Fullstory
Fullstory is a behavioral analytics platform headquartered in Atlanta that records and analyzes customer interactions across digital products to surface friction points and optimization opportunities.
Profile
Fullstory records and analyzes customer interactions on websites and apps, identifying where users struggle and enabling companies to optimize digital experiences.
Fullstory is a behavioral analytics platform headquartered in Atlanta that records and analyzes customer interactions across digital products to surface friction points and optimization opportunities. Founded in 2014 by Joel Webber and Scott Voigt, the company has evolved from a session-replay tool into a broader digital experience intelligence platform serving 3,500 customers with an average contract value of $26,600 as of 2024. The company is backed by $195.2 million in total funding, including a $103 million Series D round in August 2021 from Permira at a $1.8 billion valuation, with participation from Kleiner Perkins, Google Ventures, Stripe, Salesforce Ventures, and Dell Technologies Capital.
Fullstory reported $93 million in annual recurring revenue for 2024, though this represented a 9.1% decline from $102.3 million in 2023—a contraction that has prompted leadership changes and strategic refocusing. The company expanded its leadership team significantly in 2024–2025, appointing Claire Fang as Chief Product and Technology Officer in August 2024 (formerly CPO at Qualtrics EmployeeXM), Jason Wolf as President in March 2024, and Chad Gold as Chief Financial Officer in April 2025. In November 2025, Fullstory completed its first acquisition, purchasing Usetiful, a digital adoption platform focused on in-app guides and surveys, to extend its ability to convert behavioral insights into immediate customer actions.
The company has pivoted toward AI-driven features with the April 2025 launch of StoryAI, a suite of proprietary AI agents embedded in its products for automated issue detection, session summarization, and natural-language query answering. Fullstory's customer base spans retail, travel, gaming, SaaS, and food and beverage, with named clients including Duolingo, JetBlue, Chipotle, Pizza Hut, Zipcar, and Gap. Employee sentiment, however, reflects organizational stress: Glassdoor reviews cite multiple layoffs, leadership transitions, and shifting compensation structures, with the company rated 2.9 out of 5 stars and only 46% of employees recommending it as a place to work.
Products by Fullstory
Who buys this
- Enterprise retailers and e-commerce platforms optimizing checkout flows and feature adoption
- Travel and hospitality platforms improving booking and navigation experiences
- SaaS and gaming companies reducing churn through proactive issue detection
- Financial services firms meeting compliance and customer experience standards
- Streaming and food delivery platforms personalizing user engagement paths
Publicly disclosed clients
- Duolingo
- JetBlue
- Chipotle
- Pizza Hut
- Zipcar
- Gap
- Lowe's
- Fidelity
Strengths and what to watch
Strengths
- First-mover advantage in behavioral analytics with proprietary session replay technology and 11 years of customer data and product refinement
- AI-driven product innovation through StoryAI agents, reducing manual analysis time and accelerating issue resolution for enterprise customers
- Experienced leadership bench with recent hires from high-growth SaaS: Claire Fang (Azure growth at Microsoft), Chad Gold (CFO with two decades at scale-ups)
Watch for
- Revenue contraction: $93M ARR in 2024 was down 9.1% from $102.3M in 2023, signaling market saturation or pricing pressure in a competitive analytics space
- Employee retention and culture risk: Glassdoor rating of 2.9/5 with documented multiple layoffs, leadership departures, and toxic sales culture complaints; 560-person headcount (November 2025) suggests ongoing restructuring
- Concentration in acquired capabilities: Usetiful acquisition (November 2025) is first M&A and integration risk; StoryAI launched April 2025 with only session summaries initially, suggesting limited AI feature parity versus competitors like Amplitude or Mixpanel
Recent moves
Key Information
- Industry
- Product Analytics
- Founded
- 2014
- Headquarters
- Atlanta
Frequently Asked Questions
What is Fullstory and what does it do?
Fullstory is a behavioral analytics platform that records and analyzes customer interactions on websites and apps to identify where users struggle. Founded in 2014, it helps companies optimize digital experiences by surfacing friction points and enabling data-driven improvements across retail, SaaS, travel, and gaming sectors.
How does session replay help optimize customer experiences?
Fullstory's session replay technology records user interactions, revealing exactly where customers encounter friction. By analyzing these interactions, companies can identify checkout flow problems, navigation issues, and feature adoption gaps, enabling targeted improvements that reduce churn and boost conversion rates across digital touchpoints.
What is StoryAI and how does it work?
StoryAI is Fullstory's AI-powered suite launched in April 2025, featuring proprietary agents for automated issue detection, session summarization, and natural-language query answering. It reduces manual analysis time by automatically surfacing problems and insights from behavioral data, accelerating issue resolution for enterprise customers.
Who are Fullstory's main customers?
