- Accelerator and VC partners Share a private link or code with their portfolio
- Startups claim credits Light application checks stage and eligibility
- Active startups Onboarding helps them build on your product
- Credits expire or run out Reminders and a clear path to a paid plan
- Paying customers that grow with you
A startup credits program gives early-stage companies free usage of your product for a set period, usually distributed through accelerators, incubators and venture investors. Founders get help when money is tight, and you get customers early, before they have picked a stack. It fits SaaS and B2B products whose spend grows as the customer grows, such as infrastructure, developer tools, analytics, payments or customer support software. It makes less sense when your product is used the same way at every company size.
Why it works
Startups pick tools early and rarely switch once their systems depend on them. If a young company builds on your product while it is small, there is a good chance it stays as it grows, and its spend grows with it. Credits remove the price objection at the moment a founder is choosing.
Distributing through accelerators and investors adds trust and efficiency. Founders take perks from their program seriously, and partners do the work of finding and vetting startups. You get a steady stream of relevant companies without running cold outreach.
How to do it
- Define who qualifies. Set rules on stage, funding, company age and whether the startup must come through a partner. Write them on a public program page.
- Design the credit package. Choose an amount and duration that lets startups build real projects. Decide which plans or features are included and how unused credits expire.
- Model the cost. Estimate what serving a heavy-usage startup will cost you, and set limits that keep worst cases affordable.
- Recruit partners. Reach out to accelerators, incubators and investors whose portfolios match your target customers. Offer them a private link or code, a short description for their perks portal and a contact for questions.
- Keep the application short. Ask for company name, website, partner code and a few qualifying questions. Approve quickly, ideally within a few days.
- Onboard startups properly. Send a welcome sequence, offer office hours or a technical session and share examples of what other startups built. Credits that go unused create no loyalty.
- Plan the transition to paid. Send reminders well before credits expire, show current usage and estimated cost, and offer a smooth path to the right plan.
- Report back to partners. Share how many of their companies joined and what support you offered. Partners who see value promote your offer more actively.
Example
AWS runs AWS Activate, a credits program for startups. According to the AWS Activate credits page, eligible startups can apply for credit packages ranging from $1,000 to $200,000, and the larger tiers are reached through organisations AWS calls Activate Providers. The approach puts AWS in front of founders through the programs they already trust, at the point when they are choosing where to build.
A smaller hypothetical: a customer support SaaS company offers a year of its startup plan for free to companies in five partner accelerators. It runs a monthly setup clinic for new startups, and as those companies hire their first support staff, many move onto paid team plans.
Metrics to track
- Applications per partner. Shows which accelerators and investors actually send startups.
- Activation rate. The share of approved startups that reach a meaningful usage milestone within the first weeks.
- Credit utilisation. How much of the credit startups use, which shows whether the amount is right.
- Conversion to paid. The share of startups that start paying after credits end.
- Revenue per converted startup over time. Tracks whether startups grow their spend with you.
When it backfires
- Uncapped costs. Generous credits with no usage limits can produce large bills for heavy users who never pay.
- Credit hunters. Some companies sign up only for free credits and leave when they end. Eligibility checks and onboarding help filter them.
- No conversion path. If startups hit a sudden bill with no warning, they may leave angry and tell other founders.
- Ignored partners. Accelerators that never hear from you stop promoting the offer.
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Questions people ask
How much credit should I offer?
Enough for a startup to build something real and see the value, sized to your costs. Tie it to a fixed period, such as 12 months, so it ends predictably. Model the cost of serving heavy users before you commit.
How do I find accelerator partners?
Start with accelerators, incubators and investors whose portfolio companies match your ideal customer profile. Many run perks pages or deal portals for their founders and accept submissions from vendors.
What stops companies abusing the credits?
Use a short application with company details, limit credits to one per company, require a partner code or link, and set eligibility rules on stage or funding. Review unusual usage patterns.