Sample Series A pitch deck: Faye’s $10M deck


A year agoMike Butcher reported that Faye hopes to do for travel insurance what Lemonade did for general insurance, and that’s as good a summary of what Faye does as anything else. The company was kind enough to share their (slightly edited) pitch deck with me so I could peek under the hood and see the story they put together to close their $10 million deal.

We’re on the lookout for more unique tear-off pitch decks. So if you want to submit your own, here’s how to do it.

Slides in this deck

Faye has expanded his Series A turn with a 19-slide deck, some of which have been slightly blacked out to protect sensitive data from prying eyes:

  1. cover film
  2. summary slide
  3. team slide
  4. problem slide
  5. Market size slide
  6. Insurance market overview slide
  7. Product overview slide
  8. Product features slide 1
  9. Product features slide 2
  10. Product features slide 3
  11. Product features slide 4
  12. Go-to-market slide
  13. Financial growth indicators are falling
  14. Customer growth metrics are slipping
  15. Customer validation slide 1
  16. Competitive landscape slide
  17. The Ask slide
  18. Customer validation slide 2
  19. Closing slide with mission statement

Three things to love

To start with, this is a really great pitch deck. I’ll be adding it to my selection of decks, which are great examples of how to turn a potentially complex story into an easy-to-understand narrative.

I love a good summary slide

As I mentioned in my post on summary slides, the combination of the cover sheet and summary slide sets the context for the rest of the conversation. Faye did a great job showing how a good, concise slide can set the pace.

[Slide 2] Set the pace. Photo credit: faye

The company provides traction (sales in million USD) and market penetration (available in 48 states), as well as market size and market growth rate. Those four numbers paint a picture that presents a pretty compelling investment opportunity.

If we take all the numbers at face value, the next step is to convince investors that this is the right team to conquer this market.

That brings us to slide 3, the company’s team slide. Unfortunately, it’s not that great, so we’ll talk about that later in this article in the What Could Be Improved section. First, let’s move on to another slide that did a great job of enriching Faye’s story.

Great storytelling on the market size slide

[Slide 5] What a great way to use market size to your advantage. Photo credit: faye

This is also blackened data.

Faye numbers aside, this is a rare example of a market size slide that also provides the rest of the context. I thought it was really well done.

To show that the market is (presumably) huge, and then essentially say, “But the TAM could get bigger with service expansion and international rollout” is very smart. It shows that there is a great opportunity right now and that this opportunity could become even greater.

The data points on the left are also excellent as they contextualize the business in the larger market.

This slide shows us that a comprehensive story can be told without confusing the message. I imagine the voiceover for this slide would look something like this:

The market we are targeting is currently $xx and could be up to $yy when we fully address it. what is really What is exciting here, however, is that the market can easily be disrupted. There is little innovation, no recognized consumer brands, the brands that operate have low market penetration and the overall market is growing at 10% year on year.

The narrative ties everything together and presents travel insurance as a very interesting option.

Intermarket comparison

Faye focuses on travel insurance and uses some adjacent markets (auto and home insurance) as a comparison to show that travel insurance is a better opportunity. Again, the numbers are blacked out, but as far as storytelling goes, this is a really good approach:

[Slide 6] Insurtech galore. Photo credit: faye

I suspect the company added this slide to reassure investors who have been put off by other insurtech activity. Assuming the numbers are good, this is a really inspired way of positioning the market — and Faye within it. Played really well.

In the rest of this teardown, we’ll take a look at three things Faye could have improved or done differently, along with his full pitch deck!

Three things that could be improved

I already said the team slide could use some love, so let’s start there.

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