Mouseflow ApS Due Diligence
Run due diligence on Mouseflow ApS: check compliance and get alerts when suppliers or ownership change.
Denmark · owned by Mouseflow Invest ApS (Denmark) · mouseflow.com · 15 vendors
Mouseflow is a website behavior analytics platform that provides session replay, heatmaps, friction detection, conversion funnels, form analytics, and user feedback tools. It empowers businesses to understand and improve user experience and conversion rates on their websites. The company operates with offices in Copenhagen, Denmark and Austin, Texas, USA, serving customers globally.
Resilience scores
- Digital Sovereignty: 20
- Digital Resilience: 9
- Financial Resilience: 6
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- and 12 more
Services catalogue
3 services in catalogue across 3 categories; runs on 15 sub-vendors.
- Heatmaps
- Mouseflow
- Session Replay/Analytics
Insights
Last updated 2026-09-13 · revision 2
15 direct vendors, 144 subvendors
Direct vendors by controlling owner country (sample)
- United States: 11
- United Kingdom: 1
- Denmark: 1
Subvendors by controlling owner country (sample)
- Belgium: 3
- Australia: 3
- Japan: 1
Compliance
12 in-scope frameworks identified; showing 3.
PCI DSS (source) — Evidence found
Evidence: https://mouseflow.com/legal/compliance/, https://mouseflow.com/about-us/, https://help.mouseflow.com/en/articles/9055379-mouseflow-and-the-privacy-of-the-website-visitors
ISAE 3000 (source) — No public evidence
Evidence: https://mouseflow.com/legal/compliance/, https://mouseflow.com/legal/data-security/
GDPR (source) — Evidence found
Evidence: https://mouseflow.com/legal/gdpr/, https://mouseflow.com/legal/data-processing-agreement/, https://mouseflow.com/legal/privacy-framework/, https://mouseflow.com/legal/compliance/, https://mouseflow.com/legal/privacy-policy/, https://mouseflow.com/legal/subprocessors/, https://mouseflow.com/about-us/
Financials
Three-year financials
- 2025: gross profit DKK 40.4M, EBIT DKK 6.01M, equity DKK 12.2M
- 2024: gross profit DKK 42.6M, EBIT DKK 16.8M, equity DKK 21.3M
- 2023: gross profit DKK 35.8M, EBIT DKK 15.5M, equity DKK 16.0M
Financial Resilience Score: 6/10
Mouseflow ApS is an established Danish SaaS company founded around 2009 with over a decade of operating history in the website behavior analytics market. The company has a large, diversified customer base advertising 210,000+ users across multiple industries including retail, pharma, automotive, telecom, and finance, which reduces single-customer concentration risk. Its recurring subscription revenue model typically produces predictable ARR and strong gross margins (60-80% typical for SaaS peers), and its privacy/GDPR positioning provides a genuine competitive moat for European enterprise buyers versus U.S. competitors. However, the company faces intense competition and pricing pressure, particularly from Microsoft Clarity (free) and Hotjar (discounted for small users), which compresses the SMB tier, while Contentsquare and FullStory dominate the enterprise tier with much larger balance sheets. As a small private ApS filing abbreviated accounts, Mouseflow likely has limited cash cushion versus VC-backed U.S. rivals. FX exposure (USD/EUR revenues, partly DKK costs) and the need for heavy AI investment (Mina AI, MCP server) add further risk. Without verified financial figures from CVR filings, a definitive resilience score cannot be assigned, but qualitative factors suggest moderate resilience.
Key strengths: Established SaaS player since ~2009 with over a decade of operating history, Large diversified customer base of 210,000+ users across multiple industries, Recurring subscription revenue model with predictable ARR, Privacy/GDPR positioning as competitive moat for European enterprise buyers, Product breadth with seven-feature platform plus AI/MCP layer, Enterprise customers including Booking.com, Michelin, AstraZeneca, Shell, Ford, Sony
Risk factors: Intense competition from free (Microsoft Clarity) and discounted (Hotjar) alternatives compressing SMB tier, Enterprise tier dominated by larger competitors Contentsquare and FullStory, Small private-company scale with limited cash cushion versus VC-backed U.S. rivals, FX exposure with USD/EUR revenues and partly DKK costs, AI transition risk requiring heavy investment in Mina AI and MCP server, Unclear ownership/capital structure and potential debt or preference stack, Pricing pressure across SaaS behavior analytics category
Revenue by product/service
- SaaS Subscription Platform (Behavior Analytics): 100%
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