Plausible Analytics

Summary

Plausible Analytics is an independent, open source web analytics company based in Tartu, Estonia, operated legally as Plausible Insights OÜ. It was started by Uku Täht in December 2018 as a solo project and grew into a paid product in 2019; Marko Saric joined in 2020 as co-founder to run marketing and communications. The company has never taken outside investment, is fully funded by subscriber revenue, and has grown from a few hundred customers to more than 21,000 paying subscribers with a small remote team of about 10 people. It crossed 1 million dollars in annual recurring revenue in 2022 and reached an estimated 3.1 million dollars ARR by 2024, while keeping its core positioning as a lightweight, cookie-free, privacy-first analytics tool unchanged since launch.

Timeline

1. 2018-12

   founded Project started¹

   Uku Täht started building Plausible alone as a privacy-friendly Google Analytics alternative.

2. 2019

   launch Paid subscriptions launched^1,4

   Plausible began charging for its hosted analytics service.

3. 2020

   milestone Marko Saric joins as co-founder^1,6

   Saric joined to lead marketing and communications when the company had a few hundred paying customers.

4. 2022

   milestone Crossed $1M ARR¹

   Plausible reported crossing 1 million dollars in annual recurring revenue.

5. 2023

   milestone ~$2.1M ARR⁸

   Estimated annual recurring revenue grew to approximately 2.1 million dollars.

6. 2024

   milestone ~$3.1M ARR, team of 10⁷

   Estimated revenue reached about 3.1 million dollars with roughly 1,500 customers and a 10-person team.

Founders

• Uku Täht^1,5,6

  Founder (design and development)

  Previously CTO at Gigride; started Plausible alone in December 2018 and remains the company's legal representative.

  crunchbase.com

• Marko Saric^1,5,6

  Co-founder (marketing and communications)

  Joined Plausible in 2020 to lead marketing and communications after the product had a few hundred paying customers.

Domains