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.

1,576 observations across all dates. Showing 1521–1560.

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. 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
2. 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
3. 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
4. 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
5. 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
6. 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
7. 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
8. 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
9. 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
10. 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
11. 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
12. 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
13. 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
14. FaithStreet: Changed its homepage headline from “Reach new people. Increase giving.” to “Give differently.”.
    Between 11 January 2016 and 1 July 2017 · archived page
15. Bridger Photonics: Changed its homepage headline from “OUR MISSION” to “Primary Menu”.
    Between 1 February 2015 and 31 May 2017 · archived page
16. 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
17. 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
18. 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
19. 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
20. 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
21. Keepit: Changed its homepage headline from “Online Backup” to “Office 365 backup”.
    Between 10 February 2015 and 19 January 2017 · archived page
22. 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
23. 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
24. 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
25. 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
26. 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
27. 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
28. Bitfusion: Changed its homepage headline from “Newly Launched: Bitfusion Boost Beta” to “Software Defined Supercomputing”.
    Between 13 February 2016 and 13 July 2016 · archived page
29. Innovaccer: Changed its homepage headline from “Simplifying Research.” to “We help you realize data-driven ROI faster than anyone else”.
    Between 25 July 2014 and 7 July 2016 · archived page
30. Glimr: Changed its homepage headline from “Get Local. Embrace mobile in stores!” to “OFFLINE RETARGETING”. A classifier read this as a change in its core product.
    Between 10 August 2014 and 28 May 2016 · archived page
31. Flomio: Changed its homepage headline from “Flomio - Making Digital Physical” to “Flomio - Proximity ID Solutions”. A classifier read this as a change in its core product and its target customer.
    Between 16 July 2014 and 20 February 2016 · archived page
32. 24Symbols: Changed its homepage headline from “Accede a un mundo de libros gratis” to “Reinvent reading Unlimited reading from any device. Desktop, tablet or smartphone. Just $8.99 per month. And the first 30 days are on us,…”.
    Between 1 January 2014 and 3 February 2016 · archived page
33. Deepomatic: Changed its homepage headline from “Embrace the future” to “Turning images into gold”.
    Between 14 April 2015 and 28 January 2016 · archived page
34. ClauseMatch: Changed its homepage headline from “M atch, Negotiate, Trade” to “Documents Reinvented”. A classifier read this as a change in its core product.
    Between 7 July 2014 and 11 January 2016 · archived page
35. Knowtify: Changed its homepage headline from “The smartest and easiest way to engage your users with email” to “Keep your users engaged in AND out of your app.”.
    Between 1 January 2015 and 9 January 2016 · archived page
36. Infilect: Changed its homepage headline from “Enhance Your Retail Business through Deep Visual Intelligence” to “CONTEXTUAL PRODUCT DISCOVERY PLATFORM”. A classifier read this as a change in its core product.
    Between 19 April 2015 and 6 January 2016 · archived page
37. LinkSquares: Changed its homepage headline from “Email analytics for your inbox” to “Contract Analysis and Intelligence”. A classifier read this as a change in its core product and its target customer.
    Between 15 January 2014 and 3 January 2016 · archived page
38. FreeWire Technologies: Changed its homepage headline from “FreeWire - Transforming Workplace Electric Vehicle (EV) Charging” to “FreeWire - Energy Delivered”.
    Between 21 September 2014 and 14 October 2015 · archived page
39. Kameleoon: Changed its homepage headline from “La référence de l'AB testing” to “A/B Testing et Personnalisation web”.
    Between 2 January 2014 and 1 August 2015 · archived page
40. Hoverfly Technologies, Inc.: Changed its homepage headline from “Hoverfly - Professional Aerial Cinema Systems, Flight & Camera Robotics, and Film Community” to “Hoverfly Technologies, Inc. | Professional Unmanned Aerial Systems”.
    Between 10 September 2013 and 29 July 2015 · 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