A few comments that I hope may help bring more clarity for your intended audience:

* Your website looks slick and kinda well designed (though there seems to be too much information moving around).

* The documentation starts with getting the user to sign up for the hosted version (SaaS).

* There is no pricing information or FAQ about pricing and business model.

* Though the code seems to be on GitHub and the license there is stated as AGPL, there are no prominent links to anything about self-hosting either on GitHub or on your main site. So I’m not sure why this is AGPL licensed but also talks the user into signing up to the hosted version in the docs.

I think the self-hosting documentation will help bring more people to try it within their own environment without worrying as much about privacy and security.