Paperwise's keyword strategy reveals their playbook: they're not competing for generic 'RPA' terms. Instead, they own specific intent—'robotic process automation in healthcare' (130 monthly searches) and 'logistics manager software' (240 monthly searches). This is a classic vertical SaaS move: dominate a niche before expanding. Their 53% organic traffic share suggests they're doing it efficiently, likely through content marketing that speaks directly to these pain points.

With 48 employees generating $5.6M in revenue, Paperwise is operating at roughly $116K revenue per employee. That's lean—very lean. For comparison, many SaaS companies hover around $200-300K per employee at this stage. The lack of funding data suggests they're either bootstrapped or have taken minimal outside capital. This forces discipline: no growth-at-all-costs spending, no bloated teams, just pure execution on solving specific problems for specific customers.

Paperwise isn't competing with UiPath or Automation Anywhere on features. They're competing on specificity. A logistics manager searching for 'logistics manager software' doesn't want a generic RPA platform—they want something that understands their workflows. By owning these specific search terms and building for these exact use cases, Paperwise creates a moat that generalist competitors can't easily replicate. The $5.6M revenue on 48 employees proves this approach works.