The Top 10 SaaS Startups to Keep Eye on in 2024

The year is not 2015.

Starting and growing a SaaS company was never easy but it’s definitely gotten harder.

• The market is more saturated than ever, which makes it difficult for new entrants to differentiate themselves.
• From social media to PPC, all marketing channels have gotten more expensive, leaving less room for experimentation–and net profit.
• Investors now prioritize sustainable growth and profitability over rapid expansion.
• And data privacy laws like GDPR and CCPA have made marketing more complex.

Despite the many hurdles, however, the SaaS market doesn’t show any signs of slowing down.

We made a list with the best of them—both vertical and horizontal.

1. Gro Intelligence [data analytics]

Gro Intelligence is a leading AI-powered platform that provides comprehensive insights into agriculture, climate, and the economy. The platform integrates vast amounts of data from various sources to offer actionable intelligence, helping businesses, governments, and organizations make informed decisions.

Founded by Sara Menker, Nemo Semret, and Sewit Ahderom, Gro Intelligence leverages advanced machine learning algorithms to predict crop yields, monitor climate risks, and manage supply chains.

💡 Read: The Top 15 AI Startups to Keep Eye on in 2024

2. Pipefy [workflow automation]

Headquartered in San Francisco, California, Pipefy is dedicated to helping businesses digitally transform “in a matter of hours, not weeks or months”. It’s a no-code workflow management software that increases team productivity, centralizes data, and standardizes processes for teams like Finance, HR, Customer Service, and more

Founded by Alessio Alionco, Kelvin Stinghen, Leandro Johann, and Magnus Arantes, this SaaS startup enhances speed, increases visibility, and delivers higher-quality outcomes through automated workflows and a customizable platform. 

3. Bambee [HR manager hiring]

Bambee is a platform that provides small and medium-sized businesses with access to affordable HR managers. Founded by Allan Jones, Bambee offers scalable, compliant, and easy-to-use HR solutions, including HR Autopilot, Guided Payroll, and a suite of powerful HR tools.

Based on a subscription model, businesses can hire an HR manager to help craft HR policies and understand compliance, making it possible for every business to operate like a Fortune 500 company.

4. Workato [enterprise automation platform]

Workato is an intelligent automation platform designed to automate work in businesses. Founded by Alexey Timanovskiy, Dimitris Kogias, Gautham Viswanathan, Harish Shetty, and Vijay Tella, the platform enables business and IT teams to integrate their apps and automate complex business workflows with security and governance.

Ultimately, this SaaS startup can help you create powerful business-critical integrations between cloud apps in minutes and is trusted by top brands as well as growing innovators.

5. ThoughtSpot [business intel platform]

ThoughtSpot is a business intelligence and big data analytics platform that helps users explore, analyze, and share real-time business analytics data. Founded by Abhishek Rai, Ajeet Singh, Amit Prakash, Priyendra Deshwal, Sanjay Agrawal, Shashank Gupta, and Vijay Ganesan, ThoughtSpot enables search-driven analytics that put the power of data analysis in the hands of every business person.

With AI-driven analytics, ThoughtSpot aims to make insights easily accessible and actionable, transforming how businesses use data. The company is headquartered in Mountain View, California, and serves customers like Amway, Capital One, and Chevron.

6. Persona [identity platform]

Persona enables businesses to verify customer identities, bringing trust to online interactions. Founded by Charles Yeh and Rick Song, the SaaS startup offers a comprehensive suite of automated identity verification components with worldwide coverage.

The platform handles complex processes such as collecting, verifying, and managing sensitive personal information, allowing businesses to focus on building products.

7. Pendo [product experience platform]

Pendo’s mission is to elevate the world’s experience with software. Founded by Eric Boduch, Erik Troan, Rahul Jain, and Todd Olson, Pendo’s product experience platform allows companies to make product intelligence actionable with speed and scale.

The platform serves leading companies like Verizon, Morgan Stanley, LabCorp, and Okta, helping them put their product at the center of everything. Pendo is headquartered in Raleigh, North Carolina, with offices around the world.

8. Observe.AI [conversational intel platform]

Observe.AI boosts contact center performance with live conversation intelligence. Founded by Sharath Keshava Narayana and Swapnil Jain, the platform uncovers insights from 100% of customer interactions and maximizes frontline team performance through coaching and end-to-end workflow automation.

With leading companies like Bill.com and Public Storage as clients, Observe.AI helps businesses act faster with real-time insights.

9. Observe [observability cloud solution]

Not to be confused with the previous SaaS startup on the list, Observe is looking to eradicate the fragmentation of logs, metrics, and traces. Accordingly, its mission is to consolidate all data into a unified, cost-effective data lake. management, and analysis of business data

 Founded by Jacob Leverich, Jon Watte, Jonathan Trevor, and Philipp Unterbrunner, Observe. The company’s distinctive Data Graph technology empowers users to diagnose issues in distributed applications at a remarkable pace.

10. FloQast [accounting workflow automation]

FloQast is a financial close management software designed to streamline the month-end close process for accounting teams. Founded by Cullen Zandstra and Mike Whitmire, it helps organizations improve collaboration, visibility, and efficiency during the close process.

The platform integrates with various accounting systems, allowing users to automate repetitive tasks and reduce manual errors, and is trusted by more than 2,700 companies.

Honorable Mentions

1. Contentful [content management platform]

The first SaaS startup on this list not from the US, Contentful offers a headless content management system. The platform helps organizations deliver content across channels more effectively.

Founded by Paolo Negri and Sascha Konietzke, Contentful enables digital teams to unify content in a single hub, structure it for use in any digital channel, and integrate seamlessly with hundreds of other tools through open APIs. Though there are some decent alternatives to Contentful, it remains a top choice for businesses looking to streamline content operations and improve efficiency.

2. GoCharlie.AI [marketing productivity assistant]

A leading Generative AI company, GoCharlie specializes in developing cognitive agents and models optimized for businesses. Founded by Brennan Woodruff, Despina Christou, Kostas Hatalis, and Ryan Carlton, GoCharlie.AI helps entrepreneurs and enterprises create content that performs across text, images, and more.

The platform aims to maximize engagement and drive business through all marketing channels. Currently, the company has 6 investors including SRI International and Davidovs Venture Collective.

3. MegazoneCloud [cloud optimization startup]

MegazoneCloud is a cloud optimization startup offering enterprise hosting and ITSM systems. Founded by Joo-Wan Lee, MegazoneCloud provides a broad set of consulting services and technology solutions for businesses’ cloud adoption and digital transformation.

Partnered with AWS and other global technology partners, this young SaaS startup serves over 1500 enterprise customers including Samsung and LG. MegazoneCloud is headquartered in Seoul and is expanding its presence globally fast, with offices in Palo Alto, Tokyo, Shanghai, Hong Kong, and Hanoi.