At Waalaxy, Intercom's Fin now handles 75 to 80% of support requests, while Claude is involved in SEO production and marketing campaigns. Toinon Georget, co-founder of Waalaxy, explains how the company uses AI to automate part of its operations, reduce its costs and change the way its teams work.
At Waalaxy, the support team went from seven people to two and a half in about a year. Over the same period, Fin, Intercom's AI agent, took over a large share of customer requests.
The company has also started automating its SEO production with Claude, migrating from 
Mixpanel to 
PostHog and building its own marketing automation system with Resend.
The goal is to make Waalaxy's data and knowledge directly accessible to AI agents, to limit manual work in the interfaces of the various software tools.
How does Intercom's Fin handle 75 to 80% of support requests at Waalaxy?
Waalaxy's customer support relies on 
Intercom. The company mainly uses chat to answer users and no longer offers regular phone support.
“Today, Fin handles roughly between 75 and 80%, depending on the month. A year ago, we had seven people in support and the team was understaffed. Today, we're at two and a half people.”
According to him, current capacity is actually rather comfortable relative to the volume of requests.
How does Waalaxy improve Fin's performance?
To get good answers from Fin, Waalaxy relies first and foremost on its Intercom Help Center.
The support teams regularly review the conversations handled by the agent. When an answer is incorrect or incomplete, they try to understand what is missing from the documentation, then update the relevant articles.
Part of the teams' work now consists of improving Fin's knowledge rather than answering users directly.
The agent's quality depends largely on the information it has access to. If a topic is poorly documented, Fin risks producing an inadequate answer. This setup therefore requires regular maintenance of the Help Center and supervision of conversations.
This is also one of the reasons Waalaxy keeps Intercom despite its cost. The platform remains central for support and knowledge management, even though the company is gradually replacing some of its marketing features.
How does Waalaxy use Claude to produce SEO articles?
SEO content production is another area in which Waalaxy has profoundly changed its methods.
Historically, the company employed six SEO writers. They knew how to produce articles optimized for Google, but did not always have a strong enough grasp of topics related to LinkedIn prospecting.
The result was sometimes disappointing: the articles were properly optimized for search, but the advice given to readers lacked business relevance.
Waalaxy therefore decided to centralize its knowledge in a GitHub repository accessible to 
Claude agents. This base brings together, among other things, the Intercom Help Center articles, webinars, guides, recommendations from the Customer Success teams and product information.
Based on this content, the teams built Claude skills capable of writing new articles or reworking existing content.
“Today, our Claude skill writes articles that are higher quality in terms of advice than what we used to get from humans.”
For Toinon, the difference lies mainly in the quality of the recommendations. Instead of depending on a writer's individual knowledge, Claude can draw on the experience accumulated by Waalaxy's different teams.
What SEO results does Waalaxy get with its Claude skills?
To measure the value of this method, Waalaxy ran a first test on 15 blog articles, fully reworked with a Claude skill.
Their performance was then compared with that of the other content. According to Toinon, the traffic gain observed was about 30% higher than for the rest of the blog.
“After applying our Claude skill to our articles, we saw an uplift of about 30% compared with the rest of the blog in terms of traffic gain.”
This test is part of a broader project. Waalaxy also left WordPress and migrated its blog to a CMS built with Claude Code.
With about 900 articles, the company has a large volume of content to maintain and optimize. It has gradually brought together its business knowledge, its SEO rules and its content to make the agents' work easier.
To measure the blog's performance, the teams mainly use 
Semrush and Google Analytics.
Why is Waalaxy replacing Mixpanel with PostHog?
To analyze its users' behavior, Waalaxy historically used Mixpanel. With the launch of Waalaxy AI, the company began migrating to PostHog.
The platform combines event collection, session recordings, alerts, dashboards and various product analytics features.
According to Toinon, PostHog offers more possibilities than Mixpanel, at a more attractive price. However, he finds the interface complex, not very intuitive and hard to get to grips with.
“Personally, I'm not a fan of the PostHog platform itself. But the features, the price, the integrations and the automation possibilities make up for the UX problems.”
It is above all its ability to communicate with Claude that makes the difference.
Tools in this section
How does Waalaxy connect PostHog to Claude?
One of the main benefits of PostHog for Waalaxy is its MCP server, which lets Claude access the platform's data directly.
