A New Hook With a Bigger Mission

I started Hook with a simple hypothesis: data was a lot more powerful in Customer Success than companies were giving it credit for. My experience in my previous life had shown that by using machine learning on data instead of focusing on the accounts that shouted the loudest, we were able to drastically increase account stickiness and revenue.

Over the last couple of years, it’s been very rewarding to see Hook prove the same results across customers. By providing highly accurate predictions about where risk was and helping CSMs navigate it, we’ve helped companies reduce churn, find upsells, and increase the productivity of their teams.

Again and again, we’ve heard the same stories from our users

• “Hook always provides me an accurate view of what ends up being a risky customer”

• “Our top 20 churn risks were all predicted and before Hook we’d be blindsided by many of them”

• “I picked three accounts that Hook said were likely to upsell and closed one of them a week later”.

Our evolution

As CSMs became more dependent on Hook to manage their books of business, we started to see just how much they trusted it to do more.

When we launched our first agent, Echo, a few weeks ago, the feedback was immediate: “it thinks like a CSM” and “we were stuck on an account, so we just did what Hook suggested and it turned out better than our own ideas.”

Teams weren’t just looking to Hook for guidance, they were starting to rely on it to take action. Hook has been busy writing one-to-one agendas, drafting emails, preparing teams for CEO reviews, and analysing accounts at scale.

And crucially: this means freeing up CS teams for what matters: spending time making their customers successful.

A new look for Hook

Back when I started the company on my dinner table in lockdown, I first worked with our friends at Koto to give Hook its electric yellow signature look — probably underestimating just how much it would make us stand out. At conferences, we became known as the flash of neon in a sea of corporate blue — visually but also in the energetic way our teams and customers championed Hook.

As we’ve evolved our product, it feels like the right time to also evolve our brand.

We still believe in the same core principles: that data is the most powerful tool a CS team has, and that Customer Success is the most important part of the revenue ecosystem.

But our evolved brand recognises something new: in a world that’s becoming increasingly digital, the human CSM is more important than ever. And AI gives us the ability to unlock more of their time.

By spending less time filling in risk reports, forecasting renewals, and doing busywork, Customer Success teams can dramatically change their customers’ organisations. Our mission is to be the sidekick that helps them do just that.

An era of productivity

Many AI companies have successfully generated hype around “automating humans” and telling companies to “stop hiring”.

But the real opportunity of AI isn’t replacement; it’s giving people the space to do more meaningful work.

In Customer Success, that meaningful work is helping customers be successful with your technology — a complex mix of implementation, process change, and human adoption. That’s where Hook is best placed: freeing CS teams from being tied down to spreadsheets, forecasts, and busywork so they can spend more time on what really matters.

Because if AI isn’t here to help us be more human, then why are we adopting it at all?

Welcome to the new Hook.