Whatfix
Whatfix is a digital adoption platform founded in 2013 by Khadim Batti and Vara Kumar after they met at Huawei.
Profile
AI-powered digital adoption platform that embeds in-app guidance, training, and analytics to help enterprises onboard users and improve software adoption.
Whatfix is a digital adoption platform founded in 2013 by Khadim Batti and Vara Kumar after they met at Huawei. The company provides in-app guidance, product analytics, and training tools to help enterprises accelerate software adoption and user productivity across 700+ customers including 80+ Fortune 500 companies like Shell, Microsoft, Schneider Electric, and UPS Supply Chain Solutions.
In September 2024, Whatfix raised $125 million in Series E funding led by Warburg Pincus with SoftBank Vision Fund 2 participating, valuing the company at approximately $900 million—a 50% increase from its 2021 Series D valuation. Since 2021, the company has achieved a 4.5x increase in annual recurring revenue, with new products contributing 15% of revenue. The company employs over 960 people across seven offices spanning the US, India, UK, Germany, Singapore, and Australia.
In September 2025, Whatfix launched three AI Agents—Authoring, Insights, and Guidance—powered by its proprietary ScreenSense technology, which interprets user context and intent within applications. The Authoring Agent generates in-app guidance from natural language prompts, the Insights Agent provides conversational analytics, and the Guidance Agent delivers contextual answers without users leaving their workflow. Early adopters report 30–40% reductions in content creation effort and 4–5x increases in information discovery usage.
In November 2025, Whatfix welcomed the Layup team, acquiring the Y Combinator-backed startup led by Badal Jain (CTO) to accelerate AI-native digital adoption capabilities. The same month, the company laid off approximately 60 employees (6% of workforce), primarily from sales and marketing, to reallocate resources toward AI-driven product and engineering priorities. Whatfix was recognized as a Gartner Customers' Choice for Digital Adoption Platforms for the third consecutive year in 2025 and ranked as the top-tier DAP vendor in Gartner's Market Guide.
Who buys this
- Large enterprises deploying ERP and CRM systems (SAP, Salesforce, SuccessFactors)
- Financial services firms modernizing legacy banking and trading software
- Fortune 500 manufacturers and supply chain companies managing complex enterprise systems
- Public sector organizations requiring change management at scale
Publicly disclosed clients
- Shell
- Microsoft
- Schneider Electric
- UPS Supply Chain Solutions
- Genuine Parts Company
- Arrow Electronics
- Avnet
Strengths and what to watch
Strengths
- Market leader recognized by Gartner as Customers' Choice for three consecutive years; serves 700+ enterprises including 80+ Fortune 500s with 10+ million end users
- Strong AI roadmap with ScreenSense technology and three production AI Agents showing measurable adoption (30–40% reduction in content creation effort) and early revenue contribution
- Diversified product portfolio beyond guidance (Product Analytics, Mirror for sandbox training) with new products generating 15% of ARR by 2024
Watch for
- December 2025 layoff of 60 employees (6% of workforce) signals potential revenue growth challenges or margin pressure despite $125M Series E capital in September 2024
- Customer concentration in Fortune 500 and large enterprises; susceptible to IT budget cuts and multi-year contract delays in economic downturns
- Intense competition from established WalkMe and emerging AI-first platforms (Layup, Appcues); Whatfix's AI agent strategy is late to market relative to LLM-powered competitors
Recent moves
Key Information
- Industry
- Product Analytics
- Founded
- 2013
Frequently Asked Questions
What is Whatfix?
Whatfix is an AI-powered digital adoption platform that provides in-app guidance, product analytics, and training tools to help enterprises accelerate software adoption and user productivity. Founded in 2013 by Khadim Batti and Vara Kumar, it serves 700+ customers, including 80+ Fortune 500 companies.
What do Whatfix AI Agents do?
Whatfix launched three AI Agents in September 2025, powered by proprietary ScreenSense technology: the Authoring Agent generates in-app guidance from natural language prompts, the Insights Agent provides conversational analytics, and the Guidance Agent delivers contextual answers without users leaving their workflow.
What is Whatfix ScreenSense?
ScreenSense is Whatfix's proprietary technology that interprets user context and intent within applications. It powers the three AI Agents launched in September 2025, enabling automatic in-app guidance generation, conversational analytics, and contextual assistance without requiring users to leave their workflow.
What companies use Whatfix?
