From Start-Up to AWS Partner: Pasabi’s Journey to Success




Primary Industry

Digital Trust & Safety


Privately held, VC backed

pasabi-01 (1)

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.


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.


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.

Chris Downie, Co-founder & CEO Pasabi