Those startups with multiple verticals, how do they do it?

Multiple apps and businesses are moving towards different revenue models and verticals of earning. But it feels chaotic. How do they balance different deliverables and metrics? Labour and capital division? When and how to decide shutting or starting verticals? Just dial tried it way ahead of time but isn't relevant today. Meanwhile wechat and others in China literally offer everything from messaging to social media to travel and payments etc. Would love to know more if someone can answer from first hand experience.