Building credibility in the AI space

Fin, formerly Intercom, is the #1 AI customer service agent built for businesses that take support seriously. When I joined as Managing Editor, the challenge wasn't the product. It was getting the right people to trust it. That meant building a publication that prospects, customers, and industry leaders would seek out on their own.

The leaders building Fin had the sharpest opinions in the space. We turned it into content that a busy CS leader could read on a Tuesday morning and actually use.

Highlights

• Grew subscribers by 356% in under 4 months

• 42% open rate vs. ~30% industry average

• 62 articles published across Fin.ideas and the Intercom blog

Editorial strategy

The goal was a publication with a point of view. We wrote with enough specificity to be useful and enough conviction to be worth reading.

As Managing Editor, I set the strategy, shaped the voice, designed all article and thumbnail imagery, and wrote the majority of the content.

The Intercom blog

Alongside Fin Ideas, I contributed articles to the Intercom blog, one of the most respected content operations in B2B SaaS, publishing since 2011 with over 1,300 first-page keyword rankings. Several posts saw standout SEO performance, ranking organically for competitive keywords in the AI and customer service space.

The numbers that matter

A 42% open rate across 62 issues means our audience came back deliberately (which is easier said than done in a sea of AI content). The traffic breakdown tells the same story: 47% of views come from direct or bookmarked visits.

In just a three months, we grew that loyal subscriber base by 365%.

Take a closer look at ideas.fin.ai