Why most competitor pages go stale
Almost every team has a Notion page or a slide per rival. Someone built it before a planning offsite, pasted in a few screenshots, and then never opened it again. By the time you read it, the company has shipped twice and changed its pricing once.
The 'single source of truth' that no-one updates is worse than no doc, because it gives a false sense that you're caught up.
A profile worth opening has to be a feed, not a snapshot. It has to update itself, and it has to update everywhere the company shows up at once.
What's on a profile
One page, one company, every angle. You can read the whole thing in a minute or jump straight to the section you came for.
Each section pulls from a different source so you're not looking at one team's view of the rival. You're looking at the rival.
Positioning
Homepage tagline, value prop, target audience, and how it has shifted over the last six months.
Pricing
Current plans, recent changes, free-tier limits, and any gating you can spot from the outside.
Launches
Product updates, version bumps, changelog entries, and feature announcements pulled from their site and blog.
News & PR
Funding rounds, leadership changes, partnership posts, and press coverage. Bylines and dates included.
Marketing
Active paid keywords, ad creatives, blog cadence, social posts, and which channels they're leaning on this quarter.
SEO & traffic
Top organic keywords, traffic trend, where they rank against you, and which pages drive their volume.
Reviews
Latest scores and quotes from G2, Capterra, Trustpilot, and the relevant app stores. Pros, cons, and what's trending.
App data
Mobile and desktop app downloads, ratings, recent releases, and which markets they're growing in.
How profiles stay current
We watch each company on a quiet schedule and only refresh the parts that changed. The page you opened on Monday is the same page on Friday, but with the new bits already in.
When something material moves, the change is logged so you can see when it happened and what it used to be.
- 01
Crawl the site daily
Homepage, pricing, product, blog, and changelog. Each page is fingerprinted and re-fetched on a rolling cadence.
- 02
Listen for news
Press feeds, funding databases, and PR wires. Anything carrying the company name lands in the news section.
- 03
Sample the ads and search
Paid keywords, creatives, and organic ranking are pulled weekly so you see the marketing as it shifts, not after.
- 04
Pull the reviews
Review-site scores and recent quotes, refreshed weekly across G2, Capterra, Trustpilot, and the app stores.
- 05
Diff and surface
Each refresh is compared against the last. Material changes get flagged in the timeline at the top of the profile.
What a profile is actually for
Profiles aren't an end product, they're a tool. The page is good when you can open it before a meeting and walk in caught up, without skim-reading three other tabs.
Everything else, sharing, exporting, comparing, flows from that one habit.
The main payoff
Open before any meeting
Sales call, board update, planning session. One scroll and you know what they shipped, what they charge, and what their customers are saying. No prep doc to write, no tabs to keep open.
Share with your team
Send the URL. Sales, product, and marketing all see the same surface, no exporting required.
Compare side by side
Pull two or three profiles into a comparison view to see pricing, positioning, and traffic next to each other.
Jump back to your watchlist
From any profile, add or remove the company from your watchlist with one click and pick up where you left off.
Common questions
Still weighing it up?
How long does it take to build the first profile?
Most profiles are ready inside a few minutes. A handful of the long tail sections, like deep app-store data, can take up to an hour the first time. After that, only the changes refresh.
What if the company doesn't publish much?
Quiet companies still leave a trail: pricing pages, ad copy, hiring posts, review-site activity. The profile is sparser, but the changes are easier to spot because there's less noise.
Can I see what changed three months ago?
Yes. Every profile keeps a change history. Open a section, scroll back, and you can see what the pricing or positioning looked like at any point since we started tracking it.
Do you cover private companies and small startups?
Yes, as long as they have a public site. Most of the data we pull comes from sources that don't require a company to be public.
Can I export a profile to a slide?
Yes. Each section can be exported as an image or pasted into a Google Slides / Notion doc, with the source links preserved.
