at what point does vertical SaaS just become a services business?
I keep running into this while building software for healthcare, and i’m curious how other founders have handled it.
on paper, things like eligibility checks, prior auth, claim follow-ups and denials all seem pretty repeatable.
then you talk to five clinics and somehow discover eight different workflows.
one clinic handles eligibility inside its EHR. another has someone manually checking multiple payer portals. home health prior auth is completely different from cardiology or dental. some customers want the whole process automated, while others just want one painful step fixed.
then there are all the random exceptions.
half the time, the real workflow isn’t documented anywhere. it just lives in the head of one employee who has been doing it for years and knows what to do when something breaks.
my first reaction was basically, fine, we’ll add more settings, integrations and rules.
but i’m starting to wonder whether “highly configurable SaaS” eventually just becomes custom software wearing a SaaS hat.
every new customer needs discovery, workflow mapping, setup, integrations and some special thing that apparently nobody else needs.
so i guess the options are:
- go very narrow and make customers adapt to the product
- accept that software plus services is the actual business model
- build reusable workflow blocks and configure them differently for each customer
the third option sounds best in theory, but also feels like the easiest way to build something insanely complicated.
for anyone who has built vertical SaaS, where did you draw the line?
when did customization become a real moat, and when was it just your SaaS company slowly turning into an agency?