Proaction boosts sales 60% and saves 75+ hours with Codex
Fleet management software provider Proaction uses OpenAI tools including Codex, GPT-5.6 Sol, GPT-Live-1, and GPT-6 Astra to streamline operations, sales, and product development. According to Proaction, Codex has enabled non-technical staff to build personalized customer demos without engineering assistance. This capability has increased deal progression rates by up to 60 percent while saving significant engineering and administrative hours.
The Core Development
Proaction (opens in a new window) builds software for businesses that manage fleets of vehicles, from cars and trucks to construction machinery. Because every fleet operates differently, showing prospects how Proaction’s platform fits their business is an essential part of selling it.
But personalized demos required engineering time the team couldn’t spare. The founders had to rely on conversations and slide decks to explain what was possible. Codex flipped the script.
“As a non-technical person, I used to have to loop engineers in if I wanted a demo,” says Colin Knudsen, co-founder and COO of Proaction. “Now I do it myself in Codex.” Colin creates four to six customized, interactive demos a month, with each taking 30 to 45 minutes to build. He estimates that this avoids 40 to 60 hours of engineering work.
Deployment & Availability
Colin’s daily work spans sales, customer support, and product management. Through Codex plugins for tools including Granola, Gmail, Slack, Linear, GitHub, and HubSpot, Colin brings together customer context and acts on it within Codex.
Codex and GPT‑6 Astra give Proaction more time to sell, support customers, and move the business forward. And with agents built on GPT‑Live‑1, Proaction gives more time to fleet managers, too.
Strategic Perspective & Ecosystem Impact
After a sales call, Colin directs Codex to the Granola recording, prospect email threads, and any spreadsheets the prospect has shared. Codex uses that context to customize an HTML demo environment that mirrors Proaction’s product and the customer’s own fleet.
When Colin shares his screen, prospects see their own cars, trucks, or equipment, organized around how they work. They can point to what needs adjusting and help build the solution. “You work together to generate the end solution without getting engineering involved at all,” Colin says.
Offering prospects a demo with their own data gives them a concrete reason to move forward. Colin estimates that the percentage of deals moving from initial contact into solution development, rather than nurture, has increased by 50% to 60% with the custom demos.
Why it matters
This case study demonstrates how domain-specific applications leverage generative AI and multi-tool integrations to drastically reduce internal friction and empower non-technical personnel.