Engagement & Retention project | Mindflow

What is Mindflow?

Mindflow is the Agentic Hyperautomation platform helping enterprise teams automate complex technical and operational workflows.

Mindflow integrates with 4,000+ tools and services, enabling users to automate 150,000+ operations without any technical setup.

Teams can build completely autonomous custom AI··Agent that orchestrates multiple tools AND performs tasks over natural language by prompting their tech stack through AI··Rooms.

Key Features

Native Integrations: Mindflow has 4,000+ integrations from 550+ software vendors. This makes Mindflow —by far— the most connected platform ever created. This enables users to integrate and automate their stack without any hassle, and native integrations mean they can automate the full functionality of products already in their stack.

Intuitive Automation: Mindflow's powerful automation engine doesn't require any coding or scripting. Every user —technical or not— can design and automate workflows on an intuitive visual canvas.

AI··Agent: Need an AI agent for a use case but can't find one that fits your workflows perfectly? With Mindflow, users can build custom AI··Agents and have multiple tools work simultaneously. Simply prompt the agent → pick the tools you want your agent to access → your work is done autonomously.

AI··Rooms: Mindflow's version of AI chat but designed to help you get work done over natural language. Just like AI··Agents, Rooms get access to Mindflow's integration capabilities and help users automate quick querying tasks, one-off requests like generating quick email reports using HubSpot or giving someone temporary access to a Google Drive file.

RBAC: Role-based access control allows teams to define granular access rights across their workflows and environments, ensuring they're always in control of who can access which tools, flows, and Agents. This feature is critical as Mindflow's primary audience is cybersecurity and IT teams.

What problem is Mindflow solving?

Enterprise security and IT teams use a large array of tools to ensure that tens of thousands of employees and their data remain secure. This means they're always short on time.

On average, these advanced teams use over 473 apps and face 1,000+ daily security alerts. On top of that, none of the tools they use are designed to interconnect, leading to “clickops” — endless, repetitive manual actions that burn hours and increase the chances of costly human error.

Mindflow is solving this by becoming the AI-driven integration and automation layer for enterprise workflows. It gives teams the power to:

• Automate 150,000+ operations across 4,000+ tools
• Slash response time by letting AI Agents and no-code flows act instantly
• Eliminate manual toil in security, IT, and cloud operations
• Deliver visibility and control across fragmented tech stacks

Core Value Proposition

Let's start by reviewing the CVP developed in the acquisition project for Mindflow

For security, IT, and cloud teams who need to automate complex workflows, reduce alert fatigue, and improve operational efficiency, Mindflow is an Agentic AI automation platform that enables no-code integrations, faster incident response, and enhanced compliance management.

What's wrong with it?

• Audience: The CVP mentions 3 audiences (security, IT, and cloud), which is too broad and too limiting at the same time. Mindflow is a very versatile product and has the capabilities to suit the needs of all teams in an enterprise.
• Job: This version of the CVP highlights 3 core jobs (automate complex workflows, reduce alert fatigue, and improve operational efficiency). While very relevant, this section can be improved to better address the core job of the platform, which is to automate complex workflows to save time.
• Product categorization: The "Agentic AI automation platform" categorization of the product can be confusing for a large set of future target audiences. This needs to be simplified into something that reflects the core value and product goals.
• Outcomes: The outcomes mentioned in the end section —while good— are not closely connected with Mindflow's CVP.

Let's write the new CVP,

Mindflow is an Agentic Hyperautomation platform that helps technical and business teams automate complex workflows through custom AI Agents and advanced automation to save time without using a single line of code.

Examples of different personas experiencing CVP

SecOps

A fast-moving and experimental security team wanted to put its key workflow of investing every email that comes into the organization for potential security threats into checking the sender's credentials, attachments, links, and the content itself. It would take approx 4 minutes for a security analyst per email. The security team reduced this time to 5 seconds per email with Mindflow, and the bonus is it never stops. Automated.

ITOps

An enterprise IT team decided to automate a simple but highly repetitive and time-consuming workflow of assigning a Jira ticket to the right person. Before, the user would have to navigate manually across tabs, check the context of the ticket, and then assign the ticket. Guess what? Automated.

Natural Frequency

For Mindflow, increasing this frequency is core to driving both depth (power user workflows) and breadth (multi-team expansion) of engagement.

We define three behavioral profiles:

• Power Users interact daily, across multiple teams. Often, multiple times a day
• Core Users engage a few times a week.
• Casual Users return at least once a week.

Mindflow's natural frequency varies by ICPs. A power user uses Mindflow daily and automates everything from complex workflows orchestrating 20+ tools to smaller one-off tasks using AI··Rooms.

Let's define the natural frequency for each of Mindflow's ICP. The ICP I'm using are the ones we created in the acquisition project and then refined in the onboarding project.

Who is an active user for Mindflow?

For Mindflow, an active user is someone who has experienced the core value proposition—automating workflows across tools.

A user can be considered active if they meet any of the following conditions within a rolling 7-day window, i.e., weekly frequency:

• Creates or runs at least one flow
• Activates or modifies at least one integration
• Initiates a session in AI··Room or completes a task via AI··Agent

These events indicate the user is not just exploring but actively using Mindflow to reduce to automate workflows.

Example: A CloudOps engineer who integrates AWS and PagerDuty, builds a flow to auto-resolve alerts, or uses AI··Room to find out cloud costs for various AWS services. Screenshot below.

Mindflow ICPs

Please note that the ICPs are the same as the ones refined in the onboarding project. I'm adding scaleups to ICP 3 as they show a high penchant for experimentation.

Power-Core-Casual

Power Users

Daily users who build, run, and evolve workflows at scale across multiple teams.

• ICP 3: Intermediate Orgs and Scaleups
• Traits:
• • Constant experimentation and iteration
  • High integration complexity
  • Heavy AI··Room + AI··Agent usage
  • Drive org-wide automation efforts
• Key Events:
• • Multiple flows created
  • Frequent flow runs
  • Multiple integrations activated
  • AI··Room sessions + AI··Agent tasks completed

Core Users

Users who actively engage with Mindflow several times a week and have unlocked the core value for one or more use cases.

• ICPs:
• • ICP 2: Mid-Market Security Teams
  • ICP 4: Mature Digital-First Enterprises
• Traits:
• • Regular usage for operational workflows
  • Frequently run or update flows
  • High AI feature interaction
  • CVP experienced → expansion likely
• Key Events:
• • Flow creation & runs
  • Integration activated
  • AI··Room sessions
  • AI··Agent task execution

Casual Users

Users with limited engagement who automate a few high-impact processes in a fixed, predefined setup.

• ICP 1: Enterprise IT/Security Teams
• Traits:
• • Weekly usage
  • Operate in compliance-heavy, secure environments
  • Value predictability over experimentation
• Key Events:
• • Few flows created and reused
  • Frequent integration usage
  • Webhook/API-based triggers
  • Low or no AI··Room activity

Whimsical

JTBD and Feature-based Segmentation

I struggled to segment the users based on the features they use as there is —even if minimal— an overlap in the various user groups.

The feature-based segmentation for Mindflow —at least from my perspective— is instead based on how often and for what reason the users use those features.

Let's use the JTBDs determined during the onboarding project and use it to pin point the features that would best support the user in getting their JTDB achieved and determine how mature they are in their automation journey with Mindflow.

Product Hook

I will use the AHA moments I wrote about in the onboarding project as a basis for this. For context, the Aha! moments are below.

Additionally, we'll only be focussing on automation flows and not AI··Agents and AI··Rooms.

Goal

Encourage users to:

1. Increase their usage of Mindflow
2. Discover, learn, and adopt new features
3. Adopt ready-to-use automation templates and start building their templates
4. Become champions and ambassadors of Mindflow within their teams

Success Metrics

The metrics below are for representation only; the original data is hidden for privacy reasons.

• 40%+ WAU/MAU Ratio: This would help us determine the users' short-term vs. long-term automation journey and CVP experience.
• 2+ flows weekly and 5+ flows weekly automated: This will showcase progression and determine if the users can grow with the complexity of the product. Ideally, more flows automated means a positive UX and learning curve. Bonus if these flows are imported from the template library.
• 5+ integrations (30D) and 10+ integrations (60D): During the onboarding phase, Mindflow helps users identify the first set of integrations and helps them build use cases. After that, measuring the number of integrations activated gives us a good measure of trust in product, value creation, and product adoption across multiple teams.

