Holly started with one founder’s support queue.
Holly is a support agent that takes customer issues from first message to resolution for founder-led and small B2B SaaS companies.
The team behind Holly
Ben Robertson is the founder of Marginalia Ventures, the company behind Holly. He is the only person on the team. He builds software from Travelers Rest, South Carolina. ColorBliss, which he started in 2023, is Holly’s first customer.
There’s one thing I’ve been particularly embarrassed about running my own SaaS over the past three years.
My support first-reply time is 24 hours or more.
I’m a former support leader. We prided ourselves on a first reply in under four hours.
I didn’t want to compromise on the work-life balance I had set for myself. I also wasn’t profitable enough to hire a support person.
A couple of months ago, something clicked. I realized I was passing most of my support tasks to various AI systems, but I was still the middle man. I would read the ticket, determine the information to collect, decide what to do with the information that came back, implement the decision, and get back to the customer.
I started to wonder what it would look like if I took myself out of the middle-man seat. Could I provide the tools, the information, and the guidelines for an agent to help me run support?
That question is where Holly started.
On ColorBliss, Holly’s average response time is under 2 minutes.
ColorBliss is the first customer. That figure is a result from that queue. It is not a response-time promise for every company.
What Holly does
Investigate the customer’s issue
Holly investigates customer-specific issues across the product, account data, billing, logs, errors, and the other systems you connect. The outcome is a determination of what happened, from evidence in those systems.
Answer and act
Holly answers ordinary support questions and takes the actions you have authorized. The outcome is a reply to the customer, and the account change when that change is allowed.
Resolve the ticket, or prepare the handoff
Holly resolves the ticket when the evidence supports a resolution. When a person is still required, Holly prepares the customer context, the evidence, a likely cause, and a recommended next step. The outcome is a resolution, or a handoff that does not start from scratch.
Follow through later
Holly can return to the customer when the situation changes, including when a requested improvement ships. The outcome is a follow-up the customer would otherwise wait on someone to remember.
What makes Holly different
When the answer isn’t in your help docs, Holly keeps going
A documentation bot can explain how a product works. Holly investigates what happened for this customer. Holly gathers evidence, determines what happened, and continues toward a resolution.
When engineering is required, your team doesn’t start from zero
Some issues still need a person. Holly investigates before that handoff. The handoff includes who the customer is, what they experienced, the evidence, a likely cause, and a recommended next step.
You decide where Holly can act on its own
You set which actions Holly can take automatically and which ones need approval. One queue can include both. Holly takes the actions you have authorized.
Who uses Holly
- Founder-led B2B SaaS companies
- Small B2B SaaS companies that already have real customers and a real support queue
- Teams where a founder, an engineer, or a technical support person still has to investigate what happened
How Holly works
You sign up. You connect your help desk and the other services Holly should use. You set which actions Holly can take on its own and which ones need approval.
Holly then works the queue.
Key facts
- Company name
- Marginalia Ventures LLC
- Product
- Holly
- Type
- Limited liability company
- Founder
- Ben Robertson
- Company founded
- 2024
- Holly founded
- 2026
- Headquarters
- Travelers Rest, South Carolina
- Pricing
- Starter is $199/month for up to 300 tickets. Growth is $499/month for up to 1,000 tickets. Enterprise is custom.
- Website
- holly.support
- Company website
- marginalia.ventures
- Communication
- hello@holly.support
- Notable clients
- ColorBliss
- Customers served
- 1
- Social
- No company profiles yet. Founder profiles are linked in the team section.
- Core offering
- Holly takes customer issues from first message to resolution, including issues whose answers are not in the help docs.
- Services
- Investigation, authorized action, customer replies, resolution, follow-up, and a prepared handoff
Frequently asked questions
What is Holly?
Holly is a support agent that takes customer issues from the first message toward a resolution. Holly investigates issues whose answers are not in the help docs, takes the actions you have authorized, and replies to the customer. When a person still has to step in, Holly prepares the case first.
Who is Holly for?
Holly is for founder-led and small B2B SaaS companies that already have real customers and a real support queue. The useful test is simple. Unusual tickets still land on a founder, an engineer, or a technical support person, because someone has to figure out what happened.
Does Holly replace our help desk?
Holly works the conversations you already have. You connect the help desk during setup. The help desk stays the inbox.
Does Holly resolve every ticket without a person?
Holly resolves the issues it can. When a person is still required, Holly investigates first and hands over the context, the evidence, and a recommended next step. Some tickets still need a human.
Who decides what Holly can do?
You do. You choose which actions run on their own and which ones need approval. Holly takes the actions you have authorized.
How much does Holly cost?
Starter is $199/month for up to 300 tickets. Growth is $499/month for up to 1,000 tickets. Enterprise is custom. The prices are public on the pricing page. Holly is priced as support capacity.
How do we get started?
Sign up, then connect your help desk and the other services Holly should use. You set the approval rules before Holly acts on its own.
Who owns Holly?
Holly is a product of Marginalia Ventures LLC. Ben Robertson is the founder, and he is the only person at the company. Marginalia Ventures was founded in 2024. Holly was founded in 2026. Holly has no separate legal entity.
Before you make your next support hire, see what Holly can handle.
Tell us about the tickets that still land on a founder or an engineer.