Business of Apps: SaaS Founders Document Customers Self-Building Features Rather Than Waiting on Product Roadmaps

Business of Apps·medium signal

A Business of Apps survey of SaaS founders in 2026 documents an emerging pattern: enterprise customers are using AI coding tools to build custom features themselves rather than waiting through 9-month product roadmaps, effectively defecting from the traditional SaaS update cycle. This is distinct from the 'replace SaaS with AI' narrative — it's customers staying subscribed but reducing dependency by eliminating their need for the vendor's roadmap.