ControlUp Inc.

https://www.controlup.com

ControlUp is a privately held technology company specializing in Digital Employee Experience (DEX) management and IT operations. Its mission is to make technology seamless for users by providing a platform that enables autonomous endpoint management (AEM), allowing digital workspaces to self-heal, optimize, and manage themselves. The company's headquarters are located in San Francisco, California.

The company offers a comprehensive platform, ControlUp ONE, which includes solutions such as ControlUp for VDI & DaaS, ControlUp for Physical Desktops, ControlUp for Unified Communications, ControlUp Solve for automated remediation, ControlUp Remote DX, and ControlUp Edge DX. These products provide real-time visibility, monitoring, troubleshooting, and optimization for virtual and physical endpoints, applications, and communication tools like Microsoft Teams and Zoom. ControlUp serves IT teams in various organizations, including over a third of the Fortune 100, to enhance productivity in remote and hybrid work environments.

In recent news, ControlUp acquired Unipath Inc. in January 2026 to bolster its AI capabilities, further advancing its agentic AI framework. The company achieved a significant milestone in April 2026, surpassing $100 million in Annual Recurring Revenue (ARR). Jed Ayres was appointed CEO in August 2023, and the leadership team expanded in February 2026 with Gadi Feldman as Chief Product Officer and Bob Johnson as SVP of Global Alliances. ControlUp is recognized as a leader in DEX management, with a strategic focus on evolving towards Autonomous Endpoint Management.

Latest updates

ControlUp Adds Marketing Veteran as Advisor Amid AEM Push

Event summary

  • ControlUp, a provider of Autonomous Endpoint Management (AEM), appointed Tim Freestone as a Board Advisor.
  • Freestone, currently Chief Strategy Officer at Kiteworks, brings over 20 years of marketing and strategy experience.
  • The appointment follows ControlUp surpassing $100 million in annual recurring revenue (ARR).
  • ControlUp is shifting its focus from Digital Employee Experience (DEX) to AEM, leveraging agentic AI.
  • Freestone previously held leadership roles at Contrast Security, Fortinet, and NetApp.

The big picture

ControlUp's strategic pivot from DEX to AEM represents a broader industry shift towards more automated and proactive IT management. The $100 million ARR milestone validates this direction, but the transition requires a sophisticated go-to-market strategy to educate customers and differentiate ControlUp from existing solutions. The appointment of Freestone suggests ControlUp recognizes the challenges of scaling a nascent category and is seeking external expertise to accelerate adoption.

What we're watching

GTM Execution
How Freestone's expertise will translate into tangible improvements in ControlUp's sales and marketing effectiveness remains to be seen, particularly given the shift from DEX to AEM.
Market Adoption
The pace at which the market embraces AEM, and ControlUp's ability to solidify its position as the definitive leader, will be critical to sustaining its current growth trajectory.
Competitive Landscape
Whether ControlUp can maintain its technological lead and fend off potential competitors entering the AEM space will determine its long-term success.

ControlUp Surpasses $100M ARR, Shifts Focus to Autonomous Endpoint Management

Event summary

  • ControlUp achieved $100 million in annual recurring revenue (ARR) and a valuation exceeding $1 billion.
  • The company is pivoting from a Digital Employee Experience (DEX) leader to Autonomous Endpoint Management (AEM) leveraging agentic AI.
  • Over 14 million automated remediations are executed weekly via the ControlUp platform.
  • ControlUp ONE platform adoption has reached 1 million endpoints out of a total of 6 million, growing at 37% since January 2025.
  • Enterprise accounts now represent over 50% of total ARR.

The big picture

ControlUp’s shift to Autonomous Endpoint Management represents a broader trend towards AI-driven automation in IT operations, moving beyond reactive troubleshooting to proactive, self-healing environments. The company’s $100M ARR demonstrates significant traction in a market increasingly pressured to reduce IT complexity and improve employee productivity. This transition requires a fundamental shift in IT skillsets and organizational structures, which could present adoption challenges.

What we're watching

Market Adoption
The success of ControlUp’s AEM strategy hinges on broader enterprise adoption of autonomous IT management, which remains a nascent market with potential resistance from established IT operations teams.
Integration Risk
The Unipath acquisition introduces complexity; ControlUp must effectively integrate the AI-powered security automation platform to realize synergies and avoid operational disruption.
Competitive Landscape
While ControlUp positions itself as a pioneer, competition in the endpoint management space is intensifying, and the company must differentiate its AEM offering to maintain market share.

