Why Sabel
The partner that stays for the after.
Go-live is not the finish line. We help teams adopt AI responsibly and turn it into a long-term advantage.
Trusted by the leading teams
all over the world
Our principles
Sabel combines deep Fin capability with a transformation-led approach, helping teams adopt AI responsibly, build internal capability, and run an always-onimprovement engine. We’re here to make sure AI becomes a durable advantage, not a short-lived experiment.
How we work
We identify gaps where Fin escalates, stack-rank opportunities by impact versus effort, and build the cross-functional plan to remove friction. The result is a steady system of improvement that moves you from heroics to repeatable growth.
Deep Fin expertise,
built for transformation.
Sabel is a Premium Fin Partner, globally. Twenty-plus years in technology, eight-plus years in Customer Success, four years running Sabel as the transformation partner clients call when going live isn't enough. We've migrated, configured, and optimised Fin and the Fin helpdesk for support teams across SaaS, fintech, gaming, retail, education, and enterprise. Different sectors, same playbook: get the foundations right, scale automation safely, measure relentlessly.
Selected Clients
Case studies
Real teams, real numbers. These are the support organisations we've worked with through migration, foundations, automation, and Fin enablement. Different platforms, different industries, different starting points — same outcome: a CX function that's measurably better off than where it started.
Testimonials
We came to Intercom completely fresh, moving three brands off Help Scout at once, under a tight timeline and carrying years of history and tangled workflows. We didn't want it copied across, we wanted it consolidated properly.
Sabel mapped everything first, then rebuilt it the right way, trimming our workflows to what we actually needed and adding AI only where it genuinely helped. The migration ran in controlled stages with validation at every gate, and the tricky technical issues were resolved quickly and without drama.
Seven weeks later, all three brands were live, 220,000 conversations moved across with history intact, and our team had gone from platform-fresh to building workflows and training the AI themselves.
Richard and the Sabel team ran our Zendesk to Intercom migration end to end and stayed long after go-live. Fin now resolves over 60% of our conversations autonomously, which has changed how our team operates. One of the best partners we've worked with.
Sabel was the strategic force behind modernising Customer Service at Bulk Nutrients. Their CX expertise delivered Intercom and Fin configured right from day one, with a seamless Zendesk migration that preserved our historical context. What made it exceptional was a clear transformation roadmap with itemised deliverables and a realistic timeline, giving us the visibility to plan resourcing and implement with confidence.
We needed to replace our existing customer support platform (Freshdesk) with Intercom, including rolling out its AI capabilities (Fin).
Sabel assisted with the initial solutioning, planning and phasing of the migration, implementation of Intercom and the Fin AI features, and provided support during the first two weeks of operation to address any issues that came up.
The transition went to plan. Having support available post-launch was useful for resolving questions as they arose, and we were able to get up and running without major issues.
A focused team built for this work
Sabel is deliberately small. Every client engagement is led by senior practitioners who've configured, migrated, and optimised Fin for real teams in production. No layers, no junior hand-offs, no learning on your tickets. Just the people who built the playbook, working directly with you.
Build something that actually lasts.