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Excellent: The Quiet HR Revolution
A $21M SaaS bet that HR doesn't need more software—it needs better design
In a market saturated with HR platforms promising the moon, Excellent is betting on something radical: design thinking. With 132 employees and $21.1M in revenue, this isn't another feature-bloated HR suite—it's a methodology-first company quietly transforming how HR teams operate.
"Excellent isn't selling software—they're selling a design-led philosophy for HR teams that refuse to be mediocre."
The Paradox of Low Traffic
With only 176 monthly visits, Excellent's digital footprint seems microscopic for a $21M company. But this reveals their true nature: they're not playing the SEO game. Their traffic is 44% organic—people searching for 'excellent company' and 'excellence' aren't finding them by accident. They're being referred. This is a product that sells through networks, not keywords.
The Design Thinking Wedge
While competitors like BambooHR and Rippling chase feature parity, Excellent carves a niche with 'Design Thinking for HR.' Their three headline pillars—'Transform HR Through Design Thinking,' 'Why HR Teams Need Design Thinking,' and 'Building Design-Led HR Capability Together'—reveal a clear positioning. They're not an HR tool; they're an HR methodology platform. This is defensible territory that big HR suites can't easily replicate.
The tech stack tells another story. jQuery, Tailwind CSS, Bootstrap, Ant Design, DaisyUI—this isn't a cutting-edge startup. It's a pragmatic, battle-tested stack that prioritizes reliability over buzzwords. They're using Hotjar and Google Analytics to understand user behavior, not to chase vanity metrics. This is a company building for the long haul, not for a Series B pitch deck.
- Revenue-focused: $21.1M with 132 employees = ~$160K revenue per employee
- Low digital footprint: 176 monthly visits suggests enterprise sales motion
- Design-led positioning: Unique in the crowded HR SaaS space
- Pragmatic tech: Mature stack focused on reliability, not trends
The Quiet Giant in HR Design
Excellent proves that in HR SaaS, methodology beats features every time. Their $21M revenue on minimal traffic isn't a bug—it's proof of a superior sales model. For founders and investors, this is a masterclass in niche dominance: own a methodology, not just a product category.
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Transform HR Through Design Thinking
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About excellent.io
Transform HR Through Design Thinking
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Technology Stack
excellent.io uses 20 technologies across their website including Font Awesome, Google Fonts, HSTS, PHP, and more.
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Font Awesome, Google Fonts
Security
HSTS
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PHP
CMS
Webflow
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AWS CloudFront, Cloudflare
Email Marketing
ActiveCampaign
Traffic & Audience
excellent.io receives approximately 176 monthly visitors and ranks #7,293,305 globally. The website has a bounce rate of 52% with visitors viewing an average of 2.3 pages per visit. Users spend an average of 1:55 on the site.
The majority of excellent.io's traffic comes from .
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