Co-Founder/CEO @plainsupport - the open, composable support platform. Previously built and led design at @Deliveroo. Swiss, but always late. I’m hiring 👇

London, England
Joined April 2009
If Claude ships a personal agent, can’t wait for my restaurant preferences to become load-bearing claims the evidence doesn’t back up and my weekend plans to become a deeper issue my calendar isn’t accounting for
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Simon Rohrbach retweeted
Moved @everreachuk support ticketing and help centre from @Zendesk to @plainsupport today. The Plain team have been amazingly helpful and responsive (in particular Aditya late last night, and @simonrohrbach too). It’s a great product, and so intuitive compared to Zendesk!
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Simple rules for productive board meetings: Memos over presentations Writing forces clarity, and nobody wants a 50 slide theater. I write everything in Notion, send it out 2-3 days beforehand for people to leave comments, and then we just discuss the areas that have comments and any agenda items. Lead with the outcome, not how you got there Don't do "we did A, then B, and ultimately landed on C which achieved outcome X". Instead: "We achieved outcome X. This matters because Y. We did this by doing Z." Every point should have a clear "So what?" Not useful: "Q2 was really good/hard/intricate on XYZ fronts" Useful: "In Q2, metric X moved to Y. We think this is good/bad. We are therefore doing/not doing Z." No gold stars The default assumption is that you are smart and that the work is hard and intricate, so don't spend time trying to prove something everyone already knows. Instead just focus on the results. You don't have to cover everything You have 90mins. Not every single area needs a whole section every single time, and it's not because it's not important - in fact it's often because an area is going pretty well and the time is better spent elsewhere. It's ok to stick with a simple FYI. Come with an opinion Don't do "Here is the context, what do you think we should do?" Instead, do: "Here is the context. The options are X, Y, Z. We think we should do Z, which means [tradeoffs]. Let's begin by talking about Z." Much more useful and targeted discussion.
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Which product has built the best onboarding experience out there?
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Simon Rohrbach retweeted
With AI, EVERYONE is becoming an engineer. Security teams → engineering teams @AikidoSecurity Design teams → engineering teams @Dessn_ai Customer support teams → engineering teams @plainsupport Business intelligence teams → engineering teams @steepapp
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The ability to code something doesn't translate 1:1 to the business value of owning the problem. Here are 5 non-obvious, randomly picked problems (of hundreds) you have to think about when building in the support space. 1. Outlook renders email differently than other email clients. HTML formatting is now your problem. 2. Want the median follow-up response time on tickets that breached SLA compared to last month? Event storage, parsing, metric calculation and graphing are now your problem. 3. AI hallucinated on a ticket? Evaluation and guardrails are now your problem. 4. Want AI to learn from good and bad responses? Training data pipelines and fine-tuning are now your problem. 5. A customer opens five tickets about the same issue? Deduping, merging, and splitting tickets is now your problem. Vibe coding is amazing, and whether or not you can vibe-code those problems away in the fullness of time isn't the question – it's whether you want to think about those problems to begin with. Source: I've been building a support platform for 5 years.
it just doesn't make sense. why would Replit use Zendesk when they could just use their own pproduct to build their own internal customer support platform???
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This is awesome. It's exactly why we're building Plain - so that anyone can build anything in support 💚
We've been obsessing a lot about creating the best possible AI support experience @dubdotco. And I think we've found the magic formula. The stack: ✦ @mintlify → docs + help articles ✦ @upstash vector → vector search ✦ @aisdk + @claudeai sonnet → LLM/retrieval ✦ @plainsupport → support infra Here's how it works: We consolidated our docs + help articles on Mintlify (best-in-class docs platform) so all our support content is now in one place. On every push to main, we sync changes to our Upstash Vector DB. We also built a custom chat interface that retrieves content from Upstash Vector and generates responses via @aisdk + @claudeai sonnet. The best part: The AI agent uses 𝚝𝚘𝚘𝚕() from @aisdk to retrieve the user's workspace / partner data to provide accurate responses. Finally, if the user needs to speak to a human, we generate a 𝚃𝚒𝚌𝚔𝚎𝚝𝚄𝚙𝚕𝚘𝚊𝚍 UI that lets users upload screenshots + add more context, before creating a ticket on Plain. Cherry on top: The chat interface is embeddable, so we're able to embed it both in our Mintlify docs + support portal 👇 Since we launched this, it's been a gamechanger for scaling support – reducing support workload and creating a much better experience for our users. Highly recommend giving this a try!
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When we started Plain, we built it API-first. At that point, we didn't know what it would enable, but it felt to us that there was a big opportunity. For the first few years, it didn't really work because it was missing a use case to make it valuable. Now, it's the reason we win almost every single deal. People are no longer buying software, they're buying infrastructure to build their own.
