How to sell to Founders at SaaS companies in Sweden
Founders at SaaS companies in Sweden are primarily measured on their monthly recurring revenue (MRR). They respond to outreach when it addresses their need for scalable growth strategies that can help them retain customers and reduce churn. Demonstrating an understanding of their unique challenges, such as optimizing customer onboarding processes, is crucial to capturing their attention.
Written and maintained by the SoloRiff team, who build outbound software and run outbound with it. The figures below are our own: we measured 559 saas company domains over public DNS on 2026-09-03. Last updated 2026-09-03.
What actually hurts
- high customer churn
- inefficient onboarding processes
- limited scalability
- inconsistent revenue growth
The playbook
- 01
Identify churn rates above 5%
Use tools like Mixpanel or Amplitude to pinpoint SaaS companies experiencing higher-than-average churn rates. This indicates a potential pain point where your solution can help improve customer retention, making your outreach relevant and timely.
- 02
Research recent funding rounds
Utilize Crunchbase or PitchBook to find SaaS companies in Sweden that have recently secured funding. These founders are often looking for solutions to scale quickly and improve their product offerings, making them more receptive to outreach.
- 03
Connect on LinkedIn with personalized insights
Send a connection request to the founder, mentioning a recent product launch or a relevant article they published. This shows you’ve done your homework and are genuinely interested in their work, increasing the likelihood of a positive response.
- 04
Offer a free assessment on onboarding
In your outreach, propose a complimentary analysis of their customer onboarding process. Founders are often looking for ways to optimize this area, and offering valuable insights can pique their interest and encourage them to engage further.
- 05
Follow up after one week
If you haven’t received a response, send a brief follow-up email referencing your previous message and reiterating the value of your assessment offer. Timing is crucial; one week is often enough for them to consider your proposal without feeling pressured.
Can saas companies even receive your mail?
We measured the DNS of 559 saas companies, sampled evenly across company sizes, to see how many authenticate their own email. It matters in both directions: a domain that does not authenticate is a domain whose team is used to mail going missing — and if your own domain is in the gap, yours is the mail going missing.
Publishes a DMARC policy of quarantine or reject — the domain actually asks receivers to act on failures.
The gap is the finding: 16.7% of 1–10-person companies against 80.9% of the largest — 64 points apart. Small companies are where the unauthenticated domains are, and small companies are who most cold outreach is aimed at.
Where does your domain sit?
Same three lookups, run live against your domain. Nothing is stored and nothing is emailed to you.
How this was measured
Company domains were sampled within employee-count bands, then queried over public DNS for SPF (TXT at the apex), DMARC (TXT at _dmarc.) and MX. One domain per company, deduplicated. Anyone can reproduce any single row of this with dig.
DKIM is deliberately absent. A DKIM key lives under a selector that cannot be enumerated from outside the domain, so a company with flawless DKIM under a name we did not guess would be counted as having none. That would measure our guess list, not the industry.
Domains with no MX record are excluded rather than counted as failures — parked and redirect-only domains would otherwise drag every figure down and make the result an artefact of the sample.
Sampled within bands, so this describes the population of companies, not of employees: a 10-person company counts once, as does a 10,000-person one. Each band is at least 60 domains; bands below that are not published. Figures are percentages of the sample, not of the whole industry, and we publish no company names — only counts.
Measured 2026-09-03. Re-measured monthly.
The full census across every industry — sortable, with sample sizes, free to reuse under CC BY 4.0.
Subject lines that fit
- Improving your customer retention
- Insights on your onboarding process
- Strategies for scaling your SaaS
Questions
- Why do founders at SaaS companies ignore cold emails?
- Founders often receive numerous cold emails daily, making it easy to overlook messages that don't immediately address their specific pain points. If your outreach lacks a clear understanding of their challenges or fails to offer a compelling reason for engagement, it may be disregarded.
- What challenges do SaaS founders face with customer retention?
- SaaS founders frequently struggle with high churn rates, which can be exacerbated by poor onboarding experiences or lack of customer engagement. Addressing these challenges is vital for sustaining growth and ensuring a loyal customer base.
- How can I make my outreach stand out to SaaS founders?
- To stand out, tailor your messaging to address specific issues relevant to their business, such as optimizing customer onboarding or enhancing product features. Personalization and a clear value proposition are essential for capturing their attention.
- What timing is best for contacting SaaS founders?
- Timing can be crucial; reaching out shortly after a funding announcement or product launch often yields better responses. Founders are usually more open to exploring new solutions when they are in growth or scaling phases.
Or have it run itself
SoloRiff does every step above on its own — finds the companies, finds the people, writes each of them individually, and handles the replies. Drop your URL and watch it work before you sign up for anything.
Try it on your site