Helply Debuts Free AI Support Platform, Charges Only for Resolution

Alex Turnbull, founder of Groove, is challenging his own decade-long playbook with Helply, an AI-native B2B support platform that debuted at SaaStr AI 2026. The platform itself is entirely free, eschewing traditional seat licenses or usage caps. Instead, companies only pay when Helply’s AI successfully resolves a ticket, flags a churn risk, or identifies an upsell opportunity. This novel pricing model, coupled with a guarantee of 65%Guaranteed AI resolution in 90 days AI resolution within 90 days or no payment, aims to fundamentally realign vendor-client incentives in the B2B support space. This bold approach matters right now because it directly addresses the escalating costs and unpredictable ROI associated with AI adoption in customer service, offering a clear, performance-based alternative.

Disrupting the Support Software Status Quo

For over a decade, Alex Turnbull built Groove into a profitable, bootstrapped success story, reaching $5M ARRGroove’s peak ARR under bootstrapping without external investment. This experience forged a deep understanding of the B2B SaaS market and its pain points. Helply represents a direct pivot from the conventional SaaS model, where recurring subscriptions often precede measurable value. Turnbull’s new venture is not just an AI product; it’s a statement on how software should be sold and consumed, particularly in a domain as critical as customer support.

The “free forever” core platform eliminates the initial barrier to entry that often deters smaller or scaling businesses from adopting new tools. By shifting the cost burden to actual, verified outcomes, Helply forces itself to continuously prove its worth. This model could significantly democratize access to advanced AI support capabilities, allowing companies to experiment and integrate without upfront financial risk.

The AI-First, Outcome-Driven Revenue Model

Helply’s revenue model is perhaps its most striking feature. Unlike traditional SaaS platforms that charge per seat, per user, or for feature tiers, Helply operates on a purely performance-based system. Companies pay only when the AI successfully resolves a customer ticket, identifies a potential churn risk, or flags an upsell opportunity. This means if the AI doesn’t deliver a tangible, measurable outcome, there is no charge.

This approach aligns Helply’s financial success directly with its customers’ operational improvements and cost savings. It also provides a clear ROI metric, making it easier for businesses to justify the investment. The guarantee of a 65%Minimum AI resolution target within 90 days AI resolution rate within 90 days, with no payment if unmet, further solidifies this commitment to performance. This level of confidence in AI efficacy is rare in the current market and sets a high bar for competitors.

Targeting the $1M to $50M ARR Sweet Spot

Helply isn’t aiming for the enterprise giants or the seed-stage startups; its focus is squarely on B2B companies generating between $1M to $50M ARRHelply’s target company ARR range. This segment often experiences significant growth but may lack the resources for custom AI solutions or the negotiating power for favorable terms with large vendors. These companies are mature enough to have complex support needs but agile enough to adopt innovative solutions.

The platform has already attracted a notable roster of clients, including Rumble, Proposify, Covidence, LingQ, Unsplash, and Kapwing. These companies represent diverse industries but share the common need for efficient, scalable, and cost-effective customer support. Their early adoption suggests a strong market validation for Helply’s unique value proposition and outcome-based pricing.

The SaaStr AI 2026 Debut: More Than Just Software

Helply’s presence at SaaStr AI 2026, complete with giant pandas, was a deliberate and memorable marketing move. Beyond the spectacle, it signaled a playful yet serious intent to stand out in a crowded AI landscape. The “building in public” strategy, a hallmark of Turnbull’s previous venture, continues with Helply, fostering transparency and community engagement around its development.

This public approach allows potential customers and industry observers to follow Helply’s journey, witness its evolution, and understand the thinking behind its unconventional model. It builds trust and credibility in a sector where many AI solutions are still perceived as black boxes. The pandas, while whimsical, served as an effective mnemonic for a brand aiming to be both approachable and impactful.

Redefining Value in B2B SaaS with AI Guarantees

The B2B SaaS market is increasingly scrutinizing the actual value delivered by AI solutions. Many companies have invested heavily in AI tools only to find their ROI ambiguous or difficult to quantify. Helply’s explicit guarantee of a 65% AI resolution rate within 90 days directly addresses this skepticism. It shifts the risk from the customer to the vendor, a rare move in an industry often characterized by long-term contracts and upfront commitments.

This guaranteed outcome model could set a new standard for AI product adoption, particularly in areas like customer service where efficiency and cost reduction are paramount. It forces Helply to continuously optimize its AI capabilities and integrate feedback directly into its product development, ensuring that its technology is always delivering measurable improvements for its users.

Key Takeaways

• Helply offers a free B2B support platform, charging only for measurable AI-driven outcomes like resolved tickets or churn alerts.
• The company guarantees a 65% AI resolution rate within 90 days, with no payment required if this benchmark is not met.
• Helply targets B2B companies with $1M to $50M ARR, a segment often underserved by traditional AI solutions.
• Founder Alex Turnbull is intentionally challenging conventional SaaS pricing and product development models with Helply.