While most HR tech sells dashboards, Textio sells something far more valuable: the ability to give better feedback. This isn't just another performance review tool—it's an AI-powered writing assistant that's embedded into the actual moment of management.

"Textio isn't competing with HR software—it's competing with the blank page in a manager's Slack."

The traffic data reveals an interesting pattern: 48% direct traffic and 37% organic search. This isn't a content marketing play—it's a retention play. Managers are typing 'textio.com' directly into their browser because it's part of their weekly workflow. The search terms ('how to write performance reviews with AI') show they're capturing intent at the exact moment of pain.

• Product-led growth bottoms-up through individual managers, not HR procurement
• AI that intervenes at the moment of writing, not after the fact
• Captures 100K+ managers who become internal champions for expansion
• High revenue-per-employee ratio indicates efficient scaling