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PostHog: The Billion-Dollar Dev Tool Bet
How 89 people built a product analytics empire to kill the SaaS sprawl
While SaaS sprawl crushes engineering teams with 10+ tools, PostHog is quietly building a $13.4M revenue engine by betting everything on one radical idea: product engineers shouldn't need a stack of tools.
"PostHog doesn't want to be another tool in your stack. They want to BE the stack."
The Trojan Horse Strategy
PostHog's 61% direct traffic reveals their secret weapon: developers don't discover them via SEO—they come back because they're already hooked. With 1.7M monthly visits and a 23,407 global rank, they're playing a different game. The 'posthog mcp' keyword surge (3K monthly searches) shows they're embedding themselves into developer workflows, not just marketing to them.
The 89-Person Powerhouse
With just 89 employees generating $13.4M in revenue, PostHog achieves $150K+ revenue per employee—elite efficiency for a dev tool company. Co-founders James Hawkins and Tim Glaser built a culture where engineers ship product, not meetings. Their 'product engineer' positioning isn't marketing fluff—it's a hiring filter for builders who ship.
The tech stack tells the story: Swiper, Tailwind, Vite, shadcn/ui. They're not just building a product—they're building in public with modern tools that developers respect. Every technology choice is a credibility signal to their audience.
- 61% direct traffic = product-led growth at scale
- 254K backlinks = developer community moat
- 'PostHog pricing' searches = conversion-ready traffic
- 89 people = flat structure, fast decisions
The Billion-Dollar Question
Can 89 people out-execute the entire SaaS analytics industry? Their 61% direct traffic and $13.4M revenue suggest the answer is already yes.
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PostHog – We make dev tools for product engineers
All your developer tools in one place. PostHog gives engineers everything to build, test, measure, and ship successful products faster. Get started free.
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About posthog.com
All your developer tools in one place. PostHog gives engineers everything to build, test, measure, and ship successful products faster. Get started free.
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posthog.com uses 18 technologies across their website including Cloudinary, Google Fonts, HSTS, and more.
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Cloudinary
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Google Fonts
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HSTS
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Vercel
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Traffic & Audience
posthog.com receives approximately 1.7M monthly visitors and ranks #23,407 globally. The website has a bounce rate of 31% with visitors viewing an average of 8.5 pages per visit. Users spend an average of 6:21 on the site.
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