Who Are FullStory? Digital Experience Intelligence
Updated: 2 days ago
Fullstory is a digital experience intelligence (DXI) and behavioural data company, founded in 2014 and headquartered in Atlanta, Georgia. Its platform records how people actually use websites, mobile apps and internal business tools, then turns those interactions into data that product, digital, engineering and support teams can search, analyse and act on. In 2026 that data increasingly feeds AI agents as well as people, which is where most of Fullstory's recent product effort has gone.
The company was founded by Scott Voigt, Bruce Johnson and Joel Webber, three colleagues whose earlier start-up had been acquired by Google. Johnson went on to lead Google's Atlanta engineering office and created Google Web Toolkit, while Voigt brought go-to-market experience from earlier software businesses. Their starting point was simple: analytics tools could tell a business what users did, but not why. Voigt remains co-founder and CEO.
Fullstory has raised around 195 million US dollars in venture funding. Its 103 million dollar Series D in August 2021, led by Permira, valued the business at 1.8 billion dollars, and a further 25 million dollar round followed in 2022. Other investors include Kleiner Perkins, GV, Stripes, Dell Technologies Capital and Salesforce Ventures. In November 2025 it made its first acquisition, buying the digital adoption platform Usetiful, and it now describes itself as the digital experience intelligence company built for the AI era.
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What does Fullstory's software do?
At the core of the platform is Fullcapture, a lightweight script or mobile SDK that automatically records every interaction on a digital property: clicks, taps, scrolls, page changes, form activity and errors. Because capture is automatic and retroactive, teams do not have to decide in advance which events to tag, and they can go back and answer questions they had not thought to ask when the data was collected. Fullstory now sells this foundation as a family of products rather than a single tool:
Fullstory Analytics: the flagship product, combining session replay, funnels, journeys, segmentation, heatmaps, dashboards and frustration signals such as rage clicks and dead clicks across web and mobile.
StoryAI: Fullstory's AI layer, launched in 2025. It summarises single and multiple sessions, answers natural language questions through Ask StoryAI, and surfaces Opportunities, which are friction points ranked by likely business impact. StoryAI Agents, released in 2026, go further by finding, quantifying and prioritising issues without a person having to start the investigation.
Guides and Surveys: in-app guides, product tours and surveys, built on the Usetiful acquisition and launched in February 2026. Because guidance can be triggered by real behaviour, teams can intervene at the moment a user struggles.
Fullstory Anywhere: streams Fullstory's structured behavioural data into a customer's own data warehouse or wider technology ecosystem, so it can sit alongside revenue, CRM and product data.
Fullstory Workforce and Workflow Intelligence: apply the same behavioural approach to employees, showing how staff use internal browser-based applications, where processes stall, which licences go unused and where automation would pay back.
Fullstory MCP: a Model Context Protocol server that lets AI assistants such as Claude, ChatGPT and Gemini query Fullstory data directly, so teams can ask questions of their behavioural data from the tools they already use.
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What problems does Fullstory solve for businesses?
Most digital teams have plenty of numbers and too few explanations. A conversion rate falls, a support queue grows or an app review score drops, and the dashboards show that something changed without showing what users experienced. Fullstory is designed to close that gap. The problems it is most often bought to solve include:
Unexplained conversion drops: finding the broken element, confusing step or slow page that causes users to abandon a checkout, application or sign-up.
Slow issue resolution: giving support and engineering teams the session behind a complaint or bug report, so they can see the problem instead of trying to reproduce it.
Prioritisation: putting a revenue or volume figure against friction, so teams fix the issues that matter most rather than the ones reported most loudly.
Disconnected data: giving analytics, UX, product, marketing and engineering a shared view of user behaviour instead of separate tools and reports.
Poor adoption: identifying where users fail to find or use features and, through Guides and Surveys, prompting them in the moment.
Internal inefficiency: through Workforce, revealing where employees lose time in internal systems and where software spend is wasted.
Fullstory's own data shows why this matters. Its 2026 Digital Experience Benchmark Report, based on more than 18.7 billion sessions across over 2,600 organisations, found that technical errors had fallen year on year while rage clicks had risen by 77%. In other words, teams are getting better at fixing what breaks but not at fixing what frustrates.
How does Fullstory use technology or innovation to deliver value?
