Company Overview

Coassemble is infrastructure for training that enables organizations to create and embed courses directly inside their own product or into the tools their employees, customers, and partners use every day.

As the platform expanded across multiple products and audiences, the team needed a more efficient way to manage product knowledge and support. By implementing Brainfish, Coassemble centralized its knowledge base and deployed specialized AI agents across its website, in-app support, partner resources, and internal Slack workflows. This approach allows the team to deliver faster answers, reduce manual documentation work, and scale support across customers, partners, leads, and internal teams.

The Challenge: Managing Product Knowledge Across Multiple Audiences

As the company evolved from a traditional LMS model into a more flexible training infrastructure platform, the support and education experience became more complex.

At Coassemble, product education is responsible for how customers learn the platform, from onboarding emails and webinars to help content and product documentation across the customer journey. That also meant managing knowledge delivery for multiple audiences, including:

• Core product users
• Legacy product offerings
• Embed integration partners
• Website leads
• Internal sales and customer-facing teams
• New product audiences

Before Brainfish, much of that support and knowledge delivery ran through Intercom. But as Coassemble scaled, that setup became increasingly difficult to manage.

Key challenges included:

• Manual release documentation updates: Every product release required rewriting articles, updating cross-references, and manually embedding walkthrough videos.
  
• Limited AI support quality: Intercom’s Fin lacked contextual responses and could not surface video or image-based guidance inside the chat experience.
  
• No clean way to segment knowledge: Coassemble needed different support experiences for multiple products and audiences, but Intercom required separate instances and blurred knowledge boundaries.
  
• Internal usage created extra cost: Team members asking internal questions through Intercom increased billable interactions.
  
• Small-team support pressure: With many US-based customers and an Australia-based team, Coassemble’s product leaders often woke up to multiple unresolved overnight tickets.

Traditional support tooling was forcing the team into reactive work. Documentation took too long to maintain, support questions escalated too often, and internal teams lacked a shared, scalable way to get accurate answers quickly.

Why Brainfish

Coassemble needed more than a chatbot. The team needed a way to centralize product knowledge, segment it by audience, and deploy it across different touchpoints without creating more engineering overhead.

Brainfish stood out for several reasons:

• Multiple distinct agents: Coassemble could create separate agents for leads, customers, partners, and internal teams, each informed by the right knowledge base.
  
• Knowledge segmentation across products: Brainfish unified documentation across their core offering, legacy plans, and partner resources, removing the need to manage disconnected systems.
  
• Fast, low-lift setup: The team was able to move from trial to implementation within days.
  
• Usable without heavy technical involvement: Leaders could manage the platform directly without needing deep engineering support.
  
• Strong integration flexibility: API actions and routing workflows made it possible to connect tools like Segment, Attio, email escalation, and future Front workflows.

For a SaaS platform, that combination mattered. Other vendors were either too expensive, too technical, or still built around traditional live chat workflows that didn’t fit Coassemble’s operating model.

“Brainfish gave us a way to have distinct agents for support, leads and internal aspects of the business that we could control and also segment our knowledge.”

— Eliza Clayworth, Head of Product Education @ Coassemble

How Coassemble Uses Brainfish Today

Brainfish now supports multiple workflows across the business:

1. Website Lead Agent ‍

On the website, Brainfish acts as a lead qualification and conversion layer. It answers product questions, screens for budget fit, captures visitor details, and routes high-quality opportunities into their sales tool for round-robin assignment.

After implementing the lead agent, qualified leads more than doubled, with Brainfish now driving the vast majority of inbound pipeline.

In the first 30 days, Brainfish generated 45 potential leads, with 20–22% of site interactions sharing their details. The majority of these leads were high quality. ~80% converted into qualified opportunities (37 progressed into the sales pipeline in Q1).

2. In-App Customer Support

Inside the core product, Brainfish helps logged-in users get answers while they create courses. Routine “how do I do this?” questions are resolved immediately, while bugs are escalated when needed.

This has significantly reduced the number of questions reaching the support team.

3. Internal Slack Support for Sales and Customer Teams

Coassemble created dedicated Slack channels for internal questions about both their legacy products and their core product. Account executives use them daily to:

• Check technical accuracy
• Draft or refine customer emails
• Find product information quickly
• Validate responses before sending them to leads

This reduced the need to interrupt product or engineering leaders and created a more consistent internal knowledge layer.

4. Partner Support Agent

For Embed integration partners, Brainfish sits inside a partner resource hub and helps answer developer and API documentation questions.

5. Supporting New Products Without Expanding Support Workflows

When launching new products or offerings, Coassemble can quickly deploy dedicated agents trained on the relevant knowledge, allowing new audiences to get immediate support without adding documentation overhead.

6. Consolidating Support Across Products

Coassemble is gradually migrating all remaining support workflows from legacy tools into Brainfish, creating a single system for managing documentation, product knowledge, and customer questions. 

Impact: Less Manual Work, Fewer Interruptions, Better Answers

Brainfish has changed both how Coassemble maintains knowledge and how support gets delivered.

Faster product education workflows

Before Brainfish, release documentation was slow and manual. Now, Coassemble can record a video walkthrough, upload it, and generate or update support content far more quickly. With Observe & Learn catching UI changes, the risk of outdated documentation staying live has dropped dramatically.

Lower support burden‍

One of the clearest early signals came from Coassemble’s Chief Product Officer, who messaged after launch that it was the first night he had not woken up to a queue of support tickets. Previously, the team often faced multiple overnight issues from US customers.

Since implementing Brainfish, support demand has dropped significantly, with more queries resolved automatically before reaching the team.

“It has reduced the number of tickets our support team needs to answer, because more often than not Brainfish is able to handle most queries. Since implementing Brainfish, we’ve had fewer support tickets than when we were using Intercom + Fin.”

— Jude Novak, Chief Product Officer and Founder

Better internal efficiency

The Slack use case became one of the biggest unexpected wins. Instead of questions bouncing across the company or landing with engineering, Brainfish now acts as the first line of internal support for sales and customer-facing teams.

“All internal support questions now get answered by Brainfish directly in Slack, instead of clogging our platform support channel. We can discuss issues right there in the thread,  and if something comes up that isn't already documented, we can immediately convert that conversation into a new knowledge article."

— Eliza Clayworth, Head of Product Education @ Coassemble

Better customer and lead experience

Customers have specifically commented on how helpful the AI assistant is, and the website lead experience now gives prospects a faster path to answers while helping Coassemble prioritize more qualified opportunities.

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What’s Next

Coassemble is continuing to expand its Brainfish footprint across the business. Next steps include:

• A full Brainfish migration
• Integrating full Brainfish transcripts into Front for smoother handoff
• Rethinking website agent placement as part of a broader site restructure
• Exploring additional API-driven workflows and automation

For Coassemble, Brainfish has evolved from a support tool into a scalable knowledge layer that helps a small team support customers, partners, leads, and internal teams without adding operational complexity.

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Curious to see how Brainfish could work for your team? Book a demo with our team for a custom walkthrough.