Whatfix
Whatfix is an AI-powered Digital Adoption Platform provider offering in-app guidance, simulation training, and product analytics to 700+ enterprise customers including 80+ Fortune 500 companies across financial services, healthcare, insurance, energy, and government sectors.
- Company typePrivate
- Founded2014
- HeadquartersBengaluru, India
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Whatfix does
Whatfix, founded in 2014 and headquartered in Bengaluru, India, operates an AI-powered Digital Adoption Platform (DAP) that overlays interactive in-app guidance, self-service support, and adoption analytics on top of enterprise applications without modifying their source code. The company serves 700+ enterprise customers including 80+ Fortune 500 companies across financial services, healthcare, insurance, energy, retail, and government (including the US Army), with the US market accounting for over 70% of revenue. The platform supports 49 million users across 1,800+ applications and operates in 30+ countries through offices in the US, UK, Germany, Singapore, and Australia.
The product suite comprises three core offerings—the Digital Adoption Platform (DAP) for in-app guidance (Flows, Smart Tips, Pop-Ups, Task Lists, Self Help), Product Analytics for usage tracking with natural-language conversational insights, and Mirror for simulation-based training and AI-powered roleplay—all unified by a proprietary AI layer called ScreenSense that interprets application context and user intent to trigger contextual guidance. The platform includes three AI Agents (Authoring, Insights, and Guidance) launched in 2025, plus Seek for Salesforce, a UI-first automation agent that visually interprets screens to execute workflows in applications without exposed APIs. Integrations span Salesforce, SAP, Oracle, Workday, Microsoft, Guidewire (Premier Partner), Icertis, Bullhorn, Citrix VDI, and Shopify.
Revenue is generated primarily through SaaS subscriptions combining a flat per-application fee with user license fees on multi-year enterprise contracts, supplemented by professional services for implementation and training. Distribution is dominated by enterprise field sales targeting Fortune 500/1000 accounts, complemented by a self-serve trial option, an ISV partner ecosystem including Guidewire and Microsoft, regional channel partners such as Elite Consultancy Services for Saudi Arabia, and listings in third-party marketplaces. As of FY25, Whatfix reported revenue of Rs 556.7 crore (~$66.7M USD) with 31% year-over-year growth and approximately $138.8M ARR. The company has raised roughly $264M across multiple rounds, most recently a ~$125M round in September 2024 led by Warburg Pincus and SoftBank at a $900M valuation, and is preparing for a domestic Indian IPO within 12-18 months.
Whatfix firmographics
Firmographics- Name
- Whatfix
- Legal name
- Whatfix Private Limited
- Website
- https://whatfix.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Whatfix is an AI-powered Digital Adoption Platform provider offering in-app guidance, simulation training, and product analytics to 700+ enterprise customers including 80+ Fortune 500 companies across financial services, healthcare, insurance, energy, and government sectors.
- Ownership category
- akta.pro rank
Whatfix industry classification
Industry- Product category
- Digital Adoption Platform (DAP)
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ)
- akta.pro secondary industry
- Digital Experience Monitoring & Management (DEX/DEM, AIOps for EUC) (BPAEAIAF)
Keywords
Where Whatfix is headquartered
LocationHeadquarters
- HQ city
- Bengaluru
- HQ country
- India
- HQ region
- Asia
Offices6 records
Markets served
Whatfix business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription (Enterprise Licenses): Subscription-based recurring revenue model. Pricing based on flat per-application fee plus user license fees. Enterprise contracts typically multi-year. Revenue grew 31% YoY in 2025, reaching approximately $138.8M ARR.
- Professional Services: Implementation, training, and consulting services to support enterprise deployments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise tier with per-application and per-user pricing |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels9 records
Whatfix product offering
Product offeringCore offering
Whatfix provides an AI-powered Digital Adoption Platform (DAP) that overlays interactive in-app guidance, self-service support, and adoption analytics on top of enterprise applications without modifying source code. Its core products include the Digital Adoption Platform (with Flows, Smart Tips, Task Lists, Pop-Ups, and Self Help), Mirror for simulation-based training with AI Roleplay, and Product Analytics for usage tracking and behavioral insights. The platform is powered by proprietary ScreenSense AI technology and embedded AI Agents that automate content creation, deliver conversational analytics, and enable UI-first workflow automation across web, desktop, and mobile enterprise applications.
