Whatfix- Empowers Users To Make Best Use Of Software Applications

Avantika Bhardwaj Avantika Bhardwaj
Oct 09, 2020 13 min read
Whatfix- Empowers Users To Make Best Use Of Software Applications

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The Software as a Service (SaaS) model continues to gain traction across all corners of the business world, and for good reason. Also known as on-demand software, hosted software or web-based software, SaaS eschews traditional software installation, maintenance and management approaches in favour of delivering cloud-based applications via the internet. With SaaS, service provider partners shoulder the burdens of security, availability and performance.

Perhaps a deeper understanding of some of the most innovative and Whatfix can help you make up your mind. Whatfix is revolutionizing the way Application Support and Learning content is consumed by providing Contextual and Interactive Walk Throughs inside the application at the exact time a task is being performed.

Whatfix- Company Highlights

Company Name Whatfix
Headquarters Bengaluru
Founders Khadim Batti & Vara Kumar
Founded 2014
Sector SaaS
Website whatfix.com
Registered Entity Name Quicko Technosoft Labs Private Limited

Whatfix-About and How it Works
Whatfix- Founders
How was Whatfix Founded
Whatfix- Name, Logo and Tagline
Whatfix- Vision and Mission
Whatfix- Target Market Size
Whatfix- Business Model
Whatfix- Products/ Services
Whatfix- Startup Launch
Whatfix- Customers/ Clients
Whatfix- Challenges
Whatfix- Funding
Whatfix- Acquisitions and Mergers
Whatfix- Competitors
Whatfix- Recognitions and Achievements
Whatfix- Future Plans

Whatfix- About and How it Works

Whatfix is a SaaS-based platform which provides in-app guidance and performance support for web applications and software products. Whatfix helps companies to create interactive walkthroughs that appear within web applications. Whatfix's platform provides product adoption, user onboarding, employee training, self-service support and performance support for companies using enterprise web applications. The platform allows SaaS application users to create interactive walkthroughs, or in-app guidance flows, that can lead users through a task on the application.

Whatfix has obtained ISO 27001:2013 certification as well as being SCORM 1.2 and DITA compliant. Whatfix is available as a paid-Business version as well as a free version. Whatfix is most commonly used on platforms like Salesforce, SAP SuccessFactors, Oracle Cloud, Workday, SharePoint, Apttus etc. Whatfix also has a free community version where individuals can create interactive walkthroughs on websites and applications and share them publicly. Whatfix has also obtained SOC 2 certification.


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The product then pivoted to an interactive guidance platform for enterprises called Whatfix. Currently, Whatfix helps companies increase user adoption of the applications they use while also providing performance support.

Whatfix- Founders

Whatfix is founded by Khadim Batti and Vara Kumar.

Whatfix Founders | Vara Kumar & Khadim Batti
Whatfix Founders | Vara Kumar & Khadim Batti

Previously, the two founders had worked together at Huawei, which helped them realize that they could work well as a team to start a new venture.

Khadim is the CEO and co-founder of Whatfix. Prior to creating Whatfix, he was heading the Deep Packet Inspection and BI product portfolio for the Huawei Central Research Division. He has over 20 years of experience in leading technology teams and has worked at Kenexa, Applabs Technologies and CMC Limited in the past. Khadim has passionately educated and mentored aspiring entrepreneurial talent in technology for over a decade now. He currently acts as a mentor to 25+ entrepreneurs. Khadim holds a Master’s in Information Technology from the International Institute of Information Technology, Bangalore, and a Bachelor’s in Electrical Engineering from the University of Bombay.


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Vara Kumar is the CPTO and co-founder of Whatfix. Prior to co-founding Whatfix, Vara spent nearly 9 years at Huawei in various roles from Software Engineer to Systems Architect. He began his career working on Network Management solution for WCDMA devices here. He further continued to help architect multiple products in the Deep Packet Inspection and Business Intelligence sectors. Vara holds a Master’s in Computer Applications from the Jawaharlal Nehru Technological University, and a Bachelor’s in Science from NRK and KSR Gupta Degree College.

