The starting point
Saltfish started in Stockholm with a simple observation: every B2B software company needs product demos, and almost all of them are stuck in a production cycle that cannot keep up with how fast their product moves. We thought we could build a tool that turns a product capture into polished demo content in minutes instead of weeks.
Twelve months later, we have hundreds of customers, a growing team, and a product that spans five formats we did not envision at the start. Here is what the year looked like.
What we got right
The capture-first approach was the right bet. Starting from a real product recording instead of a blank canvas turned out to be the key insight. It meant every demo was automatically accurate to the current product. It meant no staging environments, no mock data, no designer in the loop for basic content.
The second thing we got right was building multiple output formats from a single capture. A product team records one flow and gets an interactive demo, a product video, a set of branded screenshots, and a GIF, all from the same source. This multiplied the value of each capture and gave customers a reason to make Saltfish part of every launch.
What we rebuilt
We rebuilt the editor three times. The first version tried to be a timeline-based video editor, which was too complex for product marketers who just wanted to adjust tooltip text. The second version was too simple and lacked the fine-tuning that makes the output feel polished. The third version found the balance: simple by default, with depth available when you need it.
We also rebuilt our positioning twice. We launched describing ourselves as an “AI demo platform” and nobody understood what that meant. We switched to describing each format individually: interactive demos, sandboxes, product videos, video bubbles, visuals. That gave prospects a concrete mental model of what they would get.
What is next
Year two is about scale. We are investing in the AI layer that generates narration, tooltips, and styling from a capture. We are building the analytics that show which demos drive pipeline and which onboarding guides reduce support tickets. And we are growing the team to support the customers who are building their entire product content workflow on Saltfish.
If you are a B2B software company that creates demos, videos, or product walkthroughs, we would love to show you what we have built. The best way to understand Saltfish is to try it.