HelloFresh
Germany · D2C / Subscription Commerce · 8.0k employees
ExpandingACV $560kNRR 114%Renewal 2027-02-28
First BuildProductionExpandingChampionStrategic
ElevenAgents
12.0k calls/mo
1 agents · 38% automation
ElevenAPI
—
Whitespace — expansion opportunity
ElevenCreative
6.4k outputs/mo
9 languages
ElevenAgentsTrialling
ElevenCreativeLive
6.4k outputs/month
9 languages
ElevenAPIWhitespace
Expansion opportunity — not yet accessed
ElevenAgents — call volume (90 days)
AgentsStakeholder map
Emma SchreiberEconomic Buyer
Global Head of Content Marketing
Marketing · last touch 2026-05-15
Jonas WolfChampion
Senior Creative Technologist
Marketing · last touch 2026-05-20
Andrea RussoEnd User
Head of Customer Care
Operations · last touch 2026-05-02
Risk signals
mediumAgent pilot CSAT low (38% automation — below target)
Cancellation agent automation rate at 38% vs 60% target. Andrea Russo cautious about scaling. Need to optimise agent prompts and routing logic with ElevenLabs TAM.
Expansion levers
- →Lift agent automation rate to 60% → Andrea sign-off on scaling
- →ElevenAPI pilot for in-app cooking voice → new product footprint
- →Creative expansion to 15 markets (FR, IT, ES, PT, AU, US, CA)
Use case portfolio
| Use case | Product | Department | Status | Monthly value |
|---|---|---|---|---|
Recipe audio content (9 markets) 6,400 audio outputs/month across 9 markets — recipes, how-to guides, podcast-style content. Replaced 3 FTE freelance voiceover budget. | ElevenCreative | Marketing / Content | Production | $195k |
Subscription cancellation retention agent 1-agent pilot for pause/cancel calls. 12k calls/month. 38% automated. Andrea cautious — wants CSAT proof before scaling. | ElevenAgents | Customer Care | Pilot | — |
HelloFresh app voice (branded) Product team exploring voice-guided cooking in-app. Jonas keen to trial ElevenAPI but no budget allocated yet. | ElevenAPI | Product | Proposed | — |
Recent activity
2026-05-20TechnicalJonas Wolf: API trial scoping — cooking voice assistant concept
2026-05-15ExecutiveEmma Schreiber: positive on creative, wants agent proof before expansion budget
2026-05-02RiskAndrea Russo: agent CSAT concerns — wants A/B test vs human handling