Mural
Mural is a private, AI-powered visual collaboration platform that provides a shared infinite canvas, Mural AI features, and the LUMA Institute methodology to enterprise and team customers for ideation, alignment, agile rituals, and stakeholder workshops, distributed through self-serve, direct sales, and a strategic Microsoft partnership.
- Company typePrivate
- Founded2011
- HeadquartersSan Francisco, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Mural does
Mural is a venture-backed, private visual collaboration company headquartered in San Francisco, founded in 2011, with 501-1,000 employees. It operates under the legal entity Tactivos, Inc. d/b/a Mural and offers an AI-powered visual workspace built around a real-time, infinite shared canvas that teams use for brainstorming, ideation, agile rituals, research synthesis, strategic planning, and stakeholder alignment. The platform combines a core product (the Mural canvas with facilitation tools such as timers, voting, mind maps, diagrams, and tables) with Mural AI (an add-on feature suite including generative mind mapping, automatic sticky-note clustering, summarization, sentiment classification, and a conversational mode, built primarily on the Microsoft Azure OpenAI System within a Mural-managed multi-tenant VPC), the acquired LUMA Institute's human-centered design methodology and templates, a templates library organized across agile, strategy, research, and design thinking categories, and more than 30 native integrations spanning Microsoft (Teams, 365, Copilot, Entra ID, Defender, Planner, Azure DevOps, Outlook), Atlassian (Jira, Confluence, Trello), Slack, Zoom, Webex, Figma, Salesforce, Google Workspace, and productivity tools, exposed through both a UI and public/enterprise APIs.
Mural makes money primarily through recurring SaaS subscriptions on tiered plans (free self-serve, Team+, Business, Enterprise), with multi-year contracts and custom pricing on the Enterprise tier that bundles Mural AI and enterprise-grade security and compliance (GDPR, CCPA, EU AI Pact). Supplemental revenue comes from Professional Services and Mural Accelerate (adoption and rollout services) and from LUMA Institute / LUMA System licensing. The go-to-market is hybrid: a self-serve product-led motion (free sign-up, no credit card required) feeding a direct enterprise sales motion ("Book a demo," team-specific landing pages for R&D, Sales, Marketing, and Consulting) and a strategic Microsoft co-sell channel that anchors enterprise distribution. Named enterprise customers include Microsoft, IBM, SAP, HPE, Steelcase, Delta Airlines, Abercrombie & Fitch, Intuit, and Jacobs. The company has raised approximately $193.6M in disclosed funding across rounds, most recently a $50M Series C in July 2021 at a post-money valuation of over $2 billion led/supported by Insight Partners and Tiger Global, and completed its first acquisition (LUMA Institute) in March 2022.
Mural firmographics
Firmographics- Name
- Mural
- Legal name
- Tactivos, Inc. d/b/a Mural
- Website
- https://mural.co
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Mural is a private, AI-powered visual collaboration platform that provides a shared infinite canvas, Mural AI features, and the LUMA Institute methodology to enterprise and team customers for ideation, alignment, agile rituals, and stakeholder workshops, distributed through self-serve, direct sales, and a strategic Microsoft partnership.
- Ownership category
- akta.pro rank
Mural industry classification
Industry- Product category
- Visual Collaboration Software
- akta.pro primary industry
- Whiteboarding & Visual Collaboration (BPAMAMAI)
- akta.pro secondary industry
- Group Work, Breakout & Collaborative Document/Workspace Tools (EDAFAGAE)
Keywords
Where Mural is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
Mural business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription (Team+, Business, Enterprise plans): Recurring SaaS subscription with tiered plans (Team+, Business, Enterprise). Mural AI features are included for free on Team+, Business and Enterprise plans, with potential changes as the offering matures. Enterprise tier includes centralized control, SCIM/JIT provisioning, member/guest/visitor management, and flexible pricing.
- Freemium / Free sign-up: Self-serve free signup with no credit card required and instant setup, designed to drive top-of-funnel adoption before converting to paid Team+, Business, or Enterprise tiers.
- Professional Services & Mural Accelerate: Fee-based services offerings (Professional Services, Mural Accelerate) that help enterprise customers adopt and scale visual collaboration, including enablement, facilitation, and change-management support.
- LUMA Institute / LUMA System licensing: Revenue from the acquired LUMA Institute's human-centered design methodology, LUMA System training, and LUMA Workplace — packaged with Mural for enterprise innovation and design-thinking enablement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free sign-up (self-serve) |
| Subscription | Monthly | Team+ paid plan |
| Subscription | Annual | Business paid plan |
| Subscription | Multi-year contract | Enterprise plan |
Go-to-market motion5 records
Distribution channels5 records
Marketing channels11 records
Mural product offering
Product offeringCore offering
Mural provides an AI-powered visual collaboration platform centered on a real-time, infinite shared canvas where distributed teams brainstorm, ideate, plan, and align. The core subscription product is augmented by Mural AI (an add-on feature suite built on Microsoft Azure OpenAI for mind mapping, clustering, summarization, sentiment classification, and conversational ideation), a public and enterprise API, and the LUMA System human-centered design methodology acquired from LUMA Institute.
