For years, Melio thrived as a free product, building its brand and marketing strategy around this unique differentiation in a subscription-driven market. The “free” positioning not only defined our identity and set us apart from competitors—it also enabled us to build a strong and successful company

As we took a major leap forward in our business and product strategy, transitioning to a paid SaaS model, we had to reinvent our vision, messaging, and overall marketing approach to reflect this new reality. In this session, I’ll share how we turned a business pivot into a Melio brand power move

Ilil is Head of Brand at Melio, a fintech company that built innovative payment solutions for small businesses in the US. Previously, she founded and served as Editor-in-Chief of Tech12.co.il at Keshet Media Group. In total, Ilil spent almost 2 decades at the intersection of content, finance, and high-tech – both as Editor-in-Chief of magazines like “G” and “Mamon,” and as head of communications and employer branding at Cognyte. Her rich experience covering the global tech industry brings a creative angle to B2B storytelling. And if you’ve made it this far in the biography, here’s a surprising detail: she has 5 young children.