HeyGen targets Fortune 100 customers
HeyGen
This shift upmarket means HeyGen is no longer just selling fast avatar generation, it is trying to become safe enough for large companies to standardize on. That changes the job from winning individual creators with low price and speed, to winning security reviews, admin controls, and repeatable workflows inside marketing, training, and internal communications teams. Synthesia has already shown how valuable that segment is, with most of its business coming from enterprise customers and penetration across a large share of the Fortune 100.
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HeyGen started from a product led motion, free videos with watermarks, low priced self serve plans, and a video editor built for non experts. Moving upmarket means layering on enterprise features like SSO, SCIM, audit logs, admin setup, and trust and safety operations without losing that ease of use.
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Synthesia set the template for this category. It built around corporate training, onboarding, and internal communications, then expanded with document to video, screen recording, translation, governance, and managed enterprise workflows. That helped it reach about $100M ARR by March 2025, with 70% of revenue from enterprise and usage across more than 70% of the Fortune 100.
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The practical reason to climb upmarket is deal size and durability. SMB users buy a tool for one person to make videos. Enterprise buyers want a system that many teams can use, with shared brand controls, approvals, and integrations into software they already run. HeyGen's HubSpot integration is important because it puts avatar video inside an existing enterprise marketing workflow instead of asking teams to adopt a separate habit.
From here, competition will center less on who can render the best avatar, and more on who can become the default video workflow inside large organizations. If HeyGen keeps adding governance, identity, and workflow integrations while preserving its faster and cheaper product experience, it can move from creator tool into a real enterprise platform and collide much more directly with Synthesia.