ControlUp Automates Azure Virtual Desktop Management to Tackle Cost Overruns

Event summary

  • ControlUp launched DaaS IQ on March 31, 2026, a management solution specifically for Microsoft’s Azure Virtual Desktop (AVD).
  • DaaS IQ aims to address the rising complexity and cost overruns experienced by organizations managing AVD environments at scale.
  • The platform utilizes intelligent automation and AI to right-size capacity, automate operations, and provide visibility into utilization, health, and cost.
  • ControlUp claims DaaS IQ eliminates the need for manual management and fragmented tools, offering a 'single control plane' for end-to-end DaaS management.

The big picture

The increasing adoption of Desktop-as-a-Service (DaaS) solutions like Azure Virtual Desktop is driving a need for more sophisticated management tools. Many organizations are finding that the operational and cost complexities of managing these environments at scale are exceeding initial expectations, creating a market opportunity for solutions like ControlUp’s DaaS IQ. This move highlights a broader trend of vendors focusing on automating and simplifying cloud infrastructure management to address the growing skills gap and rising costs associated with cloud operations.

What we're watching

Adoption Rate
The success of DaaS IQ hinges on its ability to gain traction among AVD users currently struggling with management complexity; early adoption rates will be a key indicator of its market viability.
Competitive Response
Microsoft and other IT management vendors will likely respond to ControlUp’s offering, potentially introducing competing features or integrations that could erode DaaS IQ’s differentiation.
MSPs Impact
The solution’s support for multi-tenant environments and MSPs could significantly expand ControlUp’s reach, but the ability of MSPs to effectively leverage and monetize DaaS IQ will be crucial for long-term growth.

ControlUp Integrates Intel Device IQ for Proactive Endpoint Management

Event summary

  • ControlUp has integrated Intel Device IQ into its ControlUp for Desktops platform, providing silicon-level telemetry.
  • ControlUp ONE has achieved Intel vPro Certified Application validation, optimizing performance on Intel vPro PCs.
  • The collaboration aims to enable proactive detection and remediation of endpoint performance issues before they impact employee productivity.
  • Bob Johnson, SVP of Global Alliances and Partnerships at ControlUp, highlighted the move towards 'Autonomous Endpoint Management'.
  • Carla Rodríguez, VP of Client Software Ecosystem at Intel, emphasized the importance of device health for employee experience.

The big picture

The partnership reflects a growing recognition that endpoint performance issues are increasingly rooted in hardware limitations, a challenge exacerbated by the rise of distributed and hybrid work models. By integrating silicon-level telemetry, ControlUp is attempting to move beyond traditional reactive troubleshooting and offer a more proactive and automated approach to endpoint management, a trend that could reshape the DEX landscape. This move positions ControlUp to capitalize on the increasing demand for solutions that address the complexities of managing a distributed workforce and ensuring consistent employee productivity.

What we're watching

Adoption Rate
The success of this integration hinges on ControlUp's ability to drive adoption among existing and new customers, particularly within larger enterprises.
Competitive Response
Other DEX management platforms will likely accelerate their own hardware-level telemetry integrations to remain competitive, potentially triggering a new wave of partnerships.
AEM Maturity
The effectiveness of ControlUp’s ‘Autonomous Endpoint Management’ vision will depend on the sophistication of its AI-driven remediation capabilities and the degree to which it can truly automate IT operations.

ControlUp, IGEL Partnership Targets Clinician Workflow Bottlenecks

Event summary

  • ControlUp launched 'Tap-to-App,' a new feature measuring clinician login experiences, exclusively on IGEL OS.
  • Tap-to-App correlates endpoint data with virtual desktops and applications to reveal the 'visibility gap' between backend login times and clinician usability.
  • The feature is available at no additional cost to existing ControlUp for Desktops customers using IGEL endpoints.
  • Marcel Calef (ControlUp) and Jason Mafera (IGEL) jointly highlighted the solution's ability to proactively address clinician workflow issues.
  • The announcement was made on March 9, 2026, with demonstrations planned at HIMSS 2026 in Las Vegas.

