Instantly.ai just dropped a $1.5K/month Done-For-You (DFY) outreach service, and outbound agencies everywhere are about to be pissed.

This move isn’t just disruptive; it’s a direct shot at the very agencies that helped put them on the map. Here’s why this could go horribly wrong—and why it might be the riskiest bet Instantly has ever made.

1. The Race to the Bottom on Pricing

Low-cost outbound agencies have always been around. And if you ask any premium agency owner, they’ll tell you: “You get what you pay for.”

That’s why it’s hard to believe Instantly can field top-tier outbound strategists at that price point. The only way this works is if they overload strategists with clients, leading to burnout and lackluster results. And let’s be real—the strategist is the key factor in whether a campaign sinks or swims.

But here’s the twist: Instantly’s sending infrastructure is one of the best in the game. And in today’s outbound landscape, deliverability is half the battle. If they can leverage their tech well enough, they might actually make this model work—at least in the short term.

That being said, they’re probably targeting slightly smaller businesses than high-end agencies like Growth Engine X. But not by much.

This begs the question: Is this a sustainable business model, or just a quick revenue grab that could end in disaster?

2. Why Would a Successful SaaS Company Venture Into Services?

SaaS companies always have a service component—it’s just usually tied to customer success. Take Qualified, for example. They’re essentially a Salesforce consulting firm disguised as a SaaS product. And their customers love it because their CSMs actually feel like GTM partners.

But launching a full-blown DFY service? That’s a different beast. Services don’t scale like software. They kill valuation multiples. And they shift resources away from what should be the core focus: product development.

It’s a huge gamble. And if it backfires, Instantly may find itself struggling to regain the trust of the very agencies that built its brand in the first place.

3. This Feels Like a Betrayal to Their Agency Customers

Google and HubSpot also offer low-cost consulting and implementation services. But those are surface-level—more of a first step before committing to a real agency. Instantly’s move feels different. Based on their messaging, it looks like they’re cutting their own partners off at the knees.

Agencies have been Instantly’s biggest champions, bringing them hundreds of customers and driving brand awareness. But now, agencies will have to ask: Why should we promote a tool that’s actively trying to replace us? Instantly may have seriously underestimated how much free marketing they’ve been getting from agencies all along.

And it’s not just about losing referrals—there’s a real risk of agencies actively steering customers **away** from Instantly in response to this move.

4. This Signals a Lack of Product Innovation

The biggest red flag? Instantly is shifting resources from product development to service delivery. For a SaaS company, that’s a warning sign. If your core product still has room to improve, why pivot into an entirely new business model?

It makes you wonder: Are they running out of ideas? Do they not see a path for evolving their platform? Because if they don’t keep innovating, competitors will eventually eat their lunch. The email automation landscape is changing fast, and a move like this could be the first sign of stagnation.

And let’s not forget—SaaS valuations take a hit when companies shift toward service-heavy models. Is Instantly prepared for that?

5. The Bigger Picture: SaaS Companies Are Moving Toward Services

This isn’t just an Instantly problem. More and more SaaS companies are creeping into agency territory. Clay is rolling out DFY templates. Other outbound tools are starting to offer managed services. It’s part of a broader shift—SaaS companies need new ways to grow, and selling services is an easy revenue grab.

So where does that leave agencies?

They have two options:
1. Go deeper into the value chain, offering more strategic consulting and complex solutions.
2. Productize as much as possible, building their own tech and automation to stay ahead.

Some agencies will adapt and thrive. Others may struggle to compete with SaaS providers offering DFY services at a fraction of the cost.

6. Instantly’s Potential Next Moves—And How Agencies Should React

If Instantly wants to avoid total backlash, they’ll need to be smart about how they roll this out. A few potential scenarios:
- They double down on DFY, fully embracing the service model and cutting agencies out completely.
- They position the DFY service as an entry-level offer, still leaving room for premium agency partnerships.
- They quietly kill the DFY initiative if backlash from agencies becomes too strong.

For agencies, this is a wake-up call. Relying too much on SaaS platforms for client work is **dangerous**. The best move now? Build proprietary tech, deepen expertise, and create unique value that a SaaS tool simply can’t replace.

Final Thoughts: A Risky Bet That Could Alienate Core Customers

If you’re an outbound agency, this is a wake-up call. SaaS providers aren’t just offering tools anymore—they’re creeping into the service space, step by step.

And if you’re Instantly? Well, good luck. Because when you sell paint, you don’t start offering painting services unless you’re ready to burn bridges with the people who buy the most paint.

The coming months will show whether this was a brilliant move—or the beginning of the end for Instantly’s agency relationships.

Your move, agencies.