Customer references
“What do the target’s customers really think?”
VC & PE investors
Solutions
Former executives, operators and customers, verified and conflict-checked, interviewed by a moderator built for diligence.
Diligence call
Live · 24:10
James W.
Former VP of sales · target’s top competitor
James W.
We lost two of our top ten accounts to them last year.
Arbor moderator · follow-up
What did they win on: price, product, or the relationship? And did either account come back?
What you can answer
“What do the target’s customers really think?”
“How do buyers compare the target?”
“Would customers absorb a 15% price increase?”
“Does management’s churn number hold up?”
“How big is the market, really?”
“How do former employees rate leadership?”
“Would customers pay for the new module?”
“What is the channel seeing?”
Get started
Tell us who you need. We’ll come back with a plan, a price and a timeline.
The moderator
Arbor’s moderator learned from real investor diligence conversations, so it knows which answer matters and asks the follow-up a seasoned analyst would.
Generic AI interviewer
Former VP of sales
“Churn ticked up last year, mostly in the mid-market.”
Moderator
“Thanks. Next question: how would you describe the competitive landscape?”
Moves on. The most important signal in the call goes unexplored.
Arbor’s diligence moderator
Former VP of sales
“Churn ticked up last year, mostly in the mid-market.”
Follow-up · Quantify
“Roughly how much did gross churn move, and over what period?”
Follow-up · Isolate
“Was that concentrated in a cohort, a region or a product line?”
Follow-up · Explain
“What were customers telling your team on the way out?”
Digs in the way a diligence analyst would, then moves on.
Probes numbers, cohorts and causes instead of reading down a script.
Unit economics, retention, pricing power, switching costs, competitive position.
Steers away from confidential and material non-public information, every time.
A former CFO, a plant manager and a customer each get the questions that fit.
Who you can reach
Robert H.
Former CRO, B2B SaaS
Example request “Former VPs of sales at the target’s two biggest competitors”
Arjun M.
Plant manager, specialty chemicals
Example request “Plant managers running similar lines in the Midwest”
Helen B.
Head of procurement, retail
Example request “Procurement leads who evaluated the target in the last year”
Luis O.
Owner, regional distributor
Example request “Distributors carrying the target’s product line”
A diligence week
Compliance
Every participant attests before a call, and every transcript carries their verification record.
Used for
VC & PE investors