Fullstory serves 3,500 customers across retail, travel, gaming, SaaS, and financial services. Named clients include Duolingo, JetBlue, Chipotle, Pizza Hut, Zipcar, Gap, Lowe's, and Fidelity. The platform is particularly popular with enterprise retailers optimizing checkout flows and SaaS companies reducing churn through proactive issue detection.
What was the Usetiful acquisition about?
In November 2025, Fullstory acquired Usetiful, a digital adoption platform offering in-app guides and surveys. This first acquisition enables Fullstory to transform behavioral insights into immediate customer actions, extending its capabilities beyond pure analytics into guided user experiences and adoption enablement for enterprise customers.
What is Fullstory's current financial and operational status?
Fullstory reported $93 million in annual recurring revenue for 2024, down 9.1% from $102.3 million in 2023, reflecting market competition and pricing pressure. Despite revenue contraction, the company strengthened its leadership team with experienced executives from Microsoft, Qualtrics, and other high-growth SaaS firms to execute its AI-first strategy.
How Fullstory compares
Direct head-to-head against 3 competitors. Picked by 7wData.
Fullstory
- Positioning
- Fullstory records and analyzes customer interactions on websites and apps, identifying where users struggle and enabling companies to optimize digital experiences.
- Customer segments
- Enterprise retailers and e-commerce platforms optimizing checkout flows and feature adoption
- Strengths
- First-mover advantage in behavioral analytics with proprietary session replay technology and 11 years of customer data and product refinement
- Watch for
- Revenue contraction: $93M ARR in 2024 was down 9.1% from $102.3M in 2023, signaling market saturation or pricing pressure in a competitive analytics space
- Recent moves
- Fullstory acquires Usetiful, adding in-app guides and surveys to behavioral analytics platform
Contentsquare
- Positioning
- Full-suite digital experience analytics vendor; merged session replay, heatmaps, and product autocapture into one platform via serial acquisitions.
- Customer segments
- Enterprise e-commerce, financial services, and retail; buyers are VP of Digital and Head of CX seeking journey-level behavioral data.
- Strengths
- Zone-based heatmaps with revenue attribution tied to friction data; Heap absorption adds autocapture product analytics across the full funnel.
- Watch for
- Four acquisitions in 24 months (Heap, Loris.AI) create product rationalization delays; legacy Heap contract customers report roadmap uncertainty.
- Recent moves
- Acquired Loris.AI, a conversational intelligence company, August 2025, adding customer conversation analytics to its behavioral and session data suite.
Amplitude
- Positioning
- Public product analytics company pivoting toward agentic analytics; targets product and growth teams at mid-market and enterprise SaaS.
- Customer segments
- Product managers, growth engineers, and data analysts at SaaS, media, and fintech; product-led organizations with self-serve analytics requirements.
- Strengths
- 23 consecutive G2 quarters ranked first in product analytics; funnel cohort analysis, experimentation, and behavioral segmentation at enterprise scale.
- Watch for
- Event-volume pricing creates unpredictable cost overruns as product usage scales; customers frequently flag billing surprises during enterprise expansion.
- Recent moves
- Acquired InfiniGrow, an AI marketing revenue analytics company, January 2026, extending platform into marketing attribution and revenue analytics.
Mixpanel
- Positioning
- Self-serve product analytics for product and data teams; positions on fast time-to-insight without SQL and transparent event-based data ownership.
- Customer segments
- Product managers and data teams at growth-stage SaaS, media, and consumer apps; self-serve buyers prioritizing speed over deep behavioral context.
- Strengths
- SQL-free self-serve funnel and retention analysis with 48,000 customers; widely cited for fast implementation versus heavier enterprise analytics platforms.
- Watch for
- CEO transition September 2025 (Jen Taylor replacing Amir Movafaghi) introduces strategic uncertainty; customers cite concern over product direction shifts.
- Recent moves
- Acquired DoubleLoop, an AI strategy and metric-tree company, October 2025, linking product analytics directly to business outcome and revenue tracking.
Sources
- www.fullstory.com — Company mission, products (Analytics, Workforce, Anywhere), customer base, founding story, leadership philosophy
- getlatka.com — 2024 revenue ($93M ARR), customer count (3,500), average contract value ($26.6K), headcount (560 employees as of November 2025)
- www.fullstory.com — Founders (Joel Webber, Scott Voigt), company values, leadership structure, founding year (2014), investor backing
- www.glassdoor.com — Employee sentiment (2.9/5 stars), 46% recommendation rate, work-life balance (3.3/5), culture concerns, multiple layoffs cited
- www.globenewswire.com — 2025 growth trajectory, enterprise expansion, new product launches (StoryAI, Workforce, Fullstory Anywhere), leadership appointments
- www.globenewswire.com — Usetiful acquisition details, strategic rationale, integration benefits, first acquisition
- www.globenewswire.com — Claire Fang appointment as Chief Product and Technology Officer, prior experience at Qualtrics and Microsoft
- www.globenewswire.com — StoryAI launch, capabilities, product integration, customer examples (JetBlue)