Aragorn: Before and after
Aragorn began as an HR integration product and grew into three products: integrations, analytics, and AI agents. Their homepage tried to explain all three under a new category, the HR control layer, that buyers did not recognize or have budget for. Every deal to date had been won on integrations. After working with FletchPMM, Aragorn decided to double down on integrations, using them as a trojan horse to get their foot in the door with more companies. From there, the rest of the platform became an opportunity to upsell and cross-sell.
Invents a category buyers don't recognize
Tries to speak to three different buyers at once
Buries integrations, the product that wins every deal
Leads with integrations, the category they already win in
Names the real alternatives: native, custom, and manual
Powerful, flexible, and simple enough to run without IT
