflows?
  response: Review security controls, exception handling and reconciliation during technical diligence.

competitors

• name: AvidXchange
  why: AP automation and supplier payments compete for invoice payment workflows.
• name: Tipalti
  why: Payables and supplier payment automation offers an alternative to embedding a payment layer.
• name: Modern Treasury
  why: Payment operations APIs compete for infrastructure budgets, with broader payment orchestration.

influencers

• name: Guy Ziv
  url: https://www.linkedin.com/posts/gyziv_b2b-card-acceptance-wasnt-broken-execution-activity-7450928398257905664-ZIBG
  why: Co-founder explains the portal execution strategy.

keywords

• B2B card payment API
• supplier portal payment automation
• commercial card interchange
• accounts payable virtual cards
• card on file API
• invoice card acceptance

voice

• commercial and revenue focused
• assertive
• technical but outcome oriented

signals

• text: Commercial card program is looking to grow interchange on existing payment volume.
• text: AP platform handles many invoices through fragmented supplier portals.

pricing

motion

channels

• LinkedIn
• industry conferences
• partnerships

confidence

Founders

• name: Guy Ziv
  title: Founder
  role: Founder
  bio: Guy Ziv is the Co-Founder and CEO of Sunlight, a seasoned business executive, and entrepreneur with a wealth of experience in introducing disruptive technologies to medium and large financial institutions worldwide. With a robust background in product delivery, sales strategy, and execution, Guy has a track record of successfully forming dozens of strategic partnerships and delivering innovative solutions in the ever-evolving realm of financial technology.
• name: Leo Chanea
  title: Founder
  role: Founder
  bio: Product executive, entrepreneur & community expert with a versatile experience in building sticky products. Ex-Moovit (acquired by Intel)