Case study · MyHives

How MyHives scaled a safety platform without scaling the team

Industry Personal Safety · Consumer + B2B

HQ Amsterdam, NL

Team 9 people

Joble customer since 2025

Joble is the place where every signal — a support question, a partner enquiry, an incident report — becomes one conversation.

Anniek van Verhuizen CCO, MyHives

4.2×

Monthly active users in 9 months — same headcount

91%

Tier-1 questions resolved by Joble agents

18s

Median response time across all channels

3.6×

B2B Organisations pipeline velocity

01 — THE CHALLENGE

A safety platform can't afford latency — but a 9-person team can't carry every channel either.

MyHives is a personal-safety app for people who need to see risk before it escalates — safer-route navigation, a Safety Diary for moments that feel off, trusted check-ins, fast escalation short of 112. Alongside the consumer app, MyHives sells into Organisations — schools, employers, municipalities, transport authorities — that deploy it to the people they serve.

Two product lines, one small team, and a category where response time is the product. A consumer user asking "how does the Safety Diary work?" at 11pm on a Saturday needs the same urgency as a school's Head of Safeguarding deciding whether to roll MyHives out to 4,000 students.

Before Joble, those two messages landed in different inboxes, handled by different people, with no shared memory between them. The team was rebuilding context, every conversation, from scratch.

Worse: the consumer support inbox, the Organisations sales pipeline, the partner onboarding tracker for businesses listed as Safety Signals, and the incident-escalation pager all lived in different tools. One person needed five tabs open to answer one question.

Hiring out of the problem was off the table. A mission-driven product on a careful budget can't scale the way a venture-funded SaaS does — every new hire is a real trade-off against feature work.

What wasn't working

Five tools for one customer journey Consumer support, Organisations sales, partner onboarding, incident pager, marketing inbox — none of them talking to each other

No unified touchpoint view A school's Head of Safeguarding who DM'd the Instagram account and then emailed support looked like two different people to the team

Slow off-hours coverage A safety app needs to answer at 11pm. A nine-person team can't.

B2B velocity capped at human bandwidth Every Organisations deal needed the same founder time for the same onboarding conversations

02 — THE APPROACH

One brain across every channel and conversation.

MyHives put Joble in the centre of their operation — privacy-first, consent-aware, and connected to every channel a user, a partner, or an Organisation might reach them on. The same conversation history is visible to the human team and to Joble's web and phone agents at every turn.

Phone Agent

Inbound and outbound voice for Organisations sales, partner onboarding, and high-urgency consumer support. Full context loaded before the agent says hello.

Web Agent

Live chat on myhives.nl. Answers product questions, helps Organisations book a demo, routes safeguarding referrals to a human within seconds.

WhatsApp · SMS · Email

Every async channel unified into one conversation thread per person, regardless of how they reach out or where they came from.

Calendar & Bookings

Organisations demos and partner onboarding calls booked mid-conversation with two-way Google & Microsoft sync. No scheduling ping-pong.

CRM & Pipeline

Every Organisations conversation logged with stage, next action, and decision-maker context. Anniek sees the pipeline without chasing it.

Internal Coordination

When Joble can't resolve, the handoff carries the full thread to the right human — no context loss, no "can you forward me the earlier emails."

Six surfaces. One source of truth. Every interaction makes the next one smarter.

We work in safety. We can't have five tools and four blind spots. Joble is the place where every signal — a question, a partner enquiry, an incident — becomes one conversation we can act on.

Anniek van Verhuizen Chief Commercial Officer, MyHives

03 — THE RESULTS

More users. More Organisations. The same nine people.

Nine months after switching on Joble, MyHives' consumer base has more than quadrupled, the Organisations pipeline is moving 3.6× faster, and the team that powers all of it has stayed exactly the same size.

4.2×

Monthly active users

In 9 months, on the same headcount. The team's bandwidth stopped being the bottleneck on growth.

9 → 9

Team size, unchanged

Joble absorbed the equivalent of 4-5 full-time roles in support, partner onboarding, and B2B SDR work — freeing the team to build product.

91%

Tier-1 questions resolved by agents

Account, navigation, diary, and check-in questions answered without a human in the loop.

18s

Median first response

Down from 6 hours 40 minutes. 24/7 coverage with no night shift.

96%

User satisfaction

Up from 78% pre-Joble. Users stopped repeating themselves between channels.

3.6×

B2B pipeline velocity

Demos booked, follow-ups landed, decision-makers re-engaged — all without founder time.

100%

Touchpoint attribution

Every user's first contact, every Organisation's path to demo — finally legible.

€0

Headcount budget added

Growth came from leverage. The hiring plan stayed focused on engineers, not ops.

04 — THE COMPOUNDING MOAT

What no point tool can replicate.

MyHives isn't just running cheaper. They're building an asset every month that competitors don't have: a unified record of every conversation, partner relationship, and Organisations interaction — across every channel.

LOOP 01 — CONVERSATION MEMORY

Every reply teaches the next one

An Organisations buyer who asked about deployment in March gets greeted by name in October's follow-up — and the agent already knows their last objection. A standalone helpdesk plus a CRM cannot do this, because neither was ever the system of record for voice.

LOOP 02 — UNIFIED IDENTITY

One person, every channel

An Instagram DM, a WhatsApp message to support, an email about a partner enquiry, and a demo booking — all resolve to the same Customer record. The team finally knows who they're talking to, the first time someone reaches out.

LOOP 03 — SCHEDULING GRAVITY

The calendar is part of the conversation

Organisations demos and partner onboarding calls get booked mid-conversation, against live calendar availability. A standalone scheduler can't do this because it doesn't know what the agent just promised.

LOOP 04 — TOUCHPOINT CLARITY

The journey, finally legible

Every user — consumer or Organisation — arrives via a knowable path: a referral, a press piece, a partner listing, a LinkedIn post. Marketing decisions stopped being intuition and started being math.

LOOP 05 — TIER-1 ABSORPTION

Support becomes leverage, not cost

Questions that used to require human time now resolve themselves in real time. When a human is needed, the escalation arrives with full context — so the time spent is on the actual problem, not on catching up.

LOOP 06 — COMPOUNDING DATA

Every month adds asset value

The longer MyHives operates on Joble, the more uniquely valuable their operational memory becomes. A competitor cannot buy this — only earn it, one conversation at a time, year after year.

05 — THE ROLLOUT

From pilot to operating system in 90 days.

Week 0

Joble connects to Gmail, Google Calendar, WhatsApp, and the website

One week of setup. The web agent goes live on myhives.nl for consumer support. Pilot scope deliberately narrow.

Week 6

Phone agent goes live for Organisations enquiries

Inbound calls answered with full prospect context. First-response time falls from hours to seconds. Anniek's founder time goes back to product strategy.

Week 10

CRM pipeline and partner-onboarding tracker integrated

The Organisations pipeline and the Safety Signals partner roster become one thread per relationship — across email, WhatsApp, calls, and meetings.

Week 14

Consumer support shifts fully to Joble-first

91% of tier-1 questions resolved without a human. Escalations arrive with a complete dossier. The team feels the bandwidth come back.

Month 6

The Organisations pipeline doubles, then triples

With Joble pre-qualifying, scheduling, and following up automatically, the founders spend their time on real conversations — not coordinating them.

Month 9

4.2× users, 3.6× pipeline velocity, same team

The operational data MyHives now sits on is the asset no competitor can match without rebuilding the last year.

We're a small team in a category where every conversation matters. Joble is the reason a small team can stay small and still be there for every person who needs us.

Anniek van Verhuizen Chief Commercial Officer, MyHives

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