How Tomorro scaled a new AI feature to €200K in just 2 months
Learnings from Tomorro’s Product strategy
Hey, I’m Timothe, cofounder of Stellar & based in Paris.
I’ve spent the past years helping 500+ startups in Europe build better product orgs and strategies. Now I’m sharing what I’ve learned (and keep learning) in How They Build.
What’s "How They Build"?
Welcome to the first edition of How They Build — a newsletter dedicated to uncovering how Europe's most interesting tech companies build great products.
👀 Why this newsletter?
Most product strategy content comes from Silicon Valley. But Europe is home to incredible companies that rarely get the spotlight. It's time to learn from them.
🎯 The ambition
To give tech founders and leaders actionable insights from underrated European tech companies — how they build, organize, and grow.
📦 What to expect
In each issue:
A deep dive into a single tech company
A breakdown of their product strategy
Behind-the-scenes on how their product org is structured
Key product & business metrics
A few spicy takes
📅 How often?
Every 2 weeks. Short, sharp, and straight to the point.
📬 Help me improve
Got feedback, thoughts, or companies you'd love to see featured? Just hit reply — I read every message.
🔍 TL;DR
Company: Tomorro - AI-powered contract management for companies
Challenge: Monetizing AI-powered assistant
Solution: Introduced paid features and value-based upselling
Impact: 26% conversion in 2 months and €200K in added revenue
Takeaway: Strategic upselling and user education drive AI monetization
Context
Today, I’m breaking down Tomorro and how to successfully monetize an AI-powered assistant by introducing paid features and a strategic upselling approach, with key takeaways you can start applying tomorrow. Let’s dive in!
Product 101 for Executives
Usage-based blocking: Block access when usage exceeds limits to drive upgrades
Customer tiering: Segment customers by value to prioritize features and support
Rotating AI squad: Dedicated AI team rotates regularly to speed up delivery
Disclaimer: The organizational choices and technical solutions shared in this newsletter aren’t meant to be copied and pasted as-is. Always keep your company’s context in mind before adopting something that works elsewhere! 😊The Company
Tomorro is an AI-driven contract management solution designed to help professionals optimize their workflows, automate repetitive tasks, and enhance efficiency. Their mission is to make AI a seamless part of everyday work.
🥵 Their challenge : slow customer adoption
Tomorro faced the challenge of evolving its legacy Product strategy to seize the opportunities offered by LLMs. They had to quickly find Product/Market Fit on new AI feature.
😢 How the Problem Affected Tomorro’s Performance
Low revenue from free-tier users
High engagement but low conversion
Unclear perceived value of premium features
💡 Their idea to solve the problem
To address this challenge, Tomorro decided to launch their AI-Assistant named “Oro” by:
Developing a premium AI feature that clearly enhanced productivity
Get as many existing customers as possible to pay for the new feature and validate market/fit.
Set a 2-month deadline to launch the new feature.
🤷🏼♂️ Why would it work
By demonstrating clear value and gradually introducing paywalls, users recognized the benefit of upgrading, leading to increased conversions.
✅ Their decisions to make it work
🍾 The results
For a successful AI feature launch:
Frame your AI feature as a cheat code, not a tool.
Users don’t want “an assistant,” they want unfair advantages. The best-performing messaging focuses on what users can now do that was previously impossible or painfully slow. Make it feel like they’re unlocking a superpower — not learning how to use a robot.
Don’t launch until the AI output feels 5x better than the manual alternative.
Speed and automation aren’t enough. The bar has been raised: for users to adopt an AI feature, the output quality must be dramatically better than what they’d do on their own. MVP-level AI will flop. Especially if users need to fix its mistakes.
Price like a partner, not a vendor.
Instead of billing per seat or API call, charge for value unlocked. The best AI companies anchor pricing on outcomes (e.g. deals closed, content created, time saved). Bonus: it makes AI feel like an investment, not a cost center.
My full interview with Tomorro’s CEO
Dive deeper into this topic with Antoine Fabre, cofounder & CEO of Tomorro, in my latest podcast episode (in 🇫🇷).
🎙️ 📺 Listen now: Youtube / Spotify & Apple Podcasts
Tomorro just closed a $27M round and they're hiring!
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