Competitor Tracking Software That Works While You Sleep

The Problem: Manual Tracking Does Not Scale

The average B2B SaaS founder spends more than 8 hours per week manually tracking competitors. That means checking pricing pages for changes, scanning Twitter and LinkedIn for announcements, reading G2 reviews for customer sentiment, monitoring job boards for hiring signals, and combing through news sites for funding or partnership announcements.

Eight hours. Every week. For information that is often incomplete, outdated by the time you find it, and scattered across a dozen browser tabs that never get synthesized into anything actionable.

And this is the work that most founders deprioritize. It is important but not urgent, which means it gets squeezed out by product decisions, customer calls, and fundraising. By the time you check what a competitor is doing, they have already done it, and you have lost the window to respond.

In fast-moving markets — AI, developer tools, fintech — a competitor can change their pricing, announce a new feature, and hire a VP of Enterprise Sales all in the same week. Each of those signals tells a story. Together, they tell a strategy. But only if someone is watching.

What You Should Be Tracking

Effective competitor tracking goes far beyond checking a competitor's homepage once a month. Here is what matters and why.

Websites and pricing pages. Pricing changes are among the highest-signal competitive moves. A competitor adding a "Contact Sales" tier signals an upmarket shift. A 30% price cut might mean they are losing deals on price — or preparing for a volume play. Feature pages, landing pages, and positioning copy all reveal strategic direction.

Social media. Twitter/X, LinkedIn, and Reddit are often where competitive signals emerge first. Founder tweets hint at upcoming launches. Employee posts reveal internal sentiment. Subreddit discussions surface unfiltered customer comparisons.

Customer reviews. G2, Capterra, TrustRadius, and Trustpilot reviews reveal what customers actually think — not what competitors' marketing says. Recurring complaints highlight exploitable weaknesses. "We switched from X because..." reviews are pure gold for sales teams.

Job postings. Hiring patterns reveal strategy 3 to 6 months before press releases. A surge in AI/ML hires signals a technical pivot. Five new sales roles in EMEA signals geographic expansion. A VP of Partnerships hire means a channel strategy is coming.

News and announcements. Funding rounds, product launches, acquisitions, and partnership announcements. These are the most visible signals but also the most lagging — they confirm strategy that was set in motion months ago.

Research and open source. For technical products, arXiv papers, GitHub repositories, and technical blog posts reveal R&D direction before it hits production. A competitor's published paper on a novel approach signals where their product is headed.

How Lantern Automates Competitor Tracking

Lantern replaces your manual competitor research with an automated system that monitors every meaningful signal and delivers synthesized intelligence to your Slack every morning.

How It Works

Getting started takes less than five minutes. There is no complex setup, no tagging taxonomy to build, no integrations to configure (beyond Slack).

What Your Daily Brief Looks Like

Every Lantern brief is structured for quick consumption and immediate action. Here is what you get for each signal:

• Signal type and impact score (0-100): Know immediately whether this is a pricing change, feature launch, hiring signal, or market shift — and how significant it is.
• Evidence quote with source attribution: The exact data point and where it came from. No vague summaries. Clickable source links so you can verify yourself.
• "Why It Matters" strategic context: What this signal means for the broader competitive landscape and your company specifically.
• "Your Move" actionable recommendation: A concrete suggestion for how to respond. Not every signal requires action — but when it does, you know exactly what to do.

On the Team tier, briefs are role-based. Founders get high-impact strategic signals. GTM teams get pricing and positioning updates. Product managers get feature and customer complaint analysis. Board members get a weekly digest of major market moves.

Slack-First, Not Dashboard-First

Most competitor tracking tools are built around dashboards. The problem: dashboard-only tools see engagement drop by 60% or more within 90 days. People do not develop the habit of logging into yet another tool every morning.

Lantern is built Slack-first. Your competitive intelligence shows up where you already work — in the Slack channels your team checks every day. The dashboard exists for historical search, trend analysis, and configuration. But the daily habit loop lives in Slack.

This is not a minor UX decision. It is the core of Lantern's design philosophy. Push beats pull. Daily briefs build habits. And habits drive retention.

Verified Data, No Hallucinations

General-purpose AI tools like ChatGPT hallucinate between 5% and 27% of the time when asked about specific companies. They make up funding amounts, invent product features, and fabricate competitor strategies that sound plausible but are entirely false.

Lantern never reports unverified information. Every insight is grounded in real data scraped from actual sources. Every claim includes a link to its source. If confidence is low, the signal is flagged or withheld. We achieve 95%+ accuracy through multi-source verification.

When you are making strategic decisions based on competitive intelligence, "probably correct" is not good enough. You need verified.

Pricing

Two plans, transparent pricing, no per-seat surprises.

Enterprise — Unlimited competitors and users, SSO, dedicated support, custom integrations. Contact us.

Built by a Founder Who Needed This

Lantern was built by Amogh Reddy after experiencing the competitive intelligence gap firsthand. While running a previous startup, Amogh used an early version of Lantern to spot a competitor move that nobody else caught. The team pivoted, closed an enterprise deal, and survived with two weeks of runway left.

The tool was built in a weekend out of necessity. It proved its value in production. And now it is available to every founder who refuses to fly blind in a competitive market.