Todd Curtis, CEO of YNAB, shares how customer support became the foundation for sustainable growth. Learn why they embedded support in product teams and used it as a training ground for company-wide leadership.
Here's the original YNAB Support Ethics document (long since replaced with expanded versions)
https://2760806.fs1.hubspotusercontent-na1.net/hubfs/2760806/YNAB%20Support%20Ethic.pdf
Discover how YNAB’s “education first” approach shaped not only how they help customers, but also how they build their own business. If you’ve ever wondered how support can become a secret engine for company growth (and even leadership) this is the episode that shines a light.
(01:39) The Excel spreadsheet that started it all
(05:16) Early support workshops and one-to-one coaching
(07:15) “Five case Monday” and whole-team support
(10:31) Why YNAB sees itself as an education company
(12:47) Crafting the YNAB Support Ethic
(17:27) Embedding support specialists in product teams
(22:36) Support as a pipeline for talent across YNAB
(28:43) Navigating major product and branding changes
(33:09) Moving from “budgeting” to “planning” – and why words matter
(34:01) Living core values inside and outside the company
(36:57) Balancing customer experience with sustainable business growth
Support is about more than technical issues: YNAB’s support team isn’t just resolving sync errors and resetting passwords — they’re helping people change their mindset about money, and get their financial life back. The most impactful conversations in the queue often go beyond troubleshooting to coaching, education, and emotional support.
Empathy drives long-term success: By noticing and celebrating deeper customer interactions (not just ticket volume), YNAB builds trust and loyalty. Expanding the definition of support work makes for a more satisfying role, stronger customer relationships, and helps grow the business.
Support Talent Powers the Company: At YNAB, support is a launching pad for roles across product, marketing, and operations. Hiring for values, communication, and willingness to learn pays off when support pros bring customer focus and cross-functional skills company-wide.
