• Martha Salinas , CCO at TreviPay


• 07.08.2025 11:45 am
#TrustStrategy #CaseStudy

‘Building trust’ may be a familiar phrase in B2B, but it’s far from outdated. In today’s increasingly commoditised markets, trust is a key differentiator. It accelerates decision-making, deepens collaboration, and creates long-term loyalty no marketing slogan can match.

Trusted companies outperform their peers. Deloitte reports they can achieve up to 400% higher returns, with 88% of customers more likely to repurchase. PwC found that 93% of executives believe trust directly impacts the bottom line. And Forrester’s 2024 Business Trust Survey confirms that B2B buyers are nearly twice as likely to recommend or pay more for services from companies they trust.

And suppliers who reach ‘Trusted Advisor’ status see significantly higher returns, with share of wallet steadily growing over time. Our own data at TreviPay shows that if a buyer remains with you for seven years, you’ll typically reach an inflection point where revenue jumps by 150%, and that growth can soar to an impressive 240% after 10 years.

A compelling example of this comes from our partnership with the European division of one of the world’s largest electronics firms, which shared its journey at our 2025 London Fintech Salon. The firm’s story centers on trust: not only in how it serves its SMB customers, but in how it selected the right partner to scale its strategy.

Over five years, we’ve partnered with its team overseeing 15 websites across eight EMEA markets, focusing on SMB customers through their ‘dot com’ channel. This segment represents 60–65% of the European revenue, making it a strategic priority.

To better serve these SMBs, the company introduced a flexible 30-day invoicing option—addressing a key cash flow need for small businesses. Embedding this capability across European B2B channels demanded significant operational change—and a partner they could trust.

Previously, e-commerce payments had been outsourced to a third party whose service levels fell short. Bringing the order-to-cash (O2C) process back in-house was a complex transition. “We knew we needed a partner we could rely on—trust was absolutely central to that decision,” the company shared.

Rebuilding internal capabilities meant re-establishing direct supplier relationships and regaining lost visibility into customer behaviour. “We had to reconstruct the data and customer insight we’d lost through outsourcing,” the team explained. “It was a steep climb, but a necessary one.”

Crucially, trust also shapes how SMB customers interact with the brand. “Our SMB clients want guidance,” the company noted. “They want to speak to someone and feel confident they’re choosing the right solution.” By streamlining the invoicing experience, account managers were freed up to focus on delivering real support, instead of dealing with back-end issues.

That support is anchored by a dedicated telesales team in Barcelona, responsible for closing 35% of SMB sales. This team of 50–60 professionals plays a vital role in preserving a human connection, even as the company looks to future automation and AI solutions.

The impact is clear: the payments platform now processes 17% of all SMB payments across Europe. This channel has scaled to $500 million, with a target of $1 billion. Financing-led sales have significantly increased average revenue per unit, reinforcing the powerful link between trust, customer experience, and business growth.

While trust may often be dismissed as an overused concept, this use case demonstrates its real, concrete value. When embedded into operations and relationships, trust builds loyalty, drives revenue, scales growth, and underpins long-term success.