Great products should grow themselves.

Limio's founding team spent years working inside subscriptions and cloud software, at GoCardless and Zuora, and on pricing strategy at BCG. Across all of it, the same gap kept surfacing. SaaS and subscription businesses wanted to grow without scaling their operations at the same rate, yet the software to let them do it simply did not exist. Companies with large engineering teams built their own version of it, and everyone else made do.

Amaury de Closset and Daniel Morton founded Limio in 2017 to close that gap, giving every subscription business the self-service experience their customers had come to expect, without the cost and risk of building it in-house.

Its customers have shaped the company's direction ever since. Businesses such as OpenText, JazzHR and Pilot turned to Limio to automate selling itself, so their own customers could buy, upgrade and manage subscriptions without waiting on a sales rep, a support ticket or an engineering sprint. That principle now sits at the centre of everything Limio builds.

Today, businesses process more than US$500 million of payments each year through Limio, and millions of people browse Limio pages every day. As a Technology Partner to Salesforce, Zuora and Stripe, Limio integrates natively with the systems its customers already rely on, and is backed by leading UK and US investors including Gumtree, Entrepreneur First, Episode 1 and Crane VC.

The way people buy is changing once more. Customers increasingly research, compare and transact through AI, and Limio is building for that shift, making subscriptions discoverable to AI tools and giving agents a way to buy on a customer's behalf, all on the same self-service foundation. Self-service has always been a form of automation, and AI agents are simply the next step.