Our ideas do not follow a particular order but rather show the breadth of possibilities ahead of us. They're sometimes driven by a trend, an industry need, a business model, or a simple prediction. But what they all have in common is the potential for something big, with your help. We're looking for exceptional entrepreneurs to join us and turn these ideas into companies.
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No code

Software is eating the world but not everyone is a developer 😀. It may feel like we're pushing at an open door, but we strongly believe the low-code/no-code trend will be one the highlights of this new decade. Makers and internal tool builder jobs will become the norm in almost every function and will replace the ones who were creating excel macros or making the functional specs of inhouse software. As companies ramp up their use of SaaS and experience their data scattered across multiple sources, the interest of building custom systems on top of the existing IT layer becomes obvious. Combined with the increasing number of SaaS focused on building low/no-code products, we believe the share of inhouse software will increase significantly, and will not be limited to prototyping or edge use cases. Amongst the opportunities we're very excited about:

  • power-ups of existing tools / SaaS : custom interfaces, cross-tool integrations, extra features, etc…
  • vertical SaaS builders (eg a no-code SaaS designed to build CRM or CSM tools)
  • horizontal full-fledged app builders
  • platform transformation tools (eg web → native app, desktop → mobile)
  • making data accessible and usable to everybody
  • internal tool building - CRUD, workflows, and automation (see specific section for more details)

Some exciting companies are certainly paving the way (Coda, Airtable, Zapier, Webflow, Notion) but we believe the bulk remains to be built!

Internal tooling and automation

The monolithic ERP is a thing of the past. Company data and workflows are now increasingly scattered across many tools which often result in an overall loss of productivity for organizations. There is an increasing need for internal tools to help companies build specific workflows across all tools, by combining three elements: a custom interface, data integration across all tools and workflows/automations. The increased availability of APIs and the emergence of talent who have light technical knowledge create an opportunity for internal tools software. They're critical to companies' operational success and we have big ambitions to contribute to the space.

Selling software in a product-led growth world

The borders between lead generation, closing, and customer success are blurring. There's not one single sales funnel but many customer journeys. We need software that follows the full life cycle of the customer in a broader sense (free/paying, single-user/teams), and bridges purchase intent data with product usage data. We're looking to build an all-in-one platform, part CRM part CSM, to get a fuller picture of the customer journey from the very start of lead generation to users' product behaviour.

Productivity 2.0

The first generation of productivity tools mirrored our physical tools and transposed them into the digital space. MS Word used the sheet of paper and transferred it to the desktop, constraining users with a format not necessarily adapted to the computer. Second-generation productivity tools, though, are completely free of real-world constraints and so redefine the way we work by putting users-first. We want to keep on building software that redefine work so it adapts to employees’ new ways of working: more distributed, more collaborative and more creative. We're eager to unbundle the productivity suites (Google, Microsoft) by starting with Excel (ExcelX). And we're also looking into reinventing operating systems components such as the file system (FileX), calendars, browsers, and more. The many opportunities in this space are coupled with users' increasing willingness to pay for products, which is driven by their desire to be the best productive versions of themselves.

Vertical productivity

Every job deserves modern tools to boost productivity. We believe that a lot of company departments and specific functions remain underserved today. There's an opportunity for tailor-made SaaS products to help employees avoid redundant chores and to free up time for higher-value tasks. We have strong opinions about the way in which some jobs will evolve in 10 years and we're already thinking of the tools that will be required to be built for them. We've helped Product Managers (Cycle eF19), the Outbound sales function (Bonjour eF19), General Counsels (Canyon eF20), recruiters (Crew eF20) and want to keep on equipping other jobs. We've specifically looking into accounting, HR, treasury management, company assets in a remote-first world, fleet management, virtual event management, procurement and more.

The future of the job market

Freelancing has been on the uptrend for a while and we believe that it will be the core component of the future of the job market, driven by the need for more flexibility from both workers and employers. We think that the structure of large scale corporates will evolve from today's rigid entities to a more flexible structure where employees will have more freedom to come and go. It will have an impact on the future of the office since freelancers are not tied to a specific place. This will create new opportunities and challenges, companies will have to nurture workers with a more long-term approach and offices will evolve as freelancers are not tied to a specific location. We're interested in building projects that contribute to creating a market where both workers and companies have the freedom and flexibility to work on what matters. We're starting with Collective (eF20) and have plans for more.

API for X/Headless

We believe that the next generation of SaaS will be API-first, and we're only getting started! We're interested in building headless software to afford companies more flexibility. Headless gives users access to a set of universal elements and services to build custom workflows with their own interface. We're also looking into software that would act as a middleman API, a smarter Zapier where data would go both ways. As well, we're exploring dataplaces. In a SaaS tool today, the data is siloed and you can only leverage the data from this one tool. An API will allow you to use and own this data. This data could be sold to third parties or aggregated with others for better insights and decision management.