Fullstory's technical advantage starts with how it captures data. Rather than recording video of the screen, Fullcapture records structured changes to the page and every interaction within it, then processes and indexes that data server-side. This keeps the impact on site performance low and makes every session searchable, so a team can ask how many users hit a specific error on a specific step last month, even if nobody set up tracking for it.
The bigger story of the last eighteen months is AI. StoryAI became the fastest-growing add-on in the company's history, adopted by more than half of new accounts in the final quarter of its most recent full fiscal year, and Fullstory reports that customers using StoryAI Summaries act on insights 3.8 times faster than those who do not. In 2026 the company pushed further in three directions:
Agents that work unprompted: StoryAI Agents and Opportunities monitor behaviour continuously and flag issues with an estimated impact, rather than waiting for someone to open a dashboard.
Data for other AI tools: Fullstory MCP and listings in the Anthropic, OpenAI, Cursor and Google Gemini Enterprise ecosystems mean behavioural context can be pulled into the AI assistants a business already uses.
Agentic Session Review: launched in July 2026, this lets AI coding agents open a real production session, read a structured map of what happened and explain the cause of a bug, without a developer having to watch a replay.
Fullstory has also deepened its data platform partnerships. It became a Snowflake Select Partner in July 2026, so customers can buy through the Snowflake Marketplace, and it added integrations with Databricks, Optimizely and Braze. Its integration with Intercom, now Fin, earned it Intercom's Technology Partner of the Year award in 2026.
Which industries and business functions use Fullstory?
Fullstory is used wherever a digital channel drives revenue, service or productivity. Its strongest sectors are:
Retail and ecommerce: checkout friction, product discovery, promotions and site performance.
Financial services and insurance: onboarding, online banking enrolment, applications and fraud investigation, supported by privacy masking controls.
Travel and hospitality: booking flows, loyalty redemption and app experience.
Gaming and betting: registration, deposits and time-sensitive promotions during major sporting events.
Software and technology: feature adoption, onboarding and product-led growth.
Food and beverage: ordering apps and loyalty programmes.
Within those organisations, product and UX teams use it for journey analysis, engineering for front-end debugging, digital and marketing teams for conversion work, support teams for faster case resolution, and data teams for modelling once behavioural data is in the warehouse. With Workforce, IT and operations teams have become a newer audience.
Who are Fullstory's customers?
Fullstory serves thousands of organisations, from fast-growing digital businesses to some of the largest enterprises in the world. Its 2026 customer awards recognised Lowe's, Intuit, Marriott, Target, DAZN, Papa John's, Taco Bell, LATAM Airlines and Itau, and recent additions include PepsiCo, Shopify, Mastercard and BNY. Four published examples show the range of outcomes:
Jaguar Land Rover: used Fullstory behavioural data to find friction in its mobile app, including a carousel where users only ever scrolled the first tile, then redesigned and simplified the journey. Its app rating rose from 1.2 stars to 4.8.
JetBlue: reduced payment errors by 20% and uses StoryAI multi-session summaries to see where users struggle without reviewing hours of replays.
Endeavour Group: the Australian drinks retailer cut rage clicks across its digital properties by 27%.
MOO: the UK-founded print business moved beyond Google Analytics to Fullstory to uncover rage clicks and dead clicks it had not been able to see, speeding up issue resolution, increasing conversions and reducing drop-offs.
What makes Fullstory different?
• Capture first, decide later: automatic, retroactive capture means less tagging effort and fewer gaps when new questions come up.
• Qualitative and quantitative together: replay, analytics and frustration signals sit in one product, so teams can move from a trend to the sessions behind it in a few clicks.
• AI built on behavioural data: StoryAI works from structured interaction data rather than guesswork, and Fullstory has moved early to make that data available to AI agents and assistants.
• From insight to action: with Guides and Surveys, Fullstory can now act on what it finds inside the product, not just report it.
• Customer and employee experience: few DXI vendors cover both external digital journeys and internal tools, which Workforce makes possible.
• Data portability: Anywhere and the Snowflake partnership mean behavioural data does not have to stay locked inside Fullstory.
Who are Fullstory's main competitors?
Fullstory competes across digital experience analytics, product analytics and, increasingly, digital adoption. The vendors buyers most often compare it with are:
Contentsquare: its closest enterprise rival, which also owns Hotjar and Heap and offers experience analytics from SME to enterprise level.
