SaaS Industry Trends for 2024: A Virtual Fireside Chat

by Tim Koopmann, Craig Watkins and Zach Gossin

Snow was on the ground in Northern Virginia and Iowa, while South Georgia dipped into the high-20’s. The three Reditus co-founders Tim Koopmann, Craig Watkins and Zach Gossin, took the opportunity to relax indoors and enjoy an informal virtual happy hour while discussing the year ahead. With their favorite beverages in hand (or hands, in Zach’s case….), the three ping-ponged their thoughts on the most impactful SaaS industry trends for 2024. It’s a bit long-winded, but here’s what they came up with: 

1. AI-Everything

I heard a joke the other day that there are no more SaaS companies; they’re now all AI companies…

2024 is the year where Artificial Intelligence (AI) becomes common place; it’s a very tangible force reshaping the SaaS industry. It’s hard to overstate how it is an overwhelming trend, not just in its pervasiveness, but in the sheer depth and breadth of its impact. Imagine walking into a SaaS ecosystem where every app is filled with ML algorithms, where software anticipates what you need and adapts on the fly, where data provides unexpected insights and automation takes tedious tasks off your plate. We’re not quite there yet, but this is clearly a SaaS industry trend to watch in 2024. Just a few examples:

Customer Experience: Chatbots are getting better at not only solving problems but proactively offering personalized recommendations, and even analyzing sentiment to defuse escalations before they begin. 

Marketing Campaigns: are already tailoring messaging and offers to individual users in real-time, driven by AI’s ability to predict behavior. This level of hyper-personalization will redefine customer engagement, forging deeper connections and loyalty that traditional SaaS could only dream of. 

Optimizing Operations: From demand forecasting and resource allocation to automating repetitive tasks and even generating code, AI is doing some pretty amazing things. This frees up human talent for creative problem-solving and strategic thinking, while reducing costs and maximizing output. It’s like giving each company a tireless, data-driven assistant, constantly working behind the scenes to keep the machinery humming smoothly. 

The overwhelming impact of AI in the SaaS industry goes well beyond these examples. It’s a tidal wave of innovation, pushing the boundaries of what software can do and how it can interact with the world. Whether it’s AI-powered security that learns and adapts to threats in real-time, or self-driving data analysis that unveils hidden patterns and trends, the possibilities are mind-blowingly endless. 2024 may be the year AI takes center stage in the SaaS world, but its influence is just the beginning of a transformation that promises to reshape the industry for years to come.

2. Security and Compliance

SaaS is rapidly evolving, and so must security. Security and compliance have moved far beyond simple checkboxes. As core pillars of our SaaS industry trends for 2024, they’re woven into the very fabric of successful software solutions. This year, expect to see heightened awareness, stricter regulations, and innovative solutions emerging in the security and compliance arena. 

First, data breaches and privacy concerns continue to dominate headlines, pushing governments and regulators to enact stricter data protection laws. The General Data Protection Regulation (GDPR has essentially set the global standard, with regional variations like the California Consumer Privacy Act (CCPA) adding further complexity. For SaaS companies, navigating this regulatory maze is no longer optional. Building compliance into their platforms from the ground up will be crucial to retaining customer trust and avoiding hefty fines. 

Second, security threats are becoming increasingly sophisticated. Cybercriminals are constantly honing their tools, targeting vulnerabilities in cloud infrastructure and exploiting loopholes in application security. AI-generated deepfakes of voice and video are on the rise. SaaS companies must adopt a proactive approach, embracing zero-trust architectures, deploying AI-powered threat detection, and prioritizing continuous security updates. 

Finally, industry trends in 2024 point towards a rise in security and compliance solutions specifically designed for the cloud. SaaS providers will offer integrated tools for data encryption, access control, and incident response, catering to the unique needs of a cloud-based environment. Additionally, expect to see increased collaboration between SaaS companies and security vendors, forming an ecosystem of expertise to address evolving threats and regulatory demands. 

As the SaaS industry continues to mature, security and compliance are no longer afterthoughts. They are fundamental drivers of growth and success, shaping the way software is built, delivered, and consumed. In 2024, those who prioritize the fortress, not just the facade, will succeed in the face of ever-shifting threats and regulations. 

3. Heightened Vertical Focus

One-size-fits-all solutions are becoming a relic of the past. In 2024, there will be an intensified focus on verticalized solutions, catering to the specific needs of industries like healthcare, finance, or e-commerce. Horizontal, vanilla solutions used to dominate the market, but these industries are now demanding solutions designed to their specific requirements.  

