ControlUp — Digital employee experience (DEX) platform that monitors and auto-remediates desktops, VDI and apps; pivoting to autonomous endpoint management.. Pricing model: Modular enterprise licensing with free trial; prices not public. Value metric: unknown (not stated; licences per product line).
At a glance
| Company | ControlUp |
|---|---|
| What it does | Digital employee experience (DEX) platform that monitors and auto-remediates desktops, VDI and apps; pivoting to autonomous endpoint management. |
| Headquarters | USA (per ARR Club); Israeli-founded |
| Pricing model | Modular enterprise licensing with free trial; prices not public |
| Value metric | unknown (not stated; licences per product line) |
| Pricing page | www.controlup.com/pricing/ |
Plans and prices
ControlUp ONE bundle; Desktops Essential/Advanced; VDI Essential/Advanced; DaaS IQ; add-ons (Apps, Compliance, Pulse AI Resolve); Cloud PC bundle. 'Try for free' trial; no prices listed.
Growth milestones
ControlUp appears in our analysis of 2026's $100M ARR class. Figures are company-reported unless stated.
- 2026-04-15: Reported $100M ARR and a $1B (unicorn) valuation. (source)
- 2026: Company press page: surpassed $100M ARR and unicorn valuation while pivoting to autonomous endpoint management (figures attributed to TipRanks; no date on page). (source)
How it grows
Free trial and community tools for IT admins (bottom-up) combined with enterprise sales; cross-sell modules and add-ons to the installed base.
What you can steal
land and expand
Package a good/better tier per product and make add-ons require the higher tier: this builds a natural upgrade path.
low-budget growth
A free trial aimed at the hands-on admin creates internal champions before procurement gets involved.
Sources
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Robert Coorey, MBA
Robert is the author of The Subscription Playbook and Feed a Starving Crowd and a Director at BPAG Accountants in Sydney. More about Robert.