Cust
Cust is an AI customer retention platform for B2B post-sales teams. Its agents continuously research every account, surface churn and expansion signals, rank the day's priorities and draft the follow-up actions your team executes in one click.
What is Cust?
Cust is an AI customer retention platform built for the post-sales side of B2B software companies. Rather than handing customer success managers another dashboard, it assigns what the vendor calls Retention Agents to the entire book of business: software researchers that read every ticket, email, usage chart and call transcript attached to a customer, then report what changed and what to do about it.
The product follows a six-stage architecture the vendor documents publicly. Context pulls every connected signal into a living model of the account base. Input assembles, for each task, only the slice of commercial context an agent needs to act. Agents run anywhere from rule-based to fully autonomous, inside guardrails set centrally. Execution works around the clock across Cust and the connected applications. Collaboration surfaces what happened, why, and what needs approving. Training turns every override and result into institutional memory.
Day to day that becomes an explained health score for each account, a prioritised action list each morning, a plain-language chat over customer data, and one-click multi-step actions — QBR briefs, churn forecasts, ROI calculations, renewal proposals. Reusable Skills turn a team's own research prompts into repeatable workflows, and a small community library ships alongside them.
Cust connects to more than twenty tools across seven families: email, calendar, CRM (Salesforce, HubSpot, Zoho, Nutshell, Close), data warehouses (Snowflake, BigQuery), product analytics (Mixpanel, PostHog), support (Zendesk, Intercom) and call intelligence (Fireflies, Granola, Modjo, Zoom, Grain). Ingestion is deliberately bounded: the CRM sync identifies won deals and current contracts first, and only data tied to those customers is pulled in.
The vendor positions itself directly against Gainsight, Totango, ChurnZero, Vitally and Planhat, arguing that legacy platforms demand consultants, certifications and two to three months of implementation. Cust claims a two-day time to value, more than 72,000 end customers protected and an average 12% uplift in net revenue retention — figures that are self-reported rather than audited. It is a web-only product sold through a demo, with no free plan and no public API.
What it does
- Continuously research every account in the portfolio across CRM, email, tickets, calls and product usage
- Score customer health in real time and explain the reasoning behind each score
- Surface churn risk and expansion opportunities before they show up in the numbers
- Rank the day's accounts so each CSM knows exactly where attention is owed
- Draft and run multi-step actions in one click: QBR briefs, renewal proposals, churn forecasts, ROI calculations
- Analyse sentiment and topics across emails, support tickets and call transcripts
- Answer questions about the customer base in plain language and write health scores back to the CRM
When to use Cust / When not to
A quick filter to help you decide if Cust is the right fit.
When to use Cust
- B2B SaaS customer success teams whose account count has outgrown their headcount — the vendor's own example is 2,000 accounts split across 8 to 12 people
- VPs of Customer Success and Chief Customer Officers who need real coverage on the 80-90% of accounts that currently get a quarterly check-in at best
- Account managers and renewals managers who spend more time preparing QBRs, renewal proposals and handovers than actually talking to customers
- Companies whose customer data already sits in a connectable stack: CRM, help desk, calendar, product analytics or a data warehouse
- Teams with an EU or US data residency requirement, since Cust runs two independent regional deployments and publishes its DPA in full
When not to use Cust
- Small teams and solo operators: the entry plan starts at USD 500 per month, and there is neither a free tier nor a documented free trial
- Anyone who wants to self-serve — there is no open sign-up, and every route on the site ends at a booked demo
- Sales teams focused on acquisition: leads, lost deals and non-customer contacts are explicitly excluded from what Cust ingests
- Developers hoping to embed retention intelligence elsewhere: no public API, no mobile app, no browser extension
- Teams working in a language other than English, since no other interface language is documented on the site or in the product documentation
How to use Cust
A typical end-to-end flow, from setup to results.
