Context
Justt is a fintech company that uses AI to automate and win chargeback disputes at scale. By late 2025, the company had closed its Series C and had strong product momentum, but was competing in a crowded space where brand differentiation was increasingly important. Chargebacks touch nearly every merchant and financial institution in the world, yet no one had ever built a dedicated conference around them. That gap was the opportunity.
The Problem
Justt had pipeline, but it needed authority. In a market where buyers are evaluating trust as much as product capability, being a well-funded startup isn’t enough. We needed a way to position Justt as the definitive expert in the chargeback space, not just another vendor, while also generating a significant volume of qualified new leads across North America and EMEA at a time of year when the industry calendar goes quiet.
Approach
The insight that drove everything was simple: there was no ChargebackX before we built it. No conference, no summit, no virtual event had ever put chargebacks at the center of the conversation. That whitespace was both a marketing opportunity and a credibility play. If we could create the event, we would own the category by association.
We timed the conference deliberately. September sits in a gap in the industry calendar, after the summer slowdown and before the year-end conference rush. With fewer competing events pulling on our audience’s attention, we had a real shot at strong registration numbers and high live attendance rates.
The programming strategy was equally intentional. We didn’t want ChargebackX to feel like a vendor-hosted webinar with a fancy name. It needed to feel like an industry event that happened to be organized by Justt. That meant sourcing speakers from the most credible institutions in payments and commerce, and giving them a stage that was worth showing up for.
Execution
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Built ChargebackX from the ground up as the first dedicated chargeback conference in the industry, owning everything from concept and branding to programming, speaker sourcing, and live execution across two days.
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Assembled a speaker roster that included executives and practitioners from Mastercard, Visa, JP Morgan Chase, Worldpay, Ravelin, Microsoft, Super.com, and more, lending the event institutional credibility from the start.
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Personally hosted five of the ten sessions, moderating conversations with industry leaders on the latest innovations in fraud, risk intelligence, and chargeback automation.
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Led a promotional strategy across email, paid, and organic channels targeting fraud and risk professionals at enterprise merchants and financial institutions across North America and EMEA.
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Built the post-event dashboards and follow-up framework to move 450+ net new contacts into the sales motion efficiently after the event closed.
Results
ChargebackX drew hundreds of live attendees in its debut year, with the majority being net new to Justt. The audience included teams from Meta, Google, Spotify, Microsoft, Delta Airlines, L’Oreal, BetMGM, NBC Universal, Paramount+, and hundreds more, spanning roughly 50% North America, 27% EMEA, and 23% the rest of the world.
The event generated eight figures in influenced pipeline, left us with hundreds of active new prospects, and established Justt as the recognized authority in the chargeback space in a way that paid advertising and content alone never could have.
Reflection
Creating something that has never existed before in your industry is a different kind of challenge than optimizing a channel that already works. The hardest part wasn’t the logistics; it was convincing speakers and attendees to show up for an event with no track record. The speaker roster was the answer to that problem. Once we had Mastercard and Visa on the program, everything else became easier to sell.
If I built this again, I’d start locking in anchor speakers even earlier and let those names do more of the heavy lifting in the promotional push.