B2B companies are redefining their growth strategies by creating new business ventures that tap into underused assets such as proprietary data, in-house technology, and privileged customer access. Rather than relying solely on traditional channels, these companies are building innovative models that connect more directly with end users. According to McKinsey, companies that invest at least 20% of their growth capital into new ventures outperform their peers by two percentage points in annual revenue growth. This shift isn’t just about capturing new revenue streams, it’s a strategic move toward long-term relevance in a market increasingly shaped by consumer expectations around speed, personalization, and convenience.
Three emerging models stand out: advice-as-a-service, embedded services, and B2B2C ecosystems. Advice-as-a-service enables companies to turn their domain expertise into decision-making support for consumers. Hims & Hers, for example, leverages health insights and virtual consultations to guide users through wellness choices. Embedded services aim to simplify customer experiences by building new capabilities into existing platforms. Stripe, originally a payments processor for businesses, now provides tools for invoicing, tax filing, and analytics, increasing its value and retention.
The B2B2C model allows enterprise companies to reach end customers through their existing business clients. OpenTable demonstrates this well while it enhances restaurant operations for businesses, it also improves the customer experience with smoother reservations and personalized engagement. For CEOs, the priority is clear: assess internal assets and determine where proprietary knowledge, platforms, or data can solve real-world problems. When executed effectively, these ventures offer not just incremental revenue but also long-term brand strength and market expansion into previously untapped areas.
