About Fathom
Fathom is one of the leading AI notetaking platforms, loved by hundreds of thousands of users globally across all functions, from sales and CS, to recruiting teams and product managers, and everything between. What started as meeting transcription has grown into a full productivity layer: action items, CRM sync, custom templates, AI-powered conversation insights, and integrations with core tools, all to help teams work smarter after every call.
Opportunity
As Fathom’s user base scaled into the hundreds of thousands, the product kept shipping new capabilities faster than users could discover them. Features like bot-free capture, custom templates, CRM integrations, and team workflows were driving massive value for power users, but educating the market on these came with complexity.
The company runs daily onboarding webinars with strong attendance, but kept hearing the same thing: “I didn’t know Fathom could do that.” The team wanted every user to experience that depth, but white-glove onboarding at their scale would have required an army of CSMs.
“We really feel strongly about giving human responses to people. White glove service. But that's impossible at the rate we're acquiring customers.”
Solution
Fathom discovered Saltfish while onboarding onto another tool. Within weeks, Michelle’s team was building and shipping their own in-product walkthroughs. The barrier to entry was near zero: no design team, no engineering tickets, just a keyboard and a few hours.
They deployed Saltfish in two places. Inside the product, video bubbles with Michelle’s avatar guide new users through onboarding flows, nudging them toward key actions like customizing templates. On the pricing page, a branching playlist lets visitors choose their own path through three plan tiers, each ending with a demo booking CTA.
The support and CS teams also use product demos in the knowledge base and send them directly to customers over email, scaling answers that used to require a live call.
“Customers want to learn in the moment when they're having the problem. They don't want to be taken out of the product. Saltfish checked all of those boxes.”
Outcome
Over 50,000 users have been onboarded through Saltfish video bubbles, without adding a single CS hire. In the in-product flows, users who start a walkthrough consistently reach the key action and then drop off into the product itself, exploring features on their own.
On the pricing page, the team ran an A/B test comparing the Saltfish avatar experience against no video at all. Users who got the videos had a 14% higher click-through rate on the displayed plans. Following the result, the VP of Marketing rolled it out to 100% of pricing page traffic with no hesitation.
- 50K+ users onboarded without adding CS headcount
- 14% relative lift in click-through rate on the pricing page
- Users activate key features directly from the walkthrough
Looking ahead
Fathom is building toward an education ecosystem where Saltfish is one layer alongside a knowledge base, community, and certification academy. The vision: a user reads an article, clicks a Saltfish walkthrough, and completes the action inside their own instance of Fathom without ever leaving the product.
The team is also exploring CSM-specific avatars triggered by CRM records, so each customer sees a familiar face throughout their journey, from onboarding to expansion. On the horizon: AI voice-led self-serve demos where prospects can explore Fathom in real time, guided by a conversational AI voice rather than pre-recorded steps.
“I spent years building training that was beautiful and nobody took it. Saltfish met the customer where they were, in the product, when they needed it.”
