Meet Felix Eichler, CTO at B2B SaaS Company: Userlane

Userlane is a B2B SaaS company in the Digital Adoption Platform (DAP) space. We started the company in 2015 in Munich, having identified with the frustrations many people had with using new software productively.

Our platform is designed to help people use software by embedding practical, interactive training guides and support into any web-based software. Organisations can easily tailor these guides to meet the specific needs of different roles or teams, so it’s contextually relevant and helps users to ‘learn and do’ at the same time, boosting their overall engagement and productivity. We’re thrilled to count organisations such as Allianz, B. Braun, Deutsche Bahn, and P&G as our customers.


How did you come up with the idea for the company?

We participated as a team in several hackathons to turn many of the ideas we had over the years into working prototypes and gather feedback. We realised that while people were excited about testing our new applications, no one bothered to read or watch explanations on how to actually use them. People wanted to jump in and get results with our applications – and sometimes missed out on exciting features – simply because they did not know about them.

We soon discovered that software adoption isn’t a unique problem – many of our customers faced such challenges. In fact, our research suggests that 96% of businesses struggle with it to some extent. We built Userlane as the solution to help people experience exciting software to its fullest potential without the need for manual training or support.


How has the company evolved over the last couple of years?

When we first started, we worked mainly with fast-growing software companies, many of which are still our customers. Since 2018, we have shifted our focus towards global enterprises and work with them to make their software landscape more efficient by increasing employee productivity, reducing support costs and mitigating risks. This has allowed us to grow rapidly to a global team of more than 100 people in just a few years.

During this time, we’ve increased geographic coverage throughout major markets by setting up a dedicated hub in the UK and development hubs across Europe to accelerate our product development output.

We are also proud that global research firm, Everest Group, recently listed Userlane as a Major Contender in its Digital Adoption Platform (DAP) 2022 PEAK Matrix assessment. The listing recognises Userlane’s commitment to investing in and enhancing its product offering, particularly in the last 12-18 months. Plus, we have more exciting product announcements coming early next year!

What can we hope to see from Userlane in the future?

Userlane’s fundamental goal will always be to give businesses and their employees the confidence to manage digital change as they continue to invest in new technologies. Since this affects nearly all businesses across the world, one of our big, long-term objectives is to grow to one billion users.

From a product perspective, we’re developing exciting analytics capabilities to help our customers understand how users interact with software and provide insights to business leaders on how to truly maximise their software investments across the organisation. We’re also working to ensure the platform integrates seamlessly with our customers’ wider technology stacks.