2026 inbound demand vs. who we actually close.

• Software & SaaS is the #1 industry on every measure. It drives 115 of 383 demo requests (30.0%), more than the next three industries combined, and it also closes the most deals (13) and the most revenue ($88,916). This is the core market.
• Cybersecurity is an efficient niche, not a bigger industry. It's small in volume (15 demos) but converts at 33% (5 of 15) — the best rate, on a small base. Worth more targeted attention, but it won't replace Software in scale.
• Several high-volume industries are closing nothing. Education, Manufacturing, Real Estate & Construction, Retail and Energy generated 92 demo requests with 0 closes so far — real demand we're not capturing.
• Revenue follows demand, but the quality varies. Software is 53% of 2026 cohort revenue ($88,916). Overall, revenue splits 58% recurring platform fee / 42% swag — and the fee-heavy industries (Healthcare, Logistics, Cybersecurity) are higher-quality recurring revenue.
• Swag spend is concentrated in Software and Fintech. Across all active customers, these two are 74% of all swag. Fintech is the standout — only 6 customers, but $94,386 of swag each on average. Swag value is about intensity, not logo count.

Every 2026 demo request grouped by the requester's industry. n = 383.

Demo requests by month, Jan–Jun 2026.

The 36 customers created in 2026, by industry. Revenue is split into platform fee (the recurring software fee = total revenue minus swag) and swag spend (Bulk Swag, trailing 12 months).

What the 383 inbound leads told us they spend on bulk swag per year (form field). A demand-side signal of deal size — independent of whether they closed.

Bulk swag spend (trailing 12 months) across all 132 active customers, by industry — total $1,923,694. The 2026 cohort above is too new to read swag patterns, so this uses the full base, where the real concentration shows.

This table ranks by conversion rate, not size. A high rate on a small base is an efficient niche — not a bigger market. Read it next to Section 1, which shows where the actual volume is.

28 of the 359 unique companies that requested a demo in 2026 are active customers (7.8%).

Scope. Only 2026 data was used from both source files. Demo requests are filtered to submissions dated in 2026 (383 valid leads). Removed: test/self addresses (example.com, perkupapp.com), a personal mailbox (qq.com), and four disposable/temp-mail or personal-email submissions with no real company behind them (likebean.com, algarr.com, onespecialmail.com, capiqulban.com). Customers are those created in 2026 (36); an internal “PerkUp” test account on wealthsimple.com was excluded.

Industry classification. Each email/web domain was classified by the company's own primary business — a construction-software vendor is “Software,” not “Construction.” Well-known companies were mapped by hand, and every remaining domain was researched individually via its website and Slack. All 383 leads are now classified into a real industry (0 left as “Other / Unknown”).

“Closed” — two lenses. (1) Leads now paying = 2026 demo domains that match an active customer (28). (2) Customers closed in 2026 = accounts created this year (36). They differ because some 2026 customers first engaged in earlier years, and some 2026 demo requesters were already customers renewing or expanding.

Revenue. Trailing-12-month USD revenue for the 2026-created cohort only. Because these accounts are new, totals are conservative.