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For a long time now, I've felt that Herodesk has the potential to be so much bigger than what we are today. Not that what we do today isn't good, because honestly, we're already one of the best helpdesk solutions you can find for small and mid-sized e-commerce businesses. A complete helpdesk platform with AI agents on top that can actually answer customers based on that specific shop's own data and setup. What's not to like about that?

But at some point I noticed something. 95% of what we've built already works really well for B2B and SaaS companies too, even though we've never actually built for that audience. We're basically 95% of the way to building genuinely great solutions for those customers as well. And I know that goes against everything the textbooks tell you, because every founder book and every panel about positioning says the same thing: narrow your target audience, don't widen it, be ten times better than your competitors at one specific thing for one specific audience. But when you're already sitting this close to a second market without even trying, narrowing further just feels like leaving something obvious on the table.

At the same time, something else has been building. Our existing customers have a long list of things they want Herodesk to do. Some of it is small stuff we can build quickly. Some of it is genuinely massive, the kind of feature that takes months to get right, where we have to be incredibly careful not to compromise the thing we've cared about since day one, which is that Herodesk has to stay simple to use. And that's a real tension, because the more functionality you pour into a product, the harder that simplicity becomes to protect. It's a fine line we walk constantly.

Put those two things together- our own ambitions for where the product could go and the pile of real requests our customers keep sending us- and at some point we found ourselves staring at a whole batch of major updates that all needed to happen. Until now, our approach has basically been to build things one at a time and ship them the moment they were ready, no fanfare, just a line in the changelog. But internally we all agreed that updates of this size deserve more attention than that. They deserve an actual release.

So that's what we set out to do. The only real problem is we've never done anything like this before. I'm part of a fairly large Danish Slack group of SaaS founders, so I asked them straight up what they'd done in similar situations.

Because honestly, it would be a damn thin cup of tea if we just sent a newsletter or dropped a couple of LinkedIn posts about it. That approach would drown in the noise and never give this release the attention it actually deserves. At the same time, there are real risks that come with doing a live event. Things can go wrong technically while you're live; you don't know how many people will actually show up; you can't easily reuse the content afterwards; it might not reach people broadly enough; and plenty of people simply won't have time exactly when you've scheduled it.

So we decided to do a pre-recorded launch event instead. We've hired a studio, professional video people, graphic designers, producers, the whole setup, dedicated tons of internal time, and we're recording a 25- to 30-minute film where we walk through everything new that's coming to Herodesk. That gives us full control over the content; we can make it genuinely polished and nice to watch, reuse individual pieces later, and let people watch it whenever they have time and are in the mood.

Which brings me to content and format (and yes, you can probably tell by now how quickly a project like this spirals). It's become something of a standard among a lot of the bigger SaaS companies to run a Summer release and a Winter release every year. We considered that too; we even had "Herodesk 2026 Winter Release" written down at one point, but we moved away from it fairly fast, because that kind of name implicitly sets an expectation that we'll keep showing up with major releases like this twice a year, and that's honestly neither our ambition nor how we want to work. We do this when it makes sense and when we actually have something new to say. So instead we went down a theme-based route.

If I zoom back out to where this post started, this whole project really came from feedback from our customers. That shapes a huge amount of what we do here. A lot of the improvements we make happen because customers take the time to share thoughts, ideas, suggestions, and honestly all kinds of things with us, and we listen closely because it's worth more than almost anything else when it comes to continuing to build a good product.

That's why this release is called Herodesk's "Got Your Back"-Release. Because we've got our customers' backs, and we're making sure our product solves the challenges and needs they face in day-to-day customer service.

We're shipping 15 new features across three themes.

Made Easy, new features designed to make your workday easier and more efficient.

Going Pro, a collection of brand-new features for teams with more advanced needs.

AI Native, bringing AI to the core of Herodesk with rebuilt AI Agents and two brand-new features.

In the four weeks leading up to the big Launch Event on September 8th, we're pre-releasing one of the 15 features every week. Last Tuesday it was Watcher, and this coming Tuesday, along with the three after it, more exciting things are coming that I'm genuinely looking forward to talking about.

You can follow it all at herodesk.com/got-your-back-release-2026. If you want to stay in the loop, sign up for the newsletter there (that’s Herodesk’s regular newsletter – also highly recommended 😉), and we'll let you know every time a pre-release goes live, along with sending out invitations to the launch event on September 8th.

This is, without any real comparison, the biggest release and the biggest campaign we've ever put together at Herodesk. The features we're bringing lift Herodesk into a different league entirely, and we'll be able to solve challenges for our customers in ways that are genuinely new and innovative. I can't wait to get it all out into the world and watch our customers start using it. At the same time, this whole release project is helping us mature, pushing us to work more professionally and strategically with marketing and launch events, which is something I find genuinely exciting and exactly the right direction for Herodesk to be heading.

So follow along. I can hardly wait to get started.

While we’re working on the new, big stuff for the upcoming “Got Your Back”-Release, we also shipped 30 updates to the product.

More than half of the merge request titles start with “Fix …” because that’s what we’ve been doing.

So, here’s the thing. When you go from 10 to 100 customers and from 100 to 300, everything (and I do mean everything) gets used by your customers. So all the things you’ve built and all the scenarios you thought of (“how will our customers use this feature”) don’t even come close to reality.

How users work in the system. The type of data that gets added. And how it’s all handled.

So there are many small edge cases and things that must be polished along the way. We fixed that.

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