[debarshri]

I think it is not just established companies. I have recently seen smaller companies invest into onboarding experiences too as it is key in activation. Your challenge will always lie there, you are not just competing with Appcues of the world but also devs. When Appcue came to market, cool onboarding like this was not commoditized, now it is. As much as it is looks nice, you have an uphill battle with devs trying to build it themselves.

[brownrout]

100%. Building from scratch, or "doing nothing," is probably the biggest competitor we're up against.