monday.com

From Wix to dapulse: the origin story

monday.com was not born as a standalone business plan but as an internal solution. Roy Mann and Eran Zinman worked inside Israel's Wix and tried to solve a problem every fast-growing company knows: teams struggling to know who is doing what. The tool they built for this, dapulse, turned out to be useful enough to be spun off as an independent company in 2012, and Wix itself was its first customer. This background (an internal tool that became a standalone product) is an essential part of the story: Mann and Zinman did not guess what teams needed; they experienced the problem themselves from the inside. The first commercial version reached the market only in 2014, after about two years of development and testing.

The change to monday.com

In November 2017 the company went through a major rebranding: the name dapulse, which to many sounded like a typo or an internal code name, was replaced with monday.com. According to what the founders said in interviews, the original name had simply become an obstacle. People kept joking about it, and potential customers did not always understand right away what it meant. The new name, by contrast, speaks directly to the time the product is supposed to save: an organized start to the work week instead of chaos. The rebranding was not just cosmetic. It came with a repositioning of the product as a "Work OS": a flexible framework that any organization can fit different processes into, and not a single narrow project-management tool.

The 2021 IPO and what came after

monday.com went public on Nasdaq on 10 June 2021 at $155 a share, and the offering officially closed four days later, on 14 June, after the underwriters, with Goldman Sachs and J.P. Morgan as lead underwriters, exercised their full option to purchase additional shares. Since the IPO the company has grown steadily: report after report added tens of thousands of new customers, and annual revenue climbed significantly year after year. According to the official report for 2025, revenue reached $1.23 billion, an increase of 27%, from serving more than 250,000 customers in 190 countries. Numbers like these, less than 15 years after it was founded as a side project inside another company, show how much the market the product targeted has grown.

From "project management" to a whole product family

Over the years monday.com did not settle for its basic work board, and it expanded the platform into a family of separate products under the same brand: monday CRM for managing customer relationships and sales, monday dev for software development teams that want to track coding tasks, and monday service for handling incoming customer service requests. This approach (one core product that branches into several industry-focused products) is common in enterprise software, and it makes it possible to sell an existing customer more licenses without building a new company from scratch. Each of these products was built on the same flexible "engine" of boards and columns that was the product's original foundation, which explains how they could be added at a relatively fast pace.

The 2026 shift: from "work management" to "AI Work Platform"

In May 2026 monday.com announced the most fundamental change in its history: a declared move from a work management tool to an "AI Work Platform" in which people and AI agents work together. Instead of adding another single AI feature, the company built infrastructure that lets users with no technical knowledge define and run independent agents that carry out whole tasks, from drafting a marketing campaign to closing a support request. At the same time, the platform was opened to direct connection with leading outside AI tools such as Claude, Copilot and ChatGPT, so it does not try to replace the existing models but to serve as an orchestration layer on top of them. Management presented this as an attempt to narrow the gap between investment in AI and actual results, a gap that, it says, still exists in most organizations.

In July 2026 monday.com announced a cut of about 20% of its workforce, about 620 employees worldwide. According to the founders' letter published in Calcalist, the move is part of a reorganization around people and AI agents working together, and includes reducing layers of management. The company stressed that the goal is not a direct replacement of employees with AI, and that it intends to reinvest most of the savings.

Two CEOs, a decade and a half together

A relatively unusual fact for a public company of monday.com's size: Roy Mann and Eran Zinman have continued to run it together, as co-CEOs, from its founding in 2012 until today. Dual leadership like this is rare at this scale, and most companies that start this way eventually move to a single person in the role. This stable leadership, together with keeping the operational center of gravity in Tel Aviv even after the Wall Street IPO, is part of the image the company has built for itself as an Israeli success story that did not "move" abroad after succeeding, even if today its shares are traded by American and international investors like those of any other global company.