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UserGuiding
A no-code user onboarding platform to improve product adoption and retention.
What it does
Builds interactive product walkthroughs and guides without code. Creates onboarding checklists to guide users through key milestones. Features built-in NPS surveys and resource centers for self-service help. Provides detailed analytics on guide completion and user engagement. Allows for segmentation to show personalized guides to different user groups.
Why it works
Speed to Value: One of the fastest DAP tools to set up, often requiring just a simple script installation. Affordability: Positioned as a high-value, cost-effective alternative to enterprise giants like WalkMe or Pendo. Autonomy: Empowers marketing and success teams to ship updates to the UI without waiting for an engineering sprint. Ease of Use: Its Google Chrome extension makes building guides as simple as 'pointing and clicking' on page elements.
Category: Utilities & System Tools
Team Size: 26-100
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As of 2026
Utilities & System Tools
Revenue: $1M-$10M ARR
A no-code user onboarding platform to improve product adoption and retention.
Overview
UserGuiding is a specialized Digital Adoption Platform (DAP) that allows non-technical teams to create interactive product tours, checklists, and help centers directly inside their web applications. By eliminating the need for developer resources, it helps SaaS companies and enterprises provide a seamless onboarding experience, leading to higher conversion rates and reduced support tickets.
Funding status: Funded
Revenue source: Subscriptions
Customer type: B2B
Pricing: Freemium
Tech stack: React, Node.js, AWS
Platform: Web • Browser Extension
Integrations: Segment, HubSpot, Intercom, Google Analytics, Slack
Founder story
Founded in 2017 by Osman Koc and Muhammet Enginar in San Francisco. The founders, with a background in engineering and product, realized that 'feature bloat' was killing SaaS retention. They built UserGuiding to help companies show the value of their product instantly, moving the team to Istanbul, Turkey, to scale engineering while maintaining a US headquarters.
What it does
- Builds interactive product walkthroughs and guides without code
- Creates onboarding checklists to guide users through key milestones
- Features built-in NPS surveys and resource centers for self-service help
- Provides detailed analytics on guide completion and user engagement
- Allows for segmentation to show personalized guides to different user groups.
Who it's for
- Product Managers
- Customer Success Teams
- SaaS Founders
- UX Designers
Why it works
- Speed to Value: One of the fastest DAP tools to set up, often requiring just a simple script installation
- Affordability: Positioned as a high-value, cost-effective alternative to enterprise giants like WalkMe or Pendo
- Autonomy: Empowers marketing and success teams to ship updates to the UI without waiting for an engineering sprint
- Ease of Use: Its Google Chrome extension makes building guides as simple as 'pointing and clicking' on page elements.
Growth strategies
- Targeted the 'SaaS Mid- Market' that outgrew basic tutorials but couldn't afford enterprise solutions.
- Used a product- led approach with a free trial and a powerful 'Free Forever' tier for startups.
- Aggressively used SEO and comparison content (e.g., 'WalkMe alternatives') to capture high- intent traffic.
- Built a strong partner network with product and UX agencies.
Alternatives
Comparison overview
- Appcues: A close rival; UserGuiding is generally more affordable and focuses on simplicity for smaller teams.
- Pendo: Much more focused on product analytics; UserGuiding is the specialist for the 'Guidance' and 'Onboarding' layer.
- UserGuiding is the best choice for growing SaaS teams that need professional onboarding without the enterprise price tag.