{
  "company": {
    "name": "Guru",
    "website": "https://getguru.com/",
    "record": "https://startuphistory.org/c/getguru.com"
  },
  "status": null,
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  "baseline": {
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    "headline": "getguru.com",
    "description": "getguru.com",
    "evidence": "https://web.archive.org/web/20130716115501/http://getguru.com",
    "evidence_kind": "internet_archive",
    "facts": null,
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 1,
  "last_checked": "2026-11-06T17:10:35.718Z",
  "live_status": null,
  "messaging": [
    {
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      "variants": [
        {
          "headline": "getguru.com",
          "subhead": "getguru.com",
          "observed_at": "2013-07-16T11:55:01.000Z",
          "evidence": "https://web.archive.org/web/20130716115501/http://getguru.com",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "getguru.com",
      "subhead": "getguru.com",
      "from": "2013-07-16T11:55:01.000Z",
      "to": "2013-07-16T11:55:01.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20130716115501/http://getguru.com",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2013-07-16T11:55:01.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2017-01-04T23:31:14.000Z",
      "variants": [
        {
          "headline": "Be an expert, everywhere you work.",
          "subhead": "Guru has reinvented the way your team captures knowledge, providing access to verified information from experts on your team where you work and when you need it most.",
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          "evidence": "https://web.archive.org/web/20170104233114/https://www.getguru.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Be an expert, everywhere you work.",
      "subhead": "Guru has reinvented the way your team captures knowledge, providing access to verified information from experts on your team where you work and when you need it most.",
      "from": "2017-01-04T23:31:14.000Z",
      "to": "2017-01-04T23:31:14.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20170104233114/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2017-01-04T23:31:14.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2020-01-28T14:26:40.000Z",
      "variants": [
        {
          "headline": "Knowledge is Revenue Customer Delight Power",
          "subhead": "Guru is a knowledge sharing solution built to enable sales and support teams with the knowledge they need when they need it, without leaving their workflow",
          "observed_at": "2018-07-14T12:45:02.000Z",
          "evidence": "https://web.archive.org/web/20180714124502/https://www.getguru.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Knowledge that finds you",
          "subhead": "Need a better knowledge management system? Guru can help. Find out how our tool can help support your team by improving knowledge sharing.",
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          "evidence": "https://web.archive.org/web/20200128142640/https://www.getguru.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Knowledge that finds you",
      "subhead": "Need a better knowledge management system? Guru can help. Find out how our tool can help support your team by improving knowledge sharing.",
      "from": "2018-07-14T12:45:02.000Z",
      "to": "2020-01-28T14:26:40.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20200128142640/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "seen": {
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          "to": "2020-01-28T14:26:40.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2022-07-09T21:36:05.000Z",
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        {
          "headline": "Organize company information. Access it anywhere.",
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          "evidence_kind": "internet_archive"
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        {
          "headline": "Organize company information. Access it anywhere.",
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          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Organize company information. Access it anywhere.",
      "subhead": "Get started for free with Guru, the powerful company wiki that cuts through chat noise to serve you the info you actually need to do your job.",
      "from": "2021-01-16T15:51:28.000Z",
      "to": "2022-07-09T21:36:05.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20220709213605/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "seen": {
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          "to": "2022-07-09T21:36:05.000Z"
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    {
      "quote_observed_at": "2025-01-01T08:07:49.000Z",
      "variants": [
        {
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          "subhead": "Cut through the noise and end information overload with Guru, an all-in-one wiki, intranet, and knowledge base that serves as your company's single source of truth.",
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          "evidence": "https://web.archive.org/web/20240111183617/https://www.getguru.com/",
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        {
          "headline": "Your company’s AI single source of truth",
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          "observed_at": "2025-01-01T08:07:49.000Z",
          "evidence": "https://web.archive.org/web/20250101080749/https://www.getguru.com/",
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        }
      ],
      "headline": "Your company’s AI single source of truth",
