2020 Revenue






How Hotjar hit $25.0M in Revenue with 21K Customers in 2020.

About Hotjar

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Monthly Revenue


+ $718.3K (52.63%)
Total Expenses


Net Income


Ebidta Margin


YOY Growth


Rule of 40


How did Latka collect this data?

Podcast Youtube video

Latka collected this data by interviewing Hotjar CEO David Darmanin on 12/01/2020

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Hotjar Revenue

In 2020, Hotjar revenue run rate hit $25.0M in revenue.


Hotjar Valuation and Funding History

Why are so many SaaS founders taking money from Founderpath.com instead of VC's?
Funding DateRoundAmountTotalValuation


Hotjar has 21K customers.

Lifetime Months


Monthly ARPU


Lifetime Dollars


Acquisition Cost


Average Annual Price


$0$780.01 month payback period024681012


Hotjar has an annual churn rate of 60.00%

Churn vs Expansion

Gross Annual Dollar Churn


Annual Dollar Expansion


Net Revenue Retention




Hotjar has 115 employees. They have 5 sales reps that carry a quota They have an engineering team of 44. and a marketing team of 6.


Total Team Size



44 (38%)


5 (4%)


6 (5%)


David Darmanin

Entrepreneur and conversion optimization consultant with experience in selling digital products and services to consumers and businesses in 19 languages and over 100 countries. - 12 years experience in visual, e-marketing and business project management. - Experienced creative director and designer for over 6 years (covering print, web, brand and product interface projects) - Founder of the Startup Malta Business Plan compeitition and co-founder of the Startup Malta Foundation for Entrepreneurship. - A regular attendee of events such as adTech, eMetrics and the Conversion Conference. - A speaker at the eMetrics Marketing Optimization Summit Toronto Ontario 2009 - “Action is where the Action is: Optimizing your Optimization Culture” - In 5 years at Uniblue led to the creation of an internal design department, a strong visual strategy as well as constantly developing the company’s optimization culture Specialties: Conversion Optimization, Internet Marketing, E-Commerce, User Centered Design, Interface Design, User Research and Analysis, Product Design, Brand Design, Product Strategy, Consultant to Acquisition teams (Advertising, Partners and Affiliate programs)


What's your age?


Favorite online tool?


Favorite book?

22 Immutable laws of marketing

Favorite CEO?

Rand Fishkin, Jay Simmons Atlassian

Advice for 20 year old self

Wish he truly understood what marketing was (not about selling, about positioning)

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Frequently Asked Questions about Hotjar

When was Hotjar founded?

Hotjar was founded in 2014.

Who is the CEO of Hotjar?

The CEO of Hotjar is David Darmanin

How many employees does Hotjar have?

Hotjar has 115 employees.

How much revenue does Hotjar generate?

Hotjar generates $25.0M in revenue.

How much funding does Hotjar have?

Hotjar has raised $0.0.

Where is Hotjar headquarters?

Hotjar is headquartered at SliemaMalta

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