Techsmith
TechSmith is a privately-held, employee-owned software company that builds screen capture, screen recording, and video editing tools (Camtasia, Snagit, Audiate, Screencast) used by individual creators, educators, trainers, software marketers, and Fortune 500 enterprises to create and share visual content.
- Company typePrivate
- Founded1987
- HeadquartersOkemos, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingSoftware
What Techsmith does
TechSmith Corporation is a privately-held, employee-owned software company founded in 1987 and headquartered in Okemos, Michigan. It builds screen capture, screen recording, and video editing software for individual creators, educators, software marketers, corporate trainers, customer education teams, and enterprise communications users; the company claims its tools are used by 100% of Fortune 500 companies. The product portfolio is anchored by Camtasia (screen recording and video editing) and Snagit (screen capture and markup), with Audiate providing AI-powered text-based audio/video editing and Screencast offering video hosting and team collaboration. Sub-brands include Camtasia Editor, Camtasia Snagit, Camtasia Audiate, Screencast, and asset libraries.
Underlying the products is Screentelligence™, TechSmith's proprietary machine learning framework that provides context-aware editing suggestions and analyzes metadata locally. AI capabilities span generative AI (scripts, voices, avatars), speech and audio (transcription, voiceover, noise removal, translation), computer vision (background removal, image simplification, smart redaction of PII), and process automation (Step Capture, text-based editing by deleting words from transcripts). Notable third-party dependencies include ElevenLabs for AI voice technology and a native integration with Zoom for cloud recording import.
The business model combines subscription licenses (tiered Camtasia plans: Starter, Essentials, Create, Pro; plus Audiate, Screencast, and asset subscriptions), perpetual licenses with optional maintenance, a freemium/trial funnel (Camtasia Editor full-featured free with watermarked exports), volume enterprise licensing starting at 5–10 seats, student discounts via StudentBeans in the US, Canada, and UK, and channel distribution through resellers and the Zoom Marketplace. The go-to-market motion is product-led for individuals and SMBs and field-led with volume discounts for enterprises, supported by content marketing, a certification program, and peer-review validation (G2 Leader, SourceForge Leader).
Techsmith firmographics
Firmographics- Name
- Techsmith
- Legal name
- TechSmith Corporation
- Website
- https://techsmith.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- TechSmith is a privately-held, employee-owned software company that builds screen capture, screen recording, and video editing tools (Camtasia, Snagit, Audiate, Screencast) used by individual creators, educators, trainers, software marketers, and Fortune 500 enterprises to create and share visual content.
- Ownership category
- akta.pro rank
Techsmith industry classification
Industry- Product category
- Screen Recording & Visual Communication Software
- NAICS
- Postproduction Services and Other Motion Picture and Video Industries (51219), Motion Picture and Sound Recording Industries (512)
- akta.pro primary industry
- Video Creation, Editing & Publishing Tools (Creator Software) (MPACABAD)
- akta.pro secondary industries
- Short-Form Video Creation, Editing & Templates Apps (MPACAHAE), Graphic Design & Visual Content Production (BPAFAIAC)
Keywords
Where Techsmith is headquartered
LocationHeadquarters
- HQ city
- Okemos
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Techsmith business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Subscription Licenses: Annual subscription model with tiered plans (Starter, Essentials, Create, Pro for Camtasia; individual and bundle options for Snagit). Subscriptions include access to software updates and AI features.
- Perpetual Licenses: One-time perpetual license purchase available with optional maintenance renewals for continued updates and support.
- Freemium/Trial: Free version of Camtasia Editor with full editing features but watermarked exports, used as a conversion tool to paid subscriptions.
- Volume/Enterprise Licensing: Volume discounts starting at 5-10 licenses for teams and enterprise, with custom pricing for large deployments.
