Brice Englert on How TradePending Scaled: Pricing, Sales, and Growing the TAM | PART 2 of 2
Brice Englert breaks down the execution choices behind TradePending’s growth, and what he’d do again.
Reminder: Who is Brice?
Brice Englert is the founder of TradePending, a Triangle-based automotive software company, bringing a pragmatic, execution-first approach shaped by deep experience in the auto industry.
Get caught up with → Part 1
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Listen/Watch Our Interview:
Make sure to catch up with Part 1 if you missed it!
In Part 2 of the conversation with Brice Englert, we move from origin story to execution and scale. We cover:
Pricing without overthinking: how TradePending set pricing before having perfect data
Sales-first growth: building an outside sales motion that paid for itself quickly
Scaling with discipline: reaching profitability fast and choosing when to reinvest
Private equity, from the founder’s seat: rolling equity, staying on, and navigating majority ownership
Growing TAM over time: expanding the product surface area instead of chasing a massive TAM upfront
What’s next: stepping aside as CEO, staying on the board, and gearing up for the next auto tech company
Brice’s story is a masterclass in building a durable SaaS company without shortcuts, staying close to customers, making practical decisions early, and expanding only when the foundation could support it. Part 2 shows what happens when disciplined execution meets long-term thinking.
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📌 What’s Next
Next on Triangle Tweener Talks, we’ll continue spotlighting founders who’ve built real companies in the Triangle—digging into the decisions that shaped their journeys, the tradeoffs behind growth, and what they’re building next.
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