Keet

What do they actually do

Keet provides a developer product—docs, SDKs, a dashboard, and an app backend—that lets companies connect their customers’ existing web accounts through a hosted “link” flow and then read data or take actions on those accounts via Keet’s API. Developers request a short‑lived link token, embed Keet’s link component, exchange the returned public token for a long‑lived account token, and then call Keet’s integration endpoints to operate on behalf of the user (Quick Start).

Beyond raw connectivity, Keet exposes higher‑level actions for many platforms (e.g., pulling Amazon orders or posting to LinkedIn) and supports migration/onboarding workflows in its dashboard, including extraction → validation → upload steps (Using our actions, homepage). Keet manages authenticated sessions so customers don’t need to store user credentials or rely on browser extensions; their public materials also state they avoid retaining end‑user data or credentials in typical migration flows (introduction/privacy, homepage claims).

Who are their target customer(s)

• B2B SaaS companies doing customer data migrations: They need to pull customer data from sites without clean APIs; current options are manual exports, asking for credentials, or brittle browser bots. They want a repeatable extraction → validation → upload flow without storing passwords.
• Engineering teams building AI agents that act on users’ behalf: Agents need reliable, long‑running access to third‑party accounts, but sessions break and many services lack stable APIs. Teams want a standardized auth + stable action endpoints instead of maintaining fragile automations.
• Implementation/onboarding teams at larger customers: They must validate, clean, and map imported data into internal schemas before upserts—time‑consuming and error‑prone. They need tools to review results and manage bulk uploads with minimal custom scripting.
• Product teams automating actions on third‑party services: Maintaining per‑site scrapers or Playwright scripts is brittle and costly as sites change. They prefer higher‑level actions and a growing catalog of supported services over bespoke automation code.
• Security/compliance stakeholders who disallow credential storage or extensions: They reject solutions that require storing customer passwords or forcing users to install extensions yet still need third‑party access for features. They want managed sessions that avoid holding raw credentials while meeting policy requirements.

How would they acquire their first 10, 50, and 100 customers

• First 10: Run high‑touch, time‑boxed pilots with mid‑market SaaS customers who have active migrations; Keet’s team executes end‑to‑end, with clear success metrics (e.g., validated accounts migrated) to produce referenceable case studies and hard product feedback.
• First 50: Package the pilot playbook into a repeatable “migration kit” (templates, validation rules, dashboard workflows) and sell low‑fee pilots and self‑serve trials to implementation teams and partner consultancies; in parallel, drive developer outreach with SDK examples and integration requests.
• First 100: Layer in scalable direct sales for mid‑market deals and partnerships with migration consultancies and AI/agent platforms (rev‑share and technical support), while automating onboarding and billing; amplify with developer marketing (blog posts, GitHub examples, npm/SDK promotion) and targeted events.

What is the rough total addressable market

Top-down context:

Public estimates put data migration around ~$9.4B in 2024, cloud migration services at ~$16.9B, and iPaaS at ~$12.9B; the relevant slices suggest a near‑term TAM of roughly $10–25B, expanding toward ~$40–60B if agentic automation/IPA spend is included (Market Research Future – Data Migration, Grand View – Cloud Migration Services, Fortune Business Insights – iPaaS).

Bottom-up calculation:

Illustratively, if there are ~30k SaaS vendors and ~200k U.S. mid‑market firms, assume ~50k relevant buyers globally; at 10% adoption and a $30k average ACV, that’s ~$150M/year, rising toward ~$900M+ at 30% adoption and ~$60k ACV—showing a plausible path within the top‑down range (Exploding Topics – SaaS companies, National Center for the Middle Market).

Assumptions:

• Relevant buyers include SaaS vendors and mid‑market/enterprise teams running migrations/onboarding and embedded integrations.
• Adoption ranges from 10–30% over time as standards for session/auth layers mature for automations/agents.
• Average ACV spans ~$30k–$60k+ depending on volume (connections/actions), support, and enterprise features; Keet’s public pricing is not specified.

Who are some of their notable competitors

• Paragon: Embedded integrations platform for SaaS apps (prebuilt connectors, auth, and workflows); notable as a common alternative when teams want to ship integrations without building and maintaining them in‑house.
• Merge: Unified APIs for categories like HRIS, ATS, accounting, and more; notable for developer‑friendly SDKs and embedded auth when teams prefer a vendor to manage connectors versus custom builds.
• Workato: Enterprise iPaaS for automations and integrations across apps and data; a frequent incumbent for teams consolidating integration and workflow spend.
• Apify: Web automation/scraping platform and infrastructure; notable as a go‑to for teams that roll their own browser automation when no official API exists.
• Nango: Open‑source/hosted unified OAuth and connector layer for third‑party APIs; relevant when teams want managed auth and connectors without building them, though typically focused on official APIs rather than non‑API sites.