How Cove Studio reached 120 paying teams

A B2B SaaS for creative agencies launched a client portal with an AI brief assistant and turned its waitlist into paying teams. Cove had a waitlist of agencies tired of chasing client feedback across email, chat, and shared drives. The founders knew the pain well but had no product, and every week without one the waitlist went colder.

~ The approach

Start where clients get stuck. Interviews with twelve agencies all pointed at the brief. Vague briefs caused most of the rework, so the brief became the heart of the product.

AI that drafts, people who decide. The assistant turns a client's notes into a structured brief with open questions flagged. The agency always approves it before work starts.

Launch to the waitlist in waves. We onboarded agencies twenty at a time, fixed what each wave hit, and opened billing once the portal held up under real projects.

What we shipped

• Client portal

  One link per project for files, feedback, and approvals.

• AI brief assistant

  Turns rough client notes into a structured brief with gaps flagged.

• Feedback on the work itself

  Clients pin comments to designs and video frames instead of emailing.

• Approvals and sign-off

  Every approval timestamped, so scope changes stop being arguments.

• Team billing

  Seats, trials, and invoices handled in the app from day one.

• Usage and quality evals

  Every AI brief scored and reviewed, so the assistant improves weekly.

The results

120

Paying teams in 90 days

10 wks

Waitlist to launch

−38%

Revision rounds per project

Building something similar? Start a project or read how Northline launched in 8 weeks.