Why Gurulu — the truth layer for product analytics
Most analytics stacks quietly lie. We build the layer that tells the truth, explains itself, and refuses to hide behind black boxes.
Why we exist
Most analytics lie. We refused to accept that.
Dashboards disagree, identity merges silently and wrongly, attribution is a black box, and one traffic spike turns the bill into five figures. In the Monday review nobody trusts the numbers — yet everyone decides with them.
We built Gurulu as a truth layer beneath the tools you already use: it matches who's who correctly, binds every event to a contract, credits revenue to the right channel, and shows the reasoning behind every number. Analytics that refuses to hide.
We built it for solo founders, growth teams, AI-coders, B2B account teams and regulated teams.
Non-negotiables
Five rules we'll never break
Some decisions aren't on the table. These five anchor everything else.
Alongside, not instead
Keep PostHog, Mixpanel, GA4. Gurulu sits beneath them and sends the same data their way too — we never ask you to migrate.
Your data stays in Europe
Hosted in EU data centers with automatic failover. No AWS for hosting; the only AWS we touch is a managed AI model running as a fallback in the EU region.
Our engine is closed, your data is yours
The SDKs are open; the truth-layer engine, registry and identity ledger are closed. The contracts and rules you define can't be copied — they're protected.
Managed service only
We don't offer self-hosting to customers. We run the platform so you don't have to.
A complete data model from day one
The data model is complete from day one, the UI minimal from day one. New features extend capability — never the underlying schema.
Built in Europe, 2026
Gurulu started from a single frustration: every analytics stack we touched was quietly lying. Identity merged on a coin flip, attribution was a black box, the schema drifted with every release. So we set out to build the layer beneath — one that tells the truth, explains itself and refuses to hide.
We've been EU-native from day one; our infrastructure runs in EU data centers with automatic failover, with no US data transfer required. We're also AI-coder native — the agent, the CLI and the MCP server are first-class channels, not afterthoughts. The future of analytics will be written by agents calling typed contracts; Gurulu is the contract layer they'll call.