These industry-tailored platforms will offer deeper value and solve problems unique to their respective fields. Imagine a healthcare SaaS platform that seamlessly integrates with electronic medical records and facilitates secure communication between doctors and patients. That’s the power of vertical focus. Imagine off-the-shelf solutions built for the intricate dance of healthcare claims processing, or construction management tools that speak the lingo of building codes and project timelines.  

Vertical SaaS solutions go beyond surface-level features, offering industry-specific functionalities and pre-built workflows that streamline operations and boost efficiency. This laser focus fosters deeper customer relationships, as vendors become trusted advisors with a vested interest in the success of their specific clientele. 

The benefits of this trend are numerous. For SaaS companies, it unlocks untapped markets, reduces customer acquisition costs, and fosters customer loyalty through genuine value-add. For businesses, it translates to increased ROI, reduced operational friction, and a competitive edge through industry-specific insights and best practices.  

So, buckle up for a 2024 where specialization takes center stage in the SaaS world. From healthcare to construction, finance to logistics, every industry will see a proliferation of tailored solutions, offering a deeper, more nuanced way to harness the power of the cloud. This vertical ascent will certainly reshape the SaaS landscape, creating a future where industry expertise and technological prowess intertwine to fuel growth and innovation. 

4. Data-as-a-Service (DaaS)

SaaS companies are sitting on a goldmine of data and opportunity. DaaS will emerge as a powerful SaaS industry trend in 2024, allowing businesses to leverage valuable data insights to personalize offerings, predict customer behavior, and gain a competitive edge. Think of it as having a crystal ball that shows you exactly what your customers want and how to give it to them. That’s the power of DaaS. 

We’re talking about an ocean of insights, real-time intelligence, and personalized experiences, all powered by the lifeblood of information. So….let’s dive into why DaaS is set to be the game-changer for both SaaS providers and their customers. 

Imagine crafting marketing campaigns that predict customer desires before they even think of them. Or building HR tools that anticipate skill gaps and recommend personalized upskilling pathways. This is the magic of DaaS. By providing pre-processed, readily consumable data sets, DaaS empowers SaaS solutions to become hyper-aware of their users’ needs and tailor their offerings accordingly. No more one-size-fits-all; this is the era of customized experiences powered by real-time data. 

For SaaS companies, DaaS is a treasure trove. It unlocks opportunities for hyper-segmentation, targeted engagement, and predictive analytics, boosting both customer satisfaction and bottom lines. The ability to offer data-driven insights as part of their core service creates a powerful value proposition, differentiating them in a crowded market. 

But who are the biggest beneficiaries? SaaS users. DaaS promises insights that optimize their workflows, predict market trends, and personalize their entire experience. Imagine a sales CRM that suggests leads with uncanny accuracy, or a project management tool that anticipates resource needs and adjusts timelines in real-time. This is the future DaaS offers, where data becomes your co-pilot, navigating you towards success. 

5. PaaS

As we dig into the landscape of the Software as a Service (SaaS) industry trends for 2024, one phenomenon takes center stage: Platform as a Service (PaaS). PaaS is not just a buzzword; it represents a significant transformation in the way businesses operate and innovate in the digital era. 

PaaS serves as a game-changer for businesses seeking to enhance their agility and operational efficiency. In 2024, we anticipate a surge in PaaS adoption as companies leverage its capabilities to streamline the development, deployment, and management of applications. This allows organizations to focus on their core competencies while PaaS takes care of the underlying infrastructure, reducing time-to-market and fostering rapid innovation. 

One of the standout trends in the SaaS industry in 2024 is the emergence of collaborative development ecosystems facilitated by PaaS. This empowers cross-functional teams to collaborate seamlessly, breaking down silos that may have hindered innovation in the past. Developers, data scientists, and business analysts can work cohesively, leveraging PaaS to create and deploy applications without the bottlenecks that traditional development processes used to entail. 

Scalability remains a key concern for businesses aiming for sustainable growth. PaaS offers a simple solution by providing scalable environments that adjust seamlessly to the evolving needs of your business. As we look ahead to 2024, the ability to scale effortlessly and only pay for the resources utilized will position PaaS as an indispensable tool for organizations striving for cost-efficiency in an unpredictable market. 

6. Consolidation

SaaS industry for 2024….A significant trend looming on the horizon is consolidation through mergers and acquisitions (M&A). This trend is driven by various factors, including market maturation, strategic expansion, and the quest for competitive advantage in a crowded landscape. 

