Appcues
Appcues is a no-code customer engagement platform that helps SaaS teams deliver personalized in-app, email, and push experiences based on user behavior across web and mobile, serving customers from SMBs to enterprises including HubSpot, Adobe, Wayfair, and Fiverr.
- Company typePrivate
- Founded2013
- HeadquartersBoston, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Appcues does
Appcues is a Boston-based, venture-backed private company founded in 2013 that operates a no-code customer engagement platform for web and mobile applications. The platform enables SaaS product, marketing, and customer success teams to design, deploy, and measure personalized in-app experiences, behavioral emails, and mobile push notifications without engineering involvement, anchored by a JavaScript SDK plus native iOS and Android SDKs with React Native, Flutter, and Ionic support. The company combines a product-led growth motion (self-serve signup, free tier, interactive tours, demo requests) with an enterprise field sales motion for larger customers requiring custom pricing, HIPAA compliance, and dedicated support, with pricing that ranges from free and entry-level tiers to enterprise custom quotes exceeding $100,000 annually. Appcues monetizes through tiered subscription SaaS billed monthly or annually, with usage-based overages on Monthly Active Users and Page Views, and serves enterprise customers including HubSpot, Adobe, Wayfair, Fiverr, Airbase, Cint, and Newsela alongside a long-tail PLG base across more than 25 CRM, analytics, marketing automation, and data pipeline integrations.
In 2025, Appcues launched Appcues AI, a system of AI agents (advisor, delivery specialist, segmentation planner, experience builder, growth analyst) that operates on the platform's behavioral data corpus to plan, build, and optimize customer engagement experiences, and introduced an MCP Server (Beta) that exposes Appcues data to external AI tools such as ChatGPT and Claude. The company maintains enterprise-grade compliance (SOC 2 Type 2, GDPR, CCPA, EU-U.S. Data Privacy Framework, HIPAA on Enterprise) and is recognized by Gartner as a Digital Adoption Platform Leader alongside Pendo and WalkMe, with a G2 industry leader badge and FeaturedCustomers Top Performer ranking. Total disclosed funding is approximately $52.8 million across a $1.2M seed (2014), $2.5M (2016), $10M Series A led by Sierra Ventures (2018), and a $32.1M Series B led by NewSpring Capital with a $7M venture debt facility from Bridge Bank, both in January 2022. The current leadership team installed in 2025 includes CEO Ryan Barry (formerly President at Zappi), VP of Product Bernadette Fisher, and VP of Finance & Operations John McCarthy, signaling a strategic pivot toward AI-led customer experience.
Appcues firmographics
Firmographics- Name
- Appcues
- Legal name
- Appcues, Inc.
- Website
- https://appcues.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Appcues is a no-code customer engagement platform that helps SaaS teams deliver personalized in-app, email, and push experiences based on user behavior across web and mobile, serving customers from SMBs to enterprises including HubSpot, Adobe, Wayfair, and Fiverr.
- Ownership category
- akta.pro rank
Appcues industry classification
Industry- Product category
- Digital Adoption Platform
- NAICS
- Software Publishers (513210), Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ)
Keywords
Where Appcues is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Appcues business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription SaaS: Appcues operates as a subscription-based SaaS platform with tiered pricing plans. Customers pay recurring subscription fees based on plan level, seat count, and usage metrics such as Monthly Active Users and Page Views. The service is billed in advance on monthly or annual cycles with non-refundable terms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise plan with full feature access, dedicated support, and custom pricing |
| Subscription | Monthly | Pricing ranges from free tiers to enterprise custom quotes exceeding $100,000 annually |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
Appcues product offering
Product offeringCore offering
Appcues is a no-code customer engagement platform that enables SaaS product, marketing, and customer success teams to publish personalized in-app tours, announcements, surveys, behavioral emails, and push notifications across web and mobile applications based on user behavior. The platform tracks and analyzes product usage and combines an AI-powered growth engine with a JavaScript and native mobile SDK to drive onboarding, feature adoption, trial conversion, and retention without requiring engineering involvement.
