Hi there, I'm the author of the blog post. Some context you may find interesting, and maybe I should do a follow up post about this.
We were very enterprise focused, but it just didn't work. We were trying to displace MS Outlook. And unfortunately, most people want to stick with Outlook. Not because it's better, but because it's what they know. We found that even if we convinced 8 out of 10 people in a company to buy Hiri, it wasn't enough. IT departments don't want to support more than one email client. 100% adoption is simply not an option.
So we pivoted to the current model. A bottom up strategy that has made the company viable. I would say about 50% of our customers are paying with the department credit card, and the other 50% buy it using their personal card.
Another interesting find - the growth stage of any given company has a role to play too. Younger companies (both the age of the company and the age of the staff) seem to be more open to trying new software. I guess they don't bring any legacy issues to the table. The problem is that a lot of these young companies choose Gmail. This is why we have chosen to support Gmail.