FullStory
company_description_short
- Company typePrivate
- Founded2014
- HeadquartersAtlanta, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What FullStory does
FullStory, Inc. is a private Atlanta-headquartered software company founded in 2014 that operates an Intelligent Digital Experience Platform for capturing, analyzing, and activating user behavioral data across websites and mobile applications. The platform is anchored by Fullcapture, a privacy-first automatic session recording technology that captures clicks, scrolls, mouse movements, and other interactions while masking sensitive fields, and is layered with AI capabilities including StoryAI (Ask StoryAI for natural-language queries, StoryAI Agents for autonomous analytics, and Fullstory MCP for integration with external AI tools such as chatbots and coding assistants) plus Subtext for delivering session context to AI coding agents. Adjacent modules include Session Replay, Heatmaps, Product Analytics, Mobile Analytics, Funnels & Conversions, Real-Time Personalization, Guides and Surveys (added via the November 2025 Usetiful acquisition), and Fullstory Workforce/Workflow Intelligence for internal operations monitoring.
FullStory firmographics
Firmographics- Name
- FullStory
- Legal name
- Fullstory, Inc.
- Website
- https://fullstory.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- company_description_short
- Ownership category
- akta.pro rank
Where FullStory is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
FullStory business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- SaaS Subscription: FullStory generates revenue through tiered subscription plans for its digital experience intelligence platform. Plans include FullstoryFree (limited free tier), Advanced, and Enterprise tiers with varying session limits, retention periods, and feature sets. Pricing is quote-based for enterprise plans.
- Enterprise Add-ons: Additional revenue from premium add-ons such as Fullstory for Mobile Apps, Premium Support (24/7 x 365 critical support), and specialized features like Revenue Opportunities.
- Platform Expansion (Usetiful): Revenue potential from expanded platform capabilities through Usetiful acquisition, adding digital adoption platform features including in-app guidance and surveys.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | 14-Day Free Trial |
| Freemium | Monthly | FullstoryFree Plan |
| Subscription | Monthly | Tier 3 Support |
| Subscription | Annual | Tier 2 Support |
| Subscription | Annual | Tier 1 Support |
| Subscription | Annual | Premium Support Add-on |
| Subscription | Annual | Startup Scholarship Program |
| Subscription | Annual | Enterprise Plan |
| Subscription | Annual | Advanced/Enterprise with Revenue Opportunities |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels10 records
FullStory product offering
Product offeringCore offering
FullStory provides an Intelligent Digital Experience Platform that automatically captures user interactions on websites and mobile apps and converts that behavioral data into AI-powered analytics, session replay, and data activation. Its core products include session replay, product and customer journey analytics, mobile analytics, heatmaps, in-product Guides and Surveys, the StoryAI intelligence layer (Ask StoryAI, StoryAI Agents, Fullstory MCP), and Workforce / Workflow Intelligence, sold as tiered SaaS subscriptions with a free FullstoryFree tier and a Startup Scholarship Program.
Product overview
FullStory is an Intelligent Digital Experience Platform offering AI-powered behavioral analytics through a platform-plus-modules architecture. The core platform includes Customer Journey Analytics, Product Analytics, Mobile Analytics, Session Replay, and Heatmaps, all powered by Fullcapture technology for automatic interaction capture. The StoryAI intelligence layer (Ask StoryAI, StoryAI Agents, Fullstory MCP) provides conversational querying and automated analytics. Guides and Surveys enables in-product guidance and feedback collection, while Fullstory Anywhere/Data Activation supports real-time personalization and audience segmentation. The Workforce module addresses employee experience and internal operations. Subtext (early access) delivers session context to AI coding agents. The platform integrates with Segment, Tealium, and Shopify, and supports SAML SSO via Okta and Google Authentication.
Differentiator
Problem solved
Functional benefit
Brands
- Fullstory Model Context Protocol (MCP): AI solution that allows teams to query behavioral data through systems such as chatbots and coding assistants
- StoryAI Agents
- Workflow Intelligence
- Fullcapture
- StoryAI
- Guides and Surveys
- Subtext
- FullstoryFree
Products and services
- FullStory Platform An intelligent digital experience platform that captures real user behavior across websites and mobile apps and turns it into AI-powered behavioral analytics, session replay, heatmaps, product analytics, and data activation for enterprise and self-serve customers.
- StoryAI AI-powered intelligence layer that turns FullStory's behavioral data into actionable insights, including natural-language querying (Ask StoryAI), automated StoryAI Agents that perform analytics tasks, and Model Context Protocol (MCP) integration feeding behavioral data into AI chatbots and coding assistants.
- Guides and Surveys In-product guidance and feedback tool that enables product teams to deliver product tours, NPS surveys, and contextual feedback collection during key workflows and onboarding, originally extended through the Usetiful acquisition.
- FullStory Workforce Employee experience and internal operations module that provides insights into workforce interactions, internal support operations, and workflow bottlenecks for IT and operations teams.
- FullStory Anywhere (Data Activation) Data activation platform that exports and syncs FullStory's behavioral data into customer data warehouses and downstream tools, and powers real-time personalization and audience segmentation for tailored user experiences.
- Subtext Early-access product that provides session context (screenshots with masking, page structure, user actions, network data, console errors) to AI coding agents via Model Context Protocol or API, compressing behavioral session data into semantic representations for AI tooling.