How was Whatfix Founded

The Whatfix journey began in 2013 where Khadim Batti and Vara Kumar who worked together at Huawei decided to start their marketing DIY product called SearchEnabler, targeting the SMBs.

SearchEnabler basically crawled interwebs for data points, crunched the data and showed recommendations for marketing on what could be optimized. While SearchEnabler got a good traction and the duo were able to gather about 100 customers, they faced a newer challenge - most customers on the product wanted extensive support and hand-holding. That core pain-point became the inception for Whatfix.


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Once the direction changed towards Whatfix, they were very clear on what they wanted - build what was required for the market rather than validate a solution after building.

So, the first step towards growth-hacking Whatfix was the creation of its community. They cold emailed SMEs to announce the Whatfix community, which was open to all to use, integrate - the only catch - the content was public. The idea was to keep engaging the customers on the community as well as on the web for the first 30 days till the product acquired some polish before formally rolling it out. The community and the initial evangelism led to their first few paid customers.

Whatfix Team
Whatfix Team

Every software organization solves for product and feature adoption, even the largest in the world. So, they reimagined the product to the current interactive guidance platform for enterprises it is today. They now play a significant role in the digital adoption process, while still allowing their customers to learn and adapt to digital transformation at their own pace. Currently, they have focused on the Enterprise segment catering to many Fortune 500 customers globally.


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Whatfix- Name, Logo and Tagline

They chose this name because they’re all about problem solving and this conveyed it the most direct manner.

Whatfix | Logo
Whatfix | Logo

Whatfix- Vision and Mission

Their mission is to empower companies to maximize business outcomes by eliminating technology complexities for their users.


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Whatfix- Target Market Size

Whatfix is industry and platform agnostic. And hence, they cater to a wide variety of organizations in industries like BFSI, High Tech, Automobile, etc. In short, everyone responsible for the usage and implementation of software tools needs to examine the digital adoption space.

Currently, they are one of the leading providers of Digital Adoption for Enterprises across the globe. Most of the Enterprises have a large array of web applications. To ensure effective use of these technologies and to train their workforce to utilize them, these organizations invest millions of dollars. Whatfix as a Digital Adoption Platform helps in curbing this need for onboarding, training, and in-app support with its capabilities.


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Whatfix- Business Model

They’re a leader in their own space, and although they’re a private organization, their growth has been on a strongly upwards curve. A key highlight of 2019 for them was that they increased their total revenue by 300 percent.


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Whatfix- Products/ Services

Why enterprises choose Whatfix
Why enterprises choose Whatfix

Whatfix offers a unique Digital Adoption Platform -- in-app walkthroughs, videos, and guides for using new software solutions and features. In a world where CRMs, ERPs, HCMs, and/or other sophisticated software requires significant training and time before it can be used properly, they are enabling faster, more efficient onboarding and usage for all types of organizations.

Whatfix’s in-app guidance and walkthroughs are customized in consultation with each of our customers to make the most use of their existing tech stack. The more sophisticated the platform or application, the more valuable we can be. Whether it’s providing step-by-step instruction on walking through your CRM system, or onboarding an employee rapidly on a critical tool, Whatfix can be there to ensure the process is smooth, fast, and efficient.

Whatfix- Startup Launch

The first step towards growth-hacking Whatfix was the creation of the Whatfix community. They cold emailed SMEs to announce the Whatfix community, which was open to all to use, integrate - the only catch - the content was public. The idea was to keep engaging the customers on the community as well as on the web for the first 30 days till the product acquired some polish before formally rolling it out. The community and the initial evangelism led to their first few paid customers.

Once they understood the market potential, the next part was figuring out the right price point. After talking to the valley experts, they realised that it should be on the higher side of what we were providing. Few of the initial tradeshows and events like the Salesforce mega event - Dreamforce, that they sponsored helped in validating the price point as well.


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Post which, Whatfix gradually started positioning themselves to serve Enterprises and their constant need for Digital Adoption in the applications used by their employees.

