{
  "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": 3,
    "pages": 1,
    "next": null
  },
  "changes": [
    {
      "company": "Akido Labs",
      "record": "https://startuphistory.org/c/akidolabs.com",
      "summary": "Changed its homepage headline from “Making exceptional healthcare universal” to “Re-engineering healthcare around AI”.",
      "between": {
        "from": "2026-07-08T15:53:52.000Z",
        "to": "2026-09-20T15:11:16.000Z"
      },
      "counted_in": "2026-Q3",
      "evidence": "https://web.archive.org/web/20260920151116/https://www.akidolabs.com/",
      "evidence_kind": "internet_archive"
    },
    {
      "company": "Dropback",
      "record": "https://startuphistory.org/c/dropback.com",
      "summary": "Changed its homepage headline from “Your pro-grade Front Office Database Your p Front Office Database” to “Every Front Office Deserves Its Own AI”. A classifier read this as a change in its core product.",
      "between": {
        "from": "2026-07-13T03:57:49.000Z",
        "to": "2026-09-07T00:20:55.000Z"
      },
      "counted_in": "2026-Q3",
      "evidence": "https://web.archive.org/web/20260907002055/https://www.dropback.com/",
      "evidence_kind": "internet_archive"
    },
    {
      "company": "Celona",
      "record": "https://startuphistory.org/c/celona.io",
      "summary": "Changed its homepage headline from “Industrial intelligence powered by private 5G” to “Agentic. Converged. Wireless.”.",
      "between": {
        "from": "2026-07-15T14:09:26.000Z",
        "to": "2026-08-30T13:10:09.000Z"
      },
      "counted_in": "2026-Q3",
      "evidence": "https://web.archive.org/web/20260830131009/https://celona.io/",
      "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)"
}