Hebbia: Redefining Productivity for Knowledge Workers Using AI

In early 2025, George Sivulka, founder and CEO of Hebbia, reflected on the company’s rapid ascent as a pioneer in GenAI-powered productivity tools for knowledge workers. With its proprietary technology, Hebbia had redefined information retrieval and analysis and earned a loyal base of financial services clients. But the landscape was shifting: GenAI was becoming commoditized, and competitors across industries were emerging. As Hebbia’s primary product, Matrix, demonstrated robust traction, Sivulka faced pressing questions about the company’s future: Should Hebbia double down on financial services, tailoring its offerings to deepen product-market fit? Or should it expand horizontally, leveraging its technology to address unstructured data challenges in adjacent verticals like legal or pharmaceuticals? Should the company look inwards, where there were several opportunities to evolve its existing product? With an ambitious vision to place “capable AI in the hands of a billion people,” Sivulka grappled with the challenge of balancing innovation and scalability while maintaining Hebbia’s competitive edge. Was the company poised to make the right bets for long-term success? And how could it ensure defensibility as the GenAI space evolved?