The $2.2B Founder's First Advice | Sadi Khan, Aven
Sadi Khan, co-founder and CEO of Aven, retired from Facebook only to return 3 months later to build a $2.2B fintech solving America's $1 trillion credit card...
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Don't Start a Company (Unless You Have This)
- 00:00My first piece of advice to most people
- 00:01would be don't start a company. The
- 00:03reason I say that, you know, a lot of
- 00:04people told me that starting a company
- 00:06is really hard. Everyone told me this. I
- 00:08do not believe them. Everyone says this
- 00:10to every potential founder. I have now
- 00:12said this to many condo and I could see
- 00:14it in the eyes that they do not believe
- 00:16me that they think, "Oh, how hard could
- 00:18it be?" I do believe it genuinely is
- 00:20very, very hard. I think the most
- 00:22important advice I would give any
- 00:24founder is the level of conviction they
- 00:27should have on deciding this is the
- 00:29problem that they're going to work on
- 00:31should be extremely high. It should be a
- 00:34higher degree of conviction than almost
- 00:36anything else they have ever done in
- 00:38their life to that date. I've had kidney
- 00:40stones in my life which are very painful
- 00:42and very hard. A startup is a whole new
- 00:44type of hard. It's hard over a very long
- 00:47area under the curve. Look, if you just
- 00:48want to make money, there's a lot better
- 00:50ways to go make money. You should only
- 00:52start a company when you have such a
- 00:54high degree of conviction that this is
- 00:56the most important problem you should
- 00:58solve in the world that you are willing
- 00:59to go for decades without getting paid,
- 01:02without being recognized, and
- 01:04potentially being rejected by everyone
- 01:06all around you to go work on this
- 01:08problem and nothing but this problem for
- 01:10decades at a time.
- 01:13I'm Sadi Khan. I'm the co-founder and
- 01:15CEO of AAN. We announced our series E
- 01:18fundraising where we raised a little bit
- 01:20over $110 million at a $2.2 billion
- 01:23valuation. This is doubling our
- 01:25valuation from last year. Aan's mission
- 01:28is to reduce the cost of capital for
- 01:30consumers. Today, there's $1 trillion of
- 01:32credit card debt in the United States.
- 01:33Consumers today are paying almost $200
- 01:36billion a year on just interest
- 01:38payments. Not the principle, just the
Meet Sadi Khan & Aven
- 01:41interest payments on it. If we can
- 01:43reduce that by 50%. Then we will have
- 01:45saved US consumers a hundred billion
- 01:48dollars every single year. Our thesis is
- 01:50very simple. We think that unsecured
- 01:52debt in the United States is very very
- 01:54expensive but transactionally very
- 01:56efficient to get access to. On the other
- 01:58hand, we think that secured debt, debt
- 02:00backed by assets you already own is much
- 02:03much cheaper for consumers but is
- 02:05transactionally quite inefficient. Take
- 02:06for example home equity. It's the
- 02:08largest asset class that US consumers
- 02:10own today. However, it takes weeks to
- 02:12get access to your home equity. And it
- 02:14costs thousands of dollars in
- 02:16origination fees, both for you and
- 02:17actually for the lender. Aan set out to
- 02:19solve this problem. We built our
- 02:21flagship product, the AAN home equity
- 02:23back credit card. Home equity line of
- 02:25credit in the back and a credit card in
- 02:27the front with a goal that in as fast as
- 02:2915 minutes, we want to reduce your
- 02:31interest rate by 50%. A isn't stopping
- 02:33there. We're excited to continuously
- 02:35invest in building new and better
- 02:38products that are the lowest cost, most
- 02:40convenient, and most transparent access
- 02:42to capital for homeowners across
- 02:44America.
How One Graph Created a $2.2B Company
- 02:53About 7 years ago, I retired from
- 02:55Facebook and stepped down and I was
- 02:57taking some time to figure out what I
- 02:59want to do next. Retirement was very
- 03:01challenging for me. I've been an
- 03:02engineer and a product manager my whole
- 03:04life. I felt that I didn't have much
- 03:07value I was creating in society in my
- 03:10retirement time. It didn't last very
- 03:12long. You know, my wife would claim that
- 03:13I was only retired for 3 months. I would
- 03:15claim I was retired for 6 months. So,
- 03:17the truth is somewhere in between there.