In 2024, we anticipate a flurry of M&A activities reshaping the SaaS landscape. Companies are increasingly looking to consolidate their market positions, acquire complementary technologies, and expand their customer base through strategic acquisitions. This consolidation trend is fueled by the pursuit of economies of scale, synergies, and enhanced market penetration in an increasingly competitive environment. 

However, amidst the backdrop of consolidation, the SaaS industry faces the challenge of securing investment in the current economic environment. Uncertainty, market volatility, and changing investor sentiments pose hurdles for companies seeking capital for expansion and strategic initiatives. The difficulty in securing investment underscores the importance of financial prudence, operational efficiency, and sustainable growth strategies for SaaS companies in 2024. 

The consolidation wave in the SaaS industry has implications beyond financial transactions. It shapes the competitive landscape, drives innovation, and influences market dynamics. While M&A activities can foster innovation through the integration of complementary technologies and expertise, they also have the potential to stifle competition and limit choice if not executed thoughtfully. 

7. SuperSnap!

Superapp Supremacy: All-encompassing SaaS platforms offering a plethora of services, known as Superapps, may gain significant traction in 2024. This is a trend that originated outside of the US but is now starting to make its rise in the states. We’ve spoken to multiple Superapp startups that are specifically targeting the startup community. It’ll be interesting to see where this goes, as it’s hard to reconcile this trend with the need for vertical and functional-specific requirements we see in our other 2024 SaaS trends. Those that are targeting the startup market are making a simplified back-to-basics argument, which just might play…

8. Integrations

There are quite a few integration developments impacting the SaaS Industry in 2024. The way we interact with software is rapidly evolving, and APIs are at the heart of this transformation. In 2024, several key trends are expected to shape how APIs impact the SaaS landscape: 

Microservices and API-first Development
Breaking complex applications into smaller, more independent services connected via API’s is a growing SaaS industry trend. This enables faster development, greater resilience, and less friction to scaling. This obviously requires tighter integrations and in many cases that the API’s be designed first for a developer-friendly experience. All this is good news, fostering innovation and faster time-to-market. 

Multiexperience Optimization
Enabling a user to interact with functionality via their desired modality at the right touchpoint in their journey requires careful thought to how different apps on different devices and platforms interact with each other. API management tools will become increasingly crucial to support diverse protocols, staying ahead of security requirements and providing unified analytics. 

Democratization of API’s
I’m surprised no one has mentioned low-code/no-code platforms yet, but…as that development enables non-technical coders to create and analyze code, so they must for API’s. A non-technical user today can develop an API between two systems and place it in a marketplace for other users to leverage. These marketplaces and tools enable every-day users to increasingly automate their worlds. 

AI/ML Integration
As AI/ML systems, modules, and apps proliferate, they will increasingly be exposed to others through API’s, enabling developers to easily integrate AI capabilities (anomaly detection, visual detection, sentiment analysis, predictive analysis….the applications are endless) into their own tools.  

9. Low-code/No-code

Ok, Tim—I’ll take the bait. 

The democratization of development! Citizen coders! If you are both excited and scared…I share your sentiments. 

The low-code/no-code (LCNC) trend is on a roll, poised to significantly impact the SaaS industry in 2024. Imagine a world where anyone, regardless of coding prowess, can build custom applications with drag-and-drop simplicity. That’s the promise of LCNC platforms, and it’s rapidly becoming reality. 

Traditionally, building software required a programmer’s magic touch. Now, LCNC empowers citizen developers – business analysts, marketers, even (shudder) sales reps – to create solutions tailored to their needs. This frees up IT resources for complex projects while injecting agility and innovation into every department. Expect a surge of niche, department-specific SaaS offerings born from LCNC, driven by the unique perspectives of non-traditional developers. 


Building custom software used to be a months-long odyssey. LCNC slashes that timeline to weeks, days, even hours. Startups can test and iterate on ideas lightning-fast, while established players can adapt to market shifts with unprecedented agility. This accelerated innovation cycle means new SaaS solutions will emerge and evolve at a dizzying pace, keeping everyone on their toes. 

Now who’s scared that the app you might find in a marketplace somewhere might’ve been built by an Iranian widow with a harsh sense of vengeance? Or, that a sales rep trying to automatically email clients won’t accidentally end up playing a nice game of chess with Joshua? LCNC isn’t a silver bullet. Security concerns, integration complexities, and data governance issues still need to be addressed. Yes, the potential benefits are vast, but I am afeared… As the technology matures and the ecosystem evolves, expect 2024 to be a pivotal year for LCNC’s impact on SaaS.  

