Most Liked
Cello
User-Led Referral Platform for B2B SaaS
Cello makes launching a referral program effortless for B2B SaaS. Integrate user and affiliate referrals directly into your product, automate rewards through Stripe, and track performance in real-time—ideal for SaaS growth, referral marketing, and turning users into advocates.
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Coupon Info: No Code Needed
(Deal Status: Active)
Company: Powerplay GmbH
Location: Berlin
Funding Status: Bootstrapped
Why We Picked:
Cello stands out by combining user and affiliate referrals in a single, in-product layer, so founders do not need multiple tools or custom builds to run modern referral programs. Its success-based pricing model and free tier lower the risk of testing referrals, while built-in payouts, tax compliance, and fraud protections reduce operational overhead for lean teams.
Pricing Model:
Cello uses a tiered, success-based SaaS subscription model linked to referral-driven revenue, with a free plan available and paid plans that expand referral ARR limits and support.
Guarantee:
Refund policy not specified on the official site. A free plan is available so teams can start running referrals without upfront spend.
Tool Maturity:
Cello is a funded, seed-stage company with a dedicated team and an actively developed SaaS platform focused on user-led growth for B2B SaaS. Public content and reviews from 2023–2025, plus an evolving pricing and product overview, suggest a growing and stable tool rather than a brand-new experiment.
Social Proof:
- Rated around 4.9/5 on G2 and highly rated on Capterra, with reviewers highlighting ease of use, strong support, and impact on referral growth.
- Reported to power referral experiences for millions of end users across its customer base.
- Used by high-growth SaaS companies such as Typeform and tl;dv, alongside many other PLG B2B products.
- Multiple case studies and third‑party write‑ups describe quick implementation, low maintenance, and measurable impact on acquisition costs.
Core Features:
- Provides an all‑in‑one referral layer that supports both user and affiliate programs, so teams can run peer-to-peer and partner-driven referrals from one place.
- Embeds referral widgets and sharing surfaces directly inside your product with minimal code, making it easy for users to invite others at natural moments in their journey.
- Handles billing, referral tracking, and payouts end to end, so founders do not have to build or maintain their own referral infrastructure.
Integration Features:
- Integrates with common CRM and RevOps tools so referral data and customer status can flow into existing sales and revenue workflows.
- Connects directly with Stripe and other payment providers to attribute revenue and tie rewards to actual subscription payments.
Automation Features:
- Automates attribution, reward calculation, and recurring payouts, reducing manual work and helping referrals run on autopilot once configured.
- Supports automated handling of partner and user rewards, including recurring incentives based on revenue, which encourages ongoing promotion rather than one‑off shares.
Reporting Features:
- Offers dashboards and analytics for tracking referral performance, conversion funnels, and ROI so teams can see how much revenue referrals generate.
Customization Features:
- Let's teams configure referral programs and rewards to fit different motions (user referrals, affiliate partners, influencers), although some reviewers note that deeper UI customization still has room to grow.
Security Features:
- Built with enterprise readiness in mind, including GDPR and CCPA compliance, fraud detection, automated tax handling, and support for SOC‑II standards as the platform evolves.
- Manages KYC and tax workflows around payouts, reducing compliance overhead when operating referrals across multiple regions.
Ideal Users:
- B2B SaaS founders running PLG products who want to turn active users into a structured referral channel without building a custom system.
- Growth and marketing leaders at SMB or mid-market SaaS companies looking to lower acquisition costs by scaling word-of-mouth and ambassador programs.
- Teams already using Stripe and modern CRMs that want referral performance tied directly to revenue and sales workflows.
- Operators running partner or affiliate programs who want a single tool to manage influencers, content partners, and customers under one referral framework.
Primary Use Cases:
- Use it to launch in-product user referral programs that reward customers for inviting new accounts once they hit activation or value milestones.
- Use it for affiliate and partner campaigns where agencies, influencers, or communities earn recurring revenue share for driving qualified SaaS signups.
- Use it to centralize referral tracking, payouts, and tax compliance across multiple markets instead of stitching together payment tools and spreadsheets.
- Use it to understand referral-driven ARR with analytics and ROI reporting that link referrals directly to subscription revenue.
Tech Stack:
- Delivered as a cloud-hosted SaaS platform that connects to your existing B2B SaaS via SDKs, APIs, and in-product widgets.
- Designed to integrate with common SaaS stacks, including CRM, RevOps, and payment systems such as Stripe.
- Handles payouts through services like PayPal and Venmo and manages payout-related data securely on its own infrastructure.
- Built to support global programs with GDPR and CCPA compliance, tax handling, and multi-region operations.
Positioning:
Unlike many referral tools that focus only on affiliates or run outside the product, Cello focuses on native, in-product referrals that blend user and partner programs into one system. Its revenue-linked, success-based pricing and operational focus on payouts, compliance, and integrations make it attractive for PLG SaaS teams that want a serious referral engine without adding heavy internal ops.
Support & Resources:
- Provides direct support channels, including priority Slack access and a dedicated success manager on higher tiers, for faster collaboration with the team.
- Offers a growing library of guides, playbooks, and resources on referral strategy, KPIs, incentives, and program design for B2B SaaS.
- Public reviews frequently highlight responsive, helpful support during setup and optimization.
Limitations:
- Some users note limited depth in analytics and a desire for more customizable dashboards and templates.
- A few reviews mention constraints around UI customization and the need to ask the Cello team for certain changes.
- There are isolated reports of billing or cancellation friction, so buyers may want to review commercial terms carefully.
Coupon Info: No Code Needed
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