Fello AI has a bold mission: flip the traditional real estate model on its head. Instead of pushing agents to buy expensive leads, they help over 20,000+ real estate & mortgage professionals turn their own databases into 24/7 profit engines.
The numbers tell the story of explosive success - from startup to major player faster than most companies dream of.
But behind every scaling success story lies an engineering challenge.
When Explosive Growth Breaks Your Observability
The breaking point came as customer data volumes exploded. What worked at startup scale started failing as they scaled.
- Engineering leadership became uncomfortable with the operational state. Only lead engineers could manage production issues.
- The team was sick of disconnected debugging experience. CloudWatch for some logs. Prometheus and Grafana for metrics. MongoDB had its own monitoring. Each system demanded separate logins, different query languages, and fragmented mental models.
- CloudWatch Logs' expensive ingestion pricing started catching on. They tried infrequent tier only to significantly worsen their productivity
- Metrics volume exploded along with their scale. They were left constantly scaling and babysitting Prometheus.
Observability had become the bottleneck preventing them from focusing on what mattered: building the future of real estate technology.
Something had to change.
The Search for Innovation: Why Fello chose the underdog
Like most scaling startups, Fello started by evaluating the obvious choices. But each solution they tested revealed new problems - sometimes worse than the original.
Suman realized he wasn't just shopping for cheaper and comprehensive observability. He wanted an innovation partner who is constantly pushing the boundary and obsessed with the problem they solve.
When they discovered Oodle, multiple advantages became clear:
- Fully managed: No maintenance overhead, no scaling headaches
- Cost-efficient: 50% cheaper, S3 backend architecture, affordable 90+ day retention
- Unified & Intuitive UX: Easily find what you need to debug in one place
- AI-powered: Anomaly detection that competitors couldn't match
- Easy Migration: Onboarding completed within hours
- Team responsiveness: PagerDuty integration "pulled off within a couple of days"
The final validation came when Fello's engineers talked to Oodle's team. Engineer to engineer, same language, shared obsession with solving hard problems.
"Our engineers love to talk to your engineers" Suman explains.
Onboarding & Adoption: Hours, Not Months
Fello began by running Oodle alongside CloudWatch to validate the product.
"Within hours after deciding on the pilot, we went flying." says Suman.
Hours, not weeks. No enterprise migration complexity, no custom-tooling, no months of planning. Just simple integration via open source standards.
But would engineers actually adopt the new system? The team had muscle memory with CloudWatch. The principal engineers made a strategic decision: observe for validation, then execute a hard switchover.
The results exceeded expectations. Rather than friction and learning curves, engineers found Oodle intuitive. No training required - it was "plug and play." The UI made all the difference. Where CloudWatch demanded query language expertise, Oodle offered intuitive filters that any engineer could master immediately.
"Someone who doesn't have knowledge of query language can also query logs by just adding filters in the UI," explains Vinay. "They are able to figure out everything by themselves."
The Transformation: From Scattered to Unified
What happened next was a fundamental shift in how Fello's engineering team operates. Oodle made comprehensive observability natural - unified dashboards pulling from different sources, seamless alerting pipelines, and the flexibility to debug from anywhere.
"It has been very seamless, we don't need to worry about observability anymore. We focus primarily on our business now," says Ashish.
The transformation touched every aspect of their engineering operation:
The Impact
Fello's engineering team didn't just switch observability tools - they empowered new and senior engineers, eliminated knowledge silos, and built the foundation for sustainable scaling.
"As we scale, the costs are in control. At the same time, we have a better product." - Suman
- 50% cost reduction. $70k annual savings
- 3 tools to 1 unified platform
- 100% of the engineers handle oncall(up from 13%)
The Journey Since: Partnership in Practice
The real differentiator though was the relationship itself.
"The best thing about Oodle is the team. Anything I have issues with, they're always there to help me out" says Ashish.
This isn't typical vendor-speak. When Fello needed AWS Marketplace integration for easier procurement, Oodle's team built it within days. When feedback was provided on features, changes happened in real-time.
For a team achieving 185% Y-o-Y growth, this isn't just vendor selection - it's choosing a growth partner.
"We see Oodle as an extension to us right now. That's a great partnership to be in."
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