Product overview
Mural offers a single unified AI-powered visual collaboration platform that combines a core product (the Mural visual workspace and shared infinite canvas) with several integrated modules and offerings: Mural AI (an add-on AI feature suite built on Microsoft Azure OpenAI for mind mapping, clustering, summarization, sentiment classification, and conversational AI), Templates (a library of hundreds of pre-built collaboration templates), Integrations (native and partner connections to dozens of third-party tools including Microsoft Teams, Slack, Zoom, Jira, Asana, Salesforce, and Google Workspace), the Mural API (public and enterprise APIs for developers), and the LUMA System (an acquired innovation methodology brand). Supporting service offerings include Professional Services, Mural Accelerate, and Microsoft-specific extensions (Microsoft Teams app, Microsoft Copilot integration, Microsoft 365 Copilot agent). Together, the core platform plus these modules and acquired brands form Mural's "Collaborative Intelligence" offering for enterprise team collaboration.
Differentiator
Problem solved
Functional benefit
Brands
- Mural AI: AI-powered feature set within Mural offering mind mapping, clustering, summarization, classification, and conversational AI for collaborative workflows.
- LUMA System
- Mural Accelerate
- Professional Services
Products and services
- Mural AI-powered visual workspace for team collaboration providing a real-time, infinite shared canvas for brainstorming, ideation, planning, and alignment, with best-in-class security and enterprise-grade controls.
- Mural AI AI feature suite built on Microsoft Azure OpenAI in a Mural-managed multi-tenant environment, providing AI-powered mind mapping, automatic clustering of sticky notes, canvas summarization, sentiment classification, and conversational ideation. Included for free on Team+, Business, and Enterprise plans.
- LUMA System / LUMA Institute Human-centered design methodology and innovation system offered by LUMA Institute, LLC, a wholly-owned subsidiary of Tactivos, Inc. d/b/a Mural. Provides the LUMA System, LUMA Workplace templates, and the Collaboration Design Institute for applying design thinking activities to common business challenges.
- Professional Services Fee-based service offering helping enterprise customers adopt and optimize Mural for team collaboration and innovation, including enablement, facilitation, and change-management support.
- Mural Accelerate Service offering for accelerated adoption and outcome delivery on the Mural platform within enterprises.
- Mural API Public and enterprise APIs for developers enabling programmatic creation, population, and integration of murals with third-party systems and applications, with documentation at developers.mural.co.
- Collaborative Intelligence System System comprising three components to foster innovation and collaboration among organizations, launched alongside the LUMA Institute acquisition. Includes the Collaboration Design Institute and collaboration spaces designed to improve enterprise innovation and teamwork.
Quantifiable outcome
- 50% increase in sales onboarding efficiency (SAP)
- +2 more outcomes
Companies that use Mural
Customer profileNamed customers9 records
Segments8 records
Ideal customer profiles4 records
Mural technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration46 records
AI capability6 records
Feature11 records
Mural partnerships and signals
Strategic signalPartnerships
39 partnerships are on record, tiered flagship acquisition (wholly-owned subsidiary), flagship strategic partner, core integration and flagship integration.
- LUMA Instituteflagship acquisition (wholly-owned subsidiary)Mural acquired LUMA Institute (March 2022) — its first-ever acquisition — to establish leadership in collaborative intelligence. LUMA Institute, LLC is a wholly-owned subsidiary of Tactivos, Inc. d/b/a Mural and provides the LUMA System, Collaboration Design Institute, and LUMA Workplace (human-centered design frameworks and templates).
- Microsoftflagship strategic partnerMural has a dedicated Microsoft partnership page (mural.co/partners/microsoft) and a deep co-build with Microsoft across the ecosystem: Mural App for Microsoft Teams, Microsoft 365 Copilot integration (Copilot agent for finding murals/templates and summarization), Microsoft Entra ID SSO + SCIM, Microsoft Defender, Microsoft Planner, Azure DevOps, Outlook, Surface Hub, and Microsoft 365. Mural AI is built on the Microsoft Azure OpenAI System.
- Slackcore integrationNative Slack integration — receive notifications about activity inside murals, plus Slack-based workflows.
- Zoomcore integrationNative Zoom integration — add a new dimension of engagement and productivity to Zoom meetings with visual collaboration.
- Webexcore integrationNative Webex integration — add a mural to a Webex meeting or team space for visual collaboration.
- Asanacore integrationNative Asana integration with two-way sync — import Asana tasks into Mural and keep murals up to date.
- Jiracore integrationNative Jira integration — Mural makes Agile teamwork work for distributed teams via Jira.
- Confluencecore integrationNative Confluence integration via Mural Smart Links — link, preview, or embed murals in Confluence pages.
- Figmacore integrationNative Figma integration — export frames to Mural to jumpstart collaboration and streamline cross-team design and content reviews.
- Google Workspacecore integrationGoogle Workspace integration spanning Calendar, Drive, Docs, Sheets, Slides, and Forms — enabling file import, event linking, sticky-note conversion from documents, and form-response ingestion.
- Salesforcecore integrationNative Salesforce integration — map relationships, keep contact details in sync, and embed murals directly in Salesforce.
- Oktacore integrationOkta integration — secure SSO and automated provisioning/deprovisioning of Mural members.
- Microsoft Entra IDcore integrationMicrosoft Entra ID integration — secure SSO and automated provisioning/deprovisioning of Mural members.
- Microsoft Defendercore integrationMicrosoft Defender integration — monitor and manage Mural user activity directly in the Microsoft Defender Security Dashboard.
- Microsoft Copilotflagship integrationMicