{"id":16733,"date":"2023-10-03T09:15:30","date_gmt":"2023-10-03T13:15:30","guid":{"rendered":"https:\/\/www.insightpartners.com\/ideas\/weights-and-biases-ceo-lukas-biewald-on-building-an-ai-developer-powerhouse-copy\/"},"modified":"2026-03-04T11:30:28","modified_gmt":"2026-03-04T16:30:28","slug":"may-habib-is-challenging-a-13-billion-incumbent-with-writer","status":"publish","type":"post","link":"https:\/\/www.insightpartners.com\/ideas\/may-habib-is-challenging-a-13-billion-incumbent-with-writer\/","title":{"rendered":"May Habib is challenging a $13 billion incumbent with WRITER \u2014 and it looks like she’s winning"},"content":{"rendered":"

May Habib\u2019s previous company, Qordoba, was around two years old when an AI research paper was published that would change the course of her career \u2013 and the wider AI world.\u00a0<\/span><\/p>\n

Titled<\/span> \u2018Attention Is All You Need<\/span><\/a>,\u2019\u00a0the June 2017 paper introduced the world \u2013 including Habib and co-founder<\/span> Waseem Alshikh \u2013 to the concept of AI transformers, a type of deep learning architecture that excelled at learning and applying context. This novel technology would eventually underpin a new era for artificial intelligence.\u00a0<\/span><\/p>\n

At the time, Qordoba specialized in machine language translation, allowing customers to automatically localize their content for different regions and languages. <\/span><\/p>\n

\u201cIn localization, you get a bird\u2019s eye view of all the content that exists across the business. <\/span>When you\u2019re about to enter a new market, everything you do needs to go into that language,\u201d says Habib. <\/span>\u201cWe had that front-row seat to all the complexity and chaos that a company\u2019s user journey usually comprised.\u201d<\/p>\n

Transformers offered a potential opportunity, Habib and Alshikh reckoned, to go beyond translating, say, French to English, and instead to translate off-brand content to on-brand content. \u201cThat felt like a very big, greenfield opportunity.\u201d<\/span>\u00a0<\/span><\/p>\n

Launching WRITER in 2020<\/h2>\n

Habib and Alshikh thought about the potential of transformers for a few more years before launching WRITER in September 2020. WRITER would take the core principle of Qordoba \u2013 taking content in one language and translating it into another \u2013 and abstract it slightly.\u00a0<\/span><\/p>\n

The tool could quickly convert inconsistently branded content into usable text. Just as Qordoba\u2019s artificial intelligence could learn the grammar and style of one language and translate into it, so WRITER could learn the grammar, style, and nuances of an established brand messaging document. <\/span><\/p>\n

It could then translate non-conforming content into something that would sit comfortably on a brand\u2019s website.<\/span><\/p>\n

It wasn\u2019t just the underlying principle of Qordoba\u2019s product that inspired WRITER: Habib\u2019s experience as founder informed every aspect of running the business at WRITER.\u00a0<\/span><\/p>\n

\u201cWe learned a lot about what it takes to get software sold,\u201d she says. \u201cWe had a lot of first-hand experience of stakeholder management and buying committees. From a go-to-market perspective and a product-hook perspective, we learned a lot. And on hiring, talent, and management, it was invaluable to have that experience before WRITER.\u201d<\/span><\/p>\n

\u201cWe wanted to compete and beat them\u201d<\/h2>\n

WRITER launched into a market with an established incumbent: Grammarly was the most similar company in the AI writing space. But Habib saw that $13 billion company\u2019s existence in the space as a reason to compete, not an excuse to avoid the sector.<\/span><\/p>\n

\u201cWe wanted to compete and beat them at two angles,\u201d she says. \u201cWe wanted to go from being able to edit content to creating content, and really do it from a place of trust, not weirdness. The second thing was, we wanted to beat them at privacy, security, and enterprise readiness.\u201d<\/span><\/p>\n

When the company raised its $5 million seed funding in 2020, its big vision slide proclaimed that the company wanted to go from \u201cAI-assisted writing today\u201d to simply, \u201cAI writing\u201d later.\u00a0<\/span><\/p>\n

Habib quickly took the slide out of their deck when sending it to customers because “it scared the shit out of people,\u201d she admits. <\/span>Fast-forward a few years, and the conversation has changed quite a bit.<\/p>\n

ChatGPT revolutionized the space in November 2022, and while the influx of new startups looking to capitalize on the trend for generative AI tools has raised the level of competition, it has also helped WRITER position itself in the market. \u201cWhat has happened post-ChatGPT is the risk associated with trying AI has gone to zero. Now you kind of look silly if you\u2019re not logging into it.\u201d<\/span><\/p>\n

For example, Habib points to one individual customer who initially resisted trying the tool in its early days because of her suspicion of AI. <\/span><\/p>\n