- 03:19But I became excited about this core
- 03:22thesis that I think most people in the
- 03:24world when they're looking to solve
- 03:26problems will end up solving problems
- 03:28that are about helping society be
- 03:30healthier or be wealthier. And if you
- 03:32want to help society be wealthier, you
- 03:34either want to help people make more
- 03:36money or you want to help people save
- 03:38money. One of the interesting graphs I
- 03:40stumbled upon at this time was this
- 03:42actually this publishing from the CFPB
- 03:44which published this graph which to this
- 03:46day is actually our Northstar graph and
- 03:48it's a graph that shows that the total
- 03:51revolving balance the total balance on
- 03:54credit cards since inception of credit
- 03:56cards has grown to up to a trillion
- 03:58dollars over the last 3/4 of a century.
- 04:01And so this graph kind of just goes up
- 04:03and to the right and it doesn't seem
- 04:04like it's decreasing anytime soon. But
- 04:06there's another very fascinating line
- 04:08that was overlaid on this graph. And
- 04:10this line shows you the interest rate on
- 04:12this credit card revolving debt over the
- 04:15same period of time. So over half a
- 04:16century, the interest rate on credit
- 04:18cards have actually hovered between
- 04:2020-ish to 20-ish 25% for this entire
- 04:23period of time. If you look back in
- 04:25history over this time, we've invented
- 04:27the internet. We've invented all of the
- 04:29modern tech companies we see in Silicon
- 04:31Valley from Facebook, Google, Nvidia,
- 04:34Amazon. But we haven't been able to
- 04:36reduce the cost of interest on a
- 04:38trillion dollars of credit card debt in
- 04:40this period of time. Heck, at this
- 04:42point, we're inventing entirely new
- 04:43currencies from Bitcoin to Ethereum. But
- 04:45the cost of capital for consumers has
- 04:47really not changed. In the pursuit of
- 04:49helping society be wealthier by helping
- 04:52consumers in America save money, we
- 04:54thought that was kind of ridiculous. And
- 04:56we thought we can build better products
- 04:58for consumers to help them save money.
- 05:00And that's how we started AAN which is
- 05:02taking the largest asset class that US
- 05:05consumers own which is home equity which
- 05:07is also the most inconvenient to access.
- 05:09It costs thousands of dollars to access
- 05:11home equity and today it takes about 3
- 05:14to 4 weeks to get access to your home
- 05:15equity. And we decided to make that much
- 05:18much more efficient by machining this
- 05:20process for maximum efficiency. We were
- 05:22able to bring this down to be almost as
- 05:24fast as 15 minutes with transactional
- 05:26costs that are orders of magnitude lower
- 05:28than anything else in the market and put
- 05:30it in a form factor that consumers are
- 05:32comfortable and already are familiar
- 05:33with which is a credit card. And we
- 05:36launched the our flagship product, the
- 05:38AAN home equity card.
What 12 Years at Microsoft & Facebook Taught Me
- 05:40[Music]
- 05:42Through my time at Microsoft and
- 05:44Facebook, probably the single most
- 05:46important thing I learned is the value
- 05:48of an extremely elite technical team.
- 05:52The differential between the 99th
- 05:56percentile or the 99th.9th percentile
- 05:59engineer and the 95th percentile
- 06:01engineer is fast, is not small, is a
- 06:05huge amount. The amount of resources you
- 06:08should spend on the acquisition and
- 06:09retention of the absolute best technical
- 06:12talent far surpasses any other
- 06:14investment you should make and can make.
- 06:16When we look for the best technical
- 06:18talent and at a my and I think the
- 06:20team's single highest priority is the
- 06:22collection and retention of the absolute
- 06:25best technical talent in the world.
- 06:26There are three main things we look for
- 06:28when we look for great technical talent.
- 06:30The first is raw intelligence. We are
- 06:32unapologetic about looking for the
- 06:35absolute smartest people we can find in
- 06:36the world. We will ask for SAT scores
- 06:39and other forms of standardized tests.
