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FullStory

FullStory is a behavioural analytics and session replay software for digital teams.

Analyst Perspective

Fullstory is a US-based B2B software company that provides digital experience intelligence tools for websites and mobile apps. Its core platform captures and indexes user interactions, then turns that behavioural data into session replay, product analytics, heatmaps, journey analysis, debugging, and AI-assisted insight workflows. The platform is used to identify friction, reproduce bugs, analyse feature adoption, and improve digital conversion and customer experience outcomes.

Analyst Signal Briefing

Updated: 30 Jul 2026

FullStory has advanced its AI-powered suite—comprising Model Context Protocol (MCP), StoryAI Agents, and Workflow Intelligence—integrating behavioural data into ecosystems like ChatGPT and Gemini to automate session analysis and internal process optimisation. Following the transition of these tools from beta to full launch, the firm recently announced the winners of the 2026 FullStory Awards, celebrating organisations that have successfully translated behavioural insights into tangible business outcomes. Leadership under CEO Scott Voigt and CPTO Claire Fang remains focused on streamlining digital experience insights through agentic automation and enhanced cross-app visibility.

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Key insights about FullStory

Competitors

Key competitors include Contentsquare, Microsoft, Hotjar.

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Similar Companies

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Acquisitions

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Category Differentiation

Fullstory is a B2B digital experience intelligence software vendor, not a content publisher, adtech buying platform, or consumer app. It is closest to product analytics and session replay providers rather than marketing automation suites.

FullStory: About

Fullstory operates a subscription software model built around capturing and analysing behavioural data from digital experiences. It creates value by reducing the effort needed to instrument analytics, linking quantitative product analytics with session-level evidence, and extending that data into feedback, workflow optimisation, and downstream integrations. Revenue is generated from tiered platform access, higher session volumes, enterprise functionality, and add-on modules.

How FullStory Works & Monetises

Business model analysis and core revenue streams

Fullstory monetises through usage-based SaaS subscriptions. Pricing scales by monthly session volume, plan tier, enterprise controls, and add-on capabilities such as mobile analytics and advanced features. It uses a free entry tier to support product adoption, then converts customers into annual paid contracts with quote-based pricing, volume commitments, and enterprise negotiation.

Revenue Channels

Core platform subscriptionsUsage-based SaaS priced by session volume and feature tier
Enterprise plan upliftHigher-priced annual contracts for advanced controls, integrations, and support
Add-on product modulesIncremental subscription revenue from mobile analytics and advanced capabilities
API and data ecosystem usagePlatform expansion and integration value tied to enterprise deployments

Side-by-Side Comparisons

Compare FullStory directly with top competitors

FullStory vs Contentsquare→FullStory vs Microsoft→FullStory vs Hotjar→

Products & Services in Categories

Verified structural categorizations from the graph

FullStory: Key Competitors & Alternatives

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Recent Signals (FullStory)

FullStory PricingJul 29, 2026

Fullstory announces 2026 Fullstory Awards

Celebrate the 2026 Fullstory Awards - Meet the winners turning behavioral data into real outcomes.

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FullStory News Monitor 3Jul 29, 2026

Celebrate the 2026 Fullstory Awards

Meet the winners turning behavioral data into real outcomes.

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https://martechseries.com/feed/Jun 17, 2026

Fullstory Unveils Three AI-Powered CX Solutions

Fullstory announced three new products — Fullstory Model Context Protocol (MCP), StoryAI Agents, and Workflow Intelligence — to bring behavioral data into AI workflows and automate investigation and process optimization. MCP streams Fullstory behavioral data directly into AI tools (examples named: ChatGPT, Claude, Cursor, Gemini) to eliminate manual exports and enable agentic session review. StoryAI Agents provide autonomous, role-specific analytics and always-on monitoring to find and prioritize user-experience issues. Workflow Intelligence offers cross‑app visibility into internal processes to identify automation opportunities and measure ROI. Fullstory says MCP follows its privacy and security settings and that customers can join the MCP beta program today.

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FullStory: Frequently Asked Questions

What is Fullstory?

Fullstory is a B2B software platform for session replay, behavioural analytics, product analytics, and digital experience optimisation across web and mobile.

Who uses Fullstory?

It is used by product, engineering, UX, support, analytics, IT, and operations teams at businesses that run digital products and customer journeys.

How does Fullstory make money?

It makes money through usage-based SaaS subscriptions priced by session volume, plan tier, enterprise features, and add-on modules.

Company Facts

Founded
2014
Headquarters
United States
Core Segment
MarTech Vendor
Company Size
501–1,000
Official Link
fullstory.com