Startups that rewrote their homepage pitch

In Q4 2026 (to 10 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.

What counts

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. A change counts in a quarter only when both checks it lies between fall in that quarter; the share is out of the startups with at least two visible captures in that quarter. Two captures do not guarantee a usable comparison, and observation frequency varies. Method.

1,549 observations cannot be allocated to a quarter. Inspect their date ranges. Zero counted changes does not establish that nothing changed.

1,549 observations · less precisely dated. Showing 1481–1520.

Dated less precisely

These changes happened between two checks in different quarters, or were already showing at the first check, so they are not counted in any quarter above.

1. BlueOrange: Changed its homepage headline from “Let's Build Something Great...” to “THE FULLSTACK AGENCY”.
   Between 14 August 2017 and 22 July 2018 · archived page
2. Clipchamp (acquired): Changed its homepage headline from “Convert Videos For Free” to “All your video needs in one place”.
   Between 19 February 2015 and 18 July 2018 · archived page
3. Maropost: Changed its homepage headline from “Think Differently About Email Marketing” to “Grows your business. Grows with your business.”.
   Between 2 July 2015 and 16 July 2018 · archived page
4. Coro Cybersecurity: Changed its homepage headline from “Coronet provides your organization with total protection from wireless network threats” to “Moved to Office 365 G Suite Dropbox Box Salesforce?”. A classifier read this as a change in its core product.
   Between 3 February 2017 and 6 July 2018 · archived page
5. Engagespot: Changed its homepage headline from “Web Push Notification Automation” to “Realtime Notifications for Web Applications”.
   Between 3 June 2017 and 6 July 2018 · archived page
6. Fauna (FaunaDB): Changed its homepage headline from “Scale. Adapt. Evolve.” to “Global Transactional NoSQL”.
   Between 5 February 2017 and 4 July 2018 · archived page
7. CloudZero: Changed its homepage headline from “Concerned about Cloud Computing Risks?” to “Serverless Reliability Management”. A classifier read this as a change in its core product.
   Between 5 September 2011 and 17 May 2018 · archived page
8. Fitnescity: Changed its homepage headline from “Personalized Wellness. Precision Wellness” to “Body Composition and Metabolic Testing. Personal Training in NYC”.
   Between 12 October 2016 and 23 April 2018 · archived page
9. Kensu: Changed its homepage headline from “Data-Science for Enterprises” to “Meet Kensu DAM”. A classifier read this as a change in its core product.
   Between 3 January 2017 and 29 March 2018 · archived page
10. Datapath.io: Changed its homepage headline from “Internet Traffic Optimization. We intelligently reroute dynamic traffic to improve performance and maximize availability.” to “Cloud to Cloud Network”.
    Between 12 May 2017 and 24 February 2018 · archived page
11. FlytBase: Changed its homepage headline from “Flyt: Platform for Commercial Drone Applications” to “FlytBase: Build Smart and Scalable Drone Applications”.
    Between 8 July 2016 and 24 February 2018 · archived page
12. Abe AI: Changed its homepage headline from “Be better with your money.” to “Conversational Interfaces: The Next Big Opportunity in Digital Banking”. A classifier read this as a change in its core product and its target customer.
    Between 11 January 2017 and 14 February 2018 · archived page
13. GuestU: Changed its homepage headline from “Personalized mobile apps for hospitality” to “GuestU Phone is every traveller's dream amenity”.
    Between 16 July 2016 and 30 January 2018 · archived page
14. Hexo: Changed its homepage headline from “Enterprise Mobile Applications, Speech Recognition Applications, Customer Care Solutions, Mobile VAS products- Hexolabs, India” to “Product Innovation, Enterprise Mobility, UX/UI, Service Design, mVAS - Hexolabs, India”. A classifier read this as a change in its core product.
    Between 23 May 2015 and 15 January 2018 · archived page
15. Carbo Culture: Changed its homepage headline from “All About Carbon” to “Biochar from near you”.
    Between 3 January 2017 and 8 January 2018 · archived page
16. Flytrex: Changed its homepage headline from “Flytrex - Drones & Quadcopters Real Time GSM Tracking” to “Flytrex | On Demand Drone Delivery”.
    Between 4 July 2016 and 5 January 2018 · archived page
17. Mixpanel: Changed its homepage headline from “Actions speak louder than page views.” to “Product analytics for product people”.
    Between 8 July 2016 and 4 January 2018 · archived page
18. Lumenaza: Changed its homepage headline from “Ökostrom aus der Region, gemeinschaftlich und transparent” to “Die Software für die Energiewende”.
