Automating a 200-person operation in two months, while doubling in size

Fella: Forced to halt growth because of unscalable CX

In Q2 2026, Fella Health had surpassed $300m ARR and was serving more than 150,000 patients. Their Q3 goal was to double the business and expand into 3 new markets, but its customer experience operation couldn’t keep up.

An outsourced team of 200 people was handling 10,000+ patient tickets a day. Supporting the planned growth would require another 200 staff at an additional cost of $3m a year, putting further pressure on an already strained training process.

Complex CX workflows depended on knowledge accumulated by experienced staff over years. The steps to follow, systems to check, and exceptions to handle were often undocumented, making new hires slow to train. Mistakes increased, and customer NPS fell to XX. That same knowledge gap made automation difficult: engineers needed to understand how requests were actually resolved before they could automate them reliably.

With its CX team stretched thin, Fella had to pause its marketing and expansion plans. Resuming growth required turning scattered expertise into verifiable workflows engineers could build on.

With Subliminal: 3 min/employee installations; results after 1 week

Figure 1. Workflow for handling faulty or damaged medication, mapped by Subliminal’s analysis engine from watching employees work, without any human input. Edge cases and exceptions are inferred autonomously.
Workflow for handling faulty or damaged medication, including evidence review, investigation, refunds, replacements, and patient follow-up.

Fella turned to Subliminal to accelerate its automation. Subliminal was installed across CX staff (3 mins/employee) and began learning how the different types of tickets are handled. No action was required from employees - Subliminal ran entirely in the background.

Within a week, Subliminal had mapped the workflows accounting for 91% of observed work time, revealing the steps employees followed, the systems they used, and the exceptions that required judgment.

This gave Fella’s engineering team a clear view of where automation would have the greatest impact and what each workflow had to handle. Subliminal helped the team prioritize that work; Fella’s engineers built and deployed the automations.

Surpassing 85% automation in 2 months

Thanks to Subliminal, Fella’s workflows are now 85% automated - the results are telling:

  • ​​Fella was able to resume expansion and grew revenue by XX% over two months, while its existing CX team supported XX% more patients.
  • That growth would have previously required 200 additional staff, amounting to $3m in annual hiring costs.
  • Median resolution time fell from XX mins to XX seconds.
  • With routine requests handled automatically, staff had more time to train and give individual attention to patients with complex needs. Customer NPS rose from XX to XX.
  • Fella was able to resume expansion and grew revenue by XX% over two months, while its existing CX team supported XX% more patients.
  • Such growth would have previously required 200 additional staff, amounting to $3m in annual hiring costs.
  • Cost per resolved ticket fell from $XX to $XX, including human labor and automation costs.

By making its CX workflows visible and actionable, Subliminal helped Fella remove a constraint on growth and build a support operation that could serve more patients with greater care.