Taking Pasabi's AI product to market and beyond: FTR, AWS Marketplace listing, ReSell
AWS MarketplacePasabi's Trust & Safety platform had Product-Market Fit on Google Cloud and needed Go-to-Market Fit on AWS. A VeUP-managed 100-day transformation delivered the AWS Foundational Technical Review ahead of the industry average, AWS Validated partner status, an AWS Marketplace listing, and a VeUP ReSell partnership.
Published 4 times, 2023–2026
Written up twice and still running: the story was first published in 2023, rewritten for the 2024 site, cut as a printed one-pager in 2025, and is carried on veup.com today — four printings across four generations of the site.
- 2023From Start-Up to AWS Partner: Pasabi’s Journey to Successveup.com (2023 site)Reprinted in full below
- 2024Taking Pasabi’s AI Product to Market and Beyondveup.com (2024 site)Partnership date: July 2023
Rewritten around a Background / Challenge / Solution / Achievements structure, with an Edinburgh, United Kingdom dateline.
Reprinted in full below - 2025Taking Pasabi’s AI Product to Market and BeyondVeUP printed case-study one-pager
The 2024 text cut to a single printed page, datelined Edinburgh, UK · August 2023.
Same text, re-run - 2026Taking Pasabi’s AI Product to Market and Beyondveup.com (current site)
Still live, datelined Edinburgh, UK · August 2023.
Same text, re-run
From Start-Up to AWS Partner: Pasabi’s Journey to Success
- Customer
- Pasabi
- Primary industry
- Digital Trust & Safety
- Ownership
- Privately held, VC backed
Company info
Pasabi is an Edinburgh-based startup whose Trust & Safety platform combines AI & behavioural analytics to identify all types of infringements. From fake accounts and fake reviews, to counterfeit and scams, Pasabi detects networks of bad actors to identify the biggest threats.
Solution
Pasabi’s endeavor to build their AWS operations and refine their Go-To-Market (GTM) approach found a strategic partner in VeUP. Pasabi went through a transformation program with VeUP experts providing advisory support.
The key goals VeUP wanted to achieve:
- Building the AWS Partnership by setting up workloads on AWS
- Review their AWS Go-to-Market strategy and explore new revenue channels
- Formalize AWS best practices in their technical operations
Two comprehensive workshops were initially conducted to assess Pasabi’s existing state and lay the groundwork for transformation. This was followed by a dedicated 100-day transformation process, managed by VeUP, including additional value-added services such as Cost Optimization, AWS Alliance & GTM Advisory sessions.
Challenge
Pasabi, having achieved Product-Market Fit within Google Cloud, faced the challenge of navigating their journey towards Go-to-Market Fit. AWS, with its enhanced scalability and faster SaaS deployment, presented an opportunity for Pasabi to tap new revenue channels and SaaS-ify their solution. It was therefore a natural next step to build success in the next stage of their growth.
What Pasabi achieved
- Setup Incident Management process to maintain high QoS
- Completed FTR beating industry average time
- Became an AWS Validated partner
- Listed on the AWS Marketplace
- Became VeUP’s ReSell Partner
VeUP’s true value lies in their deep understanding of how to scale effectively within AWS marketplace – they know what works. From best-in-class deployments to integrating into the sales environment, their expertise supercharges the go-to-market process.
Taking Pasabi’s AI Product to Market and Beyond
- Location
- Edinburgh, United Kingdom
- Partnership date
- July 2023
Background
Pasabi’s Trust & Safety Platform uses AI behavioural analytics and bespoke machine learning technology on large data sets, to tackle online fraudulent behaviour.
The platform creates significant value for its customers by identifying fake reviews and counterfeit products, detecting fraud rings and harmful scams, and exposing fake accounts and unauthorized sellers.
The challenge we faced
Having achieved Product-Market Fit within Google Cloud, Pasabi faced the challenge of navigating their journey towards Go-to-Market Fit.
The solutions we proposed
With its enhanced scalability and faster SaaS deployment, AWS presented an opportunity for Pasabi to tap new revenue channels and SaaS-ify their solution.
Pasabi went through a transformation program with VeUP experts providing two comprehensive workshops, conducted to assess Pasabi’s existing state and lay the groundwork for transformation.
This was followed by a dedicated 100-day transformation process, managed by VeUP, including additional value-added services such as Cost Optimization, AWS Alliance, and GTM Advisory sessions.
Achievements
Became an AWS Validated partner, listed on the AWS Marketplace and became VeUP’s ReSell Partner.
Set up Incident Management process to maintain high QoS.
Completed FTR, beating industry average time.
VeUP’s true value lies in their deep understanding of how to scale effectively within AWS Marketplace—they know what works. From best-in-class deployments to integrating into the sales environment, their expertise supercharges the Go-to-Market process.
Both articles are reproduced from VeUP’s published case-study archive: the 2023 original and the 2024 rewrite, the latter re-run as a printed one-pager in 2025 and still live on veup.com. Claims, figures and customer quotes appear as published.