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monday.com
Mann and Zinman founded the company as daPulse in 2012 after recognizing that the collaborative spreadsheet they built to manage Wix's development cycles...
monday.com
Mann and Zinman founded the company as daPulse in 2012 after recognizing that the collaborative spreadsheet they built to manage Wix's development cycles had broader commercial potential. By the time it rebranded to monday.com in 2017, the platform had already locked in a product-led growth engine that relied on free-trialing teams rather than top-down enterprise-sales mandates. The wealth creation is fully public-market: no single-family fortune underpins the firm, and the cap table was diversified through Insight Partners-led funding rounds before the June 2021 IPO. The platform spans project management, CRM, IT service management, and software development workflows, all on the same low-code infrastructure. Over 225,000 paying customers use the product across more than 200 industries, with named accounts including Coca-Cola, Hulu, and Lionsgate. Monday.com deploys capital primarily through organic R&D investment and targeted acquisitions — it absorbed Formology for no-code form-building in 2024 and previously acquired Smartsheet competitor Adaptist in 2020 — rather than operating a venture arm or external fund portfolio. With offices in Tel Aviv, New York, London, Sydney, São Paulo, and Tokyo, the firm reported over $1 billion in annual recurring revenue in 2024 (per the company, February 2025). Co-CEOs Mann and Zinman maintain a dual-CEO structure modeled on Atlassian, jointly overseeing roughly 2,500 professionals globally. In November 2024, the firm launched monday service, an enterprise IT service-management product that pushes it directly into ServiceNow's territory — signaling a move upmarket into multi-product platform deals (per the company, November 2024). Monday.com's structural edge is a bottom-up distribution model in a category historically dominated by top-down enterprise vendors. Where Asana and Smartsheet require organizational mandates for adoption, monday.com's free-to-paid conversion loop seeds accounts inside teams that later pull the company into company-wide deployments. That self-serve acquisition engine produces a customer-acquisition cost profile no heavily-sales-staffed competitor can match, giving the firm durable operating leverage even as it layers on enterprise sales motions.
General information
Firm type
Asset Manager
Year founded
2012
AUM
Undisclosed
Location
Region
Middle East
Country
Israel
City
Tel Aviv
Corporate office
Tel Aviv, Israel
Additional offices
New York · London · Sydney · São Paulo · Tokyo
Principals
Roy Mann
Co-Founder & Co-CEO
Eran Zinman
Co-Founder & Co-CEO
Sector focus
Frequently asked questions
How does monday.com source product innovation?
The company runs a lean R&D operation centered in Tel Aviv and supplements organic development with targeted acquisitions. In 2024 it acquired Formology to add native form-building capabilities to its Work OS, following earlier deals like the 2020 Adaptist acquisition that strengthened its marketplace integrations.
Is monday.com structured as a holding company with a venture arm?
No. Monday.com is an operating company with a single publicly traded entity. It does not operate a corporate venture arm or external fund-of-funds program. Capital deployment is limited to internal product development and occasional small-scale tuck-in acquisitions that integrate directly into the platform.
What is the firm's known posture on large-scale M&A or capital allocation outside R&D?
The firm has historically avoided transformative M&A, preferring bolt-on acquisitions under $100 million that add specific technical capabilities. The co-CEOs have stated publicly that they prioritize product velocity over financial engineering, and the balance sheet is maintained to fund multi-year R&D roadmaps rather than a portfolio of minority investments.
Who runs product and investment decisions at monday.com?
Co-Founders Roy Mann and Eran Zinman share the Co-CEO title and jointly oversee all major product and capital-allocation decisions. Mann focuses on product vision and user experience; Zinman leads technical architecture and engineering. There is no separate CIO or chief investment officer function — the co-CEOs operate as the de facto capital-allocation committee.
Which customer segments does monday.com target?
The platform is horizontally positioned across industries but derives the majority of its revenue from non-technical business teams — marketing, operations, HR, and project management groups that previously ran work on spreadsheets. The firm has increasingly layered on IT service management and software development tools to capture technical buyers, visible in the 2024 launch of monday service and its native Dev product suite.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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