      "subhead": "Guru seamlessly connects your chats, apps, and docs into one single source of truth with our all-in-one knowledge platform for enterprise search, knowledge base, wiki, and intranet.",
      "from": "2024-01-11T18:36:17.000Z",
      "to": "2025-01-01T08:07:49.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20250101080749/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "seen": {
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        }
      },
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    },
    {
      "quote_observed_at": "2026-11-06T17:10:35.718Z",
      "variants": [
        {
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          "observed_at": "2026-07-03T02:32:50.000Z",
          "evidence": "https://web.archive.org/web/20260703023250/https://www.getguru.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Stop running your business on confidently wr 🚫 ng AI.",
          "subhead": "Stop running your business on confidently wrong AI. Guru structures, governs, and continuously improves your knowledge—so every AI answer can be trusted.",
          "observed_at": "2026-11-06T17:10:35.718Z",
          "evidence": "https://www.getguru.com/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "Stop running your business on confidently wr 🚫 ng AI.",
      "subhead": "Stop running your business on confidently wrong AI. Guru structures, governs, and continuously improves your knowledge—so every AI answer can be trusted.",
      "from": "2026-07-03T02:32:50.000Z",
      "to": "2026-11-06T17:10:35.718Z",
      "captures": 2,
      "evidence": "https://www.getguru.com/",
      "evidence_kind": "live_capture",
      "seen": {
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          "to": "2026-11-06T17:10:35.718Z"
        }
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    {
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      "before_evidence": "https://web.archive.org/web/20130716115501/http://getguru.com",
      "before_evidence_kind": "internet_archive",
      "kind": "hiring",
      "label": "Hiring",
      "summary": "Added a careers page.",
      "between": {
        "from": "2013-07-16T11:55:01.000Z",
        "to": "2015-12-31T10:18:09.000Z"
      },
      "evidence": "https://web.archive.org/web/20151231101809/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-careers-page"
    },
    {
      "n": 2,
      "id": "page-61f10c1dc79efddba9b274cf02550abf3568268ecf688f389d508e62f78a3ed8:da13c471ce0b5f2dd657c6aa8ce068ba543e26075a1f49dd79a7460c9edac032:pricing:ef162f2c55d8c41b",
      "before_evidence": "https://web.archive.org/web/20130716115501/http://getguru.com",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Added a pricing page.",
      "between": {
        "from": "2013-07-16T11:55:01.000Z",
        "to": "2015-12-31T10:18:09.000Z"
      },
      "evidence": "https://web.archive.org/web/20151231101809/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-pricing-page"
    },
    {
      "n": 3,
      "id": "page-b590433a02e08526035edefeab3e72578d4afe78879530f02ec434a060ab1bf9:fe75642e5eb3cfea1e230d6345af6fae303f4e75a6d46fc85f06ecbdfab43580:headline:1b0bfe0fcea757b3",
      "before_evidence": "https://web.archive.org/web/20170104233114/https://www.getguru.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Be an expert, everywhere you work.” to “Knowledge is Revenue Customer Delight Power”.",
      "between": {
        "from": "2017-01-04T23:31:14.000Z",
        "to": "2018-07-14T12:45:02.000Z"
      },
      "evidence": "https://web.archive.org/web/20180714124502/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 4,
      "id": "page-b590433a02e08526035edefeab3e72578d4afe78879530f02ec434a060ab1bf9:fe75642e5eb3cfea1e230d6345af6fae303f4e75a6d46fc85f06ecbdfab43580:gtm:74f755ba679ab708",
      "before_evidence": "https://web.archive.org/web/20170104233114/https://www.getguru.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Added a free sign-up or free trial.",
      "between": {
        "from": "2017-01-04T23:31:14.000Z",
        "to": "2018-07-14T12:45:02.000Z"
      },
      "evidence": "https://web.archive.org/web/20180714124502/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-free-trial"
    },
    {
      "n": 5,
      "id": "page-b590433a02e08526035edefeab3e72578d4afe78879530f02ec434a060ab1bf9:fe75642e5eb3cfea1e230d6345af6fae303f4e75a6d46fc85f06ecbdfab43580:logos:1cc1ef333bb4b0dc",
      "before_evidence": "https://web.archive.org/web/20170104233114/https://www.getguru.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "logos",
      "label": "New logos",
      "summary": "Added logos to its homepage: Procore and Buzzfeed.",
      "between": {
        "from": "2017-01-04T23:31:14.000Z",
        "to": "2018-07-14T12:45:02.000Z"
      },
      "evidence": "https://web.archive.org/web/20180714124502/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 6,
      "id": "page-fe75642e5eb3cfea1e230d6345af6fae303f4e75a6d46fc85f06ecbdfab43580:aa1a35d714ec62043ba3d8285204049ea7fd8e4c6cab78c76c3f9cbff29830c1:headline:bf5ba2e3bd314b58",
      "before_evidence": "https://web.archive.org/web/20180714124502/https://www.getguru.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Knowledge is Revenue Customer Delight Power” to “Knowledge that finds you”.",
      "between": {
        "from": "2018-07-14T12:45:02.000Z",
        "to": "2020-01-28T14:26:40.000Z"
      },
      "evidence": "https://web.archive.org/web/20200128142640/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 7,
      "id": "page-aa1a35d714ec62043ba3d8285204049ea7fd8e4c6cab78c76c3f9cbff29830c1:12a377f2ccca751d792659b339bee37227f741e2b0833412eba366e3edb9453b:headline:6564e36afa682c41",
