The Challenge: Too Much Data, Not Enough Action

When Byron Epp joined Betterment four years ago, the mandate was clear: build Betterment at Work’s 401(k) outbound function from scratch. Everything before he joined had been inbound. No motion, no engine, no BDR team.

He had access to plenty of tools. What he didn't have was a way to make any of those tools work together.

"We had a lot of different things at our disposal but we couldn't make it work. It was just too complex — another place for a rep to go and try to decipher information. We weren't able to synthesize it and turn it into something they could just act on."

Their legacy ABM platform was supposed to solve this. It didn't. After 40+ enablement sessions, a rep, a consultant, and a specialist, the team still couldn't get off the ground.

"They had their entirely own language in there. They sold us contact sourcing and ABM orchestration, but unless you'd already implemented it somewhere else, you probably weren't going to figure it out. I just don't think it worked at all."

Another GTM tool had the same fundamental problem — it was another front-end tool reps had to log into, layered on top of an already crowded stack.

Meanwhile, the data problem was getting worse. Betterment's outbound function relied on proprietary 401k plan data — a notoriously messy source where business names on plan documents rarely match company DBAs. Turning that raw data into usable accounts meant manually Googling LLC names, hunting for domains, and enriching contacts one by one. The team was standing up until midnight doing it themselves, or outsourcing it to a data entry firm that took two weeks to return 200 accounts.

The Solution: A Backend Engine That Works While the Team Sleeps

What drew Byron to Seam wasn't another dashboard or signal feed. It was the opposite.

"What I liked about Seam from the beginning was that it was just a backend thing. This isn't a place for your reps to go — this is a place to orchestrate plays and make things happen where they don't even have to see it."

Seam immediately tackled the two biggest operational bottlenecks: data cleaning and contact sourcing. With Seam's researcher, the team could feed in thousands of messy LLC names and have them matched to real company names, domains, and enriched contacts — automatically, overnight, at scale.

"I uploaded 2,500 accounts on a Friday night at 7 PM and asked Seam to source contacts. By Monday, it had found 5,000 contacts and written them directly into our CRM over the weekend. Those are 5,000 contacts the BDRs would have sourced one by one."

Those contacts were then dropped into email sequences — targeting the long tail of accounts that were too small to justify a BDR's full attention, but too valuable to ignore entirely.

"The ACV of those accounts was too small to ask a BDR to work manually. Seam gave us a way to hit the bottom end of our market in an automated fashion. We generated a ton of pipeline and actual revenue from that — revenue we otherwise wouldn't have gotten to."

Why It Works: Signal That's Actually Usable

For Byron, the real unlock wasn't just efficiency — it was what happened when the right signals were finally paired with the right action.

"We weren't looking for more data. We were looking for cleaner data and a better way to prioritize it. With other platforms, the signals are visible but they aren't usable. Seam does a good job at making them usable, which is what matters most for a sales rep."

That shift meant the team could stop debating which signal mattered and start executing — moving accounts through the funnel instead of managing the tool trying to tell them how.

The Onboarding: Forgettable in the Best Way

After the experience of onboarding their legacy ABM platform, the bar was low. Seam cleared it easily.

"I don't remember onboarding Seam. I'll never forget onboarding that other platform. There you go."

Beyond the Efficiency Gains

Betterment came to Seam with a clear problem and left with something bigger: a scalable outbound engine that runs in the background, surfaces the right accounts at the right time, and keeps reps focused on selling — not sourcing.

"Seam didn't replace the motions we already had in place. It just amplified them by making signals usable."