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In this interview, Hugues Trijasse explains why traditional funnels are quietly underperforming in a world where personalization is now possible at scale.
Instead of optimizing static landing pages, he built Custom, a SaaS that generates unique video sales experiences for every lead. The shift came from years of selling courses and realizing every prospect was being treated the same way. Now he’s betting on a different future, where no two sales journeys look alike.
Hugues shares:
His backstory and how he started.
How he got his first free and paid customers for his product.
What was effective in attracting customers to his product?
His competitive advantages, what gives him an edge, and insights that have proven beneficial to his operations.
Which books, podcasts, or other resources have had the greatest impact on him.
Advice he'd offer to entrepreneurs who are just starting out.
I’m Hugues Trijasse, a French entrepreneur and content creator.
Before building my current company, I built and sold two businesses and grew an audience of over 3 million followers across social media.
Right now I’m building Custom, a SaaS that creates personalized 1-to-1 video funnels using AI. Instead of sending every lead to the same webinar or landing page, Custom generates a unique video experience based on each prospect’s answers and profile.
Our target users are creators, coaches, consultants, and online businesses selling high-ticket products or services.
For years I sold online courses and coaching programs using the usual funnel stack: webinars, VSLs, landing pages, and email sequences.
The problem was always the same: every visitor got the exact same message, regardless of who they were.
At the same time, AI started making personalization much easier to implement.
That led me to a simple question: what if every prospect could receive a sales experience tailored specifically to them?
That idea eventually became Custom.
We started working on it in late 2025 and launched the first SaaS version about 10 weeks ago, around mid-March.
The first version was intentionally very simple.
We focused on one thing only: collecting user answers through a quiz and generating a personalized video experience from those responses.
We didn’t try to build a full platform or add extra features. The goal was to validate whether people actually cared about personalized funnels.
We built it quickly using modern AI tools and a very lean development process.
Most of the early work wasn’t coding. It was talking to users and adjusting based on feedback.
The goal wasn’t perfection. The goal was learning.
We’re two co-founders.
I focus on marketing, audience growth, and customer acquisition.
My co-founder focuses on product vision, technical execution, and overall development.
We also work with 3 employees, all developers.
Very little for now, and that’s intentional.
We’re focusing almost entirely on targeted outbound instead of inbound traffic.
In the first two months, we had around 2,000 website visitors total.
At this stage, we care much more about finding the right users than scaling traffic.
Our first customers came directly from my audience.
I documented the journey publicly, shared updates, failures, and revenue progress as we built.
That transparency created trust and brought in early users who wanted to follow the story or test the product.
Today, we have hundreds of registered users and a growing base of paying customers.
One thing we learned quickly is that the best users are often the ones who figure things out themselves and start getting results without much help.
Three things have worked really well.
Building in public has been the strongest one. Sharing progress, wins, failures, and numbers builds trust.
Educational content also works. Instead of pushing the product directly, we focus on teaching marketing, AI, and funnels.
And finally, direct community engagement. A lot of early customers came from real conversations rather than campaigns.
We recently crossed $5,000 MRR.
It’s still early, but the growth and feedback are encouraging.
Right now the focus is improving onboarding, increasing activation rates, and making the product easier to use without needing support.
Long term, we believe personalized funnels will become a default way businesses sell online.
Our goal is to become the platform powering that shift.
We’re aiming for $1M ARR by the end of this year and $5M ARR by 2027.
One insight changed everything for us.
Most businesses don’t have a traffic problem. They have a relevance problem.
Even though the internet is becoming more personalized, most companies still communicate the same message to every visitor.
We believe the future isn’t better funnels. It’s personalized funnels.
That belief shapes every product decision we make.
Claude, Cursor, GitHub, Codex, Tella, LinkedIn, Notion, Discord, Google Workspace.
Guillaume Moubeche, Alex Hormozi, Russell Brunson, Peter Thiel, and various podcasts and interviews around founders and growth.
Start before you feel ready.
Most people spend too long planning and not enough time testing.
Launch something small. Talk to users. Charge early.
The market will teach you faster than any course or mentor ever will.
Yes.
We're actively looking to connect with talented growth marketers who love building systems, experimenting quickly, and finding unconventional ways to reach large audiences.
We're especially interested in people who combine creativity with execution—people who can launch tests fast, analyze results, iterate quickly, and help us build scalable acquisition channels.
Because we're still an early-stage startup, we value builders over specialists. We'd much rather work with someone who can test ten ideas in a week than someone who spends a month planning the perfect strategy.
If you're obsessed with growth, AI, distribution, and building things that scale, we'd love to hear from you.
Thank you for taking the time to answer these questions! What is your contact info if people would like to inquire about your services? You can add all your links.
Great! Here’s my LinkedIn and Website link.
Let me know what you learned from this interview and have a productive week! 🙏
Most founders overbuild their first version because they assume users need features to understand value. In reality, early users don’t need more features, they need fewer points of confusion. If someone cannot explain what your product does after 5 seconds, adding functionality won’t fix it. Removing everything that is not essential to the first successful outcome almost always increases conversion faster than adding improvements.
Most people still think about analytics in terms of dashboards and charts, but the real leverage comes from understanding what users do right before they convert or drop off. PostHog is one of the few tools that makes this practical without needing a full data team. It records real user sessions, lets you see exactly where people get stuck, and connects behavior directly to outcomes instead of abstract metrics. For early-stage founders especially, it replaces guesswork with actual product usage evidence, which is usually the difference between improving the right thing and shipping blind changes.
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