The #1 play the 50 fastest‑growing SaaS companies all run
I studied the websites of the 50 fastest‑growing SaaS companies in 2025. 100% of them do one thing most slow‑growing companies still don't.
This Saturday I had an itch I had to scratch.
I saw this list of the 50 fastest-growing SaaS companies in 2025 from Brex.
And I had a theory I needed to test out:
When you lower buyer friction, more people buy.
That means removing gates, showing real information and giving context so buyers can see value, try, evaluate, and understand before talking to sales.
If my theory is correct, the top 50 fastest‑growing companies should have clear evidence of this.
So I went through all 50 websites to check: Do they have transparent pricing? Free trials or freemium tiers? Video demos? Product visuals? Customer stories? All tactics deployed to lower buyer friction, that I could easily test.
In short: How easy do the fastest‑growing companies make it for buyers?
The results are unanimous.
100% of the top 50 fast-growing SaaS companies actively remove friction from the buying process and make it easy to try and understand their product.
Every. Single. One.
Theory proved.
They all subscribe to the same belief of making it easy for the buyer.
The individual things tested:
Transparent pricing: 100%
Product visuals: 100%
Trial / Freemium: 98%
Customer stories: 72%
Video demos: 40%
Now, I expected a really good proof of my theory here, but not like this. I assumed at least a few would still be gating their stuff like it’s 2015.
To my delight, there wasn’t.
If you wanna grow fast in 2026 = lower your buyer friction.
Transparent Pricing: 100% Have It
Every single company in the top 50 has transparent pricing. No matter their pricing model they showed pricing.
Why it works: Pricing is the first filter. When buyers can’t find it, they assume they can’t afford it, or that you’re hiding something. Transparent pricing lets them self-qualify and move forward with confidence. HockeyStack analysed 31 million unique website visitors across 80 B2B SaaS that shows 1.7x pipeline created per lead from transparent pricing vs gated pricing.
Where they could do better: A lot of the companies on this list have usage-based pricing. The AI gold standard. The problem with this, is that even with transparent pricing, I don’t know what the cost is. Too few of them added calculators or examples that made me wiser about what I should ask for in budget to build my business case.
Product Visuals: 100% Have It
Use real UI graphics from your product. Abstract illustrations don’t count here. There were some companies that have a product without a visual interface, so I marked those with N/A and left them out of the scoring.
Why it works: Buyers wanna see your product. It’s value affirmation. Even when you have a free model, you should always display images from your product in its authentic form. This helps the buyer evaluate the product and makes it easier to proceed to next level.
Where they could do better:
Too many don’t show a full image screenshot from their product. So the buyer is left to do all the visual thinking about how it could work. Because all of them have an easy way to access the product, this doesn’t hurt as much. But they could benefit from additional product visuals.
Trial or Freemium: 98% Have It
Free trials and freemium tiers are standard among the fastest growers. Only 1 company didn’t offer a trial or free plan.
Why it works: 97% of B2B buyers want to try a product before they buy it. They want to see it, test it and see an outcome before committing budget.
Where they could do better: Some of them use weird language around this and don’t make it obvious you can try the product for free. A nice find here was there were multiple on the list that had ungated sandboxes you could play with without creating a user.
Customer Stories: 72% Have It
Customer stories, case studies, or outcome-driven testimonials. I made a mistake here. I should have separated case stories, reviews and simple quotes. They solve for different problems. But I didn’t and I decided it wasn’t worth going back, because it still proves the point no matter what kind of evidence it is: my customers like me. And that is the friction killer we looked for. Even though this is seen as one of the most compelling content types of buyers, only 72% had it.
Why it works: 90%+ of B2B buyers trust peers in their industry, only 29% trust vendor sales reps. You should use your customers to sell for you. It also gives customers a comparison option to find similar companies like themselves you solved the same problem for.
Where they could do better: A lot did not have case studies. That is first miss not having that. Secondly, only a few on the list had video case studies. This is as close you can get to final evidence of customers seeing value. Text can be faked, videos are harder (well, AI inno…). And again, buyers love shorts. So add them around your site for friction lowering assets. Check out how aggressively a high-performer like Clay is doing it.
Video Demos: 40% Have It
This is the weakest area of all tested. There is a lot to gain by adding a video demo.
Why it works:
In a video you control the narrative. You can put words and images into the minds of your prospects that they will take forward in their exploration. And some people like seeing a video of how it works, rather than trying it. It’s faster in most cases. And short-form video is the #1 way buyers like to consume B2B knowledge from vendors.
Where they could do better: There is not enough of it. Even the ones with good video demo don’t use it for use cases, features and other places where short-form demos will kill it. And there are a lot of companies who run a really short path to trying the product that would benefit from demos.
Testing methodology
You can see my testing method, the full list of companies and all results here. And you can understand how Brex arrived at their list of the 50 companies in the first place. Digital hugs for making this content for us.
See testing methodology and results
My itch is scratched. What about yours?
100% of the fastest-growing SaaS companies lower buyer friction. The pattern is undeniable.
But the majority of SaaS companies still gate their pricing. Still hide their product. Still make buyers wait days to talk to someone who can answer basic questions.
That’s the gap. That’s your opportunity.
I’m running 10 free buyer friction audits for subscribers.
You send me your URL. I send you a personalized report showing exactly where you’re losing buyers.
To qualify:
You’re a B2B software company
You close deals with a sales rep
Your deal size is minimum $3,000
You have at least 1 marketer on staff
Reply with your URL to soren@lowfriction.io.
I’ll tell you where you stand.
Ps. remember to forward this email to anyone who doesn’t think ungating buyer content is a good idea.