Digital Adoption Platforms

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Competitive Analysis - Digital Adoption Platforms

WalkMe, Ancile, Adopt (AppLearn) and Whatfix are four major players in the Digital Adoption Platform providers market, based on revenue. None of these companies release pricing models/price points details online. Please read on for more details of my findings.


WalkMe were identified as a company to be included within a competitive landscape of Digital Adoption Platform providers. Therefore, in order to identify 3 further companies to evaluate in the competitive landscape, I began by reviewing WalkMe's top competitors. Owler identifies WalkMe's top competitors as Totango, Ancile, Whatfix, Transwide, Pendo, Toonimo, Appcues and Iridize. I looked through each of these companies to determine which are Digital Adoption Platform providers. I then chose those with the highest annual revenue to include in the competitive landscape. From this list, I selected Ancile and Whatfix, and through an extensive search through online articles on Digital Adoption Platforms, I also found AppLearn to be generating a significant amount of annual revenue similar to the others.

Revenues of each company are as follows:
WalkMe — $5.2 million
Ancile$7.5 million
Adopt (AppLearn) — $4.7 million
Whatfix$2.5 million

Within the attached spreadsheet I have added information on each company on the following areas: company overview, competitive advantage, target market, products/services and pricing (pricing models and price points). I've also included all sources within.


To sum up, I have found that WalkMe, Ancile, Adopt (AppLearn) and Whatfix are four major players in the Digital Adoption Platform providers market, based on revenue. In addition, I found that none of these companies publish pricing details in the public domain, all pricing information is received through requesting a personal quote.
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Digital Adoption Platforms

Digital adoption platforms are useful in improving user experience and increasing software adoption. They address several challenges that arise when implementing new software systems. Below I provide an overview of these platforms and highlight how they are useful when onboarding new software users.

An Overview of Digital adoption platforms

Digital adoption platforms "automate the product adoption life cycle of a software application user." They are the latest evolution of the learning process. The platforms provide real-time, measurable performance support to software users. Unlike legacy systems, digital adoption platforms operate within product applications as opposed to outside.

Digital adoption platforms exist to improve the user experience of software users. The emergence of these technology solutions is broadly based on four challenges to seamless adoption of software solutions. These challenges include: deployment of a large portfolio of software applications within one organization, multiplicity of device and tools, high frequency of software updates with limited training and in-office software customization limiting collaboration with co-workers. Digital adoption platforms exist to address these challenges.

Companies offering digital adoption platforms generally rely on pop-up notifications, within software applications, to guide users in actively completing their tasks. These notifications can be in the form of texts, videos, images or avatars of virtual assistants. In addition to the real-time training, often digital adoption platforms will provide analytics on user behavior.

How to Leverage Digital Adoption Platforms

The best way to illustrate the value of digital adoption platforms in onboarding employees is by demonstrating their functionality. According to Constellation Research, an advisory firm based in Silicon Valley, the top players in this space are Appcues, AppLearn, Inline Manual, Iridize, Toonimo, WalkMe, and WhatFix. Using examples drawn from AppLearn, WalkMe, and Whatfix, I demonstrate how companies can benefit from using digital adoption platforms to address challenges of software adoption. These challenges are listed below with solutions drawn from adoption platforms.

1. Challenge: Features Bloat on New Software

A software with many features can be useful in managing multiple tasks but learning the functionality can be challenging. Users can be overwhelmed with the information overload contained in legacy systems, document guides and training videos, during the training process. Digital adoption platforms can alleviate this challenge. Case in point, Whatfix.

Whatfix is a digital adoption platform that provides two core services: effective user onboarding and smarter employee training, with a goal of reducing support overhead costs. The company's user adoption solution enables companies to design in-app interactive guides, engage users and measure the effectiveness of their user engagement. The interactive guides can be in the form of "product tours, onboarding task lists or just-in-time contextual guidance." Whatfix has specific solutions for Oracle CRM and Salesforce. Clients who have used its user adoption platform include Takealot and Flipkart. The ability to use these platforms in real-time, while completing a task, makes them an ideal solution for complex software systems such as CRM.

2. Challenge: High Implementation costs

Deploying new complex software in an organization can be costly. More so, if the rate of adoption is low. This could have an adverse impact on the employees and translate to poor customer retention or acquisition. Digital adoption platforms can address this challenge by simplifying complex processes and reducing the onboarding time. WalkMe provides an example of how one of its client, Meadow, lowered their costs while implementing a new CRM system.

Meadows approached WalkMe with a need to help their own employees navigate the complexities adopting a new CRM. The company was implementing a complex system, NetSuite CRM, and needed to increase user adoption among its employees and reduce support costs. Through implementing WalkMe's solution, the company experienced a 75% reduction in paid vendor training costs, 55% decrease in the number of support tickets raised and 50% decrease in the time to onboard users.

