Document Overview
Vision & Market Opportunity ✅ Target Audience Segmentation Primary audience (with refined archetypes) Adoption personas & motivations ✅ Positioning & Messaging Core positioning statement Messaging pillars per audience Emotional and rational triggers Direct and indirect competitors White space opportunities Go-To-Market Channels & Tactics Events, communities & thought leadership Website and content marketing Product-led loops (if any) Pricing & Packaging Strategy Expansion / land-and-expand model ICP & qualification criteria Demo process and lead handoff Role of Nurix team in agent creation Customer Success & Onboarding Renewals and expansion triggers How insights feed into product 1. Executive Summary
What is Nurix?
Nurix is a low-code conversational AI platform that allows companies to build and deploy voice- and chat-based agents that automate complex, high-volume workflows across support, sales, and operations. These agents are highly customizable, powered by LLMs, and are orchestrated through visual workflows that support integrations, fallbacks, and escalation logic.
Why Now?
Voice automation is entering a new phase of maturity thanks to generative AI. As LLMs become more capable, companies are exploring how to reduce the load on their support and sales teams — without compromising on personalization, tone, or efficiency. Traditional IVR systems and rule-based bots fail to deliver that promise. Nurix provides a leap in agent intelligence, context awareness, and orchestration flexibility, meeting companies where they are in their AI journey.
Vision & Market Opportunity
Nurix aims to become the “custom relationship manager” platform for every company — letting them deploy intelligent, brand-safe agents at scale. Long-term, every customer of a business should feel like they have a human-like relationship manager, but powered by automation.
The TAM (total addressable market) covers:
B2C Support in retail, logistics, and services Sales operations in insurance, BFSI Operational automations in HR, procurement, etc. Generative AI adoption in enterprise support and sales is one of the fastest-growing segments, with support automation being the #1 use case in B2B AI adoption (56%).
2. Product Overview
What Nurix Offers
Nurix is a conversational AI platform designed to help companies build, deploy, and manage intelligent voice and chat agents that automate human conversations across support, sales, and operations. These agents are brand-aligned and built to handle real-world complexity with scalable workflows, fallbacks, and personalization.
The core product includes:
Agent Creation Platform: Nurix team currently builds agents for clients, tailoring them to internal processes, tone, goals, and data sources. In the long-term, this process will become self-serve for customers. Voice & Chat Agents: Selectable at the time of creation, with voice agents built on distinct backend infra. Workflow Studio: A visual canvas to design flows using logic blocks, tools (integrations), and agent blocks. Non-technical process owners can define behavior with clarity and guardrails. Omnichannel Support: Voice (via SIP), chat (WhatsApp, Telegram, Instagram), and email channels with plans for seamless context-switching across them. Integrations Layer: 200–300 integrations via unified.to, enabling agents to take real-world actions across tools. Live Knowledgebase Access: Via Google Drive, Notion, etc. to ensure agents operate with the most up-to-date information. Custom Prompts: For agent behavior, call summaries, call categorization, error handling and fallback logic (via global prompts). Escalation to Humans: API-based triggers from workflows when the agent needs to hand off to a real person. Key Use Cases
Support (Retail): Order tracking, returns, product inquiries, post-purchase support. Sales (Insurance): Lead qualification, claim filing (FNOL), document follow-ups, quoting assistance. Others: Supplier coordination, internal IT support, HR process automation (exploration phase). Differentiators
Voice-first orchestration with a scalable backend and fallback handling Workflow studio that balances control with flexibility Done-for-you setup model that leverages Nurix’s expertise for quick go-live Personalization framework: Agents tied closely to internal processes & tone Multi-channel context retention (coming soon) Current Stage & Roadmap
MVP is functional with live pilots across design partners (e.g., Cult.fit, Myntra, Super.money) Workflow studio is live in the launch version, expanding capabilities with more node types and tools Plans to expand monitoring, analytics, and context portability between channels AgentX Architecture
1. Agent Builder: Setting Up the Brain
This is where you construct what the agent knows, how it speaks, and what it can do:
Knowledge: Import product FAQs, policy docs, and guides. Channels: Decide where the agent lives — email, Instagram, telephony, etc. Actions in Tools: Let the agent perform tasks via CRMs, calendars, databases. Core Voice Capabilities: Define TTS/STT models and other telephony settings. LLM Orchestrator: Connect and configure the language model(s). Prompt Management: Set the goals, tone, and response structure for the agent. Guardrails & Human Handoff: Define fallback routes, error handlers, and escalation logic. All these plug into an internal Agent OS that orchestrates everything.
2. Workflow Engine / Multi-Agent Orchestrator
Once your agent is ready, you connect it to a workflow engine. This is the process brain:
Tells the agent what to do when, across multiple steps and possible conditions. Can involve multiple agents or tools working together in sequence or logic-driven paths. 3. Evaluation: Testing If It Works
You simulate and validate the agent:
Define Scenarios (ex: "What if the customer wants to return a damaged product?") Capture Metrics (ex: resolution rate, time to respond) Get a Result (pass/fail or score based on real or synthetic conversations) 4. Reporting: Monitoring Over Time
Once agents are live, track performance:
Conversation Logs: What was said, done, and when. Business Funnel: How many leads converted, how many tickets resolved, etc. Agent Performance: Compare different agents or use cases. Qualitative Insights: Understand pain points, edge cases, or surprises. 3. Target Audience Segmentation
We divide our audience into Primary and Secondary segments. The GTM strategy is tailored around reaching, convincing, and converting the primary audience, while shaping perception and awareness through the secondary audience. Secondary audience is applicable mostly to marketing aspects.
Primary Audience
1. Support Operations Leader
Who they are: Heads or senior managers of customer support operations in large mid-market to enterprise companies. Industry: Primarily retail (e-commerce, logistics, D2C) Geography: US (primary), India (secondary) 
GTM, WIP
