Executive Summary
The 'Product-Led Growth' (PLG) hype is hitting a wall in the UK enterprise market. We reveal why 'High-Touch' service is making a massive comeback in 2026.
The PLG Fatigue
For the last five years, every SaaS founder in London was told to build a 'self-serve' machine. The goal was simple: zero friction, zero human interaction. But in 2026, the data shows a different story. Customer Acquisition Costs (CAC) for pure PLG models are skyrocketing.
Why Self-Serve is Struggling
- Information Overload: Founders are tired of 'figuring it out' themselves. They want experts to show them the path.
- Implementation Gaps: Complex tools aren't being used correctly, leading to massive churn after 3 months.
- The Human Premium: In an AI-saturated world, talking to a human expert has become a luxury signals quality.
Strategic Pivot
Recent surveys show that 68% of UK B2B buyers prefer a hybrid approach—self-serve discovery followed by expert-led implementation.
The Return of the 'Service Layer'
The winners of 2026 are not pure software companies. They are 'Software-Enabled Services'. They provide the tool, but they also provide the outcome.
The Consultative Sale
Moving from 'Features' to 'Outcomes'. Stop selling buttons; start selling business results.
White-Glove Onboarding
The first 30 days are critical. If you don't hold the customer's hand, they will leave.
The Expert Network
Building a community of specialists who can actually use your tool to solve real problems for the client.
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