PLG company: Lindy AI

No-code AI agent builder, uses product-led growth with instant time-to-value, a freemium model, and strong viral automations to help companies automate everything from email and sales to customer support and onboarding.

Author

Gary Chan
August 26, 2025

Every week, I will feature a PLG company and break down how they win.

Company and Product

Lindy – No-Code AI Agent Platform

Founded: 2023 by ex-Uber, Teamflow alumni

Team: 20 - 50 team members

Funding: $49.9M raised

Revenue: $1M+ ARR as of 2025

Competitors: Make, Zapier, n8n, Bardeen

Industry/Category

AI Workflow Automation / No-Code Tools / AI Agents

Target User Persona

  • Primary: Operators, and business owners who want to save time and increase efficiency by automating tasks

  • Secondary: Tinkerers and hobbyists who want to build personal productivity workflows

  • Specific: Ops teams, sales, marketing, customer success, and recruiting want 24/7 “AI teammates” for repetitive work like voice/call bots, agentic workflows, and real-time support

PLG Model Used

Freemium + Self-Serve Automations + Viral Signature

  • Free plan for up to 400 automated tasks/month, easy to try (CC is required to start a trial)

  • Usage-based paid plans unlock 5,000+ tasks/month, team/enterprise controls, and more integrations; pricing is transparent and month-to-month

  • Simple No-code agent builder UX: simple point-and-click, with natural language prompts and configuration

  • Viral: Every “Lindy Agent” output, message, or phone call exposes the platform and invites others to automate more

  • Community-led growth: A big ecosystem of tinkerers and users sharing best practices and what they built using Lindy

Read more about community led growth:

Community-Led Growth and AI

Future of SaaS growth will be authentic human connection. AI will acts as a community co-pilot (not a replacement), and why community-led growth (supercharged by AI) will be your true competitive edge.

growthwithgary.com/p/community-led-growth-ai

Time to Value (TTV)

Immediate (in minutes):

  • Create an AI agent with just a prompt or from a templates

  • Integrate with core tools in a few clicks

  • Deploy to real workflows instantly (email, calls, tickets, slack, CRM)

Drag and Drop

Onboarding Experience

  • Frictionless signup, guided flows for connecting integrations (Gmail, Slack, HubSpot, Salesforce, Notion, Zoom, etc)

  • Prebuilt agent templates for popular tasks (sales outreach, support, data entry, meeting notes)

  • Contextual tips, product-led growth bumpers, and a “knowledge academy” with best practices, use cases, and step-by-step guides

Read more about Product Led Growth Bumper:

Key Growth Loops / Virality

  • Viral Loop: When Lindy sends an email, makes a call, or writes a message, other people see the result and are curious to try Lindy for themselves.

  • Template Sharing: Users share and use templates in the community and add to the Lindy playbook.

  • Team Sharing: Teams use Lindy together to handle group work like customer support or shared email inboxes, which multiplies the number of seats and agents in use.

  • Brand Advocacy: Happy customers talk about Lindy online about AI agents and agent employees, which are sensationalized stories, helping more people hear about it and want to give it a try.

    Audio capture

PLG Compounding Strategy

Every user can start tinkering right away by creating AI agents using preset templates and integrations, for personal or professional reasons, without heavy coding.

When agents take action, there is an immediate output sent by Lindy. This creates a viral effect, as what people build is shared as templates and community best practices. This keeps the community strong for those who like to build things.

Eventually, a percentage of these users bring those functions into their companies. Lindy then becomes part of daily operations, saving time, boosting productivity and creating internal virality.

Lindy's product-led growth motion with freemium access enables builders to launch their creations into production for their businesses, which further amplifies internal and external virality.

Read more about SaaS virality:

SaaS Product Virality using Product-Led Growth

How to create internal virality bottom-up from selling to one individual user then upselling the whole customer's organization. And learn how to create external virality that compounds and drives growth.

growthwithgary.com/p/saas-virality

Read about other PLG Company Highlights:

Product Led Growth Examples 2025: Nine AI PLG Startups Leading the Way

Here are 6 real-world product-led growth (PLG) examples from leading AI and SaaS startups. Learn they use common characteristics (instant value, viral loops, and user-focused strategies) to drive rapid, sustainable growth.

growthwithgary.com/p/product-led-growth-examples

P.S. If you have 2 min, please take this three-questions survey about this newsletter for me @ https://tally.so/r/3EaPyl 

New here? Here’s what to expect each week:
- Monday: spotlight a lesser-known PLG company
- Tuesday: my PLG experience
- Wednesday: Memes on product, AI, and marketing
- Thursday: tactical growth tips
- Friday: raw accounts of my startup journey

I write daily*** about my learning on launching and leading PLG. Feel free to subscribe.

I am Gary Yau Chan. 3x Head of Growth. Product Growth specialist. 26x hackathon winner. Building ClarityInbox. I write about #PLG and #BuildInPublic. Please follow me on LinkedIn, or read about what you can hire me for on my Notion page.