Proaction, a startup building fleet management software, has increased sales by 60% and saved more than 75 hours a month by using OpenAI's Codex, GPT-Live-1 and GPT-6 Astra, according to a case study published by OpenAI.
The North American software company builds platforms for businesses managing fleets of vehicles, from cars and trucks to construction machinery. Because every fleet operates differently, personalized demos were essential to selling the product, but they previously required engineering time the team could not spare.
Codex changed that. Colin Knudsen, co-founder and COO of Proaction, now creates four to six customized, interactive demos a month, each taking 30 to 45 minutes to build. He estimates this avoids 40 to 60 hours of engineering work monthly.
"As a non-technical person, I used to have to loop engineers in if I wanted a demo," Knudsen said. "Now I do it myself in Codex."
After a sales call, Knudsen directs Codex to the Granola recording, prospect email threads and shared spreadsheets. Codex uses that context to customize an HTML demo environment mirroring Proaction's product and the customer's own fleet. Knudsen estimates the share of deals moving from initial contact into solution development, rather than nurture, has risen by 50% to 60% with the custom demos.
"We didn't have the engineering capacity to build a demo for every interested prospect. With Codex, I can easily take a customer conversation and turn it into a custom demo built around their vehicles and workflows," Knudsen said.
Proaction also built a customer solution center where prospects can log in, explore tailored workflows and review sales materials. Knudsen said Codex saves him 25 to 33 hours a month across sales, support and product management tasks, including preparing follow-ups, creating Linear issues and updating HubSpot opportunities.
"Everything that I do is centered around working in Codex. I don't leave it much," he said. "I can't really imagine being a startup founder without Codex."
Proaction is also building voice agents on GPT-Live-1 and GPT-6 Astra through what it calls its Managed Execution Layer. One agent, Marty, coordinates vehicle maintenance by talking with drivers, calling repair shops and arranging service. Danny O'Halloran, Head of Product, said Astra's computer-use runs are "more succinct" than those of GPT-5.6 Sol.
Full Article: Proaction boosts sales 60% and saves 75+ hours with Codex