- FullstoryFree Free SaaS plan tier offering limited session volume, retention, and feature access for small businesses and individual users adopting FullStory's behavioral analytics before upgrading to Advanced or Enterprise.
Quantifiable outcome
- Chipotle reclaimed over 71% of lost revenue through digital experience optimization
- +7 more outcomes
Companies that use FullStory
Customer profileNamed customers13 records
Segments11 records
Ideal customer profiles2 records
FullStory technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability8 records
Feature9 records
FullStory partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- UsetifulcoreFullStory acquired Usetiful, a digital adoption platform, to enhance capabilities in real-time personalized digital experiences. The acquisition integrates behavioral insights with engagement tools including in-app guidance and surveys.
- LeanConvertcorePartnership to offer AI-powered solution enabling gambling operators to detect, assess, and intervene on high-risk gambling behavior in real time. Built on Google Cloud AI infrastructure.
- ShopifycoreFullstory offers integration with Shopify for e-commerce analytics. The Shopify app enables server-side events for accurate revenue tracking and conversion analysis.
- SegmentcoreSegment integration allows pulling in custom events automatically without extra code. Customers can send event data through Segment to Fullstory for analytics.
- Google CloudcoreFullStory's platform is built on Google Cloud's AI infrastructure. The partnership enables advanced AI capabilities including Subtext for AI coding agents and MCP integration.
Scale indicators7 records
Recent moves5 records
Expansion highlights6 records
FullStory competitors and assessment
Company assessmentDirect peers
- Mixpanel: Product analytics platform tracking user events, funnels, and retention. Direct competitor to FullStory's Product Analytics and Customer Journey modules for product, growth, and engineering buyers.
- Amplitude: Digital analytics platform combining product, behavioral, and marketing analytics. Closely comparable to FullStory's funnel, cohort, and AI-assisted analytics capabilities, and a primary enterprise substitute.
- Pendo: Product experience platform combining in-product analytics, session replay (via product tours and feedback), and user onboarding — directly overlaps FullStory's session replay, guides/surveys, and analytics stack.
- Hotjar: Session replay and heatmap tool for website experience teams. Direct substitute for FullStory's Session Replay and Heatmaps modules at the SMB and mid-market tier.
- Contentsquare: Digital experience analytics platform (acquired Heap) covering session replay, journey analysis, and zone-based heatmaps. Strong direct competitor in enterprise digital experience intelligence.
- LogRocket: Session replay and product analytics focused on engineering and product debugging. Direct overlap with FullStory's session replay and product analytics for engineering-led buyers.
- Glassbox: Digital customer experience analytics combining session replay, journey analytics, and voice-of-customer for regulated industries — competes head-to-head with FullStory in financial services and enterprise CX.
Emerging players
- PostHog: Open-source product analytics, session replay (Replay), feature flags, and A/B testing platform. Emerging competitor eroding the low end of FullStory's self-serve funnel with an open-source, developer-led motion.
- Smartlook: Session replay and product analytics for web and mobile. Niche direct competitor focused on smaller teams; some feature overlap with FullStory's Session Replay and Mobile Analytics.
Broad incumbents
- Adobe Analytics: Enterprise analytics suite within the Adobe Experience Cloud. Incumbent offering overlapping digital behavior and customer journey analytics as part of a much broader martech portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
FullStory social profiles
Digital presenceFullStory compliance and trust
Trust signalCompliance5 records
FullStory financial estimates
Financial estimateRevenue estimate
Valuation estimate
FullStory leadership team
Management profileNumber of profiles
Profiles13 records
FullStory subsidiaries and ownership
Company hierarchySubsidiaries1 record
FullStory funding detail
Funding detailFunding overview
Funding rounds8 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FullStory M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FullStory
What does FullStory do?
FullStory provides an Intelligent Digital Experience Platform that automatically captures user interactions on websites and mobile apps and converts that behavioral data into AI-powered analytics, session replay, and data activation. Its core products include session replay, product and customer journey analytics, mobile analytics, heatmaps, in-product Guides and Surveys, the StoryAI intelligence layer (Ask StoryAI, StoryAI Agents, Fullstory MCP), and Workforce / Workflow Intelligence, sold as tiered SaaS subscriptions with a free FullstoryFree tier and a Startup Scholarship Program.
Is FullStory a public or private company?
FullStory is a private company. It is classified as venture growth investor backed and is currently operating.
When was FullStory founded?
FullStory was founded in 2014. It employs 251 to 500 people.
Where is FullStory based?
FullStory is headquartered in Atlanta, United States, in the North America region.
How does FullStory make money?
Three revenue lines are on record. SaaS Subscription is the primary driver. The others are enterprise Add-ons and platform Expansion (Usetiful).
Who are FullStory's main competitors?
Direct peers on record are Mixpanel, Amplitude, Pendo, Hotjar, Contentsquare, LogRocket and Glassbox. Emerging players are PostHog and Smartlook. Adobe Analytics is listed as a broad incumbent.
Does FullStory have an API?
Yes. FullStory provides a public Analytics Events API (v2) for tracking events, session management, and data capture. The Browser SDK (fs.js) captures user interactions including clicks, scrolls, mouse movements, and page visits. Additional APIs include the Server Events API for server-side event ingestion, and the FullStory Subtext product provides an early-access API for delivering session context (screenshots, page structure, user actions, network data, console errors) to AI coding agents via Model Context Protocol (MCP) or API. Developer documentation is at developer.fullstory.com.