What we are not going to build, and why
Every software company publishes what it is building. Almost none publish what it has decided not to build, which is strange, because that list is far more useful to someone deciding whether to buy.
No social listening
Brand and competitor monitoring across social and the wider web. Hootsuite does it, Later does a version of it, and we are not going to.
The reason is honest rather than principled: doing it properly means ingesting and indexing a large share of public social data continuously, which is a different product with a different cost base. A cheap version produces a keyword alert feed that misses most of what matters and looks like a feature on a pricing page.
If listening is central to your work, buy a tool built for it. We would rather say that than sell you a box that ticks.
No paid advertising management
Campaign creation, budgets, audiences, ad reporting. Out of scope entirely.
Organic publishing and paid media are different disciplines with different approval chains and different risk. Tools that do both tend to do one well, and the combined interface is heavier for everyone who only wanted the other half.
We are building the organic half, for people who run a lot of accounts with a small team.
No engagement automation
Auto-liking, auto-following, auto-commenting, auto-DM sequences.
This one is a position rather than a scoping decision. These features exist, they sell, and they are against the terms of service of every network that matters. They get accounts restricted, and it is usually the client’s account, not the agency’s.
There is also a quieter cost. An automated reply that lands on a complaint reads exactly as what it is, in public, under your client’s name.
AI-drafted replies are a different thing, and we do build those: a draft a person reads and sends. The difference is whether a human is in the loop, and we are not going to blur it.
No follower growth features
No follow-unfollow cycles, no engagement pods, no “grow your audience” mechanics of any kind.
They work briefly, they damage the account’s standing, and the audience they produce does not buy anything. If a tool offers them, that tells you what it thinks of your account.
No fabricated metrics
This is the one that costs us most in demos.
X, Discord and Slack return no analytics to any tool. Where a platform gives us nothing we show a dash and a note explaining why, rather than an estimate that fills the space.
A competitor dashboard with a number in every cell looks more complete. It is also, in three of 15 cases, an invention. Our version looks worse and can be defended line by line in front of a client, which is the version we would want if we were the one presenting.
No enterprise tier
No SSO, no procurement process, no custom contracts, no account manager. Business at $99 is the top of the list and it has no seat limit.
Enterprise sales is a company shape, not a feature set: security questionnaires, legal review, an implementation team. Building that changes who the product is designed for, and we would rather stay pointed at the small team with a lot of accounts.
If you need SSO and procurement sign-off, Hootsuite is genuinely the right answer and we will say so on a call.
What this list is for
2 things.
It saves you the month where you evaluate a tool, buy it, and discover in week three that the one thing you assumed was there is not. That month is expensive for you and produces a refund and a bad review for us.
And it is a commitment we can be held to. A roadmap is easy to publish because it is all upside. A list of refusals is only worth reading if it stays true, which is why it is dated and lives here rather than in a sales deck.
If any of it changes, it changes in the changelog, with the reason.
What we are building sits in the changelog, dated, including the entries where something took longer than we said. Start free.