“It took her son bringing talk of ChatGPT home from his fourth-grade classroom for her to say: \u2018Alright, fine, I\u2019ll join one of your demos,\u2019\u201d Habib recalls. ChatGPT\u2019s success was a \u201ccrossing-the-chasm\u201d moment that helped bring customers along.<\/span><\/p>\n

Winning people over, one by one<\/h2>\n

But before then, WRITER had to rely on hard work \u2013 and word of mouth. \u201cIt involved winning people over, one by one,\u201d she says. \u201cThose early years were definitely just going to people and showing them how it worked.\u201d\u00a0<\/span><\/p>\n

It took until the first quarter of 2021 to get to over 50% of users actively using WRITER daily rather than monthly.<\/span><\/p>\n

One firm that didn\u2019t take much convincing was Insight Partners, which invested in the company a full year before ChatGPT was released by OpenAI.\u00a0<\/span><\/p>\n

Habib\u2019s executive coach introduced her to Deven Parekh, managing director of the firm. Habib took a meeting with Insight, where she was impressed.\u00a0<\/span><\/p>\n

\u201cI could see from the first 10 minutes of the conversation they were way ahead on AI compared to everybody else we were talking to,\u201d she says. \u201cWe got multiple term sheets over the next couple of weeks. It was clear to me they were really going to understand the space and give us the time to really develop the enterprise approach.\u201d<\/span><\/p>\n

Meanwhile, WRITER impressed Insight because it had tripled its annual run rate (ARR) in the previous year. It had also expanded its user base to 150 companies, including Deloitte, Bill.com, and Vistaprint.<\/span><\/p>\n

Insight Partners led a <\/span>$21 million Series A investment<\/span><\/a> in WRITER in November 2021.<\/span><\/p>\n

\n

Scale up your career:\u00a0<\/strong>See all open roles at\u00a0WRITER on the Insight Partners job board.<\/a><\/p>\n

\n

The investor POV<\/h2>\n

\"Whit<\/p>\n

\u201c[May] tracked me down and got me on the phone […] and the first thing she said was: \u2018I need you to take my independent board seat.\u2019\u201d<\/span><\/em><\/h3>\n

Whitney Bouck\u2019s involvement with WRITER bridged her transition into Insight: She joined the firm as a part-time consultant in March 2021, and went full-time as a Managing Director in January 2022, getting to know WRITER and Habib along the way.\u00a0<\/span><\/p>\n

\u201cMay is a force of nature,\u201d says Bouck. \u201cAnd she is totally unabashed at going after anything, and everything she thinks will help grow her business.\u201d<\/span><\/p>\n

That extends to Habib\u2019s interactions with Bouck herself. <\/span>Habib sought out Bouck online, learning about her and watching videos of presentations and talks she\u2019d given, before deciding that she needed Bouck on her board.\u00a0<\/span><\/p>\n

\u201cShe tracked me down and got me on the phone, and it was purportedly just to give her some advice on a few things,\u201d recalls Bouck. \u201cAnd the first thing she said was: \u2018I need you to take my independent board seat.\u2019\u201d<\/span><\/p>\n

Bouck demurred, saying that she wasn\u2019t sure she could, but Habib was so keen to have Bouck on the board that Ryan Hinkle, who represented Insight on WRITER\u2019s board, gave up his seat for her. \u201cI’ve been pretty deeply involved in the business since then,\u201d says Bouck.<\/span><\/p>\n

Meeting the market halfway<\/h2>\n

Back when Insight invested in WRITER, they were \u201ckind of an enterprise-grade, much easier to use, smarter version of Grammarly,\u201d says Bouck. <\/span><\/p>\n

The reason that Insight invested in WRITER was because they had done customer interviews before, asking what users of such AI tools wanted, and customers specifically said that one of Grammarly\u2019s shortcomings was that it felt a little \u201cmore rinky-dink compared to something like WRITER,\u201d says Bouck.<\/span><\/p>\n

Security was also a major benefit for WRITER, says Habib, in a world where many large language models (LLMs) are using user inputs to train their model for others, meaning any data inserted into the LLM could no longer be proprietary. <\/span><\/p>\n

\u201cA big part of our product-market fit that wasn’t there in the early days is around the security and privacy of our foundational model,\u201d she says. \u201cPeople care so much about that \u2013 rightfully so.\u201d\u00a0<\/span><\/p>\n

But it\u2019s also about ease of use. WRITER, in the eyes of customers \u2013 and in the eyes of Insight \u2013 capitalized on an opportunity to codify and automate the taxonomy every company requires around brand style, voice, and guidelines \u2013 while eking out efficiencies along the way.<\/span><\/p>\n

\u201cWhat made them compelling and interesting was they had a differentiated product in market around the early use cases, and they invested very early in enterprise readiness,\u201d says Bouck. <\/span><\/p>\n

