"What strategy should we prioritize for business expansion?"
"We want to target large corporations—how should we approach them?"
"Our product has far superior features compared to competitors, so why do we have fewer users?"

These questions sound familiar, don’t they? In fact, these are the most common concerns we hear when Elephant Company collects pre-conference questions for B2B events.
But if you think about it carefully, the answers to these questions are actually already within us. We often miss them in the midst of our busy workdays. Lee Young-jun, CEO of ModuSign, finds those answers in his customers.

ModuSign, an e-signature solution used by a staggering 300,000 companies.
We plan to share the story behind that growth and our vision for the future at this year’s B2B Roadmap 2025.

📣 At B2B Roadmap 2025, we’d like to share AllSign’s successes and failures, our challenges, and our vision.

Q. Hello, CEO Lee Young-jun, nice to meet you!

My name is Lee Young-jun, and I run AllSign, an electronic contract service that allows you to sign contracts without meeting in person. Nice to meet you.

While the idea that “you can sign a contract without meeting in person” has become the new normal since the pandemic, AllSign has been shaping the e-contract market since 2016—long before that. At this year’s B2B Roadmap 2025, we’d like to share the experiences and challenges we faced on our journey to becoming the e-signature solution of choice for 300,000 businesses, as well as our plans for the future.

Electronic Contracts - Solution - ModuSign - Lee Young-jun, CEO

Q. How did you come to participate in the B2B Roadmap 2025?

While rapid growth is important, we also need colleagues who can grow with us.

At one point, 80% of global unicorn companies were B2B SaaS providers. While the global B2B SaaS market is growing rapidly, this sector still feels unfamiliar and largely untapped in Korea.

While ModuSign’s rapid growth is important, we realized that building a company is such a long journey that we need colleagues to help us pioneer this market together. At this conference, we want to candidly share the trials and errors we’ve faced, our failures, and the insights we’ve gained along the way.

👫 Users have always been at the heart of ModuSign’s growth.

Q. ModuSign has established itself as a leading B2B solution used by 320,000 companies. What do you think has been the key factor behind this growth?

It’s all thanks to usability that far surpasses users’ previous experiences.

ModuSign is a service that always involves another party. When I send a contract to someone, that person needs to review the contents and sign it. Ultimately, for the service to be sustainable, it must be easy to use not only for the party entering into the contract but also for the other party. That’s why we’ve designed our service with the convenience and experience of the other party in mind, rather than focusing solely on the paying customer. I believe this is the biggest reason why the service has spread naturally through word of mouth.

From the very beginning, ModuSign has consistently invested in UX/UI and has refined its product with the goal of making the digital signing experience the easiest, fastest, and most reliable.

Q. "Usability" doesn't seem like a concept typically associated with electronic contracts and electronic signatures. Why did you prioritize user experience even though this is a B2B solution?

Because I was looking at it from the perspective of a latecomer, the problem became clearer.

Thankfully, many people consider ModuSign to be the pioneer of electronic contracts. (Laughs) In reality, ModuSign was a latecomer to the market. Although we launched our service in the early 2000s, similar electronic contract solutions already existed. However, the market hadn’t grown significantly at that time.

The reason seemed clear. From the complex and cumbersome process of using digital certificates to procedures that were actually more troublesome than paper contracts… We concluded that the reason electronic contracts hadn’t become part of everyday life, despite being technically feasible, was simply that they weren’t convenient.

At ModuSign, we devoted the most effort to designing a user experience (UX) and user interface (UI) that lowers the barrier to entry, making it easy for anyone to use, regardless of their industry. We believed that creating a service “anyone can understand and use right away” was the surest way to expand our market.

Q. Often, usability suffers when companies use the service in different ways or when their requirements become too numerous. How does AllSign meet the needs of its diverse customer base?

We keep the core experience simple and adapt flexibly based on scale and approach.

The process of reviewing a contract, signing it, and sending it to the other party. This fundamental workflow remains the same regardless of who the customer is. AllSign maintains this core experience while flexibly adding features tailored to the customer’s scale and industry.

For example, for small business owners or startup clients, it’s important to streamline the onboarding process and provide a way for them to try the service right away. Conversely, large corporations require complex internal approval processes, management of contract officer permissions, and company-wide reporting systems.

