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Roster: The Anti-Influencer Platform
How a 33-person team is weaponizing customer referrals over creator campaigns
In a market saturated with influencer marketing platforms, Roster is betting that your most powerful advocates aren't famous creators—they're your actual customers. With a lean team of 33 and $4M in revenue, they're proving that authentic word-of-mouth scales better than paid promotion.
"They're not selling software—they're selling the end of the influencer economy as we know it."
The Customer-as-Ambassador Model
Roster's core insight is brutally simple: your existing customers already trust your product. Why pay influencers when you can incentivize real users to share authentic experiences? Their platform turns satisfied customers into motivated brand ambassadors, creating a referral flywheel that drives awareness and sales organically. This isn't about finding the right creator—it's about activating the right customer at the right moment.
The Traffic Paradox
Here's what's fascinating: 62% of Roster's traffic comes directly, not through search. That's unusually high for a B2B SaaS company and suggests strong word-of-mouth in their target market—ironic for a company selling word-of-mouth solutions. Yet their organic search is only 22%, indicating they're still early in SEO maturity. The traffic sources are mysterious (all listed as 'undefined'), but the direct dominance hints at a product that spreads through founder networks and peer recommendations.
Their keyword strategy reveals a mixed bag. While they rank for branded searches, the top terms include 'shameless pets affiliate program' and 'who to contact at nike to be an influencer'—queries that suggest users are exploring alternatives or trying to understand influencer mechanics. The 'getroster export data of properties' query is particularly telling, hinting at data export capabilities that might appeal to enterprise users.
- 33-person team generating $4M in revenue = ~$121K revenue per employee
- Direct traffic dominance (62%) suggests strong brand recall and repeat usage
- Tech stack is modern but conservative—jQuery and Bootstrap alongside Tailwind
- API documentation suggests enterprise-ready capabilities
The Quiet Giant in UGC
Roster is building the infrastructure for authentic advocacy in an age of manufactured influence. With 33 people and $4M, they're proving that the best marketing doesn't feel like marketing—it feels like a recommendation from a friend.
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About getroster.com
Turn your customers into motivated brand ambassadors that boost awareness and sales.
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getroster.com uses 22 technologies across their website including Font Awesome, PHP, WordPress, and more.
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getroster.com receives approximately 26.3K monthly visitors and ranks #853,050 globally. The website has a bounce rate of 50% with visitors viewing an average of 3.5 pages per visit. Users spend an average of 0:40 on the site.
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