I spent an entire office hour brainstorming ways to make a startup’s product more appealing to agents. This was a first as an office hour topic but it feels like a conversation we’ll be having more and more. The industry they sell to is massive but slow growing. Meanwhile every player is launching agents. They can painstakingly sell deal after deal after deal to each player over years… or build a product that’s immediately the consensus pick for all their agents. The latter path seems obviously better in 2026.