Try running as a tech-enabled service where you use the product yourself to provide a better version of what you currently do. It helps to build experience into the product and it’ll probably be more palatable for your current customers. For new customers you have the option to start with a product-first relationship.

That said don’t assume you can’t convert current customers to true product customers. Use them to understand what’s most important about what you offer so they can help you replicate in a product.