10. Pricing Revolution

The traditional inflexible subscription model may come under serious threat—having a potentially massive impact on other SaaS industry trends as well.  2024 is positioned to witness a surge of challenges to this familiar revenue stream, forcing SaaS companies to adapt and innovate to stay afloat. 

One major challenge will be the growing demand for flexibility and cost control. In an environment of economic uncertainty, businesses are tightening their belts. They’ll increasingly scrutinize recurring subscriptions, questioning whether they’re receiving optimal value for every dollar spent. SaaS companies relying solely on rigid annual or monthly plans will face resistance, especially for non-essential services. 

Another thorn in the side of the subscription model will be the rise of alternative payment strategies. Pay-per-drink models, where customers pay per transactions or only for the resources they consume, are gaining traction. This aligns perfectly with businesses seeking granular control over their spending. Additionally, outcome-based pricing, where fees are tied to specific results achieved, will incentivize SaaS companies to truly partner with their clients and share the risks and rewards—although I know all three of us find this model hard to contract and administer. 

But it’s not all doom and gloom. SaaS companies that embrace these challenges can reap the rewards. Flexibility will become critical, with tailor-made pricing plans and consumption options catering to diverse customer needs. This requires investment in advanced data analytics and customer segmentation capabilities. Additionally, offering freemium tiers with limited features can act as a gateway to attract new users and convert them into paying customers later. 

The impact on funding will be significant. While many investors look for guaranteed, recurring revenues, smart investors will favor SaaS companies that demonstrate agility and a willingness to explore alternative revenue models. Those clinging on to the traditional subscription model may face a tougher or easier road to securing capital—I’m not sure how this will play out in 2024. But, I suspect investors will be looking for data-driven strategies that prove SaaS companies can adapt to changing customer demands and maintain profitability. 

Ultimately, 2024 won’t be the end of the subscription model, but it will be a pivotal year of evolution. Embracing flexibility, customization, and innovative monetization strategies will be key for SaaS companies to thrive in this economy.  

11. Customer Success Trends

I could (probably should) write a novel about how customer success plays a huge role in our SaaS industry trends for 2024. I’m just going to focus on a few critical points: 

AI-Powered Customer Success
Predictive analytics to identify churn risk, predict client needs, recommend human touch points. The dream—identifying a potential churn risk before they even think about leaving and automating a task for your CSM to reach out. Automating repetitive tasks like onboarding, reporting, support ticket resolution, etc. will also be increasingly handled by AI, freeing up stretched CS teams to focus on strategic work. AI-powered insights will empower the CS team with customer insights, tailored engagement strategies, relevant content, resources, etc… 

Proactive and Relevant Engagement
The words “reactive support” should…I have no words. Proactive engagement, anticipating problems before they arise and guiding customers towards successful outcomes. Contextual communications—customer interactions based on their in-application behavior, lifecycle state, goals, etc. This leads to omnichannel engagement—seamless support conversations across all channels—in our Ecrion days we called it continuity of conversation. Unified dashboards and seamless handoffs will become more common. 

Customer-Centric Product Development
Better customer feedback loops to product. Active listening to customer pain points. Customer Success metrics driving product decisions. Experimentation and rapid iteration. Enough said. 

12. Embedded Financial Functions

Embedded finance, seamlessly integrating financial services within non-financial products and services, is poised to alter the SaaS industry in 2024. It’s not just a passing trend, but a fundamental shift in how businesses provide value to their customers. Here’s how it can impact the SaaS landscape: 

Enhanced User Experience and Convenience: Imagine booking travel from within your project management software and having it instantly paid and applied to the right expense category. Embedded finance removes friction by integrating essential financial tools, like payments, lending, or insurance, directly into the context of user workflows. This streamlined experience boosts user satisfaction and engagement. 

New Revenue Streams and Market Expansion: SaaS companies can leverage embedded finance to generate additional revenue through transaction fees, commissions, or subscription models for financial services within their platforms. This opens up new income streams and potentially expands their target market to include financial service providers. 

Increased Customer Loyalty and Stickiness: By embedding financial solutions tailored to a user’s context-specific need, SaaS companies can foster deeper customer relationships and encourage long-term retention. Offering relevant financial tools within their own platform makes users less likely to seek them elsewhere, creating a more captive audience. 

Embedded finance comes with complex regulatory landscapes and stringent security requirements. Compliance with data privacy regulations and ensuring secure financial transactions will be crucial for SaaS companies venturing into this space. 