Product overview
Whatfix offers a unified Digital Adoption Platform (DAP) ecosystem comprising three core products: the Digital Adoption Platform (DAP) as the primary product delivering in-app guidance and self-service support, Product Analytics for usage tracking and behavioral insights, and Mirror for simulation-based training. The Whatfix AI layer powers AI Agents (Authoring, Insights, Guidance, and Seek for Salesforce) across all products, with ScreenSense as the proprietary AI technology engine. The platform targets enterprise digital transformation, change management, and user adoption across complex multi-application environments including ERP, CRM, HCM, and specialized industry systems.
Differentiator
Problem solved
Functional benefit
Brands
- Whatfix Digital Adoption Platform: AI-powered in-app guidance, proactive user support, and on-demand assistance across web, desktop, and mobile applications.
- Whatfix Product Analytics
- Whatfix Mirror
- Whatfix AI Agents
Products and services
- Whatfix Digital Adoption Platform (DAP) Enterprise-grade digital adoption platform that overlays interactive guidance, smart tips, pop-ups, task lists, and self-service support on enterprise applications to help employees navigate software without modifying source code. Used by Fortune 500 enterprises for employee onboarding, change management, feature adoption, ERP migrations, and workflow optimization.
- Whatfix Product Analytics AI-powered product analytics platform that tracks usage, analyzes behavior, identifies friction points, and optimizes workflows through no-code event tracking and an AI-powered conversational insights interface with funnels, journeys, and behavioral analysis capabilities.
- Whatfix Mirror Interactive sandbox replica platform for hands-on user training and AI-powered roleplaying without risking live software usage. Creates simulated environments of enterprise applications with adaptive assessments for validating user readiness, including AI Roleplay for practicing real customer conversations.
- Whatfix AI Intelligent AI layer across enterprise applications that detects workflow context and adapts user experiences. Powers AI Agents including Authoring Agent for content lifecycle management, Insights Agent for application usage analysis, Guidance Agent for in-app contextualization, and Seek for Salesforce for UI-first automation.
- Healthcare Industry Vertical AI-powered industry-specific suite for healthcare combining DAP, Mirror, and Product Analytics with ScreenSense technology to simplify Electronic Health Record systems, reduce clinician burnout, and improve patient care outcomes. Early deployments report 113 hours saved weekly for therapists.
Quantifiable outcome
- 64% faster time-to-value on digital investments
- +9 more outcomes
Companies that use Whatfix
Customer profileNamed customers20 records
Segments8 records
Ideal customer profiles4 records
Whatfix technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability8 records
Feature7 records
Whatfix partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered strategic, core, major and regional.
- GEPstrategicPartnership to integrate AI-driven digital adoption into procurement workflows for enterprise customers.
- Guidewire (PartnerConnect Premier Partner)coreElevated to Premier tier in Guidewire's PartnerConnect Technology Alliances program in December 2025. Partnership spanning over 4 years with 18+ joint customers globally. Integration across Guidewire's Claims, Policy, and Billing applications. Certified expertise helping insurers modernize operations.
- IcertismajorIntegration partnership for contract lifecycle management. Icertis uses Whatfix AI-powered platform to improve digital adoption in enterprise workflows, delivering 153% increase in feature adoption.
- Elite Consultancy ServicesregionalStrategic partnership announced October 2025 to drive digital adoption across the Kingdom of Saudi Arabia market.
- SophosmajorSix-year partnership with Sophos for digital adoption transformation. Achieved $500K annual savings and supports 1.5M users globally. Won ISG Paragon Innovation Award for the partnership. Sophos expanded usage across other departments.
Scale indicators15 records
Recent moves6 records
Expansion highlights6 records
Whatfix competitors and assessment
Company assessmentDirect peers
- WalkMe: WalkMe is the original and most direct Digital Adoption Platform competitor. Acquired by SAP in 2024, it offers in-app guidance, automation, and analytics across enterprise applications — the same core category as Whatfix's DAP. WalkMe's SAP ownership gives it structural distribution advantages across SAP's enterprise installed base.
- Pendo: Pendo offers product analytics, in-app guidance, and user feedback for both product-led and enterprise SaaS companies. It directly overlaps with Whatfix's DAP and Product Analytics products, particularly for software vendors and enterprise customers seeking combined adoption and analytics.
