From: Nell Ferreira, Marketing To: you Subject: Homepage rewrite — fourth draft, please just tell me if it's fine

Fourth draft attached below. Every round it gets broader because every time I narrow it someone says it excludes a customer we want. I've also pasted the customer research Bea pulled last week, which I've been staring at without knowing what to do with it. Launch is a week Tuesday.

Current homepage — draft 4

The intelligent platform that empowers modern teams to work smarter

Kestrel brings your operations together in one place. Powerful automation, seamless integrations, and real-time visibility help modern teams eliminate busywork and focus on what matters most.

[Start free trial] [Book a demo]

Positioning statement (internal, one paragraph)

For growing companies that need better operational visibility, Kestrel is an intelligent operations platform that unifies workflows, automates manual processes, and surfaces the insights teams need to move faster. Unlike legacy tools and fragmented point solutions, Kestrel is built for the way modern teams actually work.

Customer research — verbatim, from Bea

Ten calls, five renewals and five churned. Pasting the bits where people described what they use it for. I've left the ums in.

"We use it to catch the invoices that don't match the PO before they hit accounts payable. That's it, really. That's the whole thing for us." — Finance Ops Manager, 220-person distributor, renewed

"Honestly it replaced a spreadsheet Devon built that nobody else could maintain. When Devon left we were, um, in trouble for about three weeks." — Head of Ops, 140-person manufacturer, renewed

"It's the only thing that tells us which of our suppliers is quietly slipping. We used to find out when something didn't turn up." — COO, 310-person food distributor, renewed

"We were paying a contractor two days a month to reconcile this stuff. Stopped that in the first quarter." — Finance Director, 180-person distributor, renewed

"I think we bought it for the dashboards? We never really used them. It didn't do the thing we needed with our CRM." — VP Operations, 90-person agency, churned

"Too much of it we didn't need. We're a services business, there's no supplier side to speak of." — Ops Lead, 60-person consultancy, churned

Nell's note

Sales are pushing for us to sound bigger, not smaller — they say the broad version helps them get into more conversations. And Priya wants "AI-native" in the hero because that's what everyone's putting in theirs.