- 06:40As controversial as that may be
- 06:42sometimes I will personally review
- 06:44transcripts and look at exactly what
- 06:46grades people got on what classes. For
- 06:50engineers specifically we look for
- 06:52people who've taken courses in operating
- 06:53systems, distributed systems, compilers,
- 06:56games engines, the hardest technical
- 06:57courses one can take. And how did they
- 06:59do on them? And importantly, did they
- 07:01attempt the really really hardest
- 07:03closest that that can be taken?
- 07:04Intelligence is massively underrated and
- 07:07how important it actually is in helping
- 07:09build products and companies. So that is
- 07:11our number one and most important thing
- 07:13we look at in technical talent. The
- 07:15second is work ethic. You can have all
- 07:17the intelligence in the world, but if
- 07:18you don't want to apply it, if you do
- 07:19not have the motivation and the
- 07:21endurance to apply that intelligence,
- 07:23you're not going to create much output
- 07:25or much value to society. And so we look
- 07:27for people who have the endurance, the
- 07:28ability to work hard consistently over
- 07:30time. At AEN, every Sunday at 6 PM, our
- 07:33entire leadership team meets to identify
- 07:36and finalize and lock in our road map
- 07:38for the next 7 days. This allows us to
- 07:40operate with high precision and high
- 07:43velocity. And it gives us a very
- 07:45important thing which is we should not
- 07:48be wrong in our road map for more than 7
- 07:50days cuz we revisit our road map every 7
- 07:52days to make sure we're working on the
- 07:54right set of things and the right
- 07:56priority order with the right set of
- 07:57people. The third thing that's really
- 07:59important in elite talent is an
- 08:02alignment of the mission of the
- 08:05enterprise. In our case, the mission of
- 08:07reducing the cost of capital for
- 08:08consumers with the ambition level of
- 08:11that person. Trying to reduce the cost
- 08:13of capital for all of America is an
- 08:15extremely ambitious undertaking. So the
- 08:17person that we need to bring in needs to
- 08:19be super smart, super hardworking and
- 08:22has to have an alignment with this
- 08:24mission and an alignment with the
- 08:26ambition level of this mission so they
- 08:28can sustainably work on this for a very
- 08:30long time and push the boundaries of how
- 08:32we would achieve this mission day in and
- 08:34day out. If a to be successful, we will
- 08:37drive the single biggest change in the
- 08:40cost of capital in American history. And
- 08:42we need to find the absolute best talent
- 08:44in the world so we can do that. And if
- 08:47we can't find the absolute best
- 08:49technical talent, we will not be
- 08:50successful. And that is why we spend so
- 08:52much of our time and so much of our
- 08:54energy on this specific problem. And
- 08:56it's probably the most important thing I
- 08:57ever learned at Microsoft and at
- 08:59Facebook.
Most Founders Don't Know Why They'll Fail
- 09:03Aan's flagship product, the first
- 09:05product that we wanted to build was a
- 09:06home equitybacked credit card. The
- 09:08reason it was very important for us to
- 09:10understand the legal and regulatory
- 09:12landscape for this product is because
- 09:15this is a very highly regulated
- 09:17industry. It is both a mortgage product
- 09:19and a credit card product. And it's very
- 09:21important for myself as the founder to
- 09:24have a deep understanding of the
- 09:26regulatory landscape for this product to
- 09:28a understand can we build it and b to
- 09:31make sure we build it in a safe and
- 09:33compliant way. That's why I went through
- 09:36and read personally a lot of the
- 09:38regulations in the space whether it be
- 09:40DoddFrank Act, Card Act, Tila and
- 09:44others. I think it is very very
- 09:46important for the founders and the CEOs
- 09:48to be very deeply involved in the
- 09:51details of the products that are being
- 09:53built by the company. I think in the
- 09:55case of founding a new company or
- 09:58building a new product even at a big
- 10:00company often times the core value is
- 10:03the inventing of something new something
- 10:05that hasn't existed before or something
- 10:07that hasn't been built yet before in
- 10:09order to build something new I think you
- 10:12must first understand the history of
- 10:14what has been tried before so that you
- 10:17can efficiently build something new most
- 10:19new ideas are terrible most new ideas
- 10:22are bad there are very very few new
- 10:25ideas that are actually better than all
- 10:27the old ideas before. And so in order to
- 10:30assess that, in order to deeply grock
- 10:32whether or not your idea is better, it
- 10:34is often very useful to understand what
- 10:36were the ideas at least the big ones
- 10:38that have been explored and built
- 10:40before. Why is your new idea better than
- 10:43what has already been built before? And
- 10:45in order to do that, you must often
- 10:47invest the time to understand and learn
- 10:50very deeply about this industry and this
- 10:52domain and all the smart people that
- 10:54have come before you so that you can
- 10:56come up with good new ideas and assess
- 10:59that they are indeed better than what
- 11:01has been built before.
