Guidde: The AI-native horizontal PLG startup that could

Prolog

Every great company has that moment when the market finally sees what the founders have been building toward for years. Guidde is now living that moment.

What began as a mission to help teams explain software visually has grown into one of the most polished GTM engines in Horizontal AI. There was no dramatic reinvention along the way, no identity crisis. Just a consistent search for the right angle on the same core belief: that visual knowledge is the most powerful way businesses learn, communicate, and operate.

Before Dan and Yoav could create that powerful GTM engine they needed to get to Product-Market Fit. When they shipped Guidde 1.0 they quickly got paying customers so their ARR graph was “up and to the right” but… they were smart enough and true enough to themselves to look beyond the ARR, to look at usage, DAU, MAU, creates, shares, views etc. all of these metrics are what drove decision making at Guidde. 

Let me tell you this made all of the difference in the period thereafter.

They tweaked here, changed there, made a bet on the LLM revolution early on and built Guidde as an AI-native product (boy were they right about that) and then, suddenly. It happened!

You could feel the energy – the excitement among users creating their first guide, the organic pull from departments across companies.

I remember sending WhatsApp and Linkedin messages to virtually all of my contacts which I thought might be interesting to get them to try the product so we can get feedback (inside scoop: getting people’s attention is HARD!).

Fun fact: pictured below is me trying to get Moran Bar to try it out when she was at Semperis, not only did she give helpful feedback but she also became a customer and later on also at her next company DataLoop as well and she even had some impact on Guidde’s series A. Life lesson → hustle your way to victory. 

A Product That Learned Faster Than Everyone Else

Guidde’s breakout wasn’t the result of some cheap trick. It was the natural outcome of a product that is used, acquires data, and improves every time someone uses it.

Each captured flow
Each shared guide
Each onboarding
Each support interaction
Each team adopting it inside their stack

As more people used Guidde, the product uncovered what mattered most: which personas were deriving the deepest value, which workflows were universal across industries, which products and workflows were breaking down inside sales, support, CS, L&D, marketing and operations.

This data advantage became a guiding force. Guidde didn’t need to guess what to build. Its users told them at scale just by using the product!

As usage grew, something interesting happened. Teams weren’t just creating guides, they were distributing them, embedding them, analyzing who watched, understanding where knowledge was getting stuck, and institutionalizing best practices.

Guidde wasn’t only a creation tool anymore. It was quietly becoming knowledge infrastructure.

Always AI-Native

Guidde didn’t adopt AI. It was born from it. 

We see many software companies that add “AI on top” which usually means they have a feature which is powered by vanilla OpenAI API. 

Here this is not that case.

This is a screenshot taken from their deck in 2022…

Today the company is entering its most exciting phase yet: becoming the structured knowledge layer for the enterprise. The workflows captured by Guidde aren’t random videos or documents. They are structured, step-based behavioral data – exactly what the future requires.

But what about the moat?

Public data cannot replicate how a specific company builds a report, resolves a ticket, handles a renewal, executes a verification step, or trains a team. 

Guidde captures the operational truth inside every business. And it keeps that truth fresh. 

Moreover in this day and age software is completely democratized. Various people inside companies are building their own software and their own agents. But there is no knowledge base, no articles, no L&D training videos.. The Guidde way is the only way forward. 

In an AI-driven world, the company that understands the “why?” behind the workflow owns the future. Guidde’s data compounds daily and becomes harder for anyone to replicate with each new action recorded.

The Perfect Moment to Add Enterprise Motion

The issue with PLG is that many startups fail to build out their enterprise offering and move into SLG (Sales Led Growth). If you try it too early you get defocused and fail. If you wait for too long you become irrelevant in the market.

Guidde timed their foray into enterprise perfectly. 

As we saw adoption spread across GTM teams, support orgs, and global operations, the founders recognized the shift. They expanded the product surface with incredible precision: enterprise-grade security, SSO, broadcast capabilities for thousands of employees, brand governance, team segmentation, analytics that feel almost handcrafted, multi-language support, new output formats, avatars, desktop capture and more. 

The result is a dual motion that looks effortless from the outside. PLG drives the discovery. SLG drives the org-wide deployment. Together they create an engine that compounds with every new workflow captured.

Today, Guidde is used worldwide by companies and across multiple departments with many use cases. It is approaching the type of scale that only emerges when a product becomes a habit inside an organization.

The Founders: Taste, Timing, and Relentlessness

What stands out most about Guidde’s founders is their intuition for when to widen and when to sharpen. They never froze. They paid close attention to usage patterns, listened intensely to customers, and built with a level of polish usually reserved for companies far later in their journey.

They built an environment where product and GTM coexist naturally, where signals from users turn into features almost effortlessly, and where vision and execution feel inseparable.

This is why Guidde feels inevitable now. Not because the category was obvious, but because these tenacious founders didn’t let noise distract them from what they were learning every day.

Where Guidde Goes From Here

The direction is becoming clearer every day. For decades, institutional knowledge was locked inside training decks, PDFs, tribal memory, and clunky wikis. Guidde is reorganizing all of that into a living system.

And here’s the prediction:

Guidde is on its way to becoming the backbone of the agentic enterprise.

Agents need structured, verified, context-rich workflows to make decisions confidently. They will need accurate documentation that updates in real time. They will need organizational memory that lives outside the heads of employees.

Guidde has built exactly that.

As AI agents take on more of the repetitive and complex tasks inside organizations, Guidde will quietly power them, just like it powers humans today.

This will be table stakes.

And when the world looks back, it will say the same thing it says about every “inevitable” company: it all seems obvious in hindsight.

Series B

We are excited to announce Guidde’s $50m Series B and to welcome PSG and monday.com on this fast-paced ride.

The fact that MNDY (“The operating system for work” company) is coming into the round speaks volumes of what the future holds for Guidde.

Every step of the way, Yoav and Dan kept saying “I think I can“. At Entrée we are lucky enough to partner with such founders, and dedicate our work to doing everything in our power to help them fulfill their vision.

We look forward to writing the “I thought I could“ Guidde blog post, not so many years away…

AI-generated image of the near future