- Student Discounts: Discounted student pricing through StudentBeans program in US, Canada, and UK markets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Camtasia Starter - Basic screen recording with watermarked exports |
| Subscription | Annual | Camtasia Essentials - Core video editing features |
| Subscription | Annual | Camtasia Create - AI-powered video creation |
| Subscription | Annual | Camtasia Pro - Full video production toolkit |
| Subscription | Annual | Snagit - Screen capture and markup |
| Subscription | Annual | Camtasia Audiate - AI audio and video editing |
| Subscription | Annual | Screencast Pro - Video hosting and collaboration |
| Subscription | Annual | Assets for Camtasia/Snagit - Premium content library |
| Subscription | Annual | Snagit Student Offer - Discounted student pricing |
| Subscription | Annual | Camtasia Student Offer - Discounted student pricing |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels10 records
Techsmith product offering
Product offeringCore offering
TechSmith develops, markets, and sells screen recording, screen capture, and video editing software products — primarily Camtasia (screen recorder and video editor), Snagit (screen capture and image editor), Audiate (AI-powered text-based audio editor), and Screencast (cloud-based video creation and sharing platform). The products serve both individual creators/learners (self-serve subscription storefront) and enterprise organizations (volume licensing and training) for use cases including instructional/training video, internal communications, documentation, and customer support.
Product overview
TechSmith offers a suite of screen capture, screen recording, and video editing software tools. The core products are Camtasia Editor (screen recording and video editing) and Camtasia Snagit (screen capture and markup), now unified under the Camtasia product suite umbrella. Camtasia Audiate serves as the AI-powered text-based editing module within Camtasia, enabling users to edit video by editing transcribed text and generate AI voiceovers, scripts, and avatars. Screencast provides cloud-based sharing and collaboration. Asset libraries for both Camtasia and Snagit offer premium content. The products are available as individual subscriptions or bundled packages, with tiered plans (Starter, Essentials, Create, Pro) offering progressively more AI features.
Differentiator
Problem solved
Functional benefit
Brands
- Camtasia: Screen recording and video editing software with AI-powered features including text-based editing, AI avatars, script generation, and voice generation.
- Snagit
- Audiate
- Screencast
Products and services
- Camtasia All-in-one screen recorder and video editor that lets users record their screen, webcam, and audio, then edit the resulting footage with timeline and AI-powered text-based editing. Available as both a free version (with watermark on exports) and as paid tiered subscriptions (Starter, Essentials, Create, Pro) or via enterprise volume licensing. Used by individuals, instructional designers, and enterprise teams for tutorials, training, and communication.
- Snagit Screen capture and image editor that lets users capture, edit, annotate, and share screenshots and short recordings. Targets knowledge workers, support agents, technical writers, and anyone who needs to document processes visually.
- Audiate AI-powered text-based audio editor that transcribes voice recordings into editable text so users can edit audio by editing the transcript. Used by podcasters and video producers to accelerate audio cleanup and content cleanup.
- Screencast Cloud-based video creation and sharing platform where users can record, edit, host, and share videos, with integrated AI Avatar (via D-ID) and AI Voice (via ElevenLabs) capabilities. Launched in 2022 with AI Avatar integration added in 2023; positioned for training, communication, and asynchronous collaboration workflows.
- Assets for Camtasia Add-on royalty-free library of icons, motion graphics, music, sound effects, and video assets used inside Camtasia to enrich training videos and tutorials.
- Assets for Snagit Add-on library of themes, stamps, and graphics offered as standalone collections to extend Snagit's image capture and annotation capabilities.
Quantifiable outcome
- 40% faster video editing
- +2 more outcomes
Companies that use Techsmith
Customer profileNamed customers8 records
Segments8 records
Ideal customer profiles2 records
Techsmith technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability11 records
Feature12 records
Techsmith partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- ZoomcoreTechSmith partnered with Zoom to launch Camtasia Editor for Zoom Meetings app, available on Zoom Marketplace. The app allows users to import and edit Zoom cloud recordings directly within the Camtasia Editor interface, processing video, shared screen content, and audio as separate editable layers with AI-powered Camtasia Rev workflow integration.
- ElevenLabscoreElevenLabs provides AI voice technology powering Camtasia Audiate's premium voice generation. Premium ElevenLabs voices are included with eligible subscriptions (Camtasia Audiate, Camtasia Pro, Camtasia Create) purchased directly from TechSmith online store. Note: Reseller purchases do not include ElevenLabs premium voices due to ElevenLabs policy.
