Userflow: Bootstrapping a SaaS to 7-Figures in a Crowded Market

Esben Friis-Jensen is the co-founder of Userflow, a no-code platform for building onboarding guides and product tours.

I originally interviewed Esben on episode 291 shortly after he'd exited his previous startup, Cobalt, an application security platform.

Cobalt was a VC-backed company where Esben and his co-founders had raised $37 million and built a team of over 200 people.

But with Userflow, Esben and his co-founder Sebastian decided to take a very different approach. They wanted to bootstrap the business and see how far they could get without fundraising or hiring a bunch of people.

In this episode, we catch up on their progress and they've successfully bootstrapped Userflow into a multiple 7-figure ARR business.

We talk about the challenges of entering a crowded market and figuring out how to differentiate and position your product.

And we chat about how focusing on a great user experience (UX) and going all-in with product-led growth (PLG) have been critical in helping them grow quickly while staying small.

Photo: Courtesy of Sebastiaan ter Burg