Do Half of What You Think You Should
- 11:06In the first two or three years of
- 11:08building a we made a series of product
- 11:10decisions and a series of people
- 11:12decisions and a series of process
- 11:14decisions. I think in the product we
- 11:16would have been even more ruthless in
- 11:18prioritizing the feature set that we
- 11:21were building for in the first version
- 11:22and I think this is you know generally
- 11:24true for for most PMs when they launch a
- 11:27new product they if you were to look
- 11:29back and ask any product manager what
- 11:30products they've launched before and
- 11:32what they would do differently almost
- 11:34all of them would tell you I would have
- 11:35cut these you know five out of the 10
- 11:37features and shipped a smaller narrower
- 11:40version of this product to a fewer set
- 11:42of people and really deeply gone into a
- 11:45kind of a more focused product feature
- 11:47set and so I think that also applies to
- 11:50a and I think it applies to the product
- 11:51that we built. I would have kind of made
- 11:53it narrower and simpler in the first
- 11:55version. The other big thing is in the
- 11:58early days there were these really funny
- 11:59stories of consumers going through our
- 12:03origination process but not sure that
- 12:06this was real. And we would get tickets
- 12:08and calls to say we don't know if you
- 12:11guys are a scam or not. And we would
- 12:14have to respond including sometimes
- 12:15myself saying no we're we're very real.
- 12:18We're a real company and we're here to
- 12:20help you get access to your home equity
- 12:22and we have a real product that you can
- 12:24use. And sometimes it was that ability
- 12:26to talk to somebody at the company and
- 12:29the abble to hear from somebody's voice
- 12:31at the company that gave them the
- 12:32confidence to continue uh and go through
- 12:35our application process. Um I do think
- 12:37one of the interesting things that
- 12:38happened with with AAN is that we were
- 12:40able to find people who were kind of on
- 12:44the on the on the border of potentially
- 12:46considering a home equity line of
- 12:48credit. And many folks were actually
- 12:50sometimes in the process of applying for
- 12:52a home equity line of credit to to other
- 12:54other lenders and then they would see an
- 12:56ad from us and go, I wonder if this is
- 12:59true. Can I get a home equity line of
- 13:01credit in as fast as 15 minutes? And
- 13:04they would almost test us out as like a
- 13:07almost like an experiment to see if this
- 13:08is like real. And when they went through
- 13:11the process, they would be kind of
- 13:13amazed and shocked. and then they would
- 13:16actually book an account with us instead
- 13:18of whoever they had started off a home
- 13:20equity line of credit application with
- 13:22before us. And so that was I think an
- 13:24interesting kind of lesson learned. And
- 13:25you know many people in the beginning
- 13:27didn't believe that this was possible to
- 13:30do.
