Adora
Adora is an AI-native SaaS platform that automatically maps every product screen, interaction and user path without manual tagging, serving product, design and engineering teams at software companies from startups through enterprises with visual journey maps, AI-driven insights and session replays.
- Company typePrivate
- Founded2023
- HeadquartersSouth Melbourne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Adora does
Adora is an Australia-based, AI-native product experience visualization SaaS platform founded in 2023 by Omar Salem (former Head of Product Growth at Canva) and Nathan Scully (former Amazon engineering lead). The company targets product, design and engineering teams at software-led companies, from early-stage startups through enterprise organizations, offering automated journey mapping, AI-powered friction detection, AI-analyzed session replays, a live product design library, a Product Wayback Machine, a natural-language Q&A interface ("Ask Adora") and embeddable "Living Product Docs" that sync into Notion, Confluence, Figma and Linear. Headquartered in Sydney with offices in Melbourne and Byron Bay, Adora publicly launched in February 2026 with more than 2,000 companies having joined its private beta, and named enterprise design partners include Canva, Notion, Chess.com, Linktree and Replit.
The platform is built around a lightweight JavaScript snippet (built on the open-source rrweb package, the same library used by Sentry and Datadog) that captures DOM mutation events server-side and reconstructs full visual screenshots in a secure headless browser, eliminating the need for manual event tagging. AI capabilities layer on top of this capture pipeline to detect failed payments, empty states, error loops and friction points; to cluster sessions into emergent behavioral patterns; and to power natural-language Q&A over the product's journey and screen corpus. Privacy is enforced client-side via automatic input masking, CSS-class/data-attribute controls and URL allow/block lists, with SOC2 Type II and HIPAA compliance in place. The platform is delivered as a single integrated product spanning multiple coequal modules rather than as a suite of separate point tools.
Adora operates a hybrid go-to-market combining product-led self-serve onboarding (Explorer plan at US$330/month for 50K sessions, with a 14-day free trial and no credit card required) and a sales-assisted enterprise motion (Business plan at US$950/month for unlimited seats, Slack Connect support, designated account manager, SOC2 and HIPAA; custom Enterprise pricing above 500K sessions/month). Revenue is recurring SaaS subscription with monthly and annual billing (20% annual discount), and the company sells globally with a particular US enterprise focus despite its Australian headquarters. The company raised a US$7 million seed round in February 2026 led by Blackbird Ventures at an implied ~US$35 million post-money valuation.
Adora firmographics
Firmographics- Name
- Adora
- Legal name
- Adora Software Pty Ltd
- Website
- https://adora.ai
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Adora is an AI-native SaaS platform that automatically maps every product screen, interaction and user path without manual tagging, serving product, design and engineering teams at software companies from startups through enterprises with visual journey maps, AI-driven insights and session replays.
- Ownership category
- akta.pro rank
Where Adora is headquartered
LocationHeadquarters
- HQ city
- South Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Adora 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 (Explorer & Business Plans): Adora sells tiered SaaS subscriptions (Explorer and Business) priced on a per-session-volume basis, with monthly and annual billing options. Annual plans receive a 20% discount. Each plan includes a defined monthly session cap, with auto-scaling sample rates to distribute session recording evenly across the billing period. Upsell occurs as customers increase session volume requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Explorer: core platform for growing teams at $330/month for 50K sessions |
| Subscription | Monthly | Business: advanced features with unlimited seats and priority support at $950/month for 50K sessions |
| Subscription | Multi-year contract | Enterprise: custom quote for organizations requiring >500K sessions/month |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Adora product offering
Product offeringCore offering
Adora is an AI-native product visualization and journey-mapping SaaS platform that uses a lightweight JavaScript snippet to automatically capture every screen, interaction, and user path in a product without manual event tagging. The platform generates automated visual journey maps, AI-powered insights, session replays, and a live product design library so product teams can monitor friction, debug issues, and prioritize what to ship next. It is sold as a tiered subscription (Explorer and Business) with self-serve onboarding and enterprise-grade options.
Product overview
Adora is a unified product experience visualization platform built as a single integrated product with multiple coequal modules. The core platform centers on automated journey mapping powered by a JavaScript snippet that captures every product screen, user interaction, and path in real-time without manual tagging. The product portfolio consists of seven interconnected modules: Automated Journey Maps (auto-mapped user paths across all product variations), AI Insights (24/7 anomaly detection surfacing friction and errors), Product Design Library (live auto-updating screen repository), Visual Analytics (contextual metrics overlaid on live screens), Session Replays (AI-analyzed session recordings with friction detection), Ask Adora (natural language Q&A across the product experience), Product Wayback Machine (historical screen capture and release comparison), and Living Product Docs (embeddable live documentation for Notion, Confluence, and Figma). Pricing is structured into Explorer (up to 10 seats, 50K sessions, email support) and Business (unlimited seats, 90-day retention, Slack support, dedicated AM, SOC2 + HIPAA) tiers.
Differentiator
Problem solved
Functional benefit
Products and services
- Adora Platform
Quantifiable outcome
- Product teams save 3–4 hours per person per week on manual tracking and investigation (Caleb & Brown case study)
- +3 more outcomes
Companies that use Adora
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
Adora technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability5 records
Feature9 records
Adora partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core integration partner.