ModuSign understands these differences and tailors its sales materials, implementation processes, and pricing plans to suit each customer segment . It’s difficult to satisfy every customer 100%. However, we strive to fully understand these differences and continuously seek ways to maximize the customer experience.

Electronic Contracts - Solutions - ModuSign - Lee Young-jun - CEO - Customer Experience

✍️ We have steadily built trust wherever a signature is required.

Q. ModuSign has expanded its target audience from small business owners to small and medium-sized enterprises and large corporations. I’d like to know what strategy you used to achieve this.

Electronic contracts are a service that’s hard to trust at first glance. That’s why we’ve developed a strategy to build trust.

If you ask me what is most important in B2B, I would answer without hesitation: “trust.” This is especially true for services like ModuSign that deal with contracts. Since contracts are inherently linked to legal disputes and risks, no matter how technically perfect a solution may be, it won’t be adopted unless trust is established.

ModuSign was a startup that began in Busan and had only been in business for a short time. So, rather than targeting large corporations from the outset , we focused on reaching out to people with experience in electronic contracts and customers—even small-scale ones—who were already familiar with electronic signatures. Early features like ModuSign’s electronic stamp image were also initiatives launched in that context.

Ultimately, we believed that as more people—even just once—tried the experience our service offers, trust would naturally follow. We started with sole proprietors, small business owners, and SMEs, building up use cases one by one, and this experience naturally led us to mid-sized companies, large corporations, and public institutions.

Q. You’ve recently been expanding into the B2G market. What challenges did you face when introducing electronic signature solutions in the public sector?

The public sector is a market we must capture, but our approach had to be completely different.

When public institutions select a solution, “certification” is more important than technology. No matter how widely a solution is used in the private sector, if it doesn’t meet the standards required by public institutions, it can’t even get off the ground. To overcome this hurdle, Modusign recently obtained CSAP (Cloud Security Assurance Program) certification, and expanding our infrastructure to include Naver Cloud alongside our existing AWS environment was part of that process.

However, technical readiness alone wasn’t enough. In reality, officials at public institutions feel a significant burden when introducing new systems. So we focused on how much we could alleviate that burden and what “benefits” this solution could provide. We consistently emphasized the tangible benefits of adopting AllSign, such as risk reduction and improved public services.

I’ve learned that even though the systems are the same across public institutions, the people and environments differ, so the language of communication itself must be different.

💁 What sets our service apart is not technology, but our ‘attitude.’

Q. There are many similar players in the e-signature market. What do you consider to be AllSign’s unique technological competitive advantage?

The gap in technical skills closes quickly. In the end, what matters most is your attitude toward the problem.

Competition in the digital signature market has intensified rapidly since the pandemic. Technical gaps have closed quickly, and a flood of services with similar features has hit the market. In this environment, I believe what ultimately matters is “how deeply we’ve thought through this problem” and “how we plan to solve it.”

ModuSign has never experienced a single security incident, and we have obtained all necessary certifications, such as ISMS-P. However, I don’t believe we can differentiate ourselves based on technical specifications alone. I believe what truly matters is how deeply we understand our customers’ problems and how far we are willing to go to sincerely address them.

While many companies worry about how to beat their competitors, we don’t focus on them. We always focus solely on our customers. I believe this mindset is AllSign’s greatest competitive advantage.

Electronic Contracts - Solution - ModuSign - Lee Young-jun - CEO - Attitude

Q. Where does a competitive mindset come from?

A comprehensive experience that drives customer satisfaction—that is our competitive edge.

I believe that if a solution boils down to nothing more than a battle of features, it won’t last long. Customers aren’t going to switch just because someone added one more feature. At AllSign, our focus remains the same: identifying the moments when the people signing this contract—and their counterparts—feel inconvenienced, and figuring out how to eliminate those inconveniences.

For example, we designed our API integration to be highly flexible. We’re connected to more B2B software solutions than any other provider in the country. This wasn’t just a feature we added; it was a strategic choice we made to alleviate the challenges our customers face in their daily work.