Why Feelings Are Your Biggest Scaling Enemy
- 13:36My ideal form of leadership is one that
- 13:40maximally rational. I observed and and
- 13:43learned a lot of that from Mark at
- 13:46Facebook. The reason this is important
- 13:48is because being extremely rational is a
- 13:52very predictive behavior and being
- 13:54predictable as a leader is very very
- 13:56important because people can then
- 13:58replicate or predict what you would do
- 14:01even when you're not there. And that is
- 14:03important for people to be able to
- 14:04reproduce your decision-m system even
- 14:06when you're not present. And my goal as
- 14:09a leader is to make decisions that are
- 14:12so rational that if everyone else also
- 14:15had the same information that I had,
- 14:17they too would all make actually the
- 14:19same decision. And the two incremental
- 14:21things that I provide as a leader that
- 14:24let's say an individual contributor in
- 14:25the company don't necessarily have is
- 14:28that I have significantly more context
- 14:30and a lot more information sometimes
- 14:32than others. And my job is to actually
- 14:34make sure as many people have that
- 14:36context as possible. and two, I have the
- 14:39privilege of being able to optimize for
- 14:42a much longer time horizon than anyone
- 14:44else in the company. So these two things
- 14:47are the incremental value propositions
- 14:49that I bring to a decision that is not
- 14:52always possible for every single other
- 14:53individual contributor to always bring.
- 14:56But if they were to actually have those
- 14:59two things in their mind, they should be
- 15:01able to compute to the same conclusion
- 15:03that I come to. And that is my goal as a
- 15:06leader. If I were to just make decisions
- 15:08because I emotionally felt like this was
- 15:10a good decision or not. The problem with
- 15:12that even if I'm occasionally right,
- 15:14they're very difficult to scale because
- 15:16if I I can tell somebody that decision
- 15:18that I felt we should do X and because
- 15:21of my authority, some people will do X.
- 15:24But when that person needs to explain it
- 15:26to two more people, it is very difficult
- 15:28for that person to explain it to two
- 15:30more people other than just saying,
- 15:31well, Saddy feels that way. instead of
- 15:34explaining here's the logic of why we
- 15:37made this decision and that logic is a
- 15:40very scalable form of decisioning that
- 15:42then you can like actually send to a lot
- 15:45more people to execute effectively and
- 15:47this is really important because a lot
- 15:49of what you know an early stage start or
- 15:51frankly any company does is try to
- 15:53perfect its execution and the only way
- 15:55to perfect execution is to have extreme
- 15:57clarity and to have extreme clarity in
- 15:59what we are trying to do you must often
- 16:01have extreme clarity on why we are doing
- 16:03it in the first place. And I think that
- 16:05clarity must stem all the way from the
- 16:08CEO and the founder to the individual
- 16:10contributor who's working on the
- 16:13smallest and the minutest of diffs that
- 16:15need to go out the door.
- 16:17I think it stems from a philosophy of
- 16:20trying to be maximally rational. The
- 16:23reason for this is is quite simple. If
- 16:25we were to achieve our mission of
- 16:27reducing the cost of capital for as many
- 16:29consumers as possible, the first most
- 16:31imperative item we must achieve is we
- 16:34must first not die. If we are dead, then
- 16:36we aren't helping too many people reduce
- 16:39that cost of capital. In order to not
- 16:41die, we must make sure we generate
- 16:43profit and are to a certain extent a
- 16:45good business. Then we derive well, how
- 16:48many people can we save how much money
- 16:50for? And that becomes like the maximal
- 16:52optimization function in a sustainable
- 16:54way. And therefore I think having a very
- 16:57disciplined approach to the
- 16:58profitability of the business while at
- 17:01the same time maximizing our mission is
- 17:03actually quite rational for us to
- 17:05pursue. The most important goal for I
- 17:07think everyone and any company and any
- 17:09person is to create a lot of value in
- 17:12the world. And profitability comes from
- 17:15capturing some amount of that value that
- 17:17you create for the company and doing it
- 17:20efficiently. If you kind of think about
- 17:21like today there's $1 trillion of credit
- 17:23card debt in the United States.
- 17:25Consumers today are paying almost $200
- 17:27billion a year on just interest
- 17:30payments. Not the principle, just the
- 17:32interest payments on it. If we can
- 17:34reduce that by 50%. Then we will have
- 17:37saved us consumers a hundred billion
- 17:40every single year. Our profit should
- 17:43come from savings that we bring to the
- 17:45consumer because that's the value we've
- 17:47created. And our goal is to be
- 17:50profitable by saving people money. And I
- 17:53think that achieves our mission and is
- 17:56very rational and missionaligned to what
- 17:59we are trying to achieve in the world.
