What Happens to SaaS When Nobody Logs In - with George Hartley
- E139
- 36:29
- October 26th 2026
What happens to SaaS when the user is no longer a person?
In this episode of Breakthrough SaaS Growth, Jason Noble and Jason Whitehead are joined by George Hartley, founder of Nitrosend and previously co-founder of SmartrMail and Bluethumb.
George has already built and sold a traditional SaaS business. Now he is building for a very different future, one where AI agents increasingly interact with software, choose tools and complete work without a human ever needing to log in.
The conversation explores what that shift could mean for the SaaS model itself.
We discuss:
- Why George believes agents will become the primary users of many software products
- What happens to dashboards and traditional user interfaces when agents do the work
- Why Nitrosend has moved away from seat and contact-based pricing
- Whether AI could make traditional SaaS pricing models obsolete
- How agents may increasingly discover and choose software themselves
- What happens to adoption and engagement metrics when humans stop logging in
- Whether companies will build more of their own software as AI makes development easier
- Why specialised expertise, infrastructure and trust may still create defensibility
- How dramatically AI is changing what small teams can build and ship
- Why George believes the SaaS market could become dramatically larger rather than smaller
George also explains how agents are already signing themselves up to Nitrosend, why the company has created agent-specific onboarding and why the next big problem may be giving AI agents their own wallets.
A conversation about much more than AI features. This is about what happens when AI starts changing the underlying assumptions SaaS has been built on for the last 20 years.
Guest: George Hartley, Founder of Nitrosend
Web: https://www.nitrosend.com
Youtube: https://www.youtube.com/@GeorgeNitrosend
LinkedIn Nitrosend: https://www.linkedin.com/company/nitrosend
Linkedin George: https://www.linkedin.com/in/gthartley/
Join the conversation.
What happens to your SaaS business when nobody needs to log in anymore?
Breakthrough SaaS Growth
Breakthrough SaaS Growth with the Jasons is a B2B SaaS podcast about how software companies keep customers, grow revenue and prove value in the AI era.
Hosted by Jason Noble in the UK and Jason Whitehead in the US, the show explores the commercial challenges behind sustainable SaaS growth: customer retention, expansion, churn, Net Revenue Retention (NRR), Customer Success strategy, customer value, go-to-market (GTM) alignment and AI.
Formerly The Jasons Take On.
Some episodes feature the two Jasons breaking down what they're seeing in the market. Others bring together SaaS founders, CEOs, CROs, Customer Success leaders and operators sharing what's actually working inside their businesses.
Expect practical conversations about why customers churn, how SaaS companies prove value, where expansion really starts and how AI is changing the way software is bought, used and valued.
No hype. No theory for theory's sake.
Just practical thinking about how SaaS companies keep and grow customers.