Plausible Analytics
plausible.io
Simple, cookie-free, open source web analytics that respects visitor privacy.
Uku Täht
Creator of Plausible, the open source and privacy-first Google Analytics alternative
About Uku Täht
Uku Täht is an Estonian software developer and the creator of Plausible Analytics, a lightweight, cookie-free and open source web analytics tool positioned as a privacy-friendly alternative to Google Analytics.
He started Plausible alone in December 2018 and launched paid subscriptions in 2019. Growth was slow at first: it took the better part of a year to reach a few hundred dollars in MRR. In 2020 he brought in Marko Saric to run marketing and communications, and the pair turned Plausible into one of the best-known bootstrapped SaaS stories in Europe.
Plausible is self-funded, profitable and licensed under AGPLv3. The company crossed $1M ARR in 2022, has more than 20,000 paying subscribers and is run by a team of about ten people in the EU. Uku leads the product and engineering side and is a vocal advocate for open source and digital privacy.
Products by Uku Täht
Builds indie alternatives to:Google Analytics
Revenue
Uku Täht has publicly reported $1M+ ARR (as of 2022). Source
- Revenue (monthly, log scale)
- First product
- Launch / milestone
- Started 2018
- 2018Launch: Started building Plausible as a solo side project in December
- 2019First product: Launched paid Plausible subscriptions
- 2019Revenue: Paid plans launched: $64 MRR≈ $64/mo plausible.io
- 2020Milestone: Partnered with Marko Saric, who joined to lead marketing
- 2020Revenue: Plausible at $1,055 MRR (May)≈ $1.1K/mo plausible.io
- 2020Revenue: Plausible at $8,999 MRR (December)≈ $9K/mo plausible.io
- 2021Revenue: Plausible at $11,303 MRR (January)≈ $11K/mo plausible.io
- 2021Revenue: Plausible at $500K ARR≈ $43K/mo plausible.io
- 2022Revenue: Plausible crossed $1M ARR≈ $83K/mo plausible.io
- 2022Revenue: Plausible at $1M ARR (June)≈ $84K/mo plausible.io
- 2022Revenue: Bootstrapping to $100K/month (IH podcast)≈ $100K/mo indiehackers.com
Timeline
- 2018 — Started building Plausible as a solo side project in December.
- 2019 — Launched paid Plausible subscriptions.
- 2020 — Partnered with Marko Saric, who joined to lead marketing.
- 2022 — Plausible crossed $1M in annual recurring revenue.
How Uku builds
- Build a focused, simple alternative to bloated incumbents.
- Stay independent and subscriber-funded instead of raising outside capital.
- Open source the product to earn trust.
- Respect users' privacy by default.
Uku Täht vs Marko Saric
Uku Täht vs Jack EllisUku Täht FAQ
Who is Uku Täht?
Uku Täht is the Estonian developer who created Plausible Analytics in 2018 and co-runs it with Marko Saric.
Is Plausible bootstrapped?
Yes. Plausible says it is self-funded and profitable with no outside investors, and it crossed $1M ARR in 2022.
What tech does Plausible use?
Plausible is built with Elixir and the Phoenix framework and stores analytics data in ClickHouse; the code is open source under AGPLv3.
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