"Success is not just about reaching the top; it's about lifting others as you climb"
Yeliz Kalafat
CFO at Insider
Insider—one platform for individualized, cross-channel experiences—enables enterprise marketers to connect customer data across channels and systems, predict their future behavior with an AI intent engine and individualize customer experiences. Marketers use Insider’s platform to deliver experiences across channels like Web, App, Web Push, Email, SMS, and Messaging Apps (WhatsApp, Facebook Messenger, RCS).
Insider recently unlocked unicorn status and NASDAQ congratulated the company for becoming one of the few woman-founded, women-led B2B SaaS unicorns in the world. Insider was named as the #1 Leader in The Forrester Wave for Cross-Channel Campaign Management 2021 and Gartner Magic Quadrant for Personalization Engines 2021. The company has been named #1 Leader on G2’s Mobile Marketing Software and Personalization Grids with a 4.6/5 rating for 20 consecutive quarters. CrunchBase recently ranked Insider’s co-founder and CEO Hande Cilingir as one of the top women CEOs outside the US.
Yeliz Kalafat's Excellence
Yeliz Kalafat is a distinguished financial leader whose strategic acumen and visionary approach have propelled Insider, a cutting-edge MarTech company, to global prominence. As CFO of Insider, she has been a key driver behind the company’s rapid expansion and its successful journey toward becoming a powerhouse in the MarTech sector. Kalafat’s leadership is a blend of unwavering resilience, strategic foresight, and a tireless commitment to excellence, making her one of the most prominent figures in the industry today.
Kalafat’s career trajectory is a testament to her remarkable ability to balance innovation with operational efficiency. She stands out not only for her financial expertise but also for her ability to guide Insider through a complex and ever-changing landscape. With a strong academic foundation in Economics from Istanbul University and advanced business and finance training from the London School of Economics, Kalafat’s educational background is as impressive as her career achievements. This blend of formal education and practical experience has earned her recognition as one of Turkey’s top 50 CFOs in 2023, as well as one of the leading women in business, according to Women on Board Turkey.
Under her leadership, Insider has reached notable milestones, with a clear ambition to list the company on major stock exchanges like Nasdaq or the NYSE. This goal is indicative of Insider’s ongoing global growth, especially its strategic expansion into the Americas. Kalafat’s approach to growth is aggressive, and this mindset is proving successful as the company continues to build on its strong presence in the LATAM region, while also laying the groundwork for an expanded footprint in the United States.
One of the most significant moves under Kalafat’s leadership was Insider’s acquisition of MindBehind, a Conversational Commerce and Messaging platform, in early 2023. This acquisition strategically positioned Insider as an official WhatsApp Business Solution Provider (BSP), a move that had a profound impact on the company’s technological capabilities and its ability to innovate in the space of brand-consumer communication. Kalafat was instrumental in fostering collaborations with Meta’s product teams, pushing the boundaries of conversational commerce, and positioning Insider as a frontrunner in this emerging field. This acquisition, combined with Insider’s continuous drive to identify new opportunities, reflects Kalafat’s sharp ability to navigate complex markets and leverage technology for growth.
Insider’s global operations under Kalafat are also grounded in a commitment to compliance, data security, and operational transparency. Recognizing the importance of regulatory adherence, Kalafat has ensured that the company meets the highest standards across multiple regions. Through partnerships with trusted global suppliers, such as AWS, Insider has built a reputation for reliability and security, strengthening its position as a trusted player in the MarTech space.
Innovation and forward-thinking have been cornerstones of Kalafat’s leadership at Insider. Her strategic investments in research and development have ensured that Insider remains at the cutting edge of the rapidly evolving MarTech industry. Even during challenging economic periods, when many competitors faced layoffs and stagnation, Kalafat adopted a proactive cost-management approach. By optimizing hiring practices, reducing administrative costs, and implementing a long-term financial model, she navigated uncertain market conditions with a steady hand, allowing Insider to maintain its growth trajectory while ensuring sustainability.
An integral aspect of Kalafat’s leadership is her innovative approach to pricing. Recognizing that different regions and industries have varying demands and financial structures, she developed a dynamic pricing model based on monthly active users. This model has allowed Insider to scale its revenue efficiently, aligning pricing with customer engagement and fostering a strong and sustainable revenue stream. This adaptive pricing strategy is a reflection of Kalafat’s ability to think strategically and act decisively, positioning Insider for continued success.
Kalafat’s leadership has also played a pivotal role in securing critical funding to support Insider’s growth. In March 2021, Insider achieved a major milestone when it became the first B2B SaaS Unicorn in Turkey, and the second in the APAC region. Kalafat’s strategic financial leadership was integral to Insider securing over $120 million in funding from the Qatar Investment Authority, which has fueled the company’s continued expansion into new markets and solidified its status as a global leader in MarTech. Despite the broader economic challenges, Insider has managed to sustain a growth rate of over 50%, demonstrating Kalafat’s effective financial stewardship and long-term vision.
Insider’s diverse revenue streams are a direct result of Kalafat’s strategic financial management. The company generates a balanced distribution of revenue from various regions, with 40% coming from APAC, another 40% from EMEA, and 20% from the Americas. This geographical diversification of revenue not only highlights the company’s global reach but also underscores Kalafat’s ability to tap into different markets with tailored strategies. Insider’s impressive client portfolio, including prominent names such as Samsung, Apple, Estee Lauder, Singapore Airlines, and Marks & Spencer, further illustrates the company’s success in serving large-scale enterprises across multiple industries, including e-commerce, retail, travel, automotive, and finance.
In terms of global presence, Insider has expanded its operations to 28 countries, establishing offices in key cities such as London, Singapore, Dubai, New York, and Istanbul. This global footprint is a direct result of Kalafat’s strategic financial planning, which has allowed Insider to scale rapidly while maintaining operational excellence. Under her stewardship, Insider has grown into a global leader, navigating complex international markets with remarkable agility and precision.
Kalafat’s impact on the MarTech industry cannot be understated. MarTech startups operate in an environment that requires careful balancing between innovation and profitability. Kalafat has exemplified this balance through her comprehensive financial strategies, which include managing risks, leading fundraising efforts, and ensuring that the company remains agile in the face of industry changes. Her approach has ensured that Insider remains at the forefront of the MarTech space, setting new standards for what’s possible in the industry.
Beyond her professional accomplishments, Kalafat is deeply committed to mentoring and empowering the next generation of leaders, particularly women. Her dedication to providing opportunities for young talent to grow and thrive is evident in her leadership style. She is an advocate for diversity and inclusion, working to create an environment where all employees have the chance to succeed. Kalafat’s advocacy for women in business, as well as her commitment to leadership development, highlights her broader influence on the corporate world.
Yeliz Kalafat’s journey stands as a shining example of how strategic vision, resilience, and financial expertise can lead to transformative success. Her leadership at Insider has not only shaped the company’s trajectory but has also set new benchmarks in the MarTech industry. As Insider continues to grow and innovate under her guidance, Kalafat’s legacy as a pioneering financial leader and visionary strategist is firmly cemented. Her ability to blend financial expertise with a passion for innovation and a commitment to mentoring others ensures that her impact will be felt for years to come, both within Insider and the broader business community.
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