The inside scoop
👋 Hey there,
A few weeks ago, I was at Stripe Sessions in San Francisco, our biggest event sponsorship of the year so far. We’ve just launched our Stripe Billing integration, and I spent two days talking to SaaS and subscription businesses of every shape and size.
Those conversations were useful in ways I didn’t expect. First, we realised that the way we described Limio wasn’t landing. Our pitch was that Limio would help you across all your channels and deliver pricing flexibility: online, through partners, through sales teams. We talked about being “omnichannel”. We talked about a “commerce layer”. All accurate. But this isn’t really that exciting to SaaS companies. What excites them? Automation. Selling more with less headcount. More self-serve.
1. What our customers taught us
They want to completely automate selling subscriptions.
Talking to our customers, a picture emerged. OpenText, JazzHR, Pilot, Authentic8, Amazing Life. They bought Limio because they needed to automate how selling happens. They wanted customers to be able to buy, upgrade and manage their own subscriptions, without a sales rep, without a support ticket, without an engineering sprint every time something needed to change.
The pattern was the same everywhere: customers don’t buy Limio for manual sales. They buy it to automate sales. That’s the job that needs to be done.
So that’s what we lead with now. Limio is the self-serve platform that automates how SaaS and subscription businesses sell, expand and retain customers, without adding headcount.
I’m sharing this because if you’ve looked at our website recently, you’ll have noticed it looks different. And self-service is the basis on which Limio’s AI roadmap is now being built.
2. What we’ve been up to
Self-serve via a UI is so 2025. There’s a new way.
Once you start thinking about self-service as automation, a few things become obvious to build. Here’s what we’ve been working on, and why.
Getting agents to sell your subscriptions: Agents are going to be helping subscribers transact soon. The debate is when and where, not if. So we’ve been making it easier for any agent, your support chatbot or a third-party agent like ChatGPT, to take a customer directly into a checkout that already knows who they are and what they’re trying to do.
In practice: a customer asks a chatbot about buying a plan. Instead of being told to book a meeting with a sales or customer service rep, they’re taken straight into a checkout, pre-filled with their information, ready to go. And if they are not quite ready, we’ll create a cart and a quote to be picked up later. Fewer drop-offs. Less friction. The same automation principle, applied to the moment that actually drives revenue.Making your pricing visible to AI search (AEO/GEO): When someone asks ChatGPT or Google’s AI about a product like yours, the AI will try to answer. The question is whether it answers accurately, with your real plans, prices and options, or with a rough guess based on whatever it last saw - which may include your competitor’s comparison page or outdated reviews.
We’ve made it straightforward for Limio customers to publish their product and pricing data in a format that AI tools can read reliably. Update your pricing, republish your page, and you’re done. No extra system to manage, no technical work required.Talking to your subscription data, not just looking at it: Once you automate selling, you need better tools to understand why customers are buying from you. So we’ve made it possible to ask Limio questions in plain English, from whichever agent you’re already working in such as Claude, connecting to the Limio MCP. Instead of pulling up a dashboard, logging in, and hunting for the right report, you just ask: “How many new subscribers did we get this week?” “Why are people cancelling?” “What’s converting best on our current pricing?”
For GTM teams, this means getting to an answer in seconds rather than waiting on someone to pull a report. For anyone trying to move quickly, it removes a whole layer of friction that most people have just learned to live with.
3. Where we think this is going
Self-service has always been about automation. Agents are just the next step.
Think about what happens today when a customer hits a wall. They can’t find the right plan. They want to cancel. They’re trying to upgrade but the process is unclear. In most businesses that ends one of two ways: the customer gives up, or someone from your team steps in.
Both are expensive. One costs you revenue, the other costs you time. We think there’s a better answer: an agent that can have a real conversation with that customer, understand what they’re trying to do, who they are, and actually help them get there. Not a FAQ bot. Not a live chat that escalates after three messages. Something with genuine knowledge of your products, your commercial rules, and your customers behind it.
That's what we're working on next. We're building agentic commerce into Limio so that AI agents can do what your self-serve flows do today: help customers buy, upgrade and manage their own subscriptions, automatically. We already have the foundations in place with our catalog, cart & checkout, order management, and subscription knowledge.
2026 is the year where Limio moves from traditional point & click web UIs to interactive, deeply knowledgeable agents. We’d love for you to be part of shaping it.
Thanks for reading,
Amaury de Closset
CEO and Cofounder at Limio
P.S If any of this is relevant to what you’re working on, just reply to this email. Always happy to chat.