FullStory

The company operates a horizontal B2B SaaS model centred on a digital experience analytics platform. It deploys client‑side capture technology to record user interactions across customer websites and applications, processes this data on its servers, and exposes it through tools for session replay, heatmaps, and product analytics, plus an AI layer for automated insights.

Value is created by enabling product, UX, engineering, and support teams to quickly identify UX issues, bugs, and friction in user journeys, thereby improving retention, conversion, and support efficiency. Additional value comes from privacy controls and data export integrations that allow behavioural data to feed into customers’ existing analytics and warehouse environments. Revenue is generated from recurring software subscriptions and optional professional services for onboarding and advanced analysis.

FullStory is a United States–based software company providing a digital experience analytics platform for web and mobile products. Its technology automatically captures user interactions, enabling session replay, heatmaps, and behavioural analytics to help teams diagnose issues, understand user journeys, and improve conversion and usability.

The company sells its platform as a subscription SaaS product with a free tier and paid business and enterprise plans, plus AI-driven insight features and professional services. Its customers are primarily mid‑market and enterprise organisations whose product, UX, engineering, support, and data teams need detailed behavioural data on their digital properties, including e‑commerce, SaaS, financial services, travel, and large consumer brands.