The big picture

ControlUp's Tap-to-App addresses a critical pain point in healthcare IT: the disconnect between reported system performance and the clinician's actual experience. This partnership with IGEL signals a growing trend towards tighter integration between endpoint management and digital employee experience platforms, particularly as healthcare organizations seek to improve clinician productivity and patient care. The move also highlights the increasing importance of real-time data and proactive problem-solving in a sector facing mounting pressure to optimize operational efficiency.

What we're watching

Adoption Rate
The success of Tap-to-App hinges on the adoption rate among ControlUp's existing customer base using IGEL endpoints; slow uptake would limit the feature’s impact and ROI.
Competitive Response
Other DEX management platforms will likely observe this partnership and may accelerate their own integrations with endpoint OS providers to offer similar visibility solutions.
Expansion Scope
The exclusive nature of the partnership with IGEL raises questions about ControlUp’s long-term strategy; whether this limits broader market reach or enables deeper feature integration remains to be seen.

ControlUp Bolsters Leadership with Acquisition Integration, Eyes DEX Expansion

Event summary

  • ControlUp appointed Gadi Feldman as Chief Product Officer (CPO), bringing him back from the Takoto acquisition.
  • Bob Johnson joined as Senior Vice President of Global Alliances and Partnerships.
  • Takoto, an Israel-based automation company, was acquired by ControlUp in 2025.
  • The leadership changes were announced alongside the ControlUp ‘Beyond Experience’ EMEA Channel Summit 2026.
  • ControlUp serves nearly 2,000 organizations, including over one-third of the Fortune 100.

The big picture

ControlUp's leadership expansion, particularly the re-integration of Gadi Feldman and his Takoto team, signals a strategic pivot towards deeper automation and proactive IT management within the Digital Employee Experience (DEX) market. This move comes as organizations increasingly seek to streamline IT operations and improve employee productivity through automation, a trend accelerated by the ongoing shift towards remote and hybrid work models. The focus on partnerships suggests ControlUp intends to leverage a broader ecosystem to deliver its solutions, reflecting the complexity of modern IT environments.

What we're watching

Product Integration
The success of ControlUp’s DEX platform hinges on the effective integration of Takoto’s automation capabilities, and whether Feldman can unify disparate technologies into a cohesive offering.
Partner Adoption
Johnson’s ability to cultivate and leverage strategic partnerships will be critical to expanding ControlUp’s market reach and driving adoption of its Drive DX partner program.
Market Saturation
With a significant presence among Fortune 100 companies, ControlUp faces the challenge of sustaining growth by penetrating smaller organizations and demonstrating value beyond enterprise clients.

ControlUp Acquires Unipath to Accelerate Agentic AI in Endpoint Management

Event summary

  • ControlUp, a Digital Employee Experience (DEX) management provider, acquired Unipath, an AI-powered security automation and SOAR platform, on January 27, 2026.
  • The acquisition is intended to bolster ControlUp’s Autonomous Endpoint Management (AEM) strategy by integrating Unipath’s agentic AI framework.
  • Unipath’s platform reportedly reduces incident response time by up to 90% through automated analysis and data integration.
  • ControlUp’s AI roadmap now encompasses Intelligent Insight, Conversational AI, and Agentic AI and Automation layers.
  • Unipath capabilities will be integrated into the ControlUp ONE platform in phases throughout 2026, with early access for select customers and partners.

The big picture

ControlUp’s acquisition of Unipath represents a significant shift towards autonomous IT operations, moving beyond reactive troubleshooting to proactive, self-healing endpoints. This strategy aligns with the broader trend of leveraging AI to automate complex IT processes and reduce reliance on manual intervention, particularly as organizations grapple with increasingly sophisticated cyber threats and a shortage of skilled IT professionals. The move positions ControlUp to capitalize on the growing demand for intelligent automation solutions within the enterprise.

What we're watching

Integration Risk
The success of this acquisition hinges on ControlUp’s ability to effectively integrate Unipath’s agentic AI into its existing platform within the stated timeframe, a complex undertaking that could face technical and cultural challenges.
Market Adoption
Widespread adoption of agentic AI in endpoint management remains nascent; ControlUp must demonstrate tangible value and ease of use to convince enterprise clients to embrace this new approach.
Competitive Response
Other DEX and endpoint management providers will likely accelerate their own AI initiatives in response to ControlUp’s move, potentially intensifying competition and eroding ControlUp’s first-mover advantage.