Kill Decision Fatigue Before It Kills You
- 18:05One of my somewhat controversial
- 18:07opinions around decision-m is that I
- 18:10really hate pros and cons lists. They're
- 18:13like maybe one level below useless. I
- 18:16think a much more effective framework to
- 18:17make a decision is to first of all lay
- 18:20out what are the axes of this decision
- 18:23that are most to least important to this
- 18:25decision that you're going to make. and
- 18:27then to list out each of the options and
- 18:31to lay out where this option kind of
- 18:34sits relative to that particular axis.
- 18:37So for example, let's say you need to
- 18:39make a decision on what car you want to
- 18:41buy and you know the axis that matter
- 18:44are things like price, things like
- 18:46performance of the car, let's say
- 18:48reliability of the car and let's say
- 18:50style of the car. much more effective
- 18:52than trying to build a pros and cons
- 18:54list between like let's say a Toyota
- 18:55Camry or a Honda Civic is to list out
- 18:58what is your priority of each of these
- 19:01axis. Is it speed/performance?
- 19:04Is it style? Is it cost? Is it
- 19:06reliability? And once you prioritize
- 19:09this set of axis, then you can look at
- 19:12your option space and see which one
- 19:14fulfills the highest order priorities
- 19:17for your decision-m. I'm such a big
- 19:19believer in this. We actually teach this
- 19:21process in our boot camp at AAN. I tell
- 19:24people in boot camp that this is a
- 19:26process that I've used to make almost
- 19:28all my decisions in my life. And I would
- 19:31argue this was also a process that I
- 19:34implemented when I was looking to get
- 19:35married very early on in my life. This
- 19:37is a very important framework to help
- 19:40people make decisions not just in their
- 19:41professional life but I still think in
- 19:43their personal life. And I think the
- 19:44simple focus away from the options and
- 19:47more into the prioritized list of axis
- 19:50that matter is much more functionally
- 19:53beneficial to the quality of a
- 19:55decision-m.
- 19:57I will add that I wear the same clothes
- 19:59every day, the long sleeve black
- 20:01t-shirt, the blue jeans and and the
- 20:03vest. I am a very big believer in
- 20:06simplifying as much of my life as
- 20:08possible. I have a very boring personal
- 20:10life. I live 5 to 6 minutes away from
- 20:13the office. I moved my home to be near
- 20:15the office. I don't drink. I don't
- 20:17party. I don't really go out that much.
- 20:21I enjoy spending time with my family. I
- 20:24like to cook twice a week. I have very
- 20:26kind of regular routine with my family
- 20:29on the specific nights of the week that
- 20:31I cook for my family. I go to the gym
- 20:34and I work because I have a very
- 20:36simplistic life. Another thing that I
- 20:38for example like to optimize is my
- 20:41computer keyboard, mouse and chair
- 20:43layout. And so I have three
- 20:45workstations, one at the office, two in
- 20:47home. And all of them have the exact
- 20:50same mouse, exact same keyboard, and
- 20:53exact same monitor layout so that I can
- 20:56very optimally get to my workstation and
- 20:58begin working instead of setting up or
- 21:01adjusting, you know, my keyboard or my
- 21:03mouse. I mean, you probably know this
- 21:05already. If the keyboard is off by even
- 21:08a millimeter, your typing error
- 21:09increases massively because you have to
- 21:11adjust. One of the reasons our company
- 21:13is located in South Bay and not in like
- 21:16a major city like San Francisco or San
- 21:18Jose is that we want to provide our
- 21:21employees some calmness, some serenity
- 21:23so that we can focus on the mission at
- 21:26hand and not be distracted by the hustle
- 21:29and bustle of of around us. And I like
- 21:31to have like frankly a very boring life.
- 21:33You know, I I think I told somebody this
- 21:35is if I were to know everything that
- 21:37will happen to me between today and my
- 21:40death. I'll be very happy. I have no
- 21:42need for surprises or excitement. Um I
- 21:46love boring. Boring is great. If my life
- 21:49could be just boring, I'll be very
- 21:50happy.
- 21:52[Music]
- 22:04[Music]