Quantum Metric: an enterprise digital analytics platform with a strong following in retail, travel and financial services.
Glassbox: a digital experience analytics vendor focused on financial services, taken private in 2024.
Amplitude: a product analytics platform that has added session replay, experimentation and heatmaps.
Pendo: product analytics combined with in-app guides, now a more direct competitor since Fullstory launched Guides and Surveys.
Microsoft Clarity and LogRocket: Clarity is a free option for basic recordings and heatmaps, while LogRocket targets engineering teams focused on debugging.
For an independent view of the wider market, see our Digital Experience Analytics Software Options 2026 guide, which covers enterprise, mid-market and specialist vendors including Fullstory.
What does the future look like for Fullstory?
Fullstory enters 2027 with momentum. In March 2026 it reported its fastest growth in three years, with its upmarket enterprise business growing faster than the company overall, and in September 2026 it said multi-product annual recurring revenue had more than doubled year on year, with new wins at several Fortune 100 brands. We expect its direction to focus on three areas:
Behavioural data as AI infrastructure: positioning Fullstory as the source of user context that AI agents and assistants draw on, rather than only a tool people log into.
Closing the loop: connecting detection, prioritisation and in-product action through StoryAI Agents and Guides and Surveys.
Wider enterprise footprint: growing Workforce and Workflow Intelligence so the same platform covers customer and employee experience.
The open question, as with every vendor in this market, is how quickly AI agents change the way teams consume behavioural data, and whether customers value an integrated platform over best-of-breed point tools. Fullstory's early investment in MCP and agent-ready data suggests it intends to be ahead of that shift.
How can businesses get started with Fullstory?
Fullstory is a cloud service, so getting started is mostly a matter of adding its script to a website or its SDK to a mobile app. Data starts to flow within hours, and because capture is automatic, teams can begin reviewing sessions and building funnels straight away. A free plan is available for evaluation, with paid plans for larger volumes and the full product set.
Most organisations start with one high-value journey, such as checkout, onboarding or an application form, prove value there, then expand. Before going live, agree privacy and masking rules with your data protection team, decide who owns the platform internally, and set out which business metrics the first use case should move. Enterprise customers can connect Fullstory to their warehouse through Anywhere and to their AI tools through MCP once the core deployment is established.
Add Fullstory to your shorlist and HUEY will help you select the best options to go with it:
Our Viewpoint: Why should buyers care about Fullstory?
Fullstory has moved well beyond session replay. It is now a behavioural data platform with AI agents, in-app guidance, warehouse integration and an employee experience product, and it has been quicker than most of its rivals to make that data usable by AI assistants and coding agents. For buyers, it is especially relevant if:
you need to understand why users behave as they do, not just what the numbers say;
you want to cut the time and engineering effort that manual event tagging demands;
you want AI to surface and prioritise friction for you, with a value attached;
you want one platform across product, digital, engineering and support teams; or
you plan to feed behavioural data into your warehouse or your own AI tools.
In our view, Fullstory is one of the strongest options in the digital experience analytics market, particularly for mid-size and large organisations that treat digital experience as a revenue driver. Buyers should test it against realistic traffic volumes and privacy requirements, and compare it with Contentsquare, Quantum Metric and the other vendors in our Digital Experience Analytics Software Options 2026 guide before deciding.
Can Viewpoint Analysis Help?
If Fullstory is on your radar, or you want to see how it compares with other options, we can help you move quickly from research to a confident decision:
• Ask HUEY: our AI Technology Analysis Agent can build a free personalised longlist, add vendors to your shortlist and arrange demos or introductions.
• Technology Matchmaker Service: like Dragons' Den or Shark Tank, we interview your team, write a Challenge Brief and invite the most relevant vendors to pitch to you.
• Technology Innovation Series: hear directly from vendors with new ideas for your specific challenge.
• 30-Day Technology Selection: the quickest way to longlist, shortlist and choose the right platform.
For a structured guide to running a selection, see our Enterprise Software Selection Playbook 2026, or explore all of our IT Buyer Services. If you would like independent guidance on digital experience technology, request a call.
If you represent Fullstory and would like to have this profile "Vendor Verified", or you are a vendor in the digital experience market and would like to talk to Viewpoint Analysis, please get in touch with us at contactus@viewpointanalysis.com