      "before_evidence": "https://web.archive.org/web/20200128142640/https://www.getguru.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Knowledge that finds you” to “Organize company information. Access it anywhere.”.",
      "between": {
        "from": "2020-01-28T14:26:40.000Z",
        "to": "2021-01-16T15:51:28.000Z"
      },
      "evidence": "https://web.archive.org/web/20210116155128/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 8,
      "id": "classifier-26b6c20d38431bb782123bba48740a85cc1a4d38b84d5553e9f50cf44b320952:dad65593600178e43912815b5eb0ff3afa21e3b7c189bfd06d7db812726faec3:repositioning",
      "before_evidence": "https://web.archive.org/web/20220709213605/https://www.getguru.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "repositioning",
      "label": "Messaging",
      "summary": "Changed its homepage headline from “Organize company information. Access it anywhere.” to “Three products. One source of truth.”.",
      "between": {
        "from": "2022-07-09T21:36:05.000Z",
        "to": "2024-01-11T18:36:17.000Z"
      },
      "evidence": "https://web.archive.org/web/20240111183617/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "basis": "classifier",
      "topic": "https://startuphistory.org/t/repositioned"
    },
    {
      "n": 9,
      "id": "page-dad65593600178e43912815b5eb0ff3afa21e3b7c189bfd06d7db812726faec3:321197e134221a0ce09e48d3eec8d8e7b433c52cf8234cffbd17edd97f987127:headline:64aa522a46f90543",
      "before_evidence": "https://web.archive.org/web/20240111183617/https://www.getguru.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Three products. One source of truth.” to “Your company’s AI single source of truth”.",
      "between": {
        "from": "2024-01-11T18:36:17.000Z",
        "to": "2025-01-01T08:07:49.000Z"
      },
      "evidence": "https://web.archive.org/web/20250101080749/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 10,
      "id": "classifier-321197e134221a0ce09e48d3eec8d8e7b433c52cf8234cffbd17edd97f987127:595c4e951019f9adb16068c8eb15918ff39cc7b9b9a69230c8f687fbb0265165:repositioning",
      "before_evidence": "https://web.archive.org/web/20250101080749/https://www.getguru.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "repositioning",
      "label": "Messaging",
      "summary": "Changed its homepage headline from “Your company’s AI single source of truth” to “Stop running your business on confidently wr 🚫 ng AI.”.",
      "between": {
        "from": "2025-01-01T08:07:49.000Z",
        "to": "2026-07-03T02:32:50.000Z"
      },
      "evidence": "https://web.archive.org/web/20260703023250/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "basis": "classifier",
      "topic": "https://startuphistory.org/t/repositioned"
    },
    {
      "n": 11,
      "id": "page-321197e134221a0ce09e48d3eec8d8e7b433c52cf8234cffbd17edd97f987127:595c4e951019f9adb16068c8eb15918ff39cc7b9b9a69230c8f687fbb0265165:gtm:38f0fe27a40f24c1",
      "before_evidence": "https://web.archive.org/web/20250101080749/https://www.getguru.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Dropped its free sign-up; visitors are now asked to book a demo.",
      "between": {
        "from": "2025-01-01T08:07:49.000Z",
        "to": "2026-07-03T02:32:50.000Z"
      },
      "evidence": "https://web.archive.org/web/20260703023250/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/switched-to-sales-led"
    },
    {
      "n": 12,
      "id": "page-321197e134221a0ce09e48d3eec8d8e7b433c52cf8234cffbd17edd97f987127:595c4e951019f9adb16068c8eb15918ff39cc7b9b9a69230c8f687fbb0265165:compliance:0b0a6b90f8e7165b",
      "before_evidence": "https://web.archive.org/web/20250101080749/https://www.getguru.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "compliance",
      "label": "Compliance",
      "summary": "Now states HIPAA and SOC 2 compliance on its homepage.",
      "between": {
        "from": "2025-01-01T08:07:49.000Z",
        "to": "2026-07-03T02:32:50.000Z"
      },
      "evidence": "https://web.archive.org/web/20260703023250/https://www.getguru.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-soc-2"
    }
  ],
  "update": {
    "headline": "Guru updates AI messaging and shifts to demo-led sign-ups",
    "summary": "Guru has changed its homepage messaging, moved from free sign-ups to demo requests, and added new compliance statements. Earlier changes show evolving positioning and go-to-market around knowledge and product structure.",
    "points": [
      {
        "text": "Between January 2024 and January 2025, Guru changed its homepage headline to “Your company’s AI single source of truth”.",
        "kind": "fact",
        "changes": [
          9
        ]
      },
      {
        "text": "Between January 2025 and July 2026, Guru changed its homepage headline to “Stop running your business on confidently wr 🚫 ng AI.”, which a classifier read as a repositioning.",
        "kind": "fact",
        "changes": [
          10
        ]
      },
      {
        "text": "Between January 2025 and July 2026, Guru dropped its free sign-up or free trial and now asks visitors to book a demo.",
        "kind": "fact",
        "changes": [
          11
        ]
      },
      {
        "text": "Between January 2025 and July 2026, Guru added statements of HIPAA and SOC 2 compliance on its homepage, which may signal attention to customers with stronger compliance needs.",
        "kind": "interpretation",
        "changes": [
          12
        ]
      }
    ],
    "written_at": "2026-11-07T15:56:02.000Z",
    "basis": "ai_analysis",
    "model": "gpt-5.1-2025-11-13"
  },
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Guru” company record, https://startuphistory.org/c/getguru.com"
}