Many commercial finance companies consider themselves “relationship businesses.” The leaders of these companies often see digital transformation as a potential threat to the foundational relationships of the business. Scott Nelson, Chief Digital Officer at Tamarack Technology, explains how digital can extend and strengthen relationships while providing scale to businesses when considered in the right context.

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The harsh reality of Internet & enterprise software-based business models is that one scales exponentially and the other scales only as fast as the company can develop a relationship with each customer. But knowing your customers needs and meeting those needs is a fundamental of any business. So how does one succeed independent of relationships-by-name? The answer to this paradox can be found in three key principles in the practice of SaaS business models.

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