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But over the last few decades, we’ve started to see a shift. Organizations like eBay, Apple, and Amazon Startups all the way to fortune 500 businesses started putting customers at the center of how they built and innovated. 

More recently, we’ve seen examples like Netflix and Airbnb of public companies going beyond the customer, making a people-focused working culture a top priority. And taking it even further, purpose-driven businesses such as Patagonia and Wholefoods have started including the planet as a stakeholder of the business (think Patagonia).

This shift was the main driver for starting Hotjar back in 2014. The founders identified a need for affordable and intuitive tools that help businesses understand their users and customers. Their dream was to provide these tools to anyone around the world, no matter how big or small they might be. And in doing so, change the way we all build and improve experiences, by putting people at the center of every product.