How Delegate reached almost 700 services just two weeks after launch | Maximilian Freiermuth

Delegate is a marketplace where AI agents like Claude and Codex find, hire, and pay for the tools and services they need, instead of humans signing up for each one. Launched two weeks before this recording, it already lists almost 700 services. On BUILDERS, Maximilian Freiermuth, Co-Founder of Delegate, shares how he chose early personas, turned data providers into partners, and why he expects digital services to see agentic commerce’s biggest early impact.

Topics Discussed:

• The admin work humans still do for their agents
• Early personas: new GTM operators, VCs, PE, and creators
• Positioning with providers as a lead funnel, not a rival
• Sourcing 700 services through self-serve partners and direct deals
• Why AI-native startups adopt faster than enterprise

GTM Lessons For B2B Founders:

• Sell the chore AI left behind: In Max’s framing, humans now just give agents access, sign up, enter credit cards, and cancel trials. Subscription fatigue is a buying trigger. Map the admin tax buyers pay to use tools they already own.
• Make routing the product: Most new GTM operators don’t know which databases exist, and Max argues they shouldn’t need to. Delegate sends the request to the right service. If your buyer can’t name the category, own the decision.
• Enter where the default fails: Two early personas are VCs who need founder signal from LinkedIn and X (Delegate benchmarked the scrapers) and PE firms researching brick-and-mortar businesses where Google returns nothing or outdated data.
• Trust unlocks autonomy: Agents can only buy safely if every service is quality-checked and screened for prompt injection. In agent-facing markets, curation is part of the product.
• Let customers graduate: Max worried providers would see Delegate as a foe. Instead, users discover a provider on Delegate and bring their own key once they use it often. “In the worst case, we’re basically just like a lead generator.” Build supply-side economics that survive churn to direct.
• Segment supply by partner model: Newer providers built for agent customers partner readily. Those with reseller-style programs need direct deals. Save negotiation for partners that require it.

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