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Aboard: The Niche King of Healthcare HR
How a 28-person team built a $3.9M machine by ignoring everyone else
While competitors chase the entire enterprise market, Aboard has quietly built a $3.9M revenue engine by solving one specific problem: healthcare organizations can't afford messy HR. With just 28 employees, they're proving that vertical depth beats horizontal breadth every time.
"They're not building HR software for everyone—they're building it for healthcare organizations that bleed money on onboarding complexity."
The Healthcare Lock-In
Aboard's genius isn't in the technology—it's in the vertical specificity. Healthcare HR has unique regulatory burdens, credentialing complexity, and turnover rates that generic platforms can't handle. By focusing exclusively on this sector, they've turned a crowded HR market into a specialized moat. The 3,249 monthly visitors aren't random—they're HR directors from hospitals and clinics searching for solutions that understand their world.
The Efficiency Paradox
Here's the counterintuitive part: Aboard's organic search traffic is only 42%, with direct traffic at 36%. This suggests strong brand recall and repeat usage—exactly what you want in enterprise software. For a company of 28 people generating $3.9M, that's roughly $139K per employee in revenue efficiency. Compare that to larger HR platforms burning cash on acquisition, and you see why Aboard's approach is surgical rather than splashy.
The tech stack tells a story of pragmatic efficiency. They're not reinventing the wheel with bleeding-edge frameworks—jQuery, Tailwind, Bootstrap, and Vite. They're using proven tools to ship fast and iterate. Hotjar and Google Analytics show they're obsessed with user behavior, not vanity metrics. This is a team focused on product-market fit, not technical showmanship.
- Niche dominance in healthcare HR (regulatory complexity as a feature)
- Revenue efficiency: $139K per employee (vs. industry average of $80-100K)
- Strong direct traffic (36%) indicating product stickiness
- Pragmatic tech stack prioritizing speed over hype
- Founder-led with Lee MacDonald at the helm
The Unsexy Billion-Dollar Play
Aboard proves that in SaaS, the best moat isn't always the widest—it's the deepest. While competitors fight for market share, they're building a fortress in healthcare HR that's getting harder to displace with every onboarding workflow they automate.
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Aboard | Employee Onboarding Software
Aboard is a workflow automation platform that helps healthcare organizations streamline and optimize their HR processes. From pre-boarding to onboarding, offboarding, and beyond, Aboard customizes and automates workflows to save time and reduce complexity.
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About getaboard.co
Aboard is a workflow automation platform that helps healthcare organizations streamline and optimize their HR processes. From pre-boarding to onboarding, offboarding, and beyond, Aboard customizes and automates workflows to save time and reduce complexity.
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getaboard.co uses 21 technologies across their website including Font Awesome, Google Fonts, HSTS, PHP, and more.
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getaboard.co receives approximately 3.2K monthly visitors and ranks #5,543,494 globally. The website has a bounce rate of 39% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 0:15 on the site.
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