Software Finder CEO Adnan Malik on trust, transparency, and why human judgment still matters in the age of AI-driven software discovery.
In the sprawling B2B software marketplace, abundance has created a paradox: more options, yet harder decisions. Adnan Malik, Co-Founder and CEO of Software Finder, argues that the problem isn’t the volume of information but the quality of the information. As AI-generated reviews, vendor marketing, and paid placements flood the landscape, buyers are increasingly searching for something rarer—clarity and trust. In this conversation, Malik explains why independent marketplaces still matter, how transparency can survive in the age of synthetic content, and why the future of software discovery will rely on AI not as the decision-maker, but as a sharper guide for human judgment.
Excerpts from the interview;
You’ve mentioned that finding the right software is still “harder than it should be.” In a market flooded with AI assistants and review sites, what fundamentally needs to change to make B2B software buying truly easier?
The volume of information doesn’t need to change because it isn’t the problem. The quality of the information is the issue. Buyers are struggling because there’s a lot of ‘noise’. Many of these platforms are built to drive clicks and ad revenue. Their goal is monetization. If we want to really simplify the B2B software buying process, we need clear guidance with verified results and use cases. We don’t need an endless list of star ratings. And yes, AI can help with this, but we shouldn’t be looking for more ‘AI-generated summaries’. AI should help find what buyers really need: smarter filtering, honest insights, and transparency about how recommendations are made.
As more vendors build direct sales channels, why do you believe independent marketplaces like Software Finder will become more—not less—important in the next five years?
As vendors invest more heavily in direct sales, buyers will look for a place that feels neutral. Company sales teams are always highlighting the benefits and glamor of it all, but they fail to show the faults. That is exactly why independent marketplaces matter. They allow buyers to compare all options and really see the bigger picture.
With the proliferation of AI-generated reviews and comparisons, how do you protect transparency and authenticity on a platform built around buyer trust?
AI-generated content is a real challenge. It blurs the line between insight and noise. We’ve learned to tackle this by implementing multiple checks. For instance, we look at real user behavior, ask structured questions in reviews, have editors review submissions, and use systems that flag anything that doesn’t look legit or authentic. And transparency needs to be a top priority, so we’re upfront about how rankings work and how vendors participate on the platform. In this era, being real is the right thing to do, and it sets you apart.
You emphasize “organic-first growth.” In an era dominated by paid acquisition, how do you scale a marketplace sustainably without buying your way to growth?
Organic-first growth is essentially playing the long game. And it requires patience and discipline. Instead of pouring money into ads to force quick wins, we’re focused on rolling out helpful content, educating buyers, and using real data to guide decisions. We’ve created a thought-leadership section within our content to showcase our expertise. The goal is to provide value for consumers, even if they’re not ready to buy.
Based on your data and user reviews, how has SaaS buyer behavior changed most dramatically, and what do vendors still misunderstand?
Buyers are arriving far more informed and risk-averse. Basically, they’re doing their homework, and they’re more cautious. They’re double-checking, validating, and comparing. Vendors aren’t understanding that buyers are not chasing the product with the most features anymore. Buyers care about transparent pricing, learning curves, and ROI more than just features because they want to avoid making a bad decision.
Do you see AI becoming the primary decision-maker in software selection, or will it remain a guide for humans? How is Software Finder preparing for that shift?
AI will become a really helpful and powerful co-pilot, but it won’t be the final decision-maker. Software purchases involve budgets, internal approvals, team preferences, and business goals. These are all areas where human judgment still remains essential, so AI can’t really dictate that. AI excels at early software discovery, narrowing the options faster, and finding those reviews that really matter. And that’s how we use it, but we want to keep humans in control of the final decision.
Our company uses AI as a tool to sharpen human judgment. When we realized what AI could do, we began integrating it into our matching and discovery processes to make research more precise. We’re investing in smarter filtering, better data signals, and tools that highlight real buyer outcomes. In our line of work, AI enhances the process rather than entirely automating it. Our approach is simple: use AI to sharpen human judgment, not replace it.
