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Pulley: The Cap Table Rebellion
How a 86-person team is challenging Carta's monopoly on equity management for startups
In a market dominated by a single behemoth, Pulley is quietly building a better mousetrap for founders who hate spreadsheets. While Carta processes billions in equity, Pulley is betting that speed, simplicity, and founder-centric design will win the war for the next generation of startups.
"Pulley isn't just competing on features—they're competing on philosophy: equity management should be invisible, not a quarterly nightmare."
The Founder-First DNA
With 57% direct traffic (vs 31% organic), Pulley's growth is driven by word-of-mouth from founders who've escaped Carta's complexity. Their key pages—careers, pricing, blog—reveal a company obsessed with transparency. The 86-person team operates with startup velocity while delivering enterprise-grade reliability, a balance most competitors fail to strike.
The SEO Playbook
Pulley's strategy is surgical. They rank for 235,840 monthly searches for 'Carta'—capturing frustrated users at their breaking point. Their own brand searches (52,580/month) and 'Pulley cap table' (720/month) show growing category ownership. They're not just a tool; they're the alternative founders mention in Slack threads when someone asks 'how do you manage your cap table?'
The tech stack tells a story of pragmatic engineering. They use Tailwind CSS and Ant Design for speed, jQuery for legacy compatibility, and Google Analytics to track every founder journey. This isn't a VC-funded vanity project—it's a lean machine built to scale without bloating. The $4.4M funding against $12.5M revenue suggests disciplined growth, not reckless spending.
- Capturing Carta's search traffic (235K monthly searches) as their primary growth engine
- 57% direct traffic indicates strong brand recall and repeat usage
- 86-person team operating at $145K revenue per employee—efficient for SaaS
- Top keywords reveal a founder-focused strategy: 'pulley careers' and 'pulley pricing' show transparency
The Underdog Playbook
Pulley's winning formula: capture Carta's frustrated users, convert them with simplicity, and build a movement of founders who evangelize the tool in every Slack community.
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Pulley | Cap table management for founders and finance leaders
Manage your cap table with equity management software built to help founders and finance leaders make informed decisions for growing companies.
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About pulley.com
Manage your cap table with equity management software built to help founders and finance leaders make informed decisions for growing companies.
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Technology Stack
pulley.com uses 22 technologies across their website including Font Awesome, HSTS, Cloudflare Turnstile, Webflow, and more.
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HSTS, Cloudflare Turnstile
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Webflow
CDN
jsDelivr
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AWS CloudFront, Cloudflare
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HubSpot
Traffic & Audience
pulley.com receives approximately 87.1K monthly visitors and ranks #360,332 globally. The website has a bounce rate of 39% with visitors viewing an average of 3.3 pages per visit. Users spend an average of 0:58 on the site.
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