Glossary
Plain-English definitions of the terms we build around — owned vs rented software, AI SDRs, customer health scoring, CAC, conversion systems, and the difference between acquisition and retention software.
Owned software is a system you commission once and keep — the source code, data and IP are yours, with no per-seat fees. Rented software is SaaS you subscribe to indefinitely: you license access but never own it, and the cost grows with every seat and contact. Owning makes sense when the workflow is core to how you win and keep customers; renting makes sense for small, generic needs.
An AI SDR is software that automates the top-of-funnel work a human sales development rep does — researching leads, personalizing outreach, following up and booking meetings — running continuously instead of being billed per seat. Built as custom software, an AI SDR is an asset you own rather than a tool you rent.
Customer health scoring is a model that combines product usage, support activity and account signals into a single score that predicts which customers are likely to churn or expand. It lets a team act before a customer leaves rather than after. Built as owned software, it runs on your own data with no per-seat SaaS fee.
Related: Software that predicts churn Retention software we build
Customer acquisition cost (CAC) is the total sales and marketing spend required to win one new customer. Lowering CAC means acquiring customers more efficiently — often by replacing rented ad tools and agency retainers with owned acquisition software whose cost amortizes instead of recurring forever.
Related: CAC: owned software vs agencies Custom build vs an agency
A conversion system is the connected software that turns interest into customers — landing pages, lead capture, qualification, routing and follow-up working as one owned pipeline rather than a stack of disconnected SaaS tools. Owning it means the logic is shaped to your funnel and there are no per-lead fees.
Related: Custom lead-generation engines Conversion systems we build
Acquisition software wins new customers — paid-ad engines, lead discovery, AI SDRs and conversion systems. Retention software keeps the customers you already have — onboarding, customer-success ops, health scoring and renewals. Most companies rent both as stacked SaaS; we build them as software you own outright.
Related: How to reduce churn with owned software Everything we build
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