Whatfix- Customers/ Clients

Gartner recognized Digital Adoption Solution as a category last year. This has been a pivotal moment for Whatfix as they are one of the pioneers in Digital Adoption as a category and this has helped in connecting better with Enterprises who are potential customers

Expanding their footprint by sponsoring and presenting at events on a global stage. And also scaling up their event footprint rapidly in their largest target market – US.


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Integrated campaigns have been the crux of their growth strategy. They have a wide variety of marketing activities across the board like Events both physical and virtual, ABM, creating content relevant to each part of their funnel, etc.

One of their recent viral campaign was their 1st ever virtual-conference - The Digital Adoption Summit 2020 (held in May). They hosted 41 speakers at the event, which included industry influencers from SAP, Tesla, Lynda, HP, Infosys, and many more. They saw 3500+ registered attendees and visitors from across 142 countries across the 3 days of the event. 3/4th of the attendees was from Enterprises, fitting our ICP.


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Whatfix- Challenges

They are building a new category -- Digital Adoption, and have been very successful in doing so. Many understand the problems they solve, but don’t necessarily understand that there is a solution available to them. That is the task they are currently solving.

Gartner recognizing our category - Digital Adoption Solution last year has positioned them as one of the pioneers in the space. Since then they have been recognized by Deloitte and Everest Consulting as well in industry reports regarding the category.


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Whatfix- Funding

Date Stage Amount Investors Name
February 2020 Series C $32 Million Sequoia Capital India, Eight Roads Ventures, F-Prime Capital, and Cisco Investments
March 2019 Series B $12.5 million Eight Roads Ventures, F-Prime Capital, Cisco Investments, Stellaris Venture Partners, and Helion Ventures Partners
April 2015 Series A $3.5 Million Stellaris Venture Partners, Helion Venture Partners, Powerhouse Ventures and Marquee Angels Gokul Rajaram, Girish Mathrubootham, Aneesh Reddy and Vispi Daver

Whatfix- Acquisitions and Mergers

In October 2019, Whatfix announced the acquisition of Airim, a company that provides an AI-powered Personalization Engine for users and customers. Incorporation of Airim’s capabilities will allow for hyper-personalized in-app guidance at the user’s point of need. Airim’s offerings allow Whatfix to analyze clickstreams, how long a step takes and where users get stuck or abandon the process completely. This is invaluable in further personalizing and customizing in-app guidance. This kind of information gives administrators the ability to make corrective changes to help users complete tasks in processes, even in an automated fashion.


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Whatfix- Competitors

In their enterprise category Whatfix compete only with Walkme; rest are SMB focused.


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Whatfix- Recognitions and Achievements

Some of their key achievements and recognition –

  • Recognized as a Leader by Everest Group in the inaugural Digital Adoption Solution analyst report, which has been a testament to Whatfix’s position as a leader in this erupting space.
  • Achieved a B2B SaaS Customer Net Promoter Score of 65, that is in the 100th Percentile of the B2B SaaS industry according to GrowthScore.
  • Recognized in Deloitte’s Learning in The Flow of Work Solutions research report with Full Capability Scores for Incorporating Tools of Work, Providing Actionable and Relevant Data, Automated Reinforcement, Total Workforce, and Offline Activity Tracking.
  • Recognized in two Gartner research reports, including “Increase Sales Productivity with Digital Adoption Solutions”and “Hype Cycle for CRM Sales Technology 2019”.
  • Listed in LinkedIn Top 2020 Startups India as #5.

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Whatfix- Future Plans

Whatfix has a unique opportunity in that while many organizations focus on a particular region or industry, their solutions can be integrated with almost any form of application, including desktop apps. They have recently raised a Series C round, and continue to grow their teams to meet the high demand of the digital adoption space. They have also re-invested in the development and technology they provide -- continuing to innovate is critically important to them.

They now have the capability to focus not just on their existing customers, but expand the scale of their offerings to provide their services to enterprise organizations. They already work with a significant portion of the Fortune 1000 and they believe it’s time for the rest of them to come aboard as well.

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