ControlUp Live Remote Management Shifts Endpoint IT to Real-Time

Event summary

  • ControlUp launched 'Live Remote Management,' a new feature for its Digital Employee Experience (DEX) management platform.
  • The feature provides real-time endpoint visibility and silent remediation capabilities, moving beyond traditional polling-based monitoring.
  • ControlUp claims the new functionality eliminates blind spots caused by minute-based data collection, allowing for faster troubleshooting.
  • The feature is available immediately as part of the ControlUp ONE platform.
  • Nearly 2,000 organizations, including over one-third of the Fortune 100, currently use ControlUp.

The big picture

ControlUp's move to real-time endpoint management reflects a broader shift towards proactive IT operations and Autonomous Endpoint Management (AEM). The increasing complexity of modern digital workspaces, coupled with the demand for seamless employee experiences, is driving demand for solutions that can anticipate and resolve issues before they impact productivity. This represents a significant evolution beyond traditional, reactive IT support models, and ControlUp is positioning itself as a leader in this emerging space.

What we're watching

Adoption Rate
The success of ControlUp’s strategy hinges on rapid adoption of Live Remote Management by existing customers and attracting new clients; slow uptake would suggest limited market demand for real-time endpoint visibility.
Integration Depth
The claimed seamless integration with platforms like ServiceNow and Intune will be critical; any friction in these integrations could hinder adoption and limit the platform’s overall value.
Competitive Response
Other endpoint management providers will likely respond with similar real-time capabilities, potentially eroding ControlUp’s competitive advantage and forcing price adjustments or further innovation.

ControlUp Launches MSP Platform to Combat IT Talent Shortages

Event summary

  • ControlUp released 'ControlUp for MSPs,' a multi-tenant platform targeting managed service providers.
  • The platform combines real-time visibility, automation, and MSP-optimized licensing, alongside go-to-market support.
  • The offering includes a tenant manager console, flexible license pooling, and guided onboarding tools.
  • Eric Egolf, CEO of CIO Solutions, praised ControlUp's feature implementation and partnership approach.

The big picture

ControlUp’s move into the MSP market reflects the broader trend of IT service providers seeking to automate and optimize operations amidst persistent talent shortages and margin compression. The platform’s focus on DEX and proactive remediation aligns with the growing demand for value-added services beyond traditional break-fix support. This represents a strategic shift for ControlUp, expanding its reach beyond direct enterprise clients to leverage the established MSP channel.

What we're watching

Margin Pressure
Whether ControlUp’s licensing model can genuinely alleviate MSP margin pressure, or if it simply shifts the cost structure.
Channel Adoption
The pace at which MSPs adopt ControlUp for MSPs will determine its success, as the platform’s value is heavily reliant on partner buy-in.
Integration Risk
The reliance on integrations with existing MSP tools (ServiceNow, Freshworks, Intune) creates integration risk; any disruption could significantly impact user experience and adoption.

ControlUp Claims Customers’ Choice in Gartner DEX Management Ranking

Event summary

  • ControlUp achieved the highest overall rating (4.8/5 stars) in Gartner’s 2025 Peer Insights Voice of the Customer for Digital Employee Experience Management Tools, based on 119 reviews as of September 30, 2025.
  • 94% of ControlUp’s customers indicated a willingness to recommend the ControlUp ONE platform.
  • The Customers’ Choice recognition requires vendors to exceed market average scores for Overall Experience and User Interest/Adoption.
  • Reviews highlight ControlUp’s strengths in ease of deployment, real-time monitoring, and actionable analytics, particularly within VDI environments.

The big picture

The recognition underscores the growing importance of Digital Employee Experience Management (DEX) as organizations grapple with hybrid work models and the need to optimize employee productivity. Gartner’s assessment validates ControlUp’s strategy of unifying DEX and IT operations, but the company must now demonstrate its ability to scale its platform and maintain its competitive edge in a crowded market.

What we're watching

Market Validation
The high Willingness to Recommend score suggests strong customer loyalty, but sustained growth will depend on ControlUp’s ability to retain and expand within its existing customer base.
Competitive Landscape
While ControlUp currently holds the top spot, the DEX management market is evolving rapidly; competitors will likely respond with enhanced offerings to challenge ControlUp’s position.
Integration Risk
ControlUp’s focus on Autonomous Endpoint Management (AEM) necessitates seamless integration with diverse IT environments; any integration challenges could hinder adoption and customer satisfaction.
CID: 433