Problem Statement

Security and IT teams deal with high-alert volumes, disconnected tools, and repetitive workflows. Rebuilding automations from scratch or toggling tools is painful and leads to delays or errors.

Current Alternatives

• Relying on hard-coded scripts or code-based automations
• Manually copying configurations and data between tools
• Building flows in with Zapier, Make, and Tines —limitations increase as usage grows
• Sending alerts and reports via Slack or email manually

Solution

A repeatable and rewarding hook loop in Mindflow that brings the user closer to experiencing the CVP could look like:

1. Use connects integration(s) using their credentials
2. Open the "Template Library" and clicks on "Import"
3. "Paste" the flow in their "Environment"
4. Open, edit (if needed), and select the right credentials
5. Run the flow successfully → CVP + Aha! moment
6. OPTIONAL: Customize the flow for more complex use cases
7. Share success with teammates → Find and share other use cases for own or other teams

Video of use flow: https://youtu.be/6oBFzboJ6Kw

Whimsical for user flow

Metrics to track

These metrics will be tracked using Mixpanel and collated with customer activity metrics in Intercom.

• Number of flows automated per user per customer (monthly)
• First integration-to-flow run usage time
• % of users importing templates again within 7 days, 30 days, etc.
• Successful flow runs per user
• Number of new users per month per customer

Ramp up milestones

Here's a sample list of milestones we can define to start building user engagement campaigns.

1. Day 1: User opens integration catalog and previews template
2. Day 3: Runs first flow successfully
3. Day 7: Creates an event-based flow OR adds multiple integrations to 1 flow (increased complexity)
4. Week 2: Total flow runs more > 10, total flow running = 2
5. Week 4: Shares/recommends a template across teams

Engagement Campaigns

#1 First integration activated

• Segmentation: All users
• Goal: Reinforce progress and motivate users to build their first flow by highlighting how the integration activates some use cases
• Frequency and Timing: Only once per user, 5 minutes after first integration activated
• Offer: CTA to build flow → “Start building your first flow”
• Channel: Intercom pop-up + Follow-up email
• Success Metrics:
  • CTA click rate
  • % of users who create a flow within 2 days of this message

Pitch/Content:

Sub: Welcome to Automation! —{{toolname}} has been activated 🔌

Now you’re plugged in 🔌

You’ve connected your first tool—you're one step closer to seamless automation.

Short on time? Import your first flow and get started in 5 minutes.

[Find your first flow] → CTA with a link to template library

#2 First successful flow run

• Segmentation: All users
• Goal: Manufacture a feeling of accomplishment and milestone-ing the user's automation journey
• Frequency and timing: Only once per user, 5 minutes after their successful flow run
• Offer: CTA to build next flow
• Success metrics: Click rate for CTA to build the next flow

Pitch/Content:

Sub: Your first flow just ran. Let's gooo! 🚀

Your first flow ran successfully — whether it updated a ticket, sent an alert, or remediation — you just took the first step to working smarter.

This is just the beginning. The more you automate, the more you can do with your time. ⏳

[Find your next flow] → CTA with a link to template library

#3 3+ Integrations activate

• Segmentation: Core and power users who have connected 3 or more integrations
• Goals:
• • Reinforce the user’s progress
  • Nudge them to explore cross-tool workflows and flow templates
  • Drive user to explore, import, and automate more complex workflows
• Timing: Once, after the 3rd integration is successfully activated
• Offer: Pre-filtered “complex flow templates” page
• Success metrics:
• • Click rate on the “Explore Templates” CTA
  • % of users who build and run a multi-tool flow within 5 days
  • Time to 5th integration added

Pitch/Content:

Sub: {{firstname}} you’ve unlocked automation superpowers 🚀

You’ve now connected 3 tools to Mindflow, which means you’re ready to build automations that span your entire stack. (and you're already in the Top 30% of Mindflow users 😉)

Whether it's syncing issues across GitHub and Jira or routing alerts from Slack to Notion — things are about to get fun.

Aditya's secret tip: Try a template to build your first multi-tool flow instantly.

