AI content SaaS platform
Embedded technical partner for a scaling AI content SaaS platform
As an AI content platform scales, limitations in architecture, workflows, and integrations don’t just slow progress, they begin to impact the entire content lifecycle. A growing MarTech SaaS product faced this challenge, operating on a legacy Core PHP codebase with fragmented workflows and increasing complexity across users, clients, and publishing systems.
As the platform expanded, maintaining performance, managing multi-stage content approvals, and ensuring reliable integrations with systems like Shopify, WordPress, and HubSpot became harder to sustain. Mallow partnered as an embedded technical team to rebuild the platform’s foundation, modernizing the architecture, restructuring workflows, and enabling scalable growth without disrupting live users.
2023 – 2025
Web application
MarTech / AI content / Marketing operations
platforms integrated - Shopify, WordPress, HubSpot, etc
Key challenges and how we solved them
What was the client’s key challenge
The platform outgrew its Core PHP base, making development fragile and difficult to scale. The frontend lacked flexibility, and content workflows struggled to manage multi client complexity across users and approvals.
Infrastructure was not designed for scale, and integrations with Shopify, WordPress, and HubSpot lacked reliability. Mallow introduced modern architecture, structured engineering practices, and scalable processes aligned with business goals.
Seamless migration with minimal downtime
< 5 minutes of downtime
What was our approach
Key functionalities delivered in the project
01
AI-powered content generation
The core of the platform, AI-driven content creation for individual users and agencies managing content at large scale. Users define parameters and the platform produces drafts ready for editing and publishing.
02
Multi-stage content approval workflows
A structured review system that routes content through defined stages such as draft, review, revision, and approval, with role-appropriate visibility and action rights at each stage. Built to support both individual creators and agency teams managing content across multiple clients.
03
Agency and multi-client management
Agencies can manage multiple client workspaces, content pipelines, and team members from a single platform. Client-level separation is maintained across content, workflows, and reporting.
04
Shopify integration
Publish and sync content directly to Shopify storefronts. Content generated or approved on the platform can be pushed to product descriptions, blogs, and pages without leaving the tool.
05
WordPress integration
Direct publishing pipeline to WordPress sites. Content flows from approval to the CMS with formatting and metadata preserved.
06
Implementing the billing module
We closely collaborated with the client team to understand their billing logic and architected a flexible subscription system supporting multiple pricing tiers, seamless plugin integrations, and legacy grandfathered plans, while handling edge cases to ensure consistency, scalability, and backward compatibility.
07
HubSpot integration
Connect content workflows to HubSpot, enabling marketing teams to publish or share blogs generated and approved on the platform without leaving the tool.
08
User role and permission management
Granular access control across individual and agency accounts, controlling what each user type can create, review, approve, and publish.
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Technologies and capabilities to build and scale
Technology stack
Services offered
Staff augmentation
Worked as an embedded extension of the client’s engineering team, aligning with internal processes and delivery goals
Backend migration
Migrated from Core PHP to Laravel 10, improving scalability, maintainability, and overall system architecture
Frontend rebuild
Rebuilt the frontend using Vue 3 with a complete UI and UX revamp for better usability and performance
Infrastructure migration and configuration
Moved to Nginx on DigitalOcean with a scalable and performance-optimised infrastructure setup
Third-party integrations
Integrated Shopify, WordPress, and HubSpot with reliable data handling, error management, and workflow consistency
Technical documentation and handover
Documented architecture, integrations, and workflows to enable smooth handover and long-term maintainability
How we approached and executed the project
The engagement began with a deep codebase review, not a predefined scope. The team focused on understanding the existing PHP architecture, prior technical decisions, and operational constraints before initiating any changes.
The Mallow team mapped the existing system, identified dependencies, and flagged potential risk areas. A phased migration plan was created to ensure a smooth Laravel upgrade, avoiding a disruptive full-scale rewrite.
The migration was executed incrementally, module by module. Each component was migrated, tested, and validated against existing functionality to ensure continuity, while leveraging Laravel 10’s modern architecture for improved structure and maintainability.
The application was moved to a more scalable cloud setup using DigitalOcean. The transition was carefully planned during low-traffic periods and validated through load testing to ensure stability before full deployment.
The frontend was rebuilt using Vue 3, with a complete rethink of the user experience. Components were developed and integrated progressively, ensuring the live product remained stable throughout the transition.
Integrations with platforms like Shopify, WordPress, and HubSpot were implemented with a focus on reliability. Robust error handling, retry mechanisms, and data consistency checks were built into the integration layer from the outset.
Designed around distinct user roles and their pain points
Individual creator
Core need
Generate, optimise, publish AI content quickly without complexity.
Biggest pain
Tools complicate publishing workflows requiring extra effort.
All-in-one workflow, self-serve
Agency admin
Core need
Manage multi-client content workflows, tasks, and publishing centrally.
Biggest pain
Lack of structured workflows causes overlap and manual coordination.
Multi-client control, workflow-driven
Team member / content writer
Core need
Create content from briefs and progress through workflow independently.
Biggest pain
Manual handoffs and poor visibility slow revisions and lifecycle.
Task-based, workflow-focused
Content reviewer / approver
Core need
Review content, give feedback, and manage approvals efficiently.
Biggest pain
Unstructured reviews cause missed feedback and version confusion.
Review-driven, approval-focused
Platform super admin
Core need
Oversee platform, manage users, integrations, and system controls.
Biggest pain
Poor access control creates complexity and operational bottlenecks.
Full control, system-wide oversight
What impact did team Mallow deliver?
- Live platform migrated without disrupting active user sessions
- Core PHP to Laravel 10 migration executed seamlessly
- Infrastructure moved to Digital Ocean with minimal downtime
- Downtime planned, communicated, and kept under five minutes
- Vue 3 rebuild created scalable and flexible frontend architecture
- UX redesigned to support future feature expansion without UI debt
- Integrations built for reliability under real world conditions
- Multi stage workflow supports complex agency level content operations
- Documented codebase enabled smooth handover to in house team
Explore more on what really goes into shaping our client's successful outcomes?
No two journeys here follow the same path. Each story captures a different starting point, set of constraints, and path to execution. As you explore our portfolio, you’ll see how priorities shifted, what trade-offs were made, and how decisions evolved in response to real-world challenges. It gives you a more complete view of what actually shapes outcomes, beyond just what gets built.
