Chris Pisarski posted on X that his company reached $10 million in annual recurring revenue, up from $1 million 18 months earlier. The company was built to power other AI products, the kind of tools he describes as "the AI SDRs and AI recruiters of the world." That made it infrastructure sold to other software companies, known in the trade as ISVs, independent software vendors who build products on top of somebody else's platform.

The growth didn't come from those customers. Pisarski says he ran what he calls experiments and found two new buyer types: recruiting firms, and founders at Series A and B startups looking for what he calls "white glove" help with go-to-market work. Selling directly to those buyers, he writes, let the company "sell much more deals and at much hig[her prices]", the post cuts off mid-word at that point.

That is a turn away from the company's starting point. It was built as horizontal infrastructure, sold to other AI tool makers who would resell its capability to their own customers. The revenue that took it from $1 million to $10 million came instead from going vertical: selling directly to two specific end buyers who had never been the plan.

Pisarski's post has drawn 320 likes and 36 comments on X, though none of the replies were available to check what other founders made of the pivot. His numbers, the $1 million starting point and the $10 million arrival figure, are his own account of his own company's revenue, with no outside figures to set beside them.

What isn't clear from the post is why the ISV customers who were meant to be the core market grew more slowly than the two segments discovered along the way, or whether the company still sells to them at all.