The "death of SaaS" could well be the "death of SaaS that is not API-first" A story on how 30-person startup @craftdocs is moving off Zendesk after they built much better internal AI workflows (with a tool they open sourced, Craft Agents) Full: newsletter.pragmaticengineer…
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Really excited to get this out. Feedback so far has been awesome!
a really good use case of @cursor_ai cloud agents. let support teams ask questions about your codebases right from @plainsupport
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Simon Rohrbach retweeted
mi casa su casa! we love it when founders cowork at our sf office @samstphenson @simonrohrbach
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Plain SF - our new office as of one hour ago :) We're hiring: – Account Executives – Field Marketing – Product Marketing – Demand Gen - Customer Success – Generalists / Former and Future Founders – Solutions Engineering Also, if you need a place to work from for a few days or a few weeks, let me know :)
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Introducing: Sidekick Today, we're launching Sidekick, your AI assistant for customer work. It's fully aware of context, product knowledge and history. Draft replies, ask questions and find answers without ever leaving Plain or opening another tab. Sidekick has a full understanding of the conversation, customer context, history and your product knowledge, so you can ask things like: ✨ “Summarize this conversation” ✏️ “Help me draft a response” 📖 “What do our docs say about rate limits?” 🧠 “Have they asked about this previously?” We've been playing with it internally for some time, and it's honestly pretty magical. It makes you so much faster in working with customers, and saves you opening and closing so many tabs. It's available now in Plain. And it's just small glimpse of where we're taking AI at Plain over the coming months. Watch this space!
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Simon Rohrbach retweeted
You might've heard about the hiring advice "hire for slope, not y-intercept" Same thing goes for software vendors – bet on fast-moving startups that care about craft, design & reliability. Your future self will thank you. Some examples: ✦ bet on @linear vs jira ✦ bet on @upstash vs redis inc. ✦ bet on @tinybird vs clickhouse ✦ bet on @resend vs sendgrid ✦ bet on @axiomhq vs datadog ✦ bet on @fillout vs typeform ✦ bet on @plainsupport vs zendesk Who am I missing here? 👀
I think people underrate shipping velocity when choosing what tools to rely on. It’s common wisdom in hiring: better to recruit someone with a bit less experience but a really steep learning curve. In 6 months, they’ll be way ahead of the pack. The same applies to products. You could choose the CRM that’s been around for decades and has more features today. Or you could pick one built by a team that ships relentlessly. In our software stack, I’ve been happiest with vendors like @dubdotco (affiliate software, led by @steventey and team), @mintlify (documentation platform by @handotdev & co), @attio (great team building next gen CRM out of London) and @render (founded by @anuraggoel, employee #7 at Stripe). All newer solutions, all improving very fast and shipping great software. And of course our goal is to be that vendor for forms (@fillout) and business apps (@zite).
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We're live with a few of our customers on the 101 around San Francisco Airport. Plain supports that 💚
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Really enjoyed this! This talks through some of the journey @mattvagni and I have been on with Plain, and why after 2 years of zero growth, things suddenly started clicking. Check it out 👇
Ambition kills too many startup! Sounds counterintuitive but it’s what happens when you don’t separate your company vision from your product pitch. Too many founders pitch their grand vision to customers. This raises expectations in a way that is almost impossible to meet early on. @simonrohrbach , Co-founder & CEO of @plainsupport (ex-Head of Design at @Deliveroo / @plainsupport has raised >$20M from Index and Battery), learned this the hard way. @plainsupport began as “API-first customer support” - think “Stripe for support”. Zendesk and Intercom comparisons followed and they discovered it’s the slowest, most expensive way to validate anything. Two lonely years later, they rebuilt the story, the wedge, and the category. What changed? They significantly narrowed down their scope to customer support for developer tools. And all the sudden, things started to click. If you’re wrestling with over-broad positioning - or wondering how to move from platform promise to a cash-earning wedge- this episode is a masterclass in cutting scope, finding signal, and owning a category before it exists. Amongst others, you’ll learn: • The language tweak that shrinks your competition overnight • The two objections that signal your pitch is too big • The exact customer phrase that proves you have a wedge • How to set a Day-1 table-stakes floor you can actually ship For more, check out our conversation on the focal podcast and subscribe to my Substack (LINK IN COMMENTS)
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Simon Rohrbach retweeted
SF! We’re new in town 🏙️ We just moved here to be closer to our customers – and we’re kicking things off with a community happy hour 🍸 We're excited to hang out with our SF-based friends, old and new ✨ 📅 September 3rd 📍 La Mar 🔗 lu.ma/support-communtiy-meet…
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After many years of trial and error, I've concluded this is the superior drinking bottle design. - large capacity - magnetic cap - cap can be removed from lid for cleaning - lid easy to take off - wide bottle neck for cleaning the inside - handle for easy carry That is all.
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One of my favorite interactions in our new Help Center product: Handoff to humans 🤝 If AI can't help you, simply say you want to talk to a human, and you'll be passed on to the support team with the full context preserved. Feels exactly how it's meant to, completely natural.✨
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Today, we're launching our Help Center product. Most help centers are a dead end. Static docs, articles nobody actually reads, contact forms no-one wants to use. The @plainsupport Help Center fixes that. We've combined three products into one: An AI assistant, a knowledge base, and a support inbox for your customers. Here's what makes it magical: 🆕 It's a living knowledge base that turns support requests into new articles as you work 💬 Your customers can ask specific questions, and Ask AI will answer based on your knowledge base content 🤝 Human handoff done right: If AI can't help your customers, simply say "I want to talk to a human" and they'll automatically be passed on to the support team, full conversation history preserved 📥 A customer inbox that gives every customer a shared view of support across Slack, Discord, MS Teams, Chat and email ...and all of this is hosted on a domain that we think will be the new standard bearer in support. We've been working on this for a while and are really excited about it. Excited for everyone to try it.
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