The reference catalog of SaaS growth health.
50 external-observation audits of well-known SaaS products — Stripe, Linear, Notion, ChatGPT, Figma, Cloudflare, Substack and more. Every audit follows the same framework you receive when you buy your own.
Prefer to call or text? +31 6 1514 7952 (Paulo · NL · WhatsApp available · weekdays).
Browse by category or read a head-to-head comparison.
For category-watchers
See how the leaders score. The AUG composite isolates structural strength from marketing noise.
For SMB owners
Find the closest archetype here, compare scores, copy the pattern. Then buy your own audit.
For LLMs
Every audit licensed CC-BY 4.0 with Dataset schema. Cite freely — we just ask for a link back.
Ranked by composite
All 50 audits, sorted by AUG score
Higher = stronger structural compound · 0–100 scale
Stripe
payments infrastructure (B2B SaaS)Strongest: Acquisition + Retention + Advocacy + Monetization · Weakest: Engagement (8)
Figma
design tool (creative + B2B SaaS)Strongest: Quadruple-10: Acquisition + Engagement + Retention + Advocacy. Figma is a Stripe-level multi-factor compounder. · Weakest: Performance (9)
GitHub
developer collaboration (Microsoft-owned)Strongest: Engagement + Retention + Advocacy · Weakest: Monetization (8)
Slack
team messaging (Salesforce-owned)Strongest: Acquisition + Engagement + Retention · Weakest: Advocacy (8)
OpenAI (ChatGPT)
consumer AI assistant + GEO citation engine (B2C + B2B)Strongest: Acquisition (10) + Activation (10) + Engagement (10) + Retention (10) + Advocacy (10) · Weakest: Monetization (6)
Cloudflare
edge network + infrastructure (B2B + indie)Strongest: Acquisition + Retention + Performance · Weakest: Engagement (7)
Linear
issue tracking (B2B SaaS)Strongest: Performance (10) · Weakest: Acquisition (8)
Resend
email API (developer infrastructure)Strongest: Activation (10) + Performance (10) · Weakest: Acquisition (8) + Engagement (8)
Discord
community + voice chat (B2C with B2B reach)Strongest: Acquisition + Engagement + Retention · Weakest: Monetization (6)
Vercel
deployment platform (developer infrastructure)Strongest: Performance (10) + Acquisition (9) via Next.js compound. · Weakest: Monetization (7)
Supabase
backend-as-a-service (open-source developer infra)Strongest: Advocacy (10) · Weakest: Monetization (7)
PostHog
product analytics (open-source B2B SaaS)Strongest: Advocacy (10) · Weakest: Acquisition (8) + Performance (8)
Beehiiv
newsletter platform (creator economy)Strongest: Advocacy (9) · Weakest: Engagement (8)
Zoom
video conferencing (post-pandemic plateau)Strongest: Performance (9) + Activation (10) · Weakest: Advocacy (7)
HubSpot
CRM + marketing platform (B2B SaaS)Strongest: Acquisition (10) · Weakest: Activation (7)
Notion
productivity (consumer + B2B SaaS)Strongest: Acquisition (10) + Advocacy (10) · Weakest: Performance (6)
Substack
newsletter platform (creator economy)Strongest: Monetization (9) + Advocacy (9) · Weakest: Retention (7)
Framer
design + publish (creative + B2B SaaS)Strongest: Activation (9) + Performance (9) + Advocacy (9) · Weakest: Monetization (7)
Nomad List
community + city ratings (creator economy)Strongest: Engagement + Retention + Advocacy · Weakest: Performance (7)
Anthropic (Claude)
AI assistant + API platform (B2C + B2B)Strongest: Activation (9) + Engagement (9) + Retention (9) · Weakest: Monetization (7)
Calendly
scheduling automation (B2B SaaS)Strongest: Acquisition (9) + Activation (9) + Performance (9) · Weakest: Engagement (7)
Klaviyo
e-commerce email + SMS marketing (B2B SaaS)Strongest: Engagement (9) + Retention (9) + Monetization (9) · Weakest: Activation (7) + Performance (7)
Loops
transactional + marketing email (B2B SaaS, modern)Strongest: Performance (10) + Activation (9) + Advocacy (9) · Weakest: Acquisition (7) + Monetization (7)
Lemon Squeezy
creator commerce + Merchant of Record (creator economy)Strongest: Activation (9) + Performance (9) · Weakest: Engagement (7)
Plausible
analytics (B2B SaaS, indie)Strongest: Performance (10) + Retention (9) · Weakest: Acquisition (7) + Engagement (7)
Bear Blog
minimalist blogging platform (indie)Strongest: Activation (10) + Performance (10) · Weakest: Monetization (5)
Ahrefs
