In a market saturated with legacy scanners and generic dashboards, NorthStar.io claims to offer a 'risk-based' alternative. But with just 13 employees and sub-2k monthly visitors, is this a niche boutique solution or a product struggling to find its footing?

"NorthStar isn't trying to beat Tenable or Qualys at scale; they're betting everything on business context over raw vulnerability counts."

The traffic profile is telling. 42% of visitors arrive via direct navigation, a high percentage for a site with low volume, implying a loyal but small user base or perhaps internal users. Organic search contributes 33%, but the keywords are revealing. Aside from the brand term 'northstar,' the top searches include 'gup or da gourp' and 'standard endpoint support date'—terms that feel more like internal support queries than organic market discovery. This suggests their SEO strategy is either immature or intentionally hyper-niche.

• Tech Stack: Built on modern foundations (Tailwind, Bootstrap) but relies on jQuery, suggesting legacy codebases remain in the mix.
• Revenue Scale: At $1.6M revenue with 13 employees, ARR per employee is roughly $123k—healthy for a services firm but tight for a pure SaaS play.
• Leadership: Co-founder Alex Moss and Lead Architect Shane Mears represent a technical-heavy leadership team, prioritizing engineering over aggressive marketing.