3. Challenge: Lack of Visibility in Legacy Systems

Unlike traditional software training methods, using digital adoption platforms allows for measurement of the effectiveness of training sessions. Companies can be able to identify knowledge gaps based on a user's behavior and make informed interventions to close the gap. This translates into lower costs as it provides targeted training.

AppLearn's user adoption solution provides an example of how companies can benefit from the use of analytics during software adoption. The company's digital adoption platform allows companies to track the learning curve of employees, identify skills gaps based on user behavior and even collect feedback on new software through polls. The company's peer, WalkMe, provides visibility into software use and documents errors.

4. Challenge: Implementation dips and forgetfulness

Employees are bound to forget certain aspects of using a software at some point in time. Further, in-house customization of familiar software may constrain their immediate adoption by new employees. Manually reviewing documentation on the use of software can be hectic, especially at the back of a tight workload. Digital adoption platforms provide a way out through their availability for on-demand training from anywhere. Employees can simply use the platforms to simultaneously review their knowledge of a particular task or functionality and complete it. For instance, using Whatflix, employees can pace their training through interactive walkthroughs when learning about a functionality in Salesforce.


Companies can leverage digital adoption platforms to address four key challenges when onboarding employees. These challenges include: features bloat, high software implementation cost, lack of visibility of effectiveness of training campaigns and implementation dips. Product offering by AppLearn, WalkMe, and Whatfix demonstrate how companies can benefit from deploying digital adoption platforms to improve user adoption.
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DAP - Total Cost of Ownership

We began our research by defining the top DAPs in the market. We were able to find pre-compiled lists that named the following companies as the top DAPs in the market: Appcues, AppLearn, Inline Manual, Iridize, Toonimo, WalkMe and WhatFix. We were not able to find a pre-compiled list of average cost/price for these DAPs, because each company defines its pricing model differently. Instead, we researched each company individually and gathered information on the cost/price of owning a platform on each of the DAPs on the list. Few DAPs quoted their prices, because they tend to offer different services (and prices) depending on a client's needs.

FInally, we conclude our research by identifying the intangible resources and efforts that a customer must make in order to launch a successful DAP.


This platform bases their pricing on the number of active users expected to work on the platform (from 1 to 50,000 users). Based on the number of active users, prices vary significantly.

Starter Services: prices range from $79 — $779 per month. For starter services catering to more than 50,000 users, the company requires a consultation with the client. Discounts are available for an annual purchase of services.

Standard Services: prices range from $129 — $1,199 per month. For standard services for a platform with more than 50,000 active users, the company requires consultation. Discounts are available when services are paid in an annual basis (instead of monthly).

Enterprise: a quote for enterprise services will be generated after a direct consultation.


Pricing information is not publicly available, since the company uses a per-use pricing model. A client must contact the company and define their requirements to determine a specialized quote.


This platform offers services for companies working with 250 to 60,000 active users. Based on the number of active users, prices vary significantly.

Standard services: prices range from $59 — $816 a month. Free trial available.

Standard PRO services: prices range from $158 — $915 a month. Free trial available.

Enterprise services: prices begin at $1,220 a month. For more information, the client needs to contact the company for a specialized quote.


The company offers a free plan for a small platform with 100 users and no specifications. For specialized services, the price is quoted according to a client's needs.


Toonimo does not have standard pricing listed on its website. Pricing is determined by quote, in order to customize a plan specific to the needs of the client and the volume of users that will be using the platform. Custom plans are quoted on either a per-usage rate or an unlimited plan for enterprise solutions. Plans can be priced on a monthly, quarterly or annual basis.


Walkme uses a customized pricing model. They generate specific client quotes according to their specific needs.


Whatfix's pricing model is custom-based. They believe in generating specific quotes for each client based on their specific, unique needs.

launching a DAP

A customer must invest significant time and effort in order to launch a successful DAP and there are several important steps entrepreneurs must take to make sure they're adding value in the DAP marketplace.

First, customers must make sure their DAP is able to quickly attract a large user group at its launch in order to gain scale efficiencies. Next, entrepreneurs must make sure their DAP has sufficient stand-alone value, either fitting into a narrow industry niche or meeting the needs of a small social group.

Further, entrepreneurs must take time to build credibility of their platform in the marketplace, often by attracting a marquee platform contributor who is paid to provide content exclusively on one DAP. Finally, entrepreneurs must make sure their DAPs are compatible with legacy systems in order to ensure new customers have an incentive to easily switch over from existing competing platforms.


Based on our research, DAPs do not require an initial one-time payment, but they all require monthly, quarterly or annual payments for continued use. Most companies do not offer flat fees for services and will work individually with each client to generate an appropriate quote for their specific needs. Entrepreneurs must be prepared to make significant investments to attract a large initial user base, build market credibility of the DAP, and ensure the DAP is compatible with legacy systems.

From Part 01