Maze

Maze operates an end-to-end user research and testing platform that combines participant recruitment, study execution and analysis in one product. Customers can recruit from a panel of more than 6 million participants or from their own community, with the platform handling targeting, screener questions and scheduling, and can run both qualitative and quantitative studies, including moderated and AI-moderated interviews, prototype tests, live website and mobile testing, usability studies, surveys, card sorting and tree testing. Analysis and reporting features include AI transcripts, AI-generated themes, interview clips and highlights, automated reports, and embeddable results.

The platform is positioned around making research a shared capability across a product organization rather than a specialist function, so that non-researchers can run studies without creating bottlenecks. Maze also offers an MCP server and integrations intended to connect research findings to other AI and workflow tools used by customers. Enterprise-oriented controls include SSO, role-based access and private workspaces, test passwords, SSL-encrypted transmission, AWS-hosted infrastructure and GDPR compliance.

Earlier product descriptions of Maze centered on prototype testing and surveys for software product teams, with designs imported from tools such as Adobe XD and Sketch and shareable links used to enroll test participants. Additional capabilities introduced included Reach, for building a participant database and distributing studies via email campaigns, and Clips, for capturing video and screen recordings of users testing a product.

Founding story

Co-founders Jonathan Widawski and Thomas Mary, software developers by background, conceived Maze while working on a prior startup, a messaging app for gamers called Ping (also referred to as Pin.gg). Lacking a built product, they had an in-depth InVision prototype and hacked an analytics layer on top of it to gather quantitative data pre-development, pushing this "V0" to 2,000 people and receiving thousands of responses within an hour. Widawski, then working as a lead UX designer, persuaded consulting clients to test their prototypes with the tool, and the resulting client value and budget attachment validated the concept. The pair began building Maze in 2018 with the aim of democratizing product research beyond large enterprises and beyond dedicated researcher roles. Maze is Widawski's second venture after Pin.gg; before that he was a user experience consultant and a project manager at Archibald & Abraham, a communications and A/V production agency.

Business model

B2B software platform sold to companies of varying size, from startups to enterprises. The site offers self-serve sign-up and a free trial alongside sales-led motions such as demo requests and a "Contact sales" path for enterprise buyers, and references transparent pricing.

Sources describe a software subscription/product offering with a free trial and paid plans referenced as "transparent pricing"; specific pricing tiers and revenue figures were not disclosed (the company declined to reveal revenue in 2022).

Traction

Company materials cite 100+ employees, 60,000+ teams using the platform, a participant panel of over 6 million and $60 million in total funding. In June 2022 the company reported over 60,000 brands as users and stated it grew 6x during the pandemic as demand for unmoderated and remote research increased. Case studies referenced on the about page claim results such as answers in 1-2 days instead of 1-2 weeks and hundreds of responses in under two days.

Latest developments

Current site materials describe an AI-centric platform generation including an AI study builder, AI moderator, AI-powered themes, automated reports and a Maze MCP server for connecting research to other AI tools, plus a "Future of User Research 2026" report and an accompanying playbook. The about page cites 100+ employees, 60,000+ teams and $60 million in total funding, with open roles listed.