Owner champions drive Adapta adoption
Max Peters, CEO of Adapta, on building AI agents for Brazilian SMBs
Owner led adoption means Adapta is selling change management as much as software. In small Brazilian service businesses, the buyer is often the founder who already feels the pain of jumping across ChatGPT, Claude, Gemini, decks, docs, and internal tools. That owner can approve spend, test use cases personally, and push the team through the first fear barrier, which is less about setup and more about whether AI will actually help or replace them.
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Adapta is already seeing the path from single user to company account. The top of funnel is an entrepreneur buying for personal work use, then expanding to a multi seat workspace once the value is obvious. That makes the owner the natural internal champion and budget holder.
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The product is paired with training, frameworks, and consultancy because SMB adoption breaks on habits, not model access. This looks closer to HubSpot's old SMB playbook than to pure self serve SaaS, with education, implementation help, events, and eventually partners turning software into a repeatable operating system.
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This pattern also fits Brazil's market shape. Adapta says most customers are service businesses such as agencies, law firms, clinics, architects, and real estate firms, where the owner is close to day to day workflows and can directly tell the team where AI should save time first.
The next step is for owner led rollout to become owner led standardization. As Adapta adds internal tools, workflows, and agents into the same workspace, the company that wins SMB AI in Brazil is likely the one that turns a founder's initial experiment into the default place where the whole team works every day.