- Try the interactive demo at app.cust.co/demo, which requires no account
- Book a call through the Calendly link on the site — there is no open sign-up
- Choose your data region, EU or US, during account setup: the choice is permanent for the life of the workspace
- Connect the CRM first, so Cust can establish who your customers actually are — won deals and current contracts only
- Connect email, calendar, support, call transcripts and product usage; ingestion stays scoped to the customers found in the CRM
- Set the list of email domains Cust must ignore; your own company domain is excluded by default
- Let the initial sync pull its bounded history: six months of email, five years of calendar plus two years ahead
- Work through the two onboarding paths in the documentation, For Admins then For Users, each under ten minutes
- Tune health scoring, signals, guidance, workflows, communication style and the knowledge base to your business
- Run the daily loop: review the prioritised action list, chat with your customer data, approve and execute actions, and turn recurring prompts into reusable Skills
Pros & Cons
Pros
- Unlimited seats on every plan with no per-user fee, so the whole CS team, its managers and executives can all be invited
- Public, itemised pricing for two of the three plans, backed by a full feature comparison table
- Serious compliance posture: SOC 2 Type II with an unqualified opinion and no exceptions, a published DPA, nine named sub-processors, HIPAA-aligned configurations and CASA verification
- No training on customer data, stated in three separate documents and enforced upstream by a single-gateway architecture with zero data retention
- Choice of EU or US data residency across two genuinely independent deployments
- Health scores arrive with their reasoning rather than as a black-box number, and the tool is steered in plain language instead of if/else rules
- Solid contractual backbone: a 99.5% uptime SLA with tiered service credits, a penalty-free exit below 95% for three consecutive months, and a 30-day money-back guarantee
Cons
- No free plan and no documented free trial: the cheapest way in is USD 500 per month
- Demo-led sales, with no self-service sign-up anywhere on the site
- Web only — no public API, no mobile app, no browser extension
- English is the only documented interface language
- The most differentiating features (natural-language workflows, AI sentiment, QBR artefacts) sit above the entry plan, and protected-customer caps mean the real cost tracks portfolio size
- Thin contact surface: no legal email address, no contact page, a support address that appears only on the documentation subdomain, and a privacy address obfuscated in the page source
- Young vendor: a EUR 100,000 pre-seed in 2023, two co-founders, and a changelog whose earlier entries describe a different product (AskToSell)
Pricing & Plans
There is no free plan and no documented free trial. The lowest paid entry point is the Foundation plan at USD 500 per month, billed monthly, covering 100 protected customers with unlimited seats. Growth costs USD 1,500 per month for 500 protected customers, and Enterprise is quoted on request and billed annually. Annual billing is charged upfront for the full year at a 20% discount.
- customer health monitoring
- AI recommended actions
- customer data chat
- portfolio newsfeed
- reusable Skills
- email/calendar/CRM integration
- meeting prep automation and real-time health alerts
- Growth — USD 1
- 500 per month
- 500 protected customers
- everything in Foundation plus data warehouse and ticketing connections
- natural language workflows
- AI sentiment and topics
- QBR and renewal artefacts
- user segmentation
- Enterprise — custom pricing
- billed annually
- unlimited protected customers
- everything in Growth plus browser automation
- external system actions
- Projects
- custom object sync
- custom data integration
- Annual billing on any plan is charged upfront for the year at a 20% discount
Data, GDPR & hosting
A consolidated view of how Cust handles your data.
GDPR overview
GDPR compliance is stated concretely rather than in passing. Cust is the trading name of UAB "Autonominiai pardavimai", company code 306362685, registered in Lithuania, so the vendor is established inside the EU and no Article 27 representative applies. The privacy policy, dated 30 July 2026, maps every purpose to an Article 6 legal basis, lists the six data subject rights and routes requests through a published form answered within one month, with dpo@cust.co as the fallback address. Transfers outside the EEA rely on the 2021 Standard Contractual Clauses with Transfer Impact Assessments, plus the UK IDTA. A full Data Processing Addendum is published openly and incorporated into the terms. Breach notification is targeted at 24 hours and contractually capped at 72. CCPA and CPRA are covered separately, with Cust acting as a Service Provider.
Who owns the data?
The terms are explicit: the customer and the customer's own customers hold all right, title and interest in Customer Data, while Cust owns the Services and the underlying technology. The privacy policy extends that to AI output — you keep full ownership of your inputs and of whatever the agents generate on your behalf. Cust acts as data controller only for account creation and billing data; for workspace content such as CRM records and emails it is a data processor working on your documented instructions, under the published DPA. On termination, Customer Data remains available for export for thirty days, after which it is deleted.
Reuse rights
Customers keep unrestricted use of their own data and of the AI output produced for them: no permission from Cust is needed, and the terms grant the vendor no licence beyond running the service. On Cust's side the permitted uses are narrow and each is tied to an Article 6 legal basis — providing and securing the service, billing and fraud prevention, aggregated product analytics (with an opt-out), and optional email delivery on your behalf. The privacy policy states plainly that Cust never sells data, and discloses it only to vetted sub-processors under enterprise agreements, to competent authorities under legal obligation, or with explicit consent. Nine sub-processors are named with their purpose and processing location: Google Cloud Platform, Heroku, AWS, Redis Cloud, Stripe, Postmark, PostHog, Sentry and E2B. Customer data is never used to train, fine-tune or improve models — all inference passes through a single Google Gemini Enterprise Agent Platform gateway governed by a contractual training restriction and a zero-data-retention configuration. Ingestion itself is bounded: the CRM sync keeps only won deals and current contracts, and you set the list of email domains Cust must ignore.
