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Mural: The $192M Bet on Digital Whiteboarding
How Mural captured 1.8M monthly visits by betting on collaboration over creation
In a world obsessed with AI creation tools, Mural quietly built a $126M revenue business by solving a simpler problem: making remote meetings actually work. While competitors chase generative features, Mural dominates the digital whiteboard space with pure, focused collaboration.
"Mural doesn't compete with Miro on features—it competes on clarity. While Miro tries to be everything, Mural owns the workshop."
The Enterprise Lock-In Strategy
With 65% direct traffic and only 28% organic search, Mural has achieved what every SaaS company dreams of: a user base that types 'mural.co' directly into their browser. This isn't a product people discover by accident—it's a tool their enterprise mandates. The 1.8M monthly visits represent teams, not individuals, which explains the 688 employees serving a $126M revenue base: a 183k ARR per employee ratio that screams enterprise efficiency.
The SEO Paradox
Here's the fascinating contradiction: Mural ranks for 'mural' with 106K monthly searches, but its biggest keyword threat is 'miro' with 1.5M searches. Yet Mural's 65% direct traffic suggests they've escaped the keyword war entirely. They're not competing for 'whiteboard' (511K searches) or 'tier list' (363K)—they're building a moat where users don't need to search because the tool is already in their workflow.
The Trustpilot rating of 2.9/5 from only 24 reviews reveals a critical insight: Mural doesn't optimize for individual user satisfaction. It optimizes for team adoption. The low review count from a 1.8M monthly visit base suggests their users aren't leaving reviews—they're leaving meeting rooms to join the next workshop.
- Direct traffic dominance (65%) indicates deep enterprise integration
- 192M funding suggests aggressive expansion or acquisition strategy ahead
- Low review-to-visit ratio (0.001%) signals B2B vs B2C product focus
Mural wins by not playing the feature race
While competitors add AI, Mural deepens collaboration—proving that in enterprise software, focus beats breadth every time
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Reviews (20)
Mural for Hybrid Facilitation
Mural is an online collaboration tool that has transformed the way our team brainstorm, plan, and execute projects. Our team collaboration has been enhanced, particularly in the hybrid working model. We love Mural's templates that allow us to kickstart our projects, saving time and still providing inspiration. We also enjoy the features that assist in facilitation like the timer, voting and private mode.
Easily the best and most intuitive…
Easily the best and most intuitive collaborative workspace tool out there. This enables workshop facilitation better than any other tool on the market. It has helped me cut down my time spent and digitalize my workshop facilitation processes massively!
My go to collaboration tool
My standard online collaboration platform - used for teaching, presentations, and everyday collaboration. Can't wait to see the new AI features
Mural is a great collaboration tool…
Mural is a great collaboration tool that allows everyone to contribute equally. It's easy and fun UX ensures the experience for users.
Great tool for moderating online…
Great tool for moderating online collaboration efforts, both online and offline. Easy to use, and simple to get people collaborating on a whiteboard on the platform.
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About mural.co
Company Overview
Technology Stack
mural.co uses 23 technologies across their website including Vidyard, HSTS, Cloudflare Turnstile, Sentry, and more.
Video
Vidyard
Security
HSTS, Cloudflare Turnstile
Error Tracking
Sentry
CMS
Webflow
CDN
jsDelivr
Cloud & Hosting
AWS CloudFront, Cloudflare
Traffic & Audience
mural.co receives approximately 1.8M monthly visitors and ranks #29,453 globally. The website has a bounce rate of 34% with visitors viewing an average of 3.8 pages per visit. Users spend an average of 2:36 on the site.
The majority of mural.co's traffic comes from undefined, undefined, .
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