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Felux: The Operating System for Steel
How a 39-person team is building an AI-powered platform for a $1.2 trillion industry
In an industry built on molten metal and manual spreadsheets, Felux is forging a digital backbone for steel service centers. They're not just selling software—they're claiming to be the first and only AI-powered operating platform for steel, transforming fragmented sales workflows into a unified revenue engine.
"They're targeting a $1.2 trillion global steel market with a platform that promises to unify the most fragmented sales workflows in industrial B2B."
The Steel Industry Problem
Steel service centers operate in a world of chaos—disconnected inventory systems, manual quote generation, and sales teams drowning in spreadsheets. Felux identified this as a $1.2 trillion global market opportunity where even a 1% efficiency gain represents $12 billion in value. Their solution is an AI-powered OS that integrates inventory, sales, and operations into a single revenue-driving engine.
The Growth Story
With 524 monthly visits and 68% direct traffic, Felux operates in a hyper-targeted niche where brand recognition matters more than broad SEO reach. The fact that their top keyword is 'felux' (210 monthly searches) alongside a typo variant 'felxu' (220 searches) reveals a small but engaged audience actively seeking them out. This isn't a growth-by-volume play—it's a precision strike on enterprise accounts.
The company's leadership team—CEO Dallas Hogensen, Head of Revenue Operations Ryan Dunlap, and commercial directors Grant Bordine and Tony Bova—reads like a playbook for B2B SaaS success: founder-led sales, strategic operations, and deep industry expertise. With 39 employees generating $7.6M in revenue, they're at approximately $195K ARR per employee—a solid efficiency ratio for a vertical SaaS company.
- Vertical SaaS in a $1.2T market with extreme fragmentation
- AI-powered platform (not just another CRM layer)
- Founder-led commercial team with deep industry ties
- 68% direct traffic indicates strong brand recall in niche
- Niche keywords with commercial intent ('felux' + misspelling)
The Verdict: A Stealth Giant in Vertical SaaS
Felux is executing a classic vertical SaaS playbook—deep industry focus, founder-led sales, and revenue-first growth. The numbers suggest they're in the 'prove it' stage before scaling. For investors and founders, this is a case study in how to dominate a niche before expanding.
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Felux | The Operating System for Steel
Felux is the first and only AI-powered operating platform for steel service centers transforming fragmented sales workflows into a unified, revenue-driving engine.
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About felux.com
Felux is the first and only AI-powered operating platform for steel service centers transforming fragmented sales workflows into a unified, revenue-driving engine.
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Technology Stack
felux.com uses 21 technologies across their website including Cloudinary, Google Fonts, HSTS, Cloudflare Turnstile, and more.
Media
Cloudinary
Fonts
Google Fonts
Security
HSTS, Cloudflare Turnstile
CMS
Webflow
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cdnjs, jsDelivr
Cloud & Hosting
Amazon S3, Amazon Web Services, AWS CloudFront, Cloudflare
Traffic & Audience
felux.com receives approximately 524 monthly visitors and ranks #7,595,335 globally. The website has a bounce rate of 54% with visitors viewing an average of 1.7 pages per visit. Users spend an average of 0:30 on the site.
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