13. Remote Work Enablement

Amongst all the angst of WFH and RTW, we need to look at how 2024’s SaaS industry trends will impact the remote work environment: 

  • Smart meeting assistants – AI tools are already transcribing meetings, highlighting key decisions, and automatically generating action items. These assistants save time, improve recall, and ensure everyone’s on the same page. I’m in meetings sometimes where there are more virtual assistants than participants. Look for a one-virtual-assistant-to-rule-them-all solution in 2024. 
  • Contextual task automation – AI will get better at analyzing user workflow and automating repetitive tasks like scheduling meetings, booking travel, or sending follow-up emails. This will free up valuable time for more strategic work. 
  • Personalized productivity insights – It’s creepy, but AI algorithms are already analyzing individual work patterns. They will get better, and suggest meaningful productivity hacks, time management tips, and tools tailored to boost personal efficiency. 
  • Synchronous whiteboarding and brainstorming – Collaborative online whiteboards are evolving to become interactive spaces where teams can brainstorm ideas, sketch diagrams, and work together visually in real-time, bridging the gap between physical and digital co-creation. 

I could keep going, but I’ll spare you. The future of work is not just (at least partially) remote, it’s increasingly powered by intelligent and immersive SaaS solutions, leading to a more flexible, productive, and fulfilling work experience for all. 

14. Data Analytics

I hate to tie this whole conversation altogether with data, but… Data analytics is more than just a trend in the SaaS industry; it’s the underlying engine driving growth, innovation, and customer success. As we look at the true SaaS industry trends for 2024, we have to consider data analytics. Several key trends are poised to reshape how SaaS companies leverage data: 

AI and Machine Learning (ML)

Forget basic dashboards – expect AI-driven insights that proactively identify patterns, predict customer behavior, and recommend actionable steps. Imagine your SaaS platform telling you which customers are at risk of churn and suggesting personalized retention strategies. 

From pricing adjustments to resource allocation, AI and ML will increasingly automate data-driven decisions, freeing up human teams to focus on strategic initiatives. 

Every customer interaction will be tailored based on individual data, leading to more relevant recommendations, targeted marketing campaigns, and personalized user experiences. 

Democratization of Data Analysis 

The days of needing a data scientist to analyze data are in decline. User-friendly interfaces and drag-and-drop tools will empower non-technical users to explore data and gain valuable insights. But will it inform users of the data’s limitations??? This is my biggest concern here—most users don’t usually understand the limitations and error bars of their data… 

Data insights will be embedded directly within SaaS applications, providing contextually relevant information at the point of decision-making.  

Storytelling with data (one of my favorite topics): Complicated data will be translated into easy-to-understand narratives through interactive dashboards, visualizations, and automated reports, making data accessible to everyone. 

Focus on Real-time and Streaming Data 

Traditional batch-based analytics are giving way to real-time data processing, allowing SaaS companies to react to customer behavior and market changes in real-time. Imagine identifying and resolving potential technical issues before customers even notice. 

By analyzing real-time data streams, SaaS platforms can predict customer behavior, identify anomalies, and proactively address potential issues, leading to a more proactive and predictive approach to customer experience. 

Processing data at the edge of the network, closer to data sources, will reduce latency and improve responsiveness, particularly for data-intensive applications like IoT and connected devices. 

Data Privacy and Security as Top Priorities 

GDPR and CCPA compliance: With stricter data privacy regulations in place, SaaS companies will need to prioritize data security and ensure user consent is transparent and easily understandable. 

Data anonymization and encryption: Techniques like anonymization and encryption will become crucial for protecting sensitive user data while still enabling valuable insights. 

So that wraps up our thoughts on the SaaS industry trends for 2024. But we’d be remiss to not acknowledge that a virtual meeting assistant transcribed the happy hour, and generative AI helped us lightly edit that transcription into the post above. 

Have a great year everyone! 

Zach, Tim and Craig 

Craig T. Watkins
Managing Director & COO

Craig has extensive experience building revenue-generating teams from the ground up. He brings over 25 years’ experience in both small and large technology companies. Craig’s focus areas are Customer Success, Account Management, Marketing, Sales Engineering, Data Analysis and Team Organization or Administration.

Zachary Gossin
Managing Director & CSO

Zach is a serial start-up sales professional. He enjoys working with people to better understand the barriers they struggle with and helping craft solutions to break those barriers down. Zach’s focus areas are Direct Sales, Business Development, Lead Generation, Marketing and Sales Leadership.

Tim Koopmann
Managing Director & CCO

Tim is a versatile and accomplished business development and sales management leader. He is an award-winning top-performing sales professional and results-driven leader experienced in achieving meaningful results for customers. Tim’s focus areas are Account Management, Channel Sales, Direct Sales and Sales Leadership.

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