Brynne Herbert

Who is Brynne Herbert?

Brynne Herbert is the founder and CEO of Move Guides, a SaaS company she built to tackle the messy, high-stakes world of global talent mobility. She has long been a recognisable voice in the European software scene, and at SaaStock Europe 2016 she sat on the marquee scaling panel that ran right before lunch alongside Scale Venture Partners' Stacey Bishop and operators from companies the firm had backed, including the likes of DocuSign, Box, ExactTarget and RingCentral. The framing of that session said a lot about how the community saw her: she was the 'soonicorn' sharing the stage with the unicorns, the founder still climbing while the others compared notes from the summit.

Her own words from the event capture her conviction about where the SaaS centre of gravity was heading. 'Hi my name is Brynne Herbert and I am the founder and CEO of Move Guides,' she said in her conference welcome, before making the case that Europe had become the place for software founders to be. For Herbert, SaaStock was less a trade show than a meeting point — a room where the investors, operators and repeat founders who could actually move a business forward were all in one place at one time.

That instinct toward connection and category-building runs through everything she shared on stage. She positioned herself not as a lone genius but as an operator embedded in an ecosystem, learning openly from the people one or two rungs ahead of her. This page collects Brynne Herbert's recorded SaaStock talks with transcripts, so you can read her perspective on scaling SaaS in her own words rather than through secondhand summaries.

About Move Guides

Move Guides is the SaaS company Brynne Herbert founded and leads as CEO. It operates in the global mobility and talent-relocation space — the world of moving employees across borders, a domain that has historically been fragmented, manual and painful for both companies and the people being relocated. Herbert's bet was that software could bring structure, visibility and scale to a process most enterprises had been managing through spreadsheets, brokers and goodwill.

At SaaStock Europe 2016, Move Guides was framed as a 'soonicorn' — a company on a credible trajectory toward the kind of scale the panel's unicorn alumni had already reached. That placement matters: rather than being treated as an early experiment, Move Guides was discussed in the same breath as enterprise infrastructure businesses that Scale Venture Partners and its peers had taken to significant outcomes. It signalled that Herbert was building in the enterprise lane, where deals are larger, sales cycles are longer, and the playbook leans heavily on the kinds of scaling lessons the unicorn operators were there to share.

Because the public transcripts focus on the conference framing rather than detailed metrics, this page deliberately avoids citing revenue, valuation or customer figures Herbert did not state on stage. What the talks make clear is the shape of the company: an enterprise SaaS business in global mobility, led by a founder deeply plugged into the European software community and explicitly oriented toward learning from those who had scaled before her.

Key lessons from Brynne Herbert's talks

Study the unicorns while you are still a soonicorn. Herbert chose to share the stage with founders and investors from companies like Box, DocuSign and RingCentral rather than only with her peers. The lesson is to seek out people one or two stages ahead and extract their scaling playbook before you need it — the cheapest way to learn how to grow is to listen to operators who have already done it.

Treat the conference room as a deal room. In her welcome, Herbert was emphatic that founders running SaaS businesses in Europe 'should definitely be networking with all of the people who are here investors other founders and others in the system.' Showing up is not enough; the value comes from deliberately working the room of investors, fellow founders and ecosystem players who can unlock the next stage.

Bet on Europe as a serious SaaS arena. Herbert's framing positioned Europe not as a follower of Silicon Valley but as 'the place to be' for SaaS founders. The takeaway for operators is to recognise and lean into the maturity of a regional ecosystem — the investors, talent and community needed to build a soonicorn were, in her view, already on the ground.

Build in the enterprise lane on purpose. By tackling global mobility — a complex, cross-border, enterprise-grade problem — Herbert aligned Move Guides with the kind of large-account, infrastructure-style business model the unicorn panellists represented. Choosing a hard, high-value category up front shapes everything downstream, from sales motion to the calibre of investor a founder can credibly stand alongside.