Imagine an accounts‑receivable clerk clicking through four different systems just to finish one routine task. Chad Gold sees that bottleneck instantly. Fullstory’s newly launched Workforce product maps every mouse‑stroke of such employee journeys, then surfaces friction points so companies can “make them more productive, so they can do even more value‑added things,” Gold tells us.
The scene encapsulates the finance leader’s thesis: data depth wins. “The companies that have the capabilities to capture the most comprehensive sets of data in a meaningful way are going to win,” he says. That conviction drew Gold—now in his fourth CFO chapter—to the Atlanta‑based behavioral‑data platform. Fullstory records the complete digital experience of each customer, from e‑commerce clicks to SaaS workflows, and feeds the corpus into AI models that flag churn risk or recommend instant actions, such as sending a coupon to a wavering shopper. The result drives revenue and reduces churn, he tells us.
For its part, Fullstory has raised rounds through Series D and counts Kleiner Perkins, Stripes, Premier, Salesforce Ventures, GV and Dell Technologies among its backers, he tells us. Independent directors Ryan Barreto of Sprout Social and former Atlassian CFO Alex Estevez deepen the bench. After more than two decades in finance, Gold values “lines, not dots”—long‑term relationships that provide partnership, not just cash. By pairing that philosophy with a platform built to illuminate every click, he aims to turn invisible friction—whether customer or employee—into the next chapter of growth. Stakeholders across the business will feel the lift, Gold predicts.
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CFOTL: Tell us about Fullstory—what the company does and the opportunity you see.
Gold: At its core Fullstory is a behavioral‑data platform. We capture the entire digital experience of every customer on any web‑based surface—an e‑commerce site or a SaaS product. Because we record every interaction, we can show where users get stuck and which journeys create friction. Layer AI on top and we predict churn or surface next‑best actions—“offer a coupon now or you’ll lose this customer”—which lifts revenue and reduces churn. In an AI world, the companies with the most comprehensive, meaningful data win, and that’s Fullstory’s foundation.
We’ve just launched Workforce, using the same tech to analyze employee journeys. If an A/R analyst clicks through four systems to finish a task, we identify the path, remove friction, and automate steps so people can focus on higher‑value work. The fact that one platform can serve customers and employees alike is pretty exciting.
CFOTL: Walk us through Fullstory’s capital structure and investor base.
Gold: Fullstory is venture‑backed and has completed four rounds through Series D. Our roster includes Kleiner Perkins, Stripes, Permira Growth Equity, Salesforce Ventures, GV (Google Ventures), and Dell Technologies—all highly engaged partners. Credit to our CEO, Scott Voigt, for also adding two strong independent directors: Ryan Barreto, CEO of Sprout Social, and Alex Estevez, former CFO of Atlassian. I’m a lifelong learner, and being surrounded by that mix of growth investors and seasoned operators is energizing. As I like to say, it’s about “lines, not dots”—you choose investors for partnership and support, not just capital—and Fullstory has done that exceptionally well.
Fullstory | www.fullstory.com | Atlanta, GA