I don't really see how your question is materially different from "what do you do when you have a competitor". Unless your business model or strategy explicitly

I don't really see how your question is materially different from "what do you do when you have a competitor". Unless your business model or strategy explicitly assumes you can keep some piece of knowledge from the competition, you should expect competitors to know about your product and it's features, and need to plan your strategy accordingly. What do you feel is changed by the fact that you've observed them sign up for your product? FWIW, I personally believe that companies can and should co-exist peacefully in the same space. I would love an opportunity to talk to anyone who runs or works at a company that competes with mine, and as others have mentioned, you should take the opportunity to reach out, tell them about your business and answer any questions they have, and ask them all the questions you can. This is a way for both of your companies to learn and grow, and understand each other better so you can play to your own business's strength. Unless you're in some weird "there can only be one" market, competition is not something to fear if you have a solid product