Product overview
Appcues is a customer engagement platform for web and mobile applications, consisting of a unified core platform with specialized product modules. The platform consists of Web and Mobile components for delivering experiences across channels, complemented by In-app messaging, Behavioral email, and Push notifications as delivery mechanisms. Appcues AI is an AI-powered layer providing agent-based assistance for planning, building, and optimizing experiences. Additional features include Identity Verification for security and the Appcues SDK for developer integration. The platform serves SaaS teams focused on user onboarding, feature adoption, and customer engagement.
Differentiator
Problem solved
Functional benefit
Products and services
- Appcues Platform Unified customer engagement platform for web and mobile applications that enables teams to deliver personalized in-app, email, and push experiences based on user behavior, supporting onboarding, feature adoption, trial conversion, and retention use cases.
- Appcues for Web Product offering for driving growth across web application experiences, enabling in-app guidance, behavioral targeting, and engagement for SaaS teams operating browser-based products.
- Appcues for Mobile Native mobile experience delivery for iOS and Android applications, providing native-looking in-app guidance, behavioral targeting, and engagement within mobile apps.
- In-App Messaging In-app messaging module that guides users at moments that matter through targeted messages, tooltips, modals, slideouts, and other in-context guidance delivered inside the host application.
- Behavioral Email Behavioral email module that sends targeted email messages at the right time based on user behavior and journey stage, integrated with the same audience logic that powers in-app experiences.
- Push Notifications Mobile push notification module that brings users back to the app and re-engages them through behavior-triggered push messages delivered to iOS and Android devices.
- Appcues AI AI-powered system of specialized agents that helps product, growth, and customer success teams plan, build, and optimize customer experiences using conversational AI and behavioral data.
- Appcues MCP Server Model Context Protocol server integration that exposes Appcues data to external AI assistants such as ChatGPT and Claude, enabling conversational querying of customer engagement data.
- Appcues SDK Software Development Kit for JavaScript (web), native iOS, and native Android that enables developers to install Appcues into applications and integrate with Segment, Rudderstack, and Google Tag Manager.
Quantifiable outcome
- B2B SaaS products typically achieve 36-38% activation rates; Appcues helps improve this through targeted in-app experiences
- +2 more outcomes
Companies that use Appcues
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
Appcues technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration25 records
AI capability4 records
Feature4 records
Appcues partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, major, supporting and infrastructure.
- SegmentcoreTwo-way integration with Segment's analytics.js enabling Appcues to receive user identification, properties, and events through Segment's customer data platform.
- SalesforcecoreTwo-way integration with Salesforce CRM enabling data synchronization between customer engagement data and sales/customer records.
- HubSpotcoreTwo-way integration with HubSpot marketing and CRM platform for synchronized customer data and engagement workflows.
- AmplitudemajorTwo-way integration with Amplitude analytics platform enabling bidirectional data flow for behavioral analysis and experience targeting.
- MixpanelmajorTwo-way integration with Mixpanel analytics for user behavior data synchronization and collaborative insights.
- HeapmajorTwo-way integration with Heap autocapture analytics platform for comprehensive user interaction data.
- IntercommajorIntegration with Intercom customer messaging platform for coordinated in-app messaging and support workflows.
- SlackmajorServer-side integration with Slack for real-time notifications and team collaboration around customer engagement metrics.
- ZapiermajorTwo-way integration via Zapier enabling automated workflows between Appcues and thousands of other applications.
- Google AnalyticssupportingClient-side integration with Google Analytics for tracking Appcues experience engagement alongside broader website analytics.
- Amazon Web Services (AWS)infrastructureCloud infrastructure provider using AWS High Availability feature with synchronous standby replica in different Availability Zone. All data stores backed up at least once every 24 hours with encryption.
- RudderstacksupportingIntegration with Rudderstack customer data platform alternative to Segment for event and user data routing.
- HightouchsupportingReverse ETL data ingestion integration enabling customer data synchronization from data warehouses back into Appcues.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Appcues competitors and assessment
Company assessmentDirect peers
- Pendo: Pendo is the largest independent Digital Adoption Platform, offering in-app guides, product analytics, and feedback tools. It directly competes with Appcues across the DAP category and is named alongside it in Gartner's 2025 Leader recognition.
