Modusign CEO Lee Young-jun gave the 6th session of Day 1 at B2B Roadmap 2025 with the topic of ‘Modusign’s B2B/B2G Expansion Strategy.’ In his lecture, CEO Lee introduced Modusign’s B2B business growth path so far and the services it plans to provide in the future.
Modusign provides an electronic signature solution that can be used by all departments in the company, including marketing, sales, purchasing, and legal affairs. The method of use is simple. After uploading a document requiring signature into the system and sending it through various channels such as email and KakaoTalk, the transaction partner can sign anytime, anywhere. In addition, multiple contracting parties can sign at the same time, and it is possible to flexibly adjust according to the contract situation, such as signing smoothly in a face-to-face environment.
Currently, Modusign is leading the electronic signature industry, loved by customers of all sizes and industries, including large corporations, public institutions, and startups. How did Modusign, a latecomer in the electronic signature service, quickly secure customers and grow rapidly in Korea? Modusign is a company started by college student entrepreneurs in the Busan area, and had great difficulty securing customers when it first started its service.
The representative stated that the company gradually increased its influence in the market through the 'Land&Expand, Extend' strategy. He added that 'Slack' is a representative global company that has grown through this strategy.
- Land: Sowing seeds in a small but fast-growing potential customer base.
- Expand: Embedding Yourself Into Your Customer Organization
- Extend: Spread new branches and bear fruit in wider markets
Modusign initially targeted 'startups with a small number of contracts but that are technology-friendly'. In the first stage of the business process, 'Land', they chose land that was relatively easy to cultivate. In other words, they focused on places that were easy to persuade and easy to trust.
In addition, we focused on convenience rather than service safety. We kept in mind that what stakeholders who implement electronic contracts essentially want is convenience in the contract process. We judged that if the contracting party is satisfied with the introduction of electronic signatures, virality will naturally occur in the future.
Based on this clear initial target setting and the convenience of the service itself, Modusign was able to reach the 'Expand' stage. Armed with the trust built up in the B2B market, Modusign entered the B2G market. In fact, Modusign secured more than 100 public institution customers in less than a year since entering the B2G market.
The representative stated 'Beyond E-sign to CLM (Contract Lifecycle Management), Digital to Data' as the vision of the 'Extend' stage. Here, CLM refers to the contract cycle of writing, negotiation, approval, conclusion, management, and performance. The goal is to expand the service to the pre- and post-contract process to solve the limitations of manual work such as the departure of the contract manager, the manager's work mistakes, and the problem of the fragmented contract process.
To this end, Modusign plans to launch an AI-based contract management service, ‘Modusign Cabinet.’ When a contract file is uploaded to the Saas system, AI extracts key data and discovers points that require future management. In addition, strategic insights can be derived based on data, such as identifying potential risks through visualization of the extracted data.
'B2B ROADMAP 2025' hosted by Elephant Company will be held at Bottega Maggio La Foresta in Seongdong-gu from the 22nd to the 23rd. Domestic and international B2B leaders will share B2B business know-how and strategies through a total of 22 sessions.
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