\u201cThey invested early and brought product to market quickly in this generative AI space, and were well positioned before it blew up. That let them ride this wave in a really, really impressive way.\u201d<\/span><\/p>\n

“I’ve seen this movie before”<\/h2>\n

Bouck believes that WRITER has an 18-month window of advantage over any competitors because of its foresight. <\/span><\/p>\n

\u201cNobody has this kind of setup,\u201d she says. \u201cThey have the enterprise readiness, and they have the proof points with enterprise customers in production.\u201d <\/span><\/p>\n

Bouck believes that competitors who currently serve the consumer market and are trying to pivot into the enterprise sector will struggle because of the challenges in serving those two different markets.<\/span><\/p>\n

Bouck would know about WRITER\u2019s supremacy and its ability to serve those enterprise customers. She saw Box, where she served as senior vice president for Box Enterprise and global marketing, in the same position 10 years ago. It also moved into the enterprise sector quickly – and successfully. <\/span><\/p>\n

\u201cI feel really good about where we are,\u201d says Bouck. \u201cAnd if we can get really solidly entrenched in the Global 2000 by the end of the year, I think we’ve got two or three years of a really, really good position. That’s what we did at Box. So I’ve seen this movie before. And I think we can do it.\u201d<\/span><\/p>\n

But to capitalize on that advantage, WRITER needs to move quickly.\u00a0<\/span><\/p>\n

Currently at 70 employees, WRITER (with the help of Insight Partners), has identified where the team has gaps and how to fill them quickly.\u00a0<\/span><\/p>\n

One area was in marketing, where someone with plenty of prior experience was needed to lead the team. An interim marketing leader was brought in speedily to handle the team until after a likely Series B raise.\u00a0<\/span><\/p>\n

\u201cWe\u2019re actively filling the gaps,\u201d says Bouck. \u201cWe can\u2019t afford to have anybody who isn\u2019t running at 100 miles per hour all the time.\u201d<\/span><\/p>\n

Off-the-charts engagement<\/h2>\n

Running at 100 miles per hour is paying off. The first two quarters of 2023 \u2013 and the last quarter of 2022 \u2013 have been a story of increased acceleration in sales and revenue, says Bouck. <\/span><\/p>\n

\u201cThe pipeline for Q3 and Q4 looks even better than it did for the first half of the year,\u201d she says. End of year revenue expectations have already been raised twice.<\/span><\/p>\n

\u201cMay has very big dreams,\u201d says Bouck. “<\/span>I think she wants to be at $100 million at the end of next year, from closing last year around $5 million. Take a moment. That\u2019s crazy.\u201d\u00a0<\/span><\/p>\n

But it\u2019s possible. \u201cYou\u2019ve got into this snowball effect,\u201d Bouck says. \u201cIf we\u2019re growing that fast, we\u2019ve got customers we have to service as they adopt and expand. So now we need to invest in customer success and things like that.\u201d<\/span><\/p>\n

Bouck is confident that WRITER will see the word-of-mouth effect pay off dividends. \u201cI don’t think we have any customers who aren’t willing to talk about their experience, which is also unusual in the enterprise arena, which is wonderful,\u201d she says.<\/span><\/p>\n

Ensuring a positive customer experience is deliberate, says Habib. \u201cOur NPS is now over 70,\u201d she says. \u201cWe have off-the-charts levels of engagement.\u201d <\/span>The top 25% of users spend more than 2.5 hours a day in the product. A quarter of users use it more than 15 days a month.\u00a0<\/span><\/p>\n

\u201cOur customers are really our North Star.\u201d she says. \u201cThose are people who keep it real.\u201d<\/span><\/p>\n

\n

Interviewed by\u00a0Chris Stokel-Walker<\/a>\u00a0for Insight Partners.<\/em><\/p>\n


\n<\/em>Editor’s note: On September 18, after this interview was conducted, WRITER announced a $100M Series B fundraise<\/a>, which Insight Partners also participated in.<\/p>\n","protected":false},"excerpt":{"rendered":"

May Habib\u2019s previous company, Qordoba, was around two years old when an AI research paper was published that would change the course of her career \u2013 and the wider AI world.\u00a0 Titled \u2018Attention Is All You Need,\u2019\u00a0the June 2017 paper introduced the world \u2013 including Habib and co-founder Waseem Alshikh \u2013 to the concept of […]<\/p>\n","protected":false},"author":32,"featured_media":16880,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[132],"tags":[162],"class_list":["post-16733","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-software-leaders","tag-womeninleadership","topic-stories","domain-ai-ml"],"acf":[],"yoast_head":"\nMay Habib is challenging a $13 billion incumbent with WRITER \u2014 and it looks like she's winning Weights & Biases| Insight Partners<\/title>\n<meta name=\"robots\" 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