- Appcues: Appcues is a Digital Adoption Platform focused on product onboarding, in-app messaging, and user engagement for SaaS and digital products. While traditionally focused on product-led growth use cases, it overlaps with Whatfix on in-app guidance and feature adoption workflows.
- Userpilot: Userpilot provides no-code in-app guidance, onboarding flows, and product analytics for SaaS companies. It is a direct competitor in the DAP and product analytics categories, primarily serving mid-market and growth-stage SaaS customers.
- Stonly: Stonly delivers interactive guides, in-app help, and AI-powered customer support workflows for enterprise and SaaS companies. It overlaps with Whatfix's in-app guidance and self-service support capabilities with a particular focus on customer support deflection.
Emerging players
- Tango: Tango (formerly Tango Card) provides AI-powered process documentation and step-by-step guide creation, increasingly positioned as a lightweight alternative to enterprise DAP. It overlaps with Whatfix on workflow documentation and training content, particularly for customer-facing teams.
- Chameleon: Chameleon offers in-app product tours, tooltips, and user onboarding flows for SaaS companies. While more product-led-growth focused than enterprise, it overlaps with Whatfix's Flows, Smart Tips, and feature adoption capabilities.
- Skilljar: Skilljar is a customer education and external training platform used by enterprises to onboard customers and partners. It overlaps with Whatfix Mirror's training use case, particularly for customer-facing training programs, though it focuses on LMS rather than in-app simulation.
Broad incumbents
- SAP Enable Now: SAP Enable Now is SAP's native digital adoption solution for the SAP ecosystem (S/4HANA, SuccessFactors, etc.), bundled into SAP's enterprise stack. After the WalkMe acquisition, SAP has effectively consolidated two DAP offerings — a major distribution threat to Whatfix in SAP-heavy accounts.
- Microsoft Viva Learning: Microsoft Viva Learning embeds learning, training, and knowledge experiences natively within Microsoft 365. As Microsoft extends Copilot and Viva to include in-workflow guidance and adoption analytics, it competes indirectly with Whatfix's Mirror training and Self Help capabilities inside Microsoft-heavy enterprises.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Whatfix social profiles
Digital presenceWhatfix compliance and trust
Trust signalCompliance12 records
Whatfix financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whatfix leadership team
Management profileNumber of profiles
Profiles12 records
Whatfix subsidiaries and ownership
Company hierarchySubsidiaries1 record
Whatfix funding detail
Funding detailFunding overview
Funding rounds9 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whatfix M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Whatfix
What does Whatfix do?
Whatfix provides an AI-powered Digital Adoption Platform (DAP) that overlays interactive in-app guidance, self-service support, and adoption analytics on top of enterprise applications without modifying source code. Its core products include the Digital Adoption Platform (with Flows, Smart Tips, Task Lists, Pop-Ups, and Self Help), Mirror for simulation-based training with AI Roleplay, and Product Analytics for usage tracking and behavioral insights. The platform is powered by proprietary ScreenSense AI technology and embedded AI Agents that automate content creation, deliver conversational analytics, and enable UI-first workflow automation across web, desktop, and mobile enterprise applications.
Is Whatfix a public or private company?
Whatfix is a private company. It is classified as venture growth investor backed and is currently operating.
When was Whatfix founded?
Whatfix was founded in 2014. It employs 501 to 1,000 people.
Where is Whatfix based?
Whatfix is headquartered in Bengaluru, India, in the Asia region.
How does Whatfix make money?
Two revenue lines are on record. SaaS Subscription (Enterprise Licenses) is the primary driver. The others are professional Services.
Who are Whatfix's main competitors?
Direct peers on record are WalkMe, Pendo, Appcues, Userpilot and Stonly. Emerging players are Tango, Chameleon and Skilljar. Broad incumbents are SAP Enable Now and Microsoft Viva Learning.
Does Whatfix have an API?
No public API is recorded for Whatfix.
What industry is Whatfix in?
Whatfix's product category is Digital Adoption Platform (DAP). Its primary akta.pro industry code is HDAEANAJ, AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs), with a secondary code of BPAEAIAF, Digital Experience Monitoring & Management (DEX/DEM, AIOps for EUC). Its NAICS code is 5132 and its SIC code is 7372.