Companies Using UserGuiding

As of our March 2026 crawl, TechnologyChecker.io tracks 1,143 domains running UserGuiding across 812 enriched company profiles. The vendor itself claims 1,000+ businesses worldwide, so our number lines up with the public count. UserGuiding holds 0.01% category share at #22, but the raw share figure misses the interesting bit: a net gain of 56 customers from Pendo (gained 72, lost 16), the largest one-sided migration ratio we record in user onboarding.

Growth trajectory

UserGuiding went from 2 domains in late 2018 to 1,143 active domains by February 2026. Adoption accelerated in early 2022, jumping from 51 active domains in January to 82 in February. Active domains peaked at 905 in March 2025; total cumulative usage reached 2,113 domains. The company was founded in 2017 in Istanbul by Osman Koc and Muhammet Enginar and reported $3.3M revenue and 130 customers in 2024. For a bootstrapped Turkish team competing against US-funded platforms, the curve isn't explosive, it's steady.

Sales signal: Customers that've had UserGuiding installed 6-18 months and now show GA4 (71.2% overlap) plus HubSpot (31.7% overlap) detections are likely investing in growth tooling. They're warm prospects for session replay, customer feedback, and conversion tools.

"A net gain of 56 customers from Pendo is the most lopsided migration ratio we track in user onboarding. When small SaaS teams evaluate enterprise tools, they're picking faster implementation and lower cost over brand recognition." — Mehmet Suleyman, CEO at TechnologyChecker.io

Customer profile

UserGuiding is an SMB product with strong emerging-market presence. 49.62% of customers have 1-10 employees and 25.82% have 11-50, so 75% of the base sits below 50 headcount. Industry skew is distinctly SaaS: Software Development (18.30%), IT Services (18.17%), Technology/Internet (9.02%), and Telecommunications (3.74%). Documented case studies back this up. Cyncly reports a 70% guide completion rate across 100+ onboarding flows, and Forvis Mazars uses UserGuiding for virtual client training. Enterprise presence is thin: brands like Verizon, Costco, and Dentsu are on the list, but only 1.26% of customers have 10,001+ employees.

Sales signal: Small software companies (11-50 employees) in Brazil, Spain, and Turkey building B2B SaaS are UserGuiding's sweet spot. They've bought affordable onboarding but rarely have the budget for separate analytics or user-research tools.

Industry and geographic concentration

UserGuiding's geographic distribution is unusually balanced. The US leads at 31.3%, then Brazil (18.7%), Spain (8.9%), and France (5.5%). English-speaking markets account for roughly 47% of customers, well below Appcues' 84%+. Multi-language support and lower pricing pull customers from Latin America and Southern Europe; Brazil, Spain, and Portugal together hold 31.5% of the base. Nearly one in five UserGuiding customers is Brazilian, which points to either targeted local marketing or word-of-mouth inside the Brazilian SaaS scene.

Sales signal: If you sell a US-focused alternative, UserGuiding's 31% US share leaves room. If you target emerging markets, UserGuiding's installed base in Brazil and Spain is a warm audience already comfortable paying for onboarding tools.

Migration patterns

Migration data confirms the affordable-Pendo-alternative positioning. UserGuiding gained 72 customers from Pendo and lost only 16. Net +56, the best competitive number in the category. Against Appcues, migration is essentially flat (gained 13, lost 12). Against Userpilot, it's mildly positive (gained 8, lost 6). Against WalkMe, +2 (gained 4, lost 2). The pattern: UserGuiding wins downmarket customers from expensive platforms and competes evenly with mid-market alternatives. Small teams adopt it after sticker-shock with Pendo.

Sales signal: Customers who switched from Pendo to UserGuiding in the last 12-18 months bought on price. As they scale past 50 employees, they often need deeper product analytics and segmentation. That's high churn risk and high upsell opportunity for adjacent tools.

"The neutral migration with Appcues and Userpilot, alongside the Pendo win, tells us exactly where UserGuiding sits. It's not competing with other budget tools — it's capturing the downmarket segment that enterprise platforms are overcharging." — Mehmet Suleyman, CEO at TechnologyChecker.io

Tech stack overlap

The tech stack tells you what a UserGuiding-powered product looks like. Google Analytics shows up on 85.3% of domains, GA4 on 71.2%. Facebook Pixel sits at 29.2%, markedly higher than Appcues' 16.4%, pointing to overlap with marketing-driven products. HubSpot lands at 31.69%, nearly 3x Appcues' 12.50%. UserGuiding's customers are buying growth marketing software. On the customer engagement side, Intercom leads at 6.17%, then Zendesk Embeddables at 5.80%. JavaScript frameworks lean enterprise: AngularJS (25.40%), Vue (18.99%), Material-UI (13.44%). That's an enterprise web-app pattern, not React-heavy startups.

Sales signal: The UserGuiding + HubSpot overlap (31.7%) flags growth-stage B2B SaaS companies actively investing in their funnel. They're strong prospects for customer success platforms, conversion-rate tools, and user research software. The AngularJS concentration tells you these are typically enterprise web apps, not consumer mobile.

G2 review signals

G2 sentiment matches the adoption pattern. Easy to use (218 mentions on G2) is the dominant positive, which explains the Pendo wins. Customers switch for simplicity. The top concern is limited customization (47 mentions), which matches our data: as companies scale past 50 employees and need conditional logic, advanced segmentation, and enterprise integrations, UserGuiding's simplicity becomes a constraint. A separate critique is pricing. UserGuiding'sStarter plan starts at $174/month for 2,500 MAUs, with Growth at $349/month and custom Enterprise pricing.

Key takeaways

1. Biggest Pendo migration in the category. Net +56 from Pendo confirms UserGuiding as the affordable downmarket alternative.

2. Geographic diversity is the moat. Only 47% of customers in English-speaking markets and 18.7% in Brazil alone gives UserGuiding reach that US-centric rivals lack.

3. SaaS-heavy base. Software Development (18.3%) and IT Services (18.2%) together make up over a third of customers. Clear targeting lines for B2B outreach.

4. 50-employee ceiling. 75% of customers sit under 50 employees, and the customization gripe (47 G2 mentions) suggests churn risk as teams scale.

5. HubSpot overlap flags growth-stage buyers. The 31.7% HubSpot co-occurrence rate, almost 3x Appcues, marks UserGuiding customers as actively spending on growth.

Sales applications

Outreach angle: "I noticed your team uses UserGuiding. SaaS companies that've outgrown UserGuiding's Starter plan typically need deeper analytics, conditional segmentation, or enterprise integrations. We help teams like [similar company] extend their product experience stack."

Targeting filters: Combine industry (Software Development 18.3%, IT Services 18.2%), size (11-50 employees), and geography (Brazil 18.7%, US 31.3%, Spain 8.9%). Prioritize accounts with HubSpot (31.7%) and GA4 (71.2%) detections for growth-stage signal.

Competitive positioning: Lead with the customization gap (47 G2 mentions). For 50-100 employee companies, show conditional flows and advanced segmentation. For ex-Pendo customers, address cost sensitivity directly and show the price-feature bridge.

Explore the full dataset of 1,143 UserGuiding domains with 812 enriched company profiles on TechnologyChecker.io to build targeted prospect lists.