Aikido’s PLG Playbook: $40M ARR in 3.5 Years Without Traditional Sales
Aikido rebuilt the cybersecurity buying experience around a product‑first, self‑serve model, publishing transparent pricing and letting users try and buy without sales calls. By cutting friction and alert‑noise, the startup grew to over $40 million ARR in just 3½ years, proving PLG can succeed in a traditionally sales‑heavy market.