About We-R Holding AG
We-R is a Swiss-based B2B SaaS company building a platform for the banking and financial services industry. With a dual go-to-market model - self-serve trial access and direct enterprise sales - the company needed a CRM that could handle both motions simultaneously while also tracking the subscription and billing lifecycle of each customer. For a fintech SaaS company serving regulated financial institutions, getting the Attio CRM setup right from the start - with a dual pipeline architecture and a subscription billing tracking layer - was the only viable approach.
The Challenge
We-R was starting from scratch. No legacy CRM to migrate, no historical data to clean. The challenge was purely architectural: build a CRM that reflects a B2B SaaS business with two distinct commercial tracks and a billing layer that needs to be tracked alongside the relationship.
Three requirements drove the engagement:
Two parallel pipelines. The self-serve motion - where a prospect registers on the platform, gets trial access, and converts to a paid subscription - has completely different stages and triggers than the enterprise motion, where an inside sales rep manages a proposal and negotiation cycle. Both needed to be modeled correctly from day one.
Billing visibility in the CRM. B2B banking clients don't pay by credit card. They are invoiced with net payment terms, with billing tied to module access and subscription period. The CRM needed to track which modules each customer was subscribed to, when billing periods started and renewed, and whether invoices had been paid - all without requiring the commercial team to use a separate system for every check.
Product and CRM connected. When a prospect registers on the platform, the CRM needed to know. When their trial expires, the team needed a trigger. When they convert to paid, the subscription record needed to update. The connection between the product and the CRM was a requirement from day one, not a future phase.
Our Approach
Novlini delivered the initial implementation as a structured project, with a phased approach to prioritize the commercial foundations before the billing and product sync layers.
Data Model Design
Discovery session mapping the full user journey from platform registration through trial, conversion, and ongoing subscription. The data model was designed to support both commercial motions cleanly: a self-serve pipeline tracking registration, verification, trial activation, and conversion, and an enterprise pipeline tracking lead qualification, demo, proposal, and close.
A dedicated Subscriptions object built to track the billing layer: module access, billing cycle (monthly / quarterly / annual), subscription start date, renewal date, and payment status. Each subscription linked to its company record, giving the commercial team full visibility on what each client has access to, when they renew, and whether their account is in good standing.
Contact and company attributes configured for the banking industry: entity type, regulatory jurisdiction, and key stakeholder roles (technical, compliance, economic buyer).
Pipeline Configuration
Two pipelines built and configured. The self-serve pipeline stages aligned to the platform's own onboarding flow: registered, trial active, trial expiring, converted, churned. Automated triggers configured to move records between stages based on platform events. The enterprise pipeline built with structured stage gates and mandatory field requirements so that the team cannot advance a deal without the information needed to qualify it properly.
Renewal automation configured on the Subscriptions object: tasks created automatically for the commercial team 60 and 30 days before each subscription renewal date.
Technology Stack
Attio - CRM, two-pipeline architecture, Subscriptions object, billing tracking (source of truth)
Stripe - payment processing (connected to Attio for subscription status sync)
The Results
We-R went from no CRM infrastructure to a fully operational commercial system built for a dual-motion SaaS business on the first try.
No rework needed - data model designed correctly from day one, no legacy setup to untangle
Both commercial motions operational - self-serve and enterprise pipelines live simultaneously
Billing visibility in the CRM - module access, billing cycles, and renewal dates trackable per customer without leaving Attio
Renewal conversations triggered automatically - tasks created 60 and 30 days before each subscription renewal
Product-CRM connection scoped - integration architecture defined and ready for implementation
"Successful hands-on implementation. First wave delivered in time and within budget. The team understood our specific requirements and built something that actually works for how we sell."
Erwin Stern - We-R Holding AG ★★★★★
Why It Matters
For a B2B SaaS company selling to financial institutions, getting the Attio CRM architecture right from the start is not optional. Banking clients operate on long sales cycles, multi-stakeholder decisions, and strict compliance requirements. A CRM that treats every deal the same way - without distinguishing between a self-serve trial and a six-month enterprise negotiation - creates confusion before the company has a chance to grow.
Building a dual-pipeline Attio setup with a subscription billing tracking layer from day one, rather than retrofitting it later, is what separates a CRM that scales from one that has to be rebuilt every 18 months.