    Between 6 February 2016 and 3 November 2017 · archived page
19. ConvertFlow: Changed its homepage headline from “Capture and qualify more leads, instantly” to “Convert the right people, with the right calls-to-action, at the right time”.
    Between 11 July 2015 and 15 October 2017 · archived page
20. Fueloyal: Changed its homepage headline from “Smart Fuel Cap” to “Track Your Trucks, Optimize Fuel Purchases and Make $300 per Truck/Month”.
    Between 3 July 2016 and 6 October 2017 · archived page
21. doDOC: Changed its homepage headline from “Streamline Pharma Documentation” to “Medical & Scientific Writing Perfect and Faster”.
    Between 6 September 2016 and 20 August 2017 · archived page
22. Insight Robotics: Changed its homepage headline from “Insight Robotics” to “Saving the world, bit by bit, grid by grid”.
    Between 23 July 2016 and 11 August 2017 · archived page
23. Bitfusion: Changed its homepage headline from “Software Defined Supercomputing” to “the engine for next gen computing”. A classifier read this as a change in its core product.
    Between 13 July 2016 and 15 July 2017 · archived page
24. Infurnia: Changed its homepage headline from “Empowering businesses to customize furniture instantly” to “More than a Design Software”.
    Between 9 January 2016 and 5 July 2017 · archived page
25. o9 Solutions: Changed its homepage headline from “Intelligent Decision Management - o9 Solutions” to “AI Platform | Demand, Supply, Integrated Business Planning | o9 Solutions”.
    Between 26 January 2016 and 5 July 2017 · archived page
26. Beekeeper: Changed its homepage headline from “The communication app for every single employee” to “Achieve more together with your employee app”.
    Between 11 May 2017 and 1 July 2017 · archived page
27. FaithStreet: Changed its homepage headline from “Reach new people. Increase giving.” to “Give differently.”.
    Between 11 January 2016 and 1 July 2017 · archived page
28. Bridger Photonics: Changed its homepage headline from “OUR MISSION” to “Primary Menu”.
    Between 1 February 2015 and 31 May 2017 · archived page
29. Heroic Labs: Changed its homepage headline from “One Game, All Devices” to “Open-source server for social and realtime games.”. A classifier read this as a change in its core product.
    Between 15 September 2015 and 16 May 2017 · archived page
30. Kryon: Changed its homepage headline from “GETTING THE JOB DONE” to “THE FUTURE OF ROBOTIC PROCESS AUTOMATION BEGINS HERE”.
    Between 30 January 2016 and 13 March 2017 · archived page
31. Glimr: Changed its homepage headline from “OFFLINE RETARGETING” to “Accurate location data at scale.”. A classifier read this as a change in its core product.
    Between 28 May 2016 and 2 March 2017 · archived page
32. LetsGetChecked: Changed its homepage headline from “Simple tests in 5 simple steps” to “LetsGet Checked”.
    Between 13 July 2014 and 5 February 2017 · archived page
33. Much Better Adventures: Changed its homepage headline from “Chalet hunting made easy” to “Holidays. Sorted.”.
    Between 11 July 2014 and 29 January 2017 · archived page
34. Keepit: Changed its homepage headline from “Online Backup” to “Office 365 backup”.
    Between 10 February 2015 and 19 January 2017 · archived page
35. Distil Networks: Changed its homepage headline from “Distil Networks” to “Bot Mitigation for Web Applications, Mobile, and APIs”.
    Between 1 July 2014 and 18 January 2017 · archived page
36. Gusto: Changed its homepage headline from “The easiest way to care for your team.” to “For HR people who do everything.”.
    Between 25 September 2015 and 11 January 2017 · archived page
37. Mojio: Changed its homepage headline from “Empowered is making your car more like your smartphone” to “The Leading Open Platform for Connected Cars”. A classifier read this as a change in its core product and its target customer.
    Between 4 July 2015 and 2 January 2017 · archived page
38. AddStructure: Changed its homepage headline from “A.I. Powered Search & Discovery” to “A.I. Powered Conversational Commerce”.
    Between 22 January 2016 and 18 October 2016 · archived page
39. Tars: Changed its homepage headline from “WhatsApp us whatever you need. We'll get it done for you.” to “Mobile Forms Reimagined”. A classifier read this as a change in its core product and its target customer.
    Between 19 May 2015 and 18 October 2016 · archived page
40. Looking Glass Factory: Changed its homepage headline from “Pickled Shark featured artist: Mr. How” to “Free Shipping Worldwide”.
    Between 26 September 2013 and 21 August 2016 · archived page

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Cite this page

StartupHistory, “Startups that rewrote their homepage pitch”, https://startuphistory.org/t/repositioned (accessed 10 November 2026)

Machine-readable: /t/repositioned.json · All topics