When startups have big competitors and it’s more than one, they not only focus on the users, they also tend to focus to compete the design team works as well. But not really in negative ways, tho. Could be inspired by each other rather than compete it. However, if there is something new especially on visual stuffs on the competitor or same level products, it usually become a topic on work chat group and there is always people who motivate to do the same or more. For example, redesign the whole UI, custom fonts, etc.