- StudentBeansminorStudentBeans is the official student discount partner for TechSmith, offering verified student discounts ($20 for Snagit, $45 for Camtasia) in US, Canada, and UK markets through their verification platform.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Techsmith competitors and assessment
Company assessmentDirect peers
- Descript: AI-powered audio and video editing platform that pioneered text-based editing and AI voice generation — directly competes with Camtasia Audiate and Camtasia's AI editing features for the same creator and business-video market.
- Loom: Async video messaging platform acquired by Atlassian, focused on browser-native screen recording for team communication — directly competes with Snagit and Camtasia for quick visual communication and tutorial use cases.
- Vidyard: Business video creation and hosting platform with screen recording, AI scripting, and avatar features — competes with Camtasia for sales/marketing video use cases and Screencast for video hosting.
- Wistia: Video hosting, analytics, and creation platform serving mid-market and enterprise marketing teams — directly overlaps with TechSmith's Screencast hosting business and Camtasia's software marketing use cases.
- OBS Studio: Free, open-source screen recording and live streaming software — directly competes with Camtasia on core screen capture functionality and pressures TechSmith's pricing from below.
Broad incumbents
- Adobe: Premiere Pro, Adobe Express, and the broader Creative Cloud suite target professional and prosumer video editing at scale — competes with Camtasia Pro as an enterprise-creator alternative with much broader portfolio.
- Apple: Final Cut Pro and iMovie provide professional and consumer video editing pre-installed on Apple devices — competes with Camtasia on macOS, particularly for education and prosumer segments.
- Microsoft: Microsoft Clipchamp is a built-in Windows video editor that competes with Camtasia for casual and SMB users; Microsoft is also a TechSmith enterprise customer, illustrating the dual customer-competitor dynamic.
- Canva: Broad visual design platform that has expanded into video creation, screen recording, and AI avatar generation — competes with TechSmith across creator, marketing, and SMB segments as part of a wider design suite.
Emerging players
- Riverside.fm: Cloud-based high-quality recording and editing platform for podcasts and video — emerging alternative in the recording/editing space with stronger remote/multi-participant workflows than Camtasia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Techsmith social profiles
Digital presenceTechsmith financial estimates
Financial estimateRevenue estimate
Valuation estimate
Techsmith leadership team
Management profileNumber of profiles
Profiles9 records
Techsmith funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Techsmith 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 Techsmith
What does Techsmith do?
TechSmith develops, markets, and sells screen recording, screen capture, and video editing software products — primarily Camtasia (screen recorder and video editor), Snagit (screen capture and image editor), Audiate (AI-powered text-based audio editor), and Screencast (cloud-based video creation and sharing platform). The products serve both individual creators/learners (self-serve subscription storefront) and enterprise organizations (volume licensing and training) for use cases including instructional/training video, internal communications, documentation, and customer support.
Is Techsmith a public or private company?
Techsmith is a private company. It is classified as management employee owned and is currently operating.
When was Techsmith founded?
Techsmith was founded in 1987. It employs 251 to 500 people.
Where is Techsmith based?
Techsmith is headquartered in Okemos, United States, in the North America region.
How does Techsmith make money?
Five revenue lines are on record. Subscription Licenses are the primary driver. The others are perpetual Licenses, freemium/Trial, volume/Enterprise Licensing and student Discounts.
Who are Techsmith's main competitors?
Direct peers on record are Descript, Loom, Vidyard, Wistia and OBS Studio. Broad incumbents are Adobe, Apple, Microsoft and Canva. Riverside.fm is listed as an emerging player.
Does Techsmith have an API?
No public API is recorded for Techsmith.
What industry is Techsmith in?
Techsmith's product category is Screen Recording & Visual Communication Software. Its primary akta.pro industry code is MPACABAD, Video Creation, Editing & Publishing Tools (Creator Software), with a secondary code of MPACAHAE, Short-Form Video Creation, Editing & Templates Apps. Its NAICS code is 51219.