36 Countries, 18 Months: What It Takes to Scale Globally from Day One

For decades, the U.S. has been both a key market and a “safe bet” for tech startups looking to scale internationally—a natural next step once product-market fit is secured. Wonderful took a different route. Since its founding in 2025, the company has expanded to 36 countries in just 18 months, deliberately prioritizing simultaneous growth across EMEA, LATAM, and APAC, often launching one new market per week. In this conversation, Bar Winkler, Co-founder and CEO of Wonderful, joins Jimena Nowack, Partner at IVP and early backer, to unpack the thinking behind this unconventional strategy. What does it take to land enterprise clients across multiple regions at once? How do you hire and operate effectively across geographies without a single center of gravity? And what are the trade-offs of bypassing a traditionally “safe” expansion path?