DirecttoUser

Directtouser, often written as direct-to-user (D2U), is a term used to describe strategies and architectures that deliver products or services directly to end users, bypassing traditional intermediaries such as distributors, retailers, or channel partners. The concept emphasizes a direct relationship with individual users, enabling self-service access, direct billing, and ongoing engagement.

In digital products and services, D2U encompasses channels such as self-service sign-up, web-based or mobile access controlled by the provider, direct licensing or subscription models, and direct user communication through email, notifications, and in-app messaging. Data collected through these interactions supports personalized experiences and iterative product improvement.

Advantages of the D2U approach include higher gross margins by reducing intermediary costs, faster feedback cycles, better brand control, and the ability to tailor features and pricing to individual users. It can also simplify compliance and data privacy governance by consolidating customer data under a single entity. However, D2U poses challenges such as customer acquisition costs, the need for robust onboarding and support, platform dependencies, and regulatory considerations around data handling and payments.

D2U is common in SaaS, consumer software, and digital services that are designed for direct purchase and use by individual customers. It often complements multi-sided platforms by ensuring a primary direct channel to the end user.