- Notioncore integration partnerAdora integrates with Notion through its 'Living Product Docs' feature, allowing users to embed live visual journeys and auto-updating product screenshots directly into Notion workspaces. Notion's product team is also a customer of Adora.
- Confluencecore integration partnerAdora's Living Product Docs feature embeds live product visuals and journey maps into Atlassian Confluence, enabling product teams to maintain living documentation that automatically updates with each product release.
- Figmacore integration partnerAdora enables users to export live product views directly into Figma, allowing designers to work from real product context rather than stale files and screenshots.
- Linearcore integration partnerAdora's AI Insights feature integrates with Linear, allowing detected product issues and friction points to be sent directly as Linear tickets with relevant session replays attached, enabling one-click bug ticket creation.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Adora competitors and assessment
Company assessmentDirect peers
- Hotjar: Hotjar provides session recordings, heatmaps, and user feedback for product teams. While more SMB-focused, it overlaps with Adora's self-serve Explorer tier and journey-mapping value proposition for growing product organizations.
- Smartlook: Smartlook offers session recording, heatmaps, and event-based analytics for web and mobile products. It targets SMB and mid-market product teams with self-serve pricing that parallels Adora's Explorer tier.
- FullStory: FullStory is a direct competitor offering session replay, digital experience analytics, and journey mapping. Like Adora, it captures user sessions without extensive manual instrumentation and overlays analytics on real product flows, serving mid-market and enterprise product teams.
- PostHog: PostHog is an open-source product analytics platform offering session replay, feature flags, and event auto-capture. It competes with Adora for developer-led and PLG SaaS customers who want integrated analytics and replay without manual instrumentation.
- LogRocket: LogRocket combines session replay with product analytics and AI-driven issue detection, directly mirroring Adora's core feature set including AI Insights and automated journey visualization for product and engineering teams.
- Heap (by Contentsquare): Heap pioneered auto-capture analytics that eliminate manual event tagging — Adora's central differentiator. Both target product-led companies wanting zero-instrumentation visibility into user behavior across web and mobile journeys.
Broad incumbents
- Amplitude: Amplitude is a leading product analytics platform targeting PMs and product growth teams. It competes with Adora for the same buyer persona and is layering AI-assisted analysis and journey features that overlap with Adora's automated journey maps.
- Pendo: Pendo combines product analytics with in-app guides and user feedback for SaaS product teams. It overlaps with Adora in journey visibility and is increasingly adding AI-powered insight generation, serving a similar enterprise product team buyer.
- Mixpanel: Mixpanel is an established product analytics platform serving the same product team buyer as Adora. While more dashboard-centric and historically requiring manual event tagging, Mixpanel has begun adding session replay and AI features, positioning it as a broader incumbent in the category.
- Sentry: Sentry uses the same underlying rrweb open-source library as Adora for session replay and is expanding into broader product experience analytics. It represents an incumbent threat in the session replay capture layer Adora is built on.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Adora social profiles
Digital presenceAdora compliance and trust
Trust signalCompliance2 records
Adora financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adora leadership team
Management profileNumber of profiles
Profiles5 records
Adora funding detail
Funding detailFunding overview
Funding rounds1 record
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adora 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 Adora
What does Adora do?
Adora is an AI-native product visualization and journey-mapping SaaS platform that uses a lightweight JavaScript snippet to automatically capture every screen, interaction, and user path in a product without manual event tagging. The platform generates automated visual journey maps, AI-powered insights, session replays, and a live product design library so product teams can monitor friction, debug issues, and prioritize what to ship next. It is sold as a tiered subscription (Explorer and Business) with self-serve onboarding and enterprise-grade options.
Is Adora a public or private company?
Adora is a private company. It is classified as venture growth investor backed and is currently operating.
When was Adora founded?
Adora was founded in 2023. It employs 11 to 50 people.
Where is Adora based?
Adora is headquartered in South Melbourne, Australia, in the Oceania region.
How does Adora make money?
One revenue line is on record: saaS Subscription (Explorer & Business Plans).
Who are Adora's main competitors?
Direct peers on record are Hotjar, Smartlook, FullStory, PostHog, LogRocket and Heap (by Contentsquare). Broad incumbents are Amplitude, Pendo, Mixpanel and Sentry.
Does Adora have an API?
Yes. Adora provides a JavaScript SDK (@adora-so/adora-js) available via npm, pnpm, and yarn for integrating the product analytics and session recording snippet into web applications. The SDK exposes an adoraStart() function to initialize capture and adoraStop() to pause. Developers can configure properties (user traits, experiment flags), override language, and bypass sampling. A self-service delete API endpoint (api.adora.so/sessions/delete) allows deleting session data for specific users by UID. Supports Sub-resource Integrity (SRI) with SHA-256/SHA-384 hashes for script verification. Content Security Policy (CSP) allowlisting required for script-src and connect-src directives. Documentation at docs.adora.ai. Developer documentation is at www.adora.ai/docs.