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obvious.ly: The $28M Martech Machine
How a 183-person team built an empire on influencer marketing
In a martech landscape crowded with bloated SaaS platforms, obvious.ly isn't reinventing the wheel—it's selling the entire car. With 183 employees and $28.2M in revenue, this isn't a startup finding product-market fit; it's a well-oiled machine scaling a specific playbook to dominance.
"obvious.ly isn't selling software—they're selling guaranteed reach, wrapped in a platform."
The Team Behind the Curtain
The executive bench reads like a playbook for scaling a martech agency: Mae Karwowski as CEO/Founder drives vision, Justin Vatz (CFO) manages the financial engine, Maxime Domain (CTO & Co-founder) builds the tech, Kristen Antoline (VP Operations) scales processes, and Juan Flores (VP Brand Partnerships) locks in the revenue. This isn't a founder with engineers; it's a full-stack leadership team built for execution.
The Tech Stack Reality Check
Their stack reveals the truth: jQuery, Tailwind CSS, Bootstrap, Ant Design, and DaisyUI. This isn't bleeding-edge architecture—it's pragmatic, fast-to-market engineering. They're not building proprietary AI models; they're using proven tools to ship a platform that connects brands with influencers at scale. The presence of Google Tag Manager, LinkedIn Insight Tag, and Facebook Pixel screams data-driven performance marketing.
The most telling detail? They're in the Martech space with 183 employees and $28.2M revenue, yet have zero public traffic data, no SEO footprint, and no organic keywords. This isn't a consumer-facing brand—it's a B2B machine that likely operates on direct sales, partnerships, and referral networks. The lack of public metrics suggests a private, enterprise-focused operation that doesn't need organic search to survive.
- Revenue-per-employee: ~$154K (healthy for martech)
- Team size suggests Series B/C stage, not early startup
- Zero public traffic = enterprise sales motion
- Tech stack prioritizes speed over innovation
- Leadership team built for scaling, not building
The Obvious Truth
obvious.ly proves that in martech, execution beats innovation. They're not building the next AI revolution—they're building a reliable, scalable service business wrapped in software. For founders and investors, the lesson is clear: sometimes the most valuable company isn't the most technologically sophisticated one.
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About obvious.ly
Company Overview
Technology Stack
obvious.ly uses 20 technologies across their website including Vimeo, Google Fonts, HSTS, and more.
Video
Vimeo
Fonts
Google Fonts
Security
HSTS
CMS
Webflow
CDN
cdnjs, jsDelivr
Cloud & Hosting
AWS CloudFront, Cloudflare
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