{
  "topic": {
    "slug": "repositioned",
    "title": "Startups that rewrote their homepage pitch",
    "rule": "The homepage headline was rewritten (fewer than half of its words kept) and a classifier found the two versions comparable; both headlines are quoted. A rewrite can be a new market, a new product or new copy: it is not labelled a pivot.",
    "record": "https://startuphistory.org/t/repositioned"
  },
  "as_of": "2026-11-09",
  "summary": "In Q4 2026 (to 9 November 2026), 13 startups rewrote their homepage headline, out of 1,797 with at least two captures in the archive that quarter. These are observations in the archive, not a market-wide rate. Coverage differs by quarter.",
  "quarters": [
    {
      "quarter": "2026-Q4",
      "companies": 13,
      "checked": 1797
    },
    {
      "quarter": "2026-Q3",
      "companies": 3,
      "checked": 815
    },
    {
      "quarter": "2026-Q2",
      "companies": 4,
      "checked": 168
    },
    {
      "quarter": "2026-Q1",
      "companies": 3,
      "checked": 401
    },
    {
      "quarter": "2025-Q4",
      "companies": 1,
      "checked": 61
    },
    {
      "quarter": "2025-Q3",
      "companies": 2,
      "checked": 499
    }
  ],
  "pagination": {
    "page": 1,
    "per_page": 200,
    "total": 4,
    "pages": 1,
    "next": null
  },
  "changes": [
    {
      "company": "ai&",
      "record": "https://startuphistory.org/c/aiand.com",
      "summary": "Changed its homepage headline from “all ideas, connected with ai.” to “Run AI. Deploy Anything.”.",
      "between": {
        "from": "2026-04-22T23:12:08.000Z",
        "to": "2026-06-25T18:03:03.000Z"
      },
      "counted_in": "2026-Q2",
      "evidence": "https://web.archive.org/web/20260625180303/https://www.aiand.com/",
      "evidence_kind": "internet_archive"
    },
    {
      "company": "Abode Labs",
      "record": "https://startuphistory.org/c/abodelabs.ai",
      "summary": "Changed its homepage headline from “Vertical AI for real estate and title.” to “Software that does the work.”.",
      "between": {
        "from": "2026-04-28T19:51:45.000Z",
        "to": "2026-06-18T01:59:03.000Z"
      },
      "counted_in": "2026-Q2",
      "evidence": "https://web.archive.org/web/20260618015903/https://abodelabs.ai/",
      "evidence_kind": "internet_archive"
    },
    {
      "company": "ByBug Synthetics",
      "record": "https://startuphistory.org/c/bybug.io",
      "summary": "Changed its homepage headline from “By Bug Synthetics®” to “The infection already happened. The problem is nobody acted before.”. A classifier read this as a change in its core product.",
      "between": {
        "from": "2026-04-15T00:16:02.000Z",
        "to": "2026-06-14T16:06:02.000Z"
      },
      "counted_in": "2026-Q2",
      "evidence": "https://web.archive.org/web/20260614160602/https://bybug.io/",
      "evidence_kind": "internet_archive"
    },
    {
      "company": "Cellva (Cellva Ingredients)",
      "record": "https://startuphistory.org/c/cellva.com",
      "summary": "Changed its homepage headline from “A new generation of ingredients.” to “Natural ingredients rooted in Brazilian origin.”.",
      "between": {
        "from": "2026-04-18T10:46:36.000Z",
        "to": "2026-06-10T03:31:13.000Z"
      },
      "counted_in": "2026-Q2",
      "evidence": "https://web.archive.org/web/20260610033113/https://cellva.com/",
      "evidence_kind": "internet_archive"
    }
  ],
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Startups that rewrote their homepage pitch”, https://startuphistory.org/t/repositioned (accessed 9 November 2026)"
}