Freemium, Feedback, and Fighting Google: How Jotform Bootstrapped 35M+ Users

How do you bootstrap a category-defining SaaS product to 35M+ users while competing against giants like Google and still stay profitable? In this episode of SaaS That App: Building B2B Web Applications, Aytekin Tank, Founder and CEO of Jotform, joins Justin Edwards to discuss why freemium models drive sustainable growth, how automation and AI can transform your operations, and the key strategies behind building products that users genuinely love. This podcast is brought to you by Delta Systems, your one-stop shop for front-end, back-end, and full-stack software development. At Delta, Justin and Aaron share the same philosophy when it comes to clients: they treat people like colleagues, not just customers. Maybe that’s why Delta typically spends years working with the same companies: how many software engineering firms can you say that about? So, if you’ve got a big SaaS project in mind but have no idea where to start, come and get a free scope and estimate from Delta Systems on their website. Got a burning idea for an episode, or a SaaS question you absolutely must know the answer to? Leave us a voice memo at SaasThatApp

What You’ll Learn:

Why freemium works when others say it shouldn't
How to transition from the founder doing everything to scaling teams
The automation flywheel framework for reclaiming founder time
Why AI product development requires throwing out traditional UI/UX playbooks
How to turn AI failures into team leverage and product improvements
How to use your own product as a testing ground for customer problems

Aytekin Tank is the Founder and CEO of Jotform, a bootstrapped SaaS platform that has grown to serve 35 million users globally. With a background in computer science, Aytekin has built his career around solving automation challenges for businesses, nonprofits, healthcare, and education sectors. He is the author of Automate Your Busy Work, host of the AI Agents podcast, and a pioneering voice in agentic AI development. Aytekin’s work in product-led growth, freemium strategies, and AI-driven customer support has made him an essential voice for founders and tech leaders navigating the intersection of automation and artificial intelligence.

This podcast is brought to you by Delta Systems, your one-stop shop for front-end, back-end, and full-stack software development. At Delta, Justin and Aaron share the same philosophy when it comes to clients: they treat people like colleagues, not just customers. Maybe that’s why Delta typically spends years working with the same companies: how many software engineering firms can you say that about? So, if you’ve got a big SaaS project in mind but have no idea where to start, come and get a free scope and estimate from Delta Systems on their website.

Highlights and YouTube Chapters:

[00:00] Introduction
[01:04] The Pain Worth Solving
[02:26] Quitting a Great Job to Go All-In
[06:13] Jotform’s Strategy
[09:53] Asking Users to Pay
[12:29] Why Freemium Won
[17:25] Automating Workflows
[24:58] Hack Week Sparks Jotform AI Agents
[30:34] From 25% to 75% Resolution in 3 Months
[37:07] AI Product Development Has New Rules
[41:26] Where to Find More From Aytekin

Episode Resources:

Aytekin Tank on LinkedIn
Jotform Website
Automate Your Busywork Book
AI Agents Podcast
Aaron Marchbanks on LinkedIn
Justin Edwards on LinkedIn
Delta Systems Website

Got a burning idea for an episode, or a SaaS question you absolutely must know the answer to? Leave us a voice memo at SaasThatApp