How Guideless turned a product built for sharing into a tracked referral channel with Cello

Guideless is an AI-powered platform that turns software workflows into video training guides. These training guides are step-by-step video guide, complete with instructions, voiceover and captions, in more than 40 languages. Founded by Evaldas Bieliūnas and Dovydas Remeika and headquartered in Vilnius, Guideless soft-launched in late 2025 and now serves 3,000+ users across 15 markets, including Vinted, Masan Consumer Holdings and the Nevada Hospital Association. In August 2026 the team raised a €1M pre-seed led by Superhero Capital.

Guideless users are natural sharers, because sharing is the product working as intended. A guide is built to leave the app: a link dropped into Slack, an embed in a help centre, a walkthrough sent to a new hire. Viewers do not even need an account. But none of that sharing was attributable, and none of it was rewarded. The distribution was already happening, invisibly.

With Cello, Guideless turned that existing behaviour into a tracked, rewarded referral loop rather than building one from scratch.

How Guideless uses Cello

An existing behaviour, not a new one

Most referral programs have to manufacture the sharing habit first. Guideless did not. The team's requirement was narrower and harder: capture the sharing that already happens, attribute it, and reward it, without bolting a marketing layer onto a product-led motion.

“Cello lets us turn an existing sharing behaviour into a tracked, rewarded referral loop rather than building that from scratch,” says Rokas.

Lean setup as a lever for success

The program runs on Cello's in-product placement, live for every user, with no engineering work required to launch it or change it.

“Cello let us put the ask exactly where we want it, and the setup was lean enough that we didn't need to pull in engineering for every tweak,” says Rokas. For a four-person team that is the difference between a program that keeps getting iterated on and one that ships once and goes stale.

Early signal: referrers actually share

Guideless launched its Cello-powered referral program in August 2026. In the first 30 days, roughly 17% of referrers opened the referral widget and nearly 1 in 3 active referrers went on to share their link. The program has already converted its first paying customer through a referral, generating revenue at zero additional CAC.

The share rate is the number that matters here. Opening a widget is curiosity; sending a link is intent. For close to a third of active referrers to take that step within a month of launch says the ask is landing at the right moment, in the right place.

The biggest next lever: moments of delight

Everything above comes from the baseline setup. Guideless has not yet wired referral prompts to specific moments in the product journey, the points right after a user has had a positive experience, which is where Cello programs typically see the biggest lift. The current numbers are the floor, not the ceiling.

“As we grow our team and customer base, we plan to lean more on Cello's in-app placements and notifications to keep the program active without it feeling pushy, and to make referrals a standard part of onboarding rather than an afterthought,” says Rokas.

For a freemium, product-led company expanding into the UK, Europe and the US, that is the compounding play: every new user arrives already holding a shareable artefact, and the referral ask arrives with them.

The Results

• ~17% referral widget open rate
• Nearly 1 in 3 active referrers actively share
• First referred paying customer inside 30 days, at zero additional CAC

Attribution runs automatically, and the Cello dashboard gives the Guideless team a real-time view of referral performance without manual reconciliation.