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It has been an interesting year in HRTech. At Aptitude, we do a lot of research and speaking but we spend a lot of time on advisory with corporate clients as well. We have seen some things work for vendors…and others that do not.
The HR technology market is more crowded than ever, and 2025 promises to be a year of both opportunity and challenge for vendors. HR leaders are demanding more from their technology partners—not just in terms of innovation, but also in transparency, outcomes, and partnership.
Here is some advice for vendors looking to stand out in 2025.
1. Stop Copying Your Competitors—Focus on Your Clients
One of the biggest problems in HRTech is the tendency to copycat competitors rather than listening to what clients actually want. Too many vendors repeat the same buzzwords and promises, making it hard for HR leaders to see what truly differentiates one solution from another.
Advice:
Listen to Your Clients: Use customer feedback, surveys, and interviews to shape your offerings. Don’t just assume that what works for others will work for you. Be Bold About Your Strengths: Highlight what makes your product unique and relevant to your target audience,
