Companies Using UserGuiding

I have watched UserGuiding since its early Istanbul days, and I have bought, installed and ripped out enough onboarding tools at Popupsmart and LiveChatAI to know which numbers on a page like this one actually help you decide something. Most of them do not. So let me start with the one finding here that changes how you should read every other onboarding vendor's footprint, including this one.

Read the subdomain, not the domain count

60.1% of the UserGuiding installs we detect sit on an application subdomain rather than an apex or www host. app. alone covers 104 of 373 domains, and the rest read like a directory of logged-in software: portal, dashboard, console, admin, login, my, plataforma, painel. That is the correct place for this product to live, because a product tour is worthless on a marketing page. It also means every technographic count of an onboarding tool, ours included, is a floor rather than a total. A crawler reaches marketing homepages far more often than it reaches dash.yourcompany.com.

If a vendor in this category quotes you a customer count, ask where their tag runs. For tools that live behind a login, the public web sees a fraction of the install base, and the fraction it sees is skewed toward the customers who deployed sloppily.

The size curve is the product strategy

77.2% of the companies here run under fifty people, and only seven of 268 exceed 500 staff. That is not a weakness, it is the business model showing through. Published pricing starts at $174 a month billed yearly and is keyed to monthly active users rather than seats, which is the single most important structural difference from the enterprise end of this category. Seat pricing punishes you for letting the support team touch the tool. MAU pricing punishes you for growing. For a startup with 2,000 MAU and four people who need editor access, that trade is obviously correct. For a company with 400,000 MAU and three people who touch onboarding, it inverts, and that is roughly where the enterprise vendors take the account back.

Turkey and Brazil are the real go-to-market story

Turkey is the fourth largest country in this dataset with 16 companies, which no market of its size produces by accident in B2B software. Founder-market gravity is real, and you can see the names: İş Yatırım, Picus Security, Segmentify, Navlungo, Pluxee Türkiye. Brazil is second overall with 27, ahead of the UK. UserGuiding ships its site and product in Portuguese, Spanish and French, lists Brazil first in its own customer-story location filter, and we detect it on subdomains literally named plataforma and painel. Very few US-headquartered competitors bother with that.

If you are selling into LATAM or Turkey and you want an adoption tool whose support hours and documentation actually match your team, this is the shortlist entry most people skip.

What the surrounding stack tells you about the buyer

HubSpot runs on 42.63% of these domains. Microsoft Clarity on 34.85%, Hotjar on 25.2%. Dedicated product analytics, meaning PostHog, Amplitude, Mixpanel, Pendo and Heap combined, does not reach a quarter of the set. Put those together and the profile is unambiguous: a marketing-led software company that already watches session recordings, has not yet stood up an event-based analytics practice, and wants guidance it can ship without a sprint. That is a growth team buying, not a platform team.

It also flags the honest risk. If your only adoption measurement is the tool that also creates the guides, you are grading your own homework. Teams that pair UserGuiding with PostHog or Amplitude get a much straighter answer about whether a checklist moved activation.

Where it stops being the right answer

The G2 pattern matches what I hear from operators. Ease of use draws 218 mentions and support draws 124, both genuine. The complaints, customization limits at 47 mentions and analytics depth at 21, describe the same ceiling from two directions. UserGuiding is quick until you ask it to do something its editor did not plan for, and then you are writing custom CSS or you are negotiating up a tier. Two more constraints worth naming: there is no native mobile app support, web only, and the Starter plan caps you at fifteen active guides and one seat.

The tools in this category do not lose deals on features. They lose them when a one-person growth team becomes a four-person platform team and the pricing axis stops matching how the company is organised.

The competitive move that actually works

UserGuiding offers to run free until your current vendor's contract expires, and to migrate your guides, checklists, surveys and knowledge base content across during that window. That is a well-designed rip-and-replace play, because the real cost of switching an adoption tool is never the licence, it is rebuilding sixty guides nobody has documented. They also publish comparison pages against Appcues, Userpilot, Userflow, Pendo, WalkMe, Stonly, Product Fruits, Chameleon, Userlane and Nickelled, which is a candid statement of the shortlist they expect to be on.

Sales Signals

If you are prospecting this list on TechnologyChecker.io, here is where I would actually spend the effort:

• Sell adjacent, not against. A company running UserGuiding plus HubSpot plus Clarity but no event analytics is a qualified buyer for product analytics, experimentation, or a customer data layer. That gap covers roughly three quarters of this list.
• The app subdomain is the qualifier. A UserGuiding tag on app. or dash. means a real logged-in product with real users. A tag on a bare marketing homepage usually means a trial nobody finished.
• Watch the 51-200 band. Forty-two companies sit there, and that is the size at which teams outgrow a single-seat Starter plan and start evaluating alternatives.
• Regulated portals are the warm segment. Fintech and credit unions in this list adopted an overlay precisely because they cannot rebuild the underlying screens. Anything else that sits on top of a frozen UI sells into the same reasoning.
• Turkey and Brazil are underserved. Forty-three companies between them, and most competing vendors do not run local-language support.

Who should shortlist it

A software team under fifty people, with a live logged-in product, a growth or product marketer who owns activation, no dedicated onboarding engineer, and a budget that makes a $174 monthly line item a decision one person can make. That describes the large majority of what we detect here, and it is a real and well-served segment. If you have a platform team, a six-figure adoption budget, custom analytics requirements and native mobile apps, the shortlist you want is the enterprise end of this category instead.