Flexibility nobody could reach
The company's platform could run complex visitor registration flows: identity checks, signatures, host selection, routing, watchlist screening. Using that flexibility meant editing nested JSON and clicking into every node by hand, often with an engineer's help. For a larger flow, one change could mean opening dozens of nodes.
That cost the business at both ends. Existing customers struggled to change their workflows, and some left rather than learn. Sales teams needed engineers to demonstrate configurations to prospects, so the product couldn't sell itself.