How ElevenLabs tracks over 100+ competitors in the conversational AI and media space
"Fruitful helps us keep up to date with details of over 100+ companies in direct and indirect competitive markets. We get curated insights into new features, product launches, hiring and pricing which helps us to see market movements. The team has been very collaborative - they've walked the extra mile to help us."
Cecilia, Strategy
About ElevenLabs
ElevenLabs has become a leader in conversational AI and media, raising $180 million in January 2025 at a $3.3 billion valuation. By September 2025, the company's valuation doubled to $6.6 billion in a secondary offering led by Sequoia Capital, Iconiq, and Andreessen Horowitz. Co-founded by Piotr Dabkowski and Mati Staniszewski, who previously worked at Google and Palantir respectively, the company has grown from 77 employees to 331 in just one year.
The company's growth has been exceptional, reaching $200 million in annualized recurring revenue in August 2025, up from $100 million in October 2024. They're targeting $300 million in recurring revenue by the end of 2025.
The Challenge
Operating in the highly competitive conversational AI and media space, ElevenLabs needed to monitor a large number of competitors across direct and indirect markets. With AI startups engaged in fierce competition for talent and market share, staying ahead of competitor movements, feature releases, and strategic shifts became critical. Manual tracking was time-consuming and often missed important details that could impact strategy.
The Solution
Using Fruitful, the team monitors over 100+ companies and receives curated weekly insights about new features, product launches, hiring patterns, and pricing changes. Luke, who leads Growth, Cecilia in Strategy, and Badi in Product Marketing come together to use Fruitful for competitive intelligence across their functions. These insights are shared across the entire GTM organization including sales, growth, product marketing, and operations.
Key Benefits
- • Granular insights: Fruitful captures details other tools miss, from role location changes to subtle pricing adjustments
- • Cross-functional collaboration: Cecilia (Strategy), Luke (Growth), and Badi (Product Marketing) collaborate using shared competitive intelligence
- • Curated weekly reports: Weekly insights help the team spot market movements without information overload
- • Strategic advantage: Early detection of competitive moves informs product strategy and market positioning
Results
The team now stays ahead of competitive movements with a level of granularity that other tools and crawlers simply miss. For instance, Cecilia was able to identify when a competitor moved locations for a couple of roles from San Francisco to New York - subtle signals that are often overlooked but critical for understanding strategic shifts.
This level of detail, combined with curated weekly insights across 100+ competitors, enables the Growth, Strategy, and Product Marketing teams to make informed decisions and maintain ElevenLabs' competitive edge in the rapidly evolving AI landscape.