Hotjar, now part of Contentsquare, is a product experience insights platform that helps digital teams understand how users behave on their websites and web apps, what they need, and how they feel. It brings together visual behavior analytics—such as heatmaps, session replay, funnels, and journey analysis—with feedback tools like surveys, always-on feedback widgets, and remote user interviews. The goal is to connect the dots between what is happening in analytics and why it happens, so teams can confidently improve conversion rates, user experience, and retention. help.hotjar.com
Founded in 2014 as a self-funded, fully remote company based in Malta, Hotjar quickly became one of the most widely adopted behavior analytics tools among small and mid-sized businesses. The company was deliberately bootstrapped—raising no venture capital—and grew to tens of millions in recurring revenue and hundreds of employees by focusing on ease of use, transparent pricing, and a strong product-led growth motion. Today, Hotjar reports serving customers in over 180 countries and being trusted by more than 1.3 million websites and apps. hotjar.com
In September 2021, Hotjar was acquired by enterprise experience analytics leader Contentsquare. The combined group is building an all-in-one experience intelligence platform that unifies experience analytics, product analytics, voice-of-customer, and experience monitoring. As part of this evolution, Hotjar’s Observe, Ask, and Engage products are being merged into Contentsquare’s new platform, with Hotjar’s Plus, Business, and Scale plans consolidated into a Contentsquare Growth plan while preserving Hotjar’s familiar tools and workflows. In July 2025, Hotjar Ltd. formally merged into the Contentsquare Group from a legal and billing standpoint, though the Hotjar brand and interface remain in active use during the migration. help.hotjar.com
Within the CRO and testing market, Hotjar is positioned as an accessible, visual complement to traditional analytics tools like Google Analytics or Mixpanel. Rather than focusing on raw metrics alone, it emphasizes qualitative and mixed-method insights—recordings, heatmaps, in-product surveys, interviews, and AI-driven summaries—that help UX, product, and marketing teams uncover friction, validate experiments, and prioritize roadmap decisions. Compared to more technical enterprise suites, Hotjar’s strengths are its fast implementation, approachable UX, and generous free plan; through its integration into the wider Contentsquare stack, it now also reaches further up-market with deeper analytics, stronger governance, and advanced integrations for large digital teams. help.hotjar.com