In the previous decade, fintech innovations mostly focused on making banking more accessible and improving the user experience but did not create novel banking services. Today, we are entering a new era where financial services will no longer be distributed by banks but integrated within all software products. This will fundamentally change banking as we know it. As part of Logic Founders, we're looking to build fintech-enabling businesses, where the core product is an API, to allow platforms and software providers to diversify their revenue streams through banking services. We're specifically looking into:

  • Payments orchestration

Organizations are connected with an increasing number of financial providers (traditional banks, neobanks, payment providers, and other fintechs). We believe that companies and accounting & treasury management software need an integrated platform to seamlessly orchestrate payments across all these accounts.

  • Investing & Lending APIs

With the development of neobanks, private banking APIs and embedded finance, we expect to see APIs that will create liquidity to alternative assets through securitization (private equity, venture capital, startups, real estate) or fractional ownership (art, collectibles). What started in e-commerce will expand across industries. For instance, with real estate platforms, powered by a mortgage API, we will be able to file a complete mortgage application within minutes.

Security at work

SMEs have too often underestimated cyber threats, believing them to be a risk mainly to bigger corporates. But that is far from the truth, cyber threats have become more sophisticated than ever before, affecting every business regardless of their sizes and even individuals. It is therefore critical for every organization to communicate risks like phishing effectively across their teams, especially in a remote world. We're interested in launching companies to help teams comply with their company's cybersecurity policies and prevent individuals from becoming the weak links of their companies. It would position itself within the company's own network, browser, firewall, or desktop and would ensure cybersecurity awareness for all employees. We want to empower teams so that they don't put themselves at risk, or their company.


Remote working is spearheading a myriad of changes, and it's just the beginning. We've identified four key areas which will be impacted by a move away from the office and we're interested in building companies that will help with the transition:

  • Team collaboration & communication.

As teams are increasingly scattered around the world, we want to build tools to better communicate, collaborate, decide and manage, asynchronously.

  • Companies and their stakeholders.

Whether it's candidates, prospects, clients or one's network. We want to build job-specific software that contribute to strengthening the ties between companies and their stakeholders, in a remote world.

  • Company social responsibility.

To keep on attracting and retaining the best talent, companies need to offer great & secure working conditions and transfer their company culture wherever their employees are. We need software and services to bring everything employees had access to in an office setting, where they are now.

  • Legal.

Hiring people across the world means that companies will have to create local job contracts, pay their employees in the local currency, comply with local laws and regulations. We want to help companies navigate this new complex legal environment.

SaaS-Enabled marketplace

A SaaS Enabled Marketplace is a business that combines SaaS characteristics with marketplace components to connect two or more parties together. When building a SaaS business, the barriers to entry are relatively low but when marketplace components are added, it changes the model, creates network effects and powerful moats. For instance, Flitdesk is a SaaS that helps manage offices and workspaces while also offering a marketplace to connect employees to services they can enjoy while working. Our very own Collective (eF20) offers a SaaS for collectives (aka freelancers who team up on client projects) and with its marketplace connects collectives with companies looking to hire them. You can also think of the large platform moves (such as what Shopify is currently doing) as examples of inspiring service marketplaces.

Bottom-up strategy

As opposed to traditional top-down approaches, bottom-up strategies target the individual or a small team of individuals to promote organic growth within the company. Driven by the increasing willingness of employees to try new tools and push for company-wide adoption, we're convinced this strategy can help certain products gain huge traction by boosting adoption and virality. Specifically with a bottom-up and self-service approach, combined with a traditional and scalable inside sales team to convert important leads into profitable accounts. After Slite (eF16), Folk (eF19), Cycle (eF19), Kairn (eF20), we want to keep on building companies with strong bottom-up strategy components.

Luxury software

Luxury goods have entered the software space. There's now an increasing amount of software with waiting lists and higher than average prices, destined to give its users superpowers. Superhuman for email servers, Roam Research for knowledge, Mighty for browsers, etc. Prosumers are looking to become the best productive versions of themselves and are willing to pay a premium for a product that will also give off a high-status signal to the rest of the world. We believe that this category of people will become even larger in the years to come and we're interested in building simple yet powerful tools with beautiful designs to empower people to work at their highest levels of performance.


Companies are pulling all the tricks to attract the best talent. But when hired, how can they ensure that talent remains at the very top of their fields? In an environment where technology is rapidly evolving, companies need to keep abreast of the latest developments and provide appropriate trainings to their teams. We also believe that software builders have an increasing stake in promoting their knowledge to ensure the proper adoption of software across their users. We're interested in building tools to help organisations promote software knowledge.

Do you have any questions about our ideas? Or maybe you’ve got your own? Contact us anytime at love@efounders.com

We'll be more than happy to explore them with you!