Events and user information are collected in PostHog. Toinon can then query this data in natural language, without always going through a dashboard or a data specialist.
“Before, when I wanted to get information about users or statistics, it was hell. You had to ask a data scientist. Now, I just ask Claude my question and it gives me the answer by searching in PostHog.”
The teams keep using PostHog dashboards to track their metrics, but they now have another way to explore user behavior and product performance.
This shift is also changing Intercom's role. Historically, the platform centralized a large share of user information. Some of these uses are gradually moving to PostHog, which is becoming a shared data source for several internal automations.
Why is Waalaxy building its own marketing automation with Claude and Resend?
For a long time, Waalaxy used Intercom to send its marketing campaigns. The choice was fairly natural since the customer data was already in the platform. But Toinon found the emailing interface impractical and the features limited for the company's needs.
Waalaxy then tried 
Brevo, without being any more convinced. According to him, some uses were even less practical, while pricing remained high for relatively simple features.
The company finally decided to build its own marketing automation system with Claude, using 
Resend to send the emails.
Cost also weighed in this decision.
The difference is significant, even though these solutions do not cover exactly the same features. Resend mainly provides the sending infrastructure. The features for building campaigns, segmentation and automation are gradually being developed in-house.
How do marketing campaigns work with Claude and Resend?
In the new setup Waalaxy has designed, the teams start by creating the visuals and email templates with Claude Design. Claude can then turn these designs into templates that can be used for campaigns.
The agent also has read access to some of the company's data, notably customer information and the events collected in PostHog.
This data makes it possible to prepare campaigns targeted by user profile or behavior. Once the content and audiences are defined, Resend handles sending the emails.
The goal is to be able to ask Claude directly to prepare a campaign for a given audience, without having to go through all the usual manual steps in a marketing automation platform.
Waalaxy can thus reduce its subscription costs and personalize its campaigns further. In return, the company has to maintain the features it builds itself.
How does Waalaxy use Churnkey to limit cancellations?
Waalaxy uses Churnkey to manage part of its cancellation flow.
When a customer wants to cancel their subscription, the tool can offer them several alternatives: a discount, a temporary pause or an offer suited to their situation. The goal is to retain some customers who are thinking of leaving, without always involving someone from the team.
Toinon believes that 
Churnkey offers a good return on investment for a relatively limited cost.
For other upsell features and some pop-ups displayed in the app, Waalaxy prefers developments built directly in-house.
Tools in this section
Why does Waalaxy keep Demio for its webinars?
Waalaxy continues to use 
Demio to run its webinars. The platform handles registrations, events, exchanges with attendees in the chat and access to replays.
According to Toinon, price reportedly played a part in favor of Demio over 
Livestorm. He points out, however, that the comparison was carried out by the person in charge of growth and that he did not personally take part in the choice.
Demio therefore remains one of the specialized software tools Waalaxy keeps in its marketing stack, rather than trying to build everything in-house.
Tools in this section
Summary of the software this article mentions in Waalaxy's stack
| Status | Workflow | Tool | Usage |
|---|---|---|---|
| In use | Support and marketing | Intercom | Chat, Help Center and legacy emailing, gradually being replaced |
| In use | AI support |  Fin | Automates 75 to 80% of support tickets |
| In use | AI development | Claude Code | CMS, skills and automations |
| In use | Marketing design | Claude Design | Creation of email templates |
| In use | Development and knowledge |  GitHub | Repository of business knowledge |
| Replaced by une solution d | CMS |  WordPressReplaced by une solution d | Former blog CMS, replaced by a solution built with Claude Code |
| In use | SEO | Semrush | SEO performance tracking |
| In use | Web analytics |  Google Analytics | Blog traffic analysis |
| In use | Product analytics | PostHog | Events, sessions, dashboards and MCP with Claude |
| In use | Product analytics | Mixpanel | Former platform, migration to PostHog in progress |
| Dropped | Emailing | BrevoDropped | Tested as an alternative to Intercom, not a very conclusive experience |
| In use | Emailing | Resend | Sending infrastructure, rollout in progress |
| In use | Retention | Churnkey | Cancellation flow on the legacy product |
| In use | Webinars | Demio | Registrations, events, chat and replays |