Data retention & training
Hosting summary
Cust runs two independent platform regions. The EU region lives at app.cust.co with data stored in the European Union; the US region lives at app.us.cust.co with data stored in the United States. Each is a separate deployment, so EU workspace data never leaves the EU and US workspace data never leaves the US. You choose the region during account setup and the workspace stays bound to it for the life of the account; anything outside those two regions has to be arranged with support. Underneath, the infrastructure runs on Google Cloud Platform and on Heroku (AWS), with a migration to Google Cloud under way — both maintain ISO 27001 and SOC 2 for their data centres. Most named sub-processors are listed with EU/US processing locations, while Postmark, Sentry and E2B are US-only. LLM inference passes through the Google Gemini Enterprise Agent Platform, where regional EU inference is available as a per-tenant configuration. Encrypted daily backups are held in a geographically separate region with quarterly restore testing, and any transfer out of the EEA relies on the 2021 Standard Contractual Clauses with Transfer Impact Assessments.
Things to keep in mind
Risks and trade-offs to weigh before adopting Cust.
- Cust reads emails, support tickets, call transcripts and CSM notes about real people; scope that with your legal and security teams before connecting anything, even though the ignored-domain list is configurable
- Autonomous mode lets agents send emails in your name — calibrate it before switching it on, and keep a human in the approval loop while trust is still being built
- Delegating account research wholesale can erode a team's own feel for its customers: the reasoning is there to read, but only if someone actually reads it
- An explained health score is still a model's opinion; treating it as fact risks writing off accounts that a single conversation would have saved
- The headline results (12% average NRR uplift, two-day time to value, 72,000 end customers protected) are self-reported, undated and unaudited
- The SOC 2 Type II attestation covers a closed window, 28 November 2025 to 28 February 2026, and the report, penetration test summary and other due-diligence material are released only on request
- The data region choice is permanent for the life of the account, and the vendor is small and early-stage — weigh both before signing a multi-year commitment
Setup & Integrations
Technical difficulty
Low. Setup is a sequence of connections rather than a configuration project: the CRM first, then email, calendar, support, transcripts and product usage. The documentation splits onboarding into an admin path and a user path, each under ten minutes, and the vendor claims same-day go-live against the two to three months it attributes to legacy platforms. Tuning — health scoring, signals, guidance, workflows, communication style — is done in plain language, with no rules or templates to build. Custom data integration, custom object sync and prompting support are Enterprise-only, so unusual data models will need help.
Deployment
Integrations
Behind Cust
Fundraising
Social
Resources
All the official URLs gathered for verification and reference.
Alternatives
Tools that compete with or complement Cust.
Frequently asked questions
What does Cust actually do?
How much does it cost, and is there a free option?
What counts as a protected customer?
Which tools does it connect to?
Is customer data used to train AI models?
Where is the data hosted?
What security and compliance evidence is available?
What happens to my data if I leave?
Should you pick Cust?
Cust makes a narrow, credible bet: that the reason most B2B accounts churn is not a bad product but an absence of attention, and that AI agents can cover the 80-90% of a book that no customer success team has the hours to reach. Everything in the product follows from that premise — continuous research per account, an explained health score, a prioritised morning list, and drafted actions that a human approves rather than writes. The founders' account of watching their previous company lose customers it had stopped noticing lends the positioning unusual weight.
What holds up best is the compliance work, unusually thorough for a company this young: a SOC 2 Type II attestation with no exceptions, a full DPA published rather than promised, nine sub-processors named with their locations, a choice of EU or US residency across genuinely separate deployments, and a no-training commitment enforced upstream by a single inference gateway with zero data retention.
The reservations are commercial and structural rather than technical. Entry costs USD 500 per month with no free tier and no trial, so evaluation means a sales conversation. The product is web-only, English-only, and offers no API. The vendor is small and early — a EUR 100,000 pre-seed in 2023, two co-founders — and its changelog before 2025 documents an entirely different product, so the retention offer has less mileage than it appears. The headline outcomes, a 12% average NRR uplift and a two-day time to value, are self-reported.
For a B2B SaaS company with several hundred to several thousand accounts and a CS team that knows it is covering only the top slice, Cust is worth the demo. Ask for the current SOC 2 report and scope ingestion with your security team first.
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