The traffic composition is the smoking gun. With 77% direct visits and only 17% organic search, iCare Manager has achieved what most SaaS companies dream of: a daily habit. These aren't prospects browsing for solutions; these are clinicians and administrators logging in to manage compliance, payroll, and patient outcomes. The product has become the operational backbone of its users' workday.

iCare isn't trying to be everything to everyone. By focusing exclusively on Intellectual and Developmental Disabilities (IDD) and long-term care, they navigate a complex web of state-specific regulations and Medicaid billing that generic EHRs fail to address. This vertical depth creates a high switching cost that protects their $7.4M revenue base from generalist competitors.