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Neat: The Hardware-First Video Conferencing Bet
Why a Norwegian hardware company is challenging the software giants in hybrid work
In a world obsessed with software-defined everything, Neat is making a bold hardware-first bet: that the future of hybrid work depends on physical devices that disappear into the background. Their $229.5M revenue proves they're onto something.
"They're not selling video conferencing equipment—they're selling the absence of friction in hybrid meetings."
The Hardware-First Counter-Narrative
While competitors like Zoom and Microsoft Teams dominate the software layer, Neat carved out a defensible moat in the physical layer. Their devices—Neat Bar, Neat Board, and Neat Frame—are purpose-built for specific platforms (Zoom, Teams), making them the Swiss Army knife of hardware. This specialization isn't a limitation; it's their competitive edge. They're not trying to be everything to everyone—they're trying to be the best hardware for the two platforms that matter most.
Traffic & Brand Dominance
With 178,210 monthly visits and 45,980 searches for 'neat' alone, they've achieved remarkable brand recall. The fact that 42% of traffic is direct—people typing 'neat.no' into their browser—suggests strong word-of-mouth in enterprise circles. Their organic search strategy is working: nearly half their traffic comes from SEO, a strong signal that IT decision-makers are actively seeking them out during procurement cycles.
The Trustpilot rating of 3.2/5 with only one review is telling. For a hardware company with $229M in revenue, this suggests either a B2B sales model that doesn't prioritize public reviews, or that their customer base is enterprises who don't typically leave public feedback. Either way, it's a gap they need to close if they want to win the mid-market segment.
- Co-founders with deep hardware pedigree (Ivar Johnsrud brings electronics expertise)
- CEO Janine Pelosi brings marketing/brand experience from Zoom, creating insider knowledge
- Top keywords show product-led discovery: 'neat bar', 'neat board', 'neat bar pro'
- Tech stack leans modern (Vite, Tailwind) but still uses jQuery—suggesting legacy codebase
- PWA support indicates mobile-first thinking for remote workers
The Anti-Startup Startup
Neat proves you can build a $229M hardware business without chasing VC unicorns—just solve real problems for hybrid teams.
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Neat - Meeting Spaces the Neat way
Discover Neat's state-of-the-art video conferencing equipment designed for seamless hybrid work. Connect effortlessly with crystal-clear audio and video, easy setup, and robust support for Zoom and Microsoft Teams.
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Reviews (1)
Rip off and Don't buy
Very Disappointed with their Devices. We bought their high end Neat Bar Pro Unified communications devices last year 24th February 2024. It had been always hard work to make this work from day 1 however we were somehow managing it until this week where it gave up completely. When reached out to their UK distributors (Unified Communications), we got a flat answer that it is out of warrantee \9more than 12 months) so nothing can be done. Neat team also said the same. It is hugely frustrating to realise a £5k worth of device which was bought 13 months ago, there is not repair or fault support from the manufacturer or distributor for the sake of 12 months warrantee period excuse. We are a small business and to see our £5k investment a year ago now become £0 is really heart wrenching. I can not believe how a tech company survives with such low grade service or warrantee module. They did not even tried to fix or identify why the device stopped responding suggests they dont really care about their customers and the experience they face. I will strongly recommend that no one should buy from this vendor as their support system is awful and product is sub standard. I made a mistake buying it a year ago and will never buy their product again.
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About neat.no
Discover Neat's state-of-the-art video conferencing equipment designed for seamless hybrid work. Connect effortlessly with crystal-clear audio and video, easy setup, and robust support for Zoom and Microsoft Teams.
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neat.no receives approximately 178.2K monthly visitors and ranks #215,375 globally. The website has a bounce rate of 46% with visitors viewing an average of 3.3 pages per visit. Users spend an average of 4:26 on the site.
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