How Groa powers Their specialist SaaS agent suite on Klaviyo data Powered By Maybe*
Partner Profile
Groa is an email marketing analytics SaaS that runs a suite of specialist agents on top of Klaviyo performance data.
Their customers interact through Groa’s own chat interface and dashboard. Maybe* runs entirely headless behind the scenes. Groa brings the frontend.
The Maybe* platform handles everything else.
Key Challenges Before Maybe*
Without the Maybe* layer, every piece of Groa’s agent infrastructure had to be hand-built. Routing logic, model selection, memory management, and cross-agent coordination all lived in custom code. Private calculation algorithms lacked a native scoping mechanism, and each new agent required rebuilding the same orchestration patterns from scratch.
Custom orchestration overhead
Every routing decision, model call, and agent coordination had to be built and maintained in Groa’s own infrastructure. Work that belongs in a platform layer, not a product team’s sprint.
No native function scoping
Proprietary Klaviyo analysis algorithms, including churn probability, LTV curves, and segment scoring, had no native mechanism to stay locked to Groa’s account. Every deployment required custom access control.
No cross-agent memory
When a user analysed churn with one agent and followed up with the Segment Agent, there was no shared context unless Groa explicitly built it. Each agent started blind to what the other had learned.
Manual model management
Heavy analytical queries need reasoning models. Simple lookups need fast models. Groa had to build and maintain that routing logic itself instead of relying on platform-level selection.
"The gap is a tool that pulls together all that information and gives us what we need within five minutes. That would be life-changing. And then tells us what to do next."
Emma Powell, CEO, Groa, Retention First Growth
The Solution Delivered Via The Maybe* API
Groa keeps its own frontend and calls the Maybe* API. Everything behind the API, including orchestration, memory, model routing, and tool execution, runs on the platform. Their specialist agents are built at the partner level with access to private calculation functions that no other partner can see or reach.
API surface - Headless API integration
Groa’s UI sends requests to the Maybe* API. The platform handles all orchestration, model calls, memory retrieval, and tool execution. Groa’s team build products, not infrastructure.
Partner-scoped functions - Private calculation tools
Churn probability, LTV curves, and segment scoring calculations are registered as partner-scoped function tools. Locked to Groa’s account and invisible to any other partner on the platform.
Shared memory - Specialist agents with shared context
The Churn & LTV, Segment, and Audit Agents all share the same account memory and vector store. A conversation with one agent builds context that any other can draw on in the next session.
Model routing - Automatic model selection
Heavy analytical queries are automatically routed to reasoning models. Fast lookups use fast models. Groa gets optimal model selection with no routing logic to maintain.
Maybe* Agent Builder 2.0 - Partner-level agent management
Groa creates and manages their specialist agents via Agent Builder at partner level. Versioning, rollback, QA history, and improvement cycles are all platform-managed, not custom-built.
Groa builds the product. The maybe* API delivers the infrastructure. Their private algorithms stay private.
Results
Zero infrastructure overhead
Orchestration, memory, and model routing are handled entirely by the Maybe* API
Private algorithms, fully protected
Partner-scoped functions keep proprietary Klaviyo models locked to Groa’s account
Continuous agent context
Shared memory across all specialist agents with no context lost between sessions
Full UI ownership
Groa runs completely headless. Their customers interact through Groa’s own chat surface and dashboard
Faster agent iteration
Versioning, rollback, and QA managed in Agent Builder, not in Groa’s own codebase
Optimal model use, zero routing code
Platform-level model routing selects the right model for every query automatically
"Focus on your craft. Don't focus on the AI. Leave the experts to focus on the AI and focus on your SaaS platform."
Emma Powell, CEO, Groa, Retention First Growth