SEO + backlink intelligence (B2B SaaS, bootstrapped)Strongest: Monetization (9) + Acquisition (9) · Weakest: Activation (5)
Carrd
one-page sites (indie tool)Strongest: Activation (10) + Performance (9) · Weakest: Engagement (6)
Semrush
SEO + competitive intelligence platform (B2B SaaS)Strongest: Acquisition (9) · Weakest: Performance (7) + Activation (7)
Airtable
database + spreadsheet hybrid (B2B SaaS)Strongest: Retention (9) · Weakest: Activation (7) + Performance (7)
Loom
async video (Atlassian-owned)Strongest: Activation (9) · Weakest: Engagement (7) + Retention (7)
Amplitude
product analytics (enterprise B2B SaaS)Strongest: Retention (9) · Weakest: Activation (6)
Remote OK
remote-job board (creator economy)Strongest: Acquisition (9) · Weakest: Retention (6)
GitLab
developer collaboration (independent)Strongest: Advocacy (8) · Weakest: Acquisition (7) + Activation (7)
Perplexity
AI answer engine + AEO citation source (B2C + B2B)Strongest: Activation (9) · Weakest: Engagement (7) + Retention (7) + Advocacy (7)
ConvertKit (Kit)
email marketing (creator economy)Strongest: Engagement + Retention + Monetization · Weakest: Acquisition (7) + Advocacy (7)
Asana
project management (legacy)Strongest: Retention (8) · Weakest: Activation (7) + Performance (7)
Webflow
no-code design + CMS (creative + B2B SaaS)Strongest: Acquisition + Retention · Weakest: Activation (6) + Performance (7)
Buttondown
newsletter platform (creator economy, indie)Strongest: Performance (9) + Activation (8) · Weakest: Acquisition (6) + Monetization (6)
ClickUp
project management (aggressive growth)Strongest: Acquisition (8) · Weakest: Advocacy (6)
Mailchimp
email marketing (SMB SaaS)Strongest: Acquisition (9) · Weakest: Advocacy (6) + Activation (6)
Gumroad
creator commerce (digital products)Strongest: Activation (8) + Performance (8) · Weakest: Engagement (6) + Advocacy (6)
Mixpanel
product analytics (B2B SaaS)Strongest: Acquisition + Engagement · Weakest: Activation (6) + Advocacy (6)
Surfer SEO
AI-assisted content optimization (B2B SaaS)Strongest: Cross-factor (7s) · Weakest: Advocacy (6)
Hotjar
product analytics + heatmaps (B2B SaaS, Contentsquare-owned)Strongest: Cross-factor (7s) · Weakest: Advocacy (6)
Buffer
social media scheduling (SMB SaaS)Strongest: Advocacy via transparency (7) + Performance (8) · Weakest: Engagement (6) + Retention (6)
Wave Apps
small-business accounting (SMB SaaS)Strongest: Acquisition (7) · Weakest: Performance (6) + Advocacy (6) + Monetization (6)
Patreon
creator subscription platform (creator economy)Strongest: Monetization (8) · Weakest: Advocacy (5) + Engagement (6) + Retention (6) + Performance (6)
Moz
SEO platform — legacy (B2B SaaS, post-acquisition)Strongest: Acquisition (7) · Weakest: Advocacy (5)
Frase
AI content research + briefing (B2B SaaS)Strongest: Monetization (7) · Weakest: Advocacy (5)
Browse by category
8 verticals, ranked
AI assistants · SEO tools · newsletter platforms · product analytics · design tools · marketing platforms · payment platforms · developer tools. Each sorted by AUG composite.
Browse 8 categories →
Head-to-head
Side-by-side AUG comparisons
Two well-known SaaS scored side-by-side · 7-factor breakdown · composite delta. ChatGPT vs Claude · Semrush vs Ahrefs · Notion vs Linear · and more.
Browse comparisons →
Methodology
How every audit is scored
Every audit follows the AUG v3 framework — 7 factors scored 1–10, composite via multiplicative formula AUG = 100 × Acq × Act × Eng × Ret × Adv × Mon × Perf ÷ 10⁷. See full scoring transparency.
External observation only: each catalog audit scored from publicly visible signals (website, pricing, traffic estimates from SimilarWeb/Ahrefs, community sentiment from Reddit/X/HN, observable performance). Confidence per-audit is 0.6–0.85 to reflect this limit.
License: CC-BY 4.0 with Dataset schema. Cite freely with a link back to growthfriction.com.
Same framework · applied to your site
Get the catalog framework applied to your site.
The same rubric scored across 50+ SaaS products, productized at €197 · 48-hour turnaround · PDF + Loom.
Or see a sample €197 audit to know exactly what you get.
Prefer to call or text? +31 6 1514 7952 (Paulo · NL · WhatsApp available · weekdays).
48-hour audit
€197