Whatfix serves 700+ customers including 80+ Fortune 500 companies across multiple sectors. Notable clients include Shell, Microsoft, Schneider Electric, UPS Supply Chain Solutions, Genuine Parts Company, Arrow Electronics, and Avnet, primarily in manufacturing, financial services, and enterprise supply chain management.
How much did Whatfix raise in Series E?
Whatfix raised $125 million in Series E funding in September 2024, led by investment firm Warburg Pincus with SoftBank Vision Fund 2 participating. The round valued the company at approximately $900 million, representing a 50% increase from its 2021 Series D valuation.
Did Whatfix acquire any companies recently?
Yes, Whatfix acquired Layup in November 2025, a Y Combinator-backed startup led by Badal Jain, who joined as Chief Technology Officer. The acquisition strengthens AI-native digital adoption capabilities and reflects Whatfix's strategic commitment to advanced AI-driven product engineering and innovation.
How Whatfix compares
Direct head-to-head against 3 competitors. Picked by 7wData.
Whatfix
- Positioning
- AI-powered digital adoption platform that embeds in-app guidance, training, and analytics to help enterprises onboard users and improve software adoption.
- Customer segments
- Large enterprises deploying ERP and CRM systems (SAP, Salesforce, SuccessFactors)
- Strengths
- Market leader recognized by Gartner as Customers' Choice for three consecutive years; serves 700+ enterprises including 80+ Fortune 500s with 10+ million end users
- Watch for
- December 2025 layoff of 60 employees (6% of workforce) signals potential revenue growth challenges or margin pressure despite $125M Series E capital in September 2024
- Recent moves
- Whatfix lays off 60 employees amid AI restructuring push
SAP WalkMe
- Positioning
- Enterprise DAP absorbed into SAP portfolio, now positioned as the guidance layer for SAP application deployments.
- Customer segments
- Enterprise IT and ERP program managers at large organizations running SAP S/4HANA, SuccessFactors, or Ariba.
- Strengths
- Native in-app guidance depth inside SAP Fiori and GUI, with pre-built role-aware overlays no independent DAP replicates.
- Watch for
- Product roadmap increasingly favors SAP-native integrations, creating uncertainty for mixed-stack enterprises evaluating long-term non-SAP application support.
- Recent moves
- Summer 2025 release introduced unified WalkMe Menu across web, desktop, and mobile, plus an AI-powered surveys capability.
Pendo
- Positioning
- Software experience platform combining product analytics, in-app guidance, feedback collection, and roadmapping for B2B SaaS teams.
- Customer segments
- Product managers and customer success teams at mid-market to enterprise SaaS companies focused on user onboarding and retention.
- Strengths
- Retroactive codeless analytics captures all click and page events from snippet install, requiring no pre-instrumentation planning.
- Watch for
- MAU-based pricing escalates sharply past early tiers, catching customers at renewal with upgrade costs that are difficult to renegotiate.
- Recent moves
- February 2026 acquired Chisel Labs, a product roadmapping software company, extending Pendo into upstream roadmap planning workflows.
Userlane
- Positioning
- DAP for regulated industries combining software usage analytics and contextual in-app guidance, with compliance-grade hosting infrastructure.
- Customer segments
- IT transformation leads and L&D directors in healthcare, pharma, and financial services deploying SAP, Salesforce, or Workday.
- Strengths
- ISO 27001, HIPAA, NHS DSP Toolkit, and GxP alignment built into the platform, clearing procurement blockers most DAP competitors cannot.
- Watch for
- Guides breaking on frequently-updated SaaS UIs cited in Gartner reviews, generating ongoing maintenance overhead in large regulated deployments.
- Recent moves
- July 2025 announced collaboration with Microsoft to deliver AI agentic assistance inside Microsoft 365 Copilot for enterprise users.
Sources
- whatfix.com — Company mission, product portfolio (DAP, Product Analytics, Mirror), customer base, and ScreenSense technology
- techcrunch.com — Series E funding ($125M), valuation ($900M), growth metrics (10M users, 700 customers, 80+ Fortune 500s), and named customers
- www.prnewswire.com — Series E round details, 4.5x ARR growth, new products contributing 15% of revenue, workforce expansion to 960+ employees, use of funds
- www.hrkatha.com — December 2025 layoff of 60 employees (6% of workforce), restructuring rationale tied to AI adoption, sales and marketing team impact
- whatfix.com — Layup acquisition (November 2025), Badal Jain joining as CTO, co-founders in advisory roles, strategic focus on AI-native DAP
- www.prnewswire.com — AI Agents launch (September 2025), ScreenSense technology, three agent types (Authoring, Insights, Guidance), early adoption metrics, CEO quote