- WalkMe: WalkMe is a publicly listed Digital Adoption Platform specializing in enterprise software guidance and process automation. It competes head-to-head with Appcues for enterprise DAP deals and is named alongside Appcues in Gartner's 2025 DAP analysis.
- Userpilot: Userpilot is a no-code product adoption and onboarding platform targeting SaaS product teams. It offers directly overlapping features (in-app tours, tooltips, NPS) and competes with Appcues in the same Gartner-recognized DAP cohort.
- Userflow: Userflow is a Digital Adoption Platform focused on in-app onboarding flows, checklists, and surveys for SaaS applications. It serves the same horizontal SaaS-product-team buyer as Appcues with a comparable no-code builder.
- Chameleon: Chameleon is a Digital Adoption Platform providing in-app product tours, tooltips, and microsurveys. It directly competes with Appcues in the mid-market SaaS segment with a similarly no-code experience builder.
- Whatfix: Whatfix is a Digital Adoption Platform specializing in enterprise application onboarding and self-help. It overlaps with Appcues in DAP features (in-app guidance, analytics) and competes on enterprise deals, particularly for non-SaaS software users.
Broad incumbents
- Amplitude: Amplitude is a leading product analytics platform that has progressively added engagement and experimentation features. It overlaps Appcues on behavioral data integration and increasingly on user-engagement orchestration, making it a broader incumbent in the same space.
- Mixpanel: Mixpanel is a product analytics platform with bidirectional integration to Appcues. It serves the same SaaS product teams and is expanding native messaging and engagement features, positioning it as a broader incumbent that competes for the same budget.
- Intercom: Intercom is a customer messaging platform (chat, email, in-app messages, AI bots) with significant overlap to Appcues' in-app messaging and behavioral email products. It is a direct integration partner but increasingly a competitor as it expands behavioral engagement capabilities.
- Heap (by Contentsquare): Heap is an autocapture product analytics platform now part of Contentsquare, with bidirectional data flow to Appcues. It targets the same SaaS product teams and increasingly bundles engagement features, making it a broader incumbent in the same category.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks4 records
Key highlights7 records
Customer concentration
Appcues social profiles
Digital presenceAppcues compliance and trust
Trust signalCompliance5 records
Appcues financial estimates
Financial estimateRevenue estimate
Valuation estimate
Appcues leadership team
Management profileNumber of profiles
Profiles8 records
Appcues funding detail
Funding detailFunding overview
Funding rounds5 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Appcues M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Appcues
What does Appcues do?
Appcues is a no-code customer engagement platform that enables SaaS product, marketing, and customer success teams to publish personalized in-app tours, announcements, surveys, behavioral emails, and push notifications across web and mobile applications based on user behavior. The platform tracks and analyzes product usage and combines an AI-powered growth engine with a JavaScript and native mobile SDK to drive onboarding, feature adoption, trial conversion, and retention without requiring engineering involvement.
Is Appcues a public or private company?
Appcues is a private company. It is classified as venture growth investor backed and is currently operating.
When was Appcues founded?
Appcues was founded in 2013. It employs 51 to 100 people.
Where is Appcues based?
Appcues is headquartered in Boston, United States, in the North America region.
How does Appcues make money?
One revenue line is on record: subscription SaaS.
Who are Appcues's main competitors?
Direct peers on record are Pendo, WalkMe, Userpilot, Userflow, Chameleon and Whatfix. Broad incumbents are Amplitude, Mixpanel, Intercom and Heap (by Contentsquare).
Does Appcues have an API?
Yes. Appcues provides an HTTP API for adding individual user events and profiles to Appcues accounts. The API supports server-side event tracking and data ingestion. SDKs available for JavaScript (web) and Mobile (iOS/Android). Identity Verification API allows generating UserID signatures for secure authentication. Developer documentation is at docs.appcues.com/dev-api-data/http-api-developer.
What industry is Appcues in?
Appcues's product category is Digital Adoption Platform. Its primary akta.pro industry code is HDAEANAJ, AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs). Its NAICS code is 513210 and its SIC code is 7372.