Every Team Has a Map of the User Journey. None of Them Agree.

01 /The Concept

TheyDo helps product teams build, analyze, and actively manage user journeys.

The platform brings together everyone who shapes the product experience – executives, product managers, UX researchers, and interface designers – around a shared map of how users actually move through a product.

Journey maps are built from user research, which can range from quick pulse surveys to deep qualitative studies. Getting the questions right is half the battle in any domain – so the platform includes a library of survey and research templates designed to extract the most useful signal with the least friction.

Even well-designed research takes time to process. That's where Journey AI, TheyDo's built-in AI assistant, earns its keep. It can parse survey data, construct journey maps automatically, and import them into the platform – cutting journey-building time by 85%. What previously took an average of 74 hours of manual work now happens in a fraction of that.

Critically, the AI doesn't collapse everything into one generic journey. Most products serve different types of users solving different problems, and Journey AI automatically segments research results into distinct personas, each with their own journey map.

Once the maps are built, the AI keeps working: it flags the most critical drop-off points – the moments where users most commonly disengage or fail to complete a step. It then surfaces the specific reasons pulled from research data, giving product teams concrete hypotheses to act on: add a clarifying message, simplify the interface, rethink the flow.

After changes are shipped, the platform shows whether the intervention moved the needle – more users passing through the critical step, or still stuck in the same place. No more flying blind.

Pricing is aggressive at the higher tiers: from around $65 per journey per month (minimum 50 journeys) to $135 per journey per month (minimum 120 journeys). That adds up fast – but it hasn't stopped companies like Ford, Cisco, Lego, and Johnson & Johnson from signing on. Not bad for a startup out of the Netherlands.

TheyDo recently closed a €31.1M round, bringing total funding to €45.5M.

02 /Why It Matters

Product management platforms are, somewhat surprisingly, a well-funded category.

Airfocus – [covered previously](/review/ogromnyj-i-netronutyj-rynok-kotoryj-zhdjot-kogda-ego-zavojujut) – raised $14.9M on a platform it claims reinvents product management "a new way." Productboard [covered here](/review/uluchshenie-plana-uluchshenija) attracted $261.7M, including a $125M round after its initial review. Other examples are scattered across [related coverage](/review/uluchshenie-plana-uluchshenija).

But what's interesting about TheyDo's client list is the presence of Ford and Johnson & Johnson – companies whose core product isn't a digital service. What does a car manufacturer need with a user journey platform?

Airfocus offered a sharp framing for this: by 2030, every company will effectively need to become a software company. Staying competitive means digitizing internal operations – and that means building internal software products.

The numbers behind this are staggering: companies already spend $4.5 trillion on IT infrastructure, and an ever-growing slice of that goes toward internal platforms and tools. At smaller companies, internal product development consumes 25–30% of engineering time; at large enterprises, that number climbs to 40–45%. For companies whose core business isn't software at all, virtually the entire dev team may be building internal tools.

Those internal products have users too – employees – and their experience needs the same systematic optimization as any customer-facing product. That's exactly what TheyDo is selling to Ford and J&J.

Airfocus described this as "a global, enormous, untouched market waiting to be conquered."

03 /Opportunities

The broadest direction here is the internal software market – already massive, and set to grow as digital transformation accelerates across every industry.

There are multiple entry points. Retool ([covered here](/review/50-jeto-ochen-mnogo)) raised $141M by selling modular components that accelerate internal app development. Airfocus and TheyDo are attacking from the product management side.

Management may ultimately prove more valuable than coding. AI can increasingly write the code – but deciding what to build remains a human task. The more interesting AI applications are the ones that help teams decide, not just ship. TheyDo is already experimenting with that territory.

The sharpest opportunity to define: how can AI be applied to create platforms that systematically improve how companies build, evolve, and operate their internal products?