The same goes for our new AI-powered features. We’re not trying to show off flashy technology; instead, we start by focusing on how we can actually address the pain points our customers face.

Ultimately, I believe it is this consistent attitude and experience that builds competitiveness. It’s not about features, but the perspective with which we view problems. It’s not about technology, but our commitment to our customers.

🌐 ModuSign dreams of going beyond contracts.

Q. How is ModuSign utilizing AI technology? I’m curious to know what new value you plan to offer your customers.

We wanted to address issues throughout the entire contracting process—not just at the point of signing the contract.

From the very beginning, ModuSign’s goal wasn’t simply to make electronic signatures faster. We wanted to fundamentally resolve the inconveniences and risks associated with contracts. In real-world contract management, the process after signing is often more cumbersome and complex than the signing itself. Problems arise because key details—such as where the contract is stored, when it needs to be renewed, and what the main terms were—are not properly organized.

That’s why we’re currently developing a solutioncalled “ModuSign Cabinet”to support the processes that follow the signing of a contract. It includes features for systematically storing contracts, automatically extracting key terms, and notifying users when it’s time for renewal.

We are also using AI technology as a tool to solve these problems. For example, users can search for contract details based on context even if they don’t know the file name, and we’ve set it up so they receive automatic notifications when needed.

I believe that work only truly becomes easier when you can reliably manage the entire process—not just the moment a contract is signed, but everything before and after as well. AllSign wants to take responsibility for this entire process.

Contracts - Storage - Management - AllSign - Cabinet

Q. What are your goals for 2025?

The time for sowing seeds is behind us. Now I want to make this a year for reaping the fruits of our labor and expanding on those experiences.

It’s been quite some time since ModuSign first began raising awareness of the concept of electronic signatures in the market. I believe we’ve sown seeds in many areas over the years. We now see this as a stage where those seeds are beginning to bear fruit, one by one, and where we’re expanding this experience into other fields.

In particular, this year marks the official launch of “ModuSign Cabinet” in the market. Our team’s top priority this year is to establish the service as a comprehensive Contract Lifecycle Management (CLM) solution that goes beyond the single function of electronic signatures to handle all aspects of contract management.

We want to expand this experience to organizations—including public institutions—that have not yet tried electronic contracting. While our goal of making contracting easier and more secure remains unchanged, we now want to broaden our reach.

Q. What is the issue you’ve been most focused on lately?

At a time when corporate innovation is essential, how can we secure the key talent needed to grow together?

This is a critical time for ModuSign as we embark on full-scale expansion and explore new markets. Rather than resting on our past successes, we must push our boundaries and drive innovation. I’m grappling with how to build a flexible organizational culture that can adapt to changing market conditions and support new internal initiatives. In particular, I’m curious about how we can attract top talent, how we can help them reach their full potential, and how we can create an environment where we can grow together.

Q. Could you share in advance any specific messages or insights you’d like to convey to B2B leaders at the upcoming B2B Roadmap 2025 conference?

AI and technology are important, but ultimately, the answer lies with the customer.

To be honest, this is a question I’ve been pondering so much that I’ve even considered asking an AI about it myself. (Laughs) It might sound like a cliché, but ultimately, the keyword I relate to the most is “customer obsession.”

I believe that for a B2B business to succeed, the most important criterion is not how well the product is made, but whether the customer is actually succeeding. AI technology is a hot topic these days, but rather than worrying about how to leverage flashy technology, I think the first question we should ask is this:

“Is this technology really solving our customers’ problems?”

Sustainable strategies don’t come from chasing trends. They come from digging deep to understand exactly what challenges customers face and where they’re getting stuck. Then, it’s about clearly defining those problems and consistently working to solve them. I believe that’s ultimately what makes a B2B business thrive in the long run!

‘Want to hear more insights and real-life stories from Lee Young-jun, CEO of ModuSign?

B2B ROADMAP 2025 ConferenceMeet B2B industry leaders at the B2B ROADMAP 2025 Conference.
Don’t miss this opportunity to expand and connect your business—from practical strategies to networking!

Lee Young-jun, CEO of ModuSign: The Secret Behind ModuSign’s Expansion into B2B and B2G Markets as a Latecomer