The model SaaS (Software as a Service) has long been the digital star. Easy to deploy, profitable over the long term, and appealing to investors, it has shaped tech in the last decade. But in 2025, the tide is turning: growth is slowing, margins are eroding, and users are asking for more than just software. What they want now is concrete results. And that's exactly what the Service as a Platform.
For years, SaaS was based on a clear promise: software that was accessible everywhere, updated continuously, with a simple subscription model. But the market is now saturated. Businesses are equipped, the cost of customer acquisition is increasing, and churn rates are exploding. At the same time, AI innovations are making some SaaS obsolete — their functionalities can be replicated by more flexible AI agents, often at a lower cost The numbers confirm the trend: the average growth of B2B SaaS has fallen below 10%, and valuations are falling. “Pure SaaS” is no longer enough.
The Service as a Platform (SaaP) change the logic: instead of selling a tool, we sell a living platform — an ecosystem that combines software infrastructure, artificial intelligence and human support. The customer no longer buys an interface, but a ability to transform a key indicator : reduce costs, improve sales, make data more reliable. Value is measured in impact, not in the number of users. This model combines technology and support. The platform structures the service, collects data, and automates repetitive tasks. Human expertise remains there to interpret, guide, and adjust. The result: a model that is more robust, more personalized, and more difficult to copy.
AI is accelerating this transition. Intelligent agents are no longer content with responding to requests: they Anticipate, Analyze, Propose actions. In a SaaP model, they become invisible teammates who continuously optimize business processes. It's also changing the business model. We are moving from a fixed monthly subscription to models for use or for performance : you pay for the results obtained, not for “unlimited access” to an interface. The boundaries between software and consulting are blurring. OpenAI understood this well: its “from service to product” strategy aims to create a platform capable of competing with major consulting firms, by industrializing knowledge through AI.
The switch does not happen overnight. It all starts with a hybrid offer : a strong service (driven by humans) supported by internal technology. The aim is to measure the value delivered, not just the time spent. Gradually, technology is taking up more space: automation, data integration, specialized AI agents, intelligent dashboards. But the essence of the model remains the same: tailor-made support, backed by a scalable platform. Ultimately, the company can open its ecosystem to partners, or even to third-party developers, creating a powerful network effect. The result? A platform that learns, improves, and creates a barrier to entry that's much stronger than just “code.”
The Service as a Platform imposes a new pact: the customer no longer pays for “use”, but for succeed. The publisher becomes a results partner. And AI, instead of replacing humans, acts as a value catalyst. This model is not just for giants. SMEs, consulting firms and startups can adopt it to differentiate themselves: by combining their know-how with a robust technological base and well-integrated AI models, they can create high-margin, hard-to-imitate offers that are difficult to imitate, and focused on performance.
SaaS has transformed the way businesses consume technology. The Service as a Platform will transform the way they measure value. By combining AI, data and human expertise, this model opens a new era: that of software that no longer only executes, but which understands, learns, and delivers. Those who succeed will not be the ones who code best, but those who connect technology to real customer value. And that is precisely where the next digital decade is playing out.
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