→ Explore Templates →

#4 10 flows completed

• Segmentation: Teams with 10+ flows running, Power users
• Goal: Celebrate team progress and reinforce the value of automation across the organization to drive deeper engagement.
• Offer: Unlock an "extra workspace" if the next 5 flows are automated with 10+ runs per flow in the next 30d. (default price: €5300/year)
• • Offer is only sent to teams on the enterprise plan (CV > €75000)
• Frequency and timing: Once when 10 flows are running (>10 runs per flow)

Pitch

Sub: 🎉 10 flows automated – your team’s on fire!

You Made It Happen 🚀
10+ flows run by your team — now that’s momentum.

Automation isn't a solo game. Your team has already built and run 10+ flows — reducing manual effort, saving time, and creating compounding value.

This is just the beginning. What will you automate next?

→ 🔧 Build Your Next Flow →

#5 Yearly Wrapped

• Segmentation: All active users across ICPs (Power, Core, Casual)
• Goal:
• • Celebrate user success
  • Deepen product love
  • Reinforce the value Mindflow delivers over time
  • Drive retention by making the impact visible and personal
• Offer:
• • For power users: Book a session to explore advanced use cases for 2026 (we have a secret offer for you)
  • For casual/core users: Book a call with us to redefine automation at {{companyname}}
• Success Metrics:
• • Open rate → campaign sucess
  • Booked sessions (Power users)
  • Booked sessions (Core/Casual users)

Pitch

Sub: Look what you’ve automated this year 🎉

Your Automation Impact, Unwrapped.

You’ve been busy. Mindflow made it magical.

Here’s what you and your team achieved this year:

🧠 24 Tools automated
⚙️ 506 Flows executed
⏳ 138 Days of time saved

That’s 1104 hours saved from manual grunt work — now reallocated to what truly matters.

Thank you for building with us. The next year? Even more powerful. Let’s scale automation across every team.

→ Book a session →

Retention Analysis

Here's a sample retention data for Mindflow. The relatively minimal change from D15 to D30 is driven the late adoption of key features by enterprise customers who usually have longer onboarding cycle (up to 45 days) compared to (7 days) for users in other ICPs.

Key insights

• Early activation is crucial: Most churn happens before Day 15. Users who haven’t experienced core value (flow tun, integration, AI room) drop off.
• Aha! moments drive retention: Retention levels out by Day 30 for users who:
• • Create at least 1 flow
  • Connect 3+ integrations
  • Experience AI··Room assistance
• ICP behavior:
• • Enterprise IT teams show better long-term retention post-D30 due to structured onboarding and scheduled flows.
  • Scaleups drop faster after Day 7 if automation outcomes aren’t immediate.

What is causing churn?

Based on an analysis of user insights collected during the acquisition and onboarding phases, here's a breakdown of the potential reasons why Mindflow's users might churn.

Please note, to date, Mindflow hasn't faced the churn problem as the longer contract duration means that users have ample time and early hand-holding to ensure they get maximum value out of the product. As users spend more time on the product, they're able to do more.

Top reason for churn

Users never reach CVP fast enough — due to setup friction, unclear next steps, and complexity in configuring useful workflows.

Other reasons for churn

Again, I'm hypothesizing the potential reasons for churn that might happen in the future as Mindlfow's user base grows.

What does this mean for Mindflow?

Mindflow’s most common drop-off point is during the onboarding-to-CVP discovery gap — when a user has signed in and explored but hasn’t completed meaningful actions (like running a flow or activating >1 integration).

This red zone is risky for:

• ICP 2 and ICP 3, who don’t have time or bandwidth for lengthy onboarding journeys
• Users expecting immediate gratification from the product’s no-code and AI promises

Negative actions to keep an eye on

These are the "drop off points" we look for at Mindflow. This is not an exhaustive list. We use these to create in-product and personal touchpoint engagements to present Mindflow's CVP better to the user.

Adoption & Usage Signals

• No flows created within first 7 days: This suggests that users didn’t experience the CVP early enough.
• Flow created but not run: Could indicate configuration friction
• <3 integrations activated: Low intent to explore use cases, or setup fatigue.
• AI··Room or AI··Agent never triggered: Indicates missed opportunity for guided productivity and non-technical automation.
• Low flow success rate (<40%): Points to misconfigurations or unstable vendor API.

