Meet SteerThrough, a startup built for startups. It helps startups tackle the real challenges that come with building a business. SteerThrough is young platform with a solution-focused mindset, which provides a platform where you can find hand-picked products, services or solutions, which is the right fit for your business.
Founders of SteerThrough
Steer Through was established in Bangalore-based as B2B startup founded by Ashish Mishra and Pawan Kataria. Ashish, a management graduate from SDM-IMD Mysore, is known for his keen understanding of customer needs. over 10 years of experience in the B2B industry, Ashish has consulted numerous startups on strategy and growth. Whereas, Pawan, an alumnus of IIT Kharagpur and NIT Surat, brings a wealth of knowledge in product development and marketing. With over 5 years of experience in operations and tactical decision-making, Pawan is the numbers guy every startup need.
The Genesis of Steer Through
Established on April 11, 2022, Steer Through began as an online marketplace for SaaS products and services. However, after numerous customer interactions, its founders identified a larger problem in the payment solutions segment. Small and medium-sized businesses (SMBs) struggled to find reliable platforms that could recommend tailored payment systems based on their unique needs—be it budget constraints, operational requirements, or team capabilities. This realization led Steer Through to pivot in May 2023, focusing solely on simplifying payments for SMBs.
How Steer Through Works
Steer Through operates as a managed marketplace that connects businesses with the most suitable payment service providers (PSPs).
- Understanding Challenges: Businesses share their payment-related requirements, enabling Steer Through to analyze core challenges.
- Tailored Recommendations: The platform offers curated PSP options based on factors like approval timelines, transaction success rates, settlement cycles, and integration ease.
- Expedited KYC: Steer Through simplifies the Know Your Customer (KYC) process with partner PSPs.
- Integration Support: Once a solution is selected, the company ensures smooth implementation with technical assistance.
A Customer-Centric Business Model
Operating on a B2B model, Steer Through prioritizes affordability and flexibility. Instead of charging hefty retainers, it offers customized strategies tailored to limited budgets—a crucial factor for startups and SMBs. The company generates revenue through service charges to merchants and discounted rates from partner PSPs. With monthly revenues ranging between ₹800,000 and ₹1,700,000 INR, its approach combines empathy with efficiency.
Impact and Vision
Steer Through’s mission is clear: simplify the payment landscape for startups and SMBs while delivering customer satisfaction. By focusing on accessibility and intuitive solutions, it aims to become more than just a service provider—acting as a growth partner for its clients.
Why Steer Through Stands Out
Unlike traditional payment solution providers that offer generic services, Steer Through’s personalized approach sets it apart. By tailoring solutions to meet specific business needs—whether it’s Buy Now Pay Later (BNPL), EMI solutions, or escrow services—it simplifies what was once a daunting process for SMBs.
ALSO READ : Daalchini: Transforming Vending Machines in India with IoT Tech
