Plausible Insights OÜ

Plausible Insights OÜ is an independent Estonian software-as-a-service (SaaS) startup founded in 2018. It serves as the legal entity behind Plausible Analytics, a privacy-focused web analytics platform. Established by developer Uku Täht, the company launched its public beta in early 2019 and later expanded its leadership with co-founder Marko Saric. Operating as a fully remote organization based legally in Estonia, Plausible Insights OÜ employs around 10 to 11 core team members as of 2024. The company emphasizes transparency, flexibility, and ethical business practices in its distributed workforce.

The company’s primary mission is to provide a lightweight, privacy-conscious alternative to mainstream analytics solutions that often rely on corporate surveillance and advertising technologies. Plausible Analytics differentiates itself by not collecting, sharing, or selling personal user data, and being completely open-source, enabling users to inspect or self-host the software freely. Its growth has been primarily organic and community-driven, boasting thousands of paying subscribers and usage by over 229,000 websites globally. The business operates on a subscription-based model with tiered paid plans based on website traffic, with no ad revenue or external funding. It remains bootstrapped and financially supported solely through subscriber fees.

Plausible Insights OÜ targets small to medium businesses, startups, solo founders, developers, digital marketers, publishers, non-profit organizations, and privacy-conscious users who seek an alternative to traditional data-driven analytics tools such as Google Analytics. The company maintains an independent structure with no parent organization or subsidiaries, focusing exclusively on its flagship product, Plausible Analytics, available in both cloud-hosted and self-hosted versions. This legal and operational model reinforces its stance on privacy and ethical data practices in the digital analytics market.