Engagement Signals

• No login activity in any 7 Day period: Drop-off post-onboarding
• No new users added: This suggests the tool hasn’t reached “team adoption” stage and still used by only a few users.
• Flow activity isolated to 1 user in a workspace: This indicates high dependency on one champion; there is a risk if they churn. It's important to build multiple champions within an org.

There could be more red signals we keep an eye out for, such as frequent support tickets about the same issue, negative feedback during onboarding, or routine customer success calls, etc.

#1 “Let’s pick up where you left off”- Incomplete flow resurrection

• Segmentation: Users who created a flow but never ran one or quit after their
• Offer: Free 1:1 expert review call to help finish their first flow and get them started with the next one
• Frequency and Timing: Once, 10 days after the last platform activity for users who have <1 flow runs
• Success Metrics: Flow run triggered, call scheduled

Pitch:

Sub: Your flow is still waiting…

Almost There — Let’s Finish What You Started

Hey {{firstname}},

You were just a step away from your first automation. Your unfinished flow is still here, waiting to come alive.

🚀 Build it once. Let it run forever.

Need help? We’ll review your setup 1:1 and get you live in minutes.

👉 [Resume My Flow]

#2 “You’ve automated before. Let’s do more.” –power user nudge

• Segmentation: Power users who had ≥50 flow runs but went inactive for 15+ days
• Offer: Early access to new AI··Agent features (we can do this now, as AI··Agents is yet to be launched)
• • Alternatives: Access to new integrations
• Frequency and Timing: 3-email sequence over 2 weeks
• Success Metrics: Login and new flow created

Pitch

Hey {{firsttname}}

You’ve already connected Jira and CrowdStrike. That’s huge!
Now let’s put them to work.

✨ Build your first automation and let your tools talk to each other — like they were meant to.

Not sure where to start? Our pre-built templates make it effortless.
You’ll be live in under 5 minutes.

👉 [Launch My First Flow]

—
Mindflow Team

P.S. Your setup is ready. Your tools are waiting. Go for it.

#3 “Your team misses you” – milestone trigger for a team

• Segmentation: Core and casual users from active teams who became inactive
• Offer: Unlock a private brainstorming session to preview your automation journey
• Frequency and Timing: Once per milestone (10, 50, 100 flows etc.), timed 15–45 days after last login
• Success Metrics: Session restart, feature usage, flow runs

Pitch

Sub: Your flow is ready. Just hit play.

You built it. Now let’s launch it.

Hey {{firstname}},

You’ve already built your first automation flow — that’s the hard part!
Now it’s just one click away from going live.

🚀 Run your flow, see it in action, and start saving hours every week.

Need a final check or want help testing? We’ve got your back → [Book a quick call]

👉 [Run My Flow]

#4 “A lot has Changed, let’s flow” – re-onboarding

• Segmentation: Users who churned before AI··Room or nested flows were launched
• Offer: 30-day free access to enterprise-tier features (limited slots)
• Frequency and Timing: Once, 60–90 days after inactivity
• Success Metrics: enterprise feature interactions (AI··Room, Agent), plan upgrade trial started

Pitch

Sub: Double the power. Just connect one more tool.

One integration is good. Two is where the magic begins.

Hey {[firstname}},

You’ve taken the first step by connecting Jira.

Now, connect one more tool and unlock real automation.

💡 Most of our users start seeing value after 2–3 integrations — it’s when flows get powerful, cross-tool, and time-saving.

Need ideas? Here are a few combos that work great together:

• Slack + Jira: Auto-assign and notify
• Notion + Google Sheets: Sync data across your workspace
• Okta + CrowdStrike: Power up your SecOps flows

👉 [Explore Integrations]

#5 “You’re invited: automation office hours” – Community campaign

• Segmentation: Users who dropped off early (no flows + <3 integrations) and core users with decreasing usage
• Offer: Access to private beta features for attendees
• Frequency and Timing: Weekly invites for 3 weeks, first 30 days after churn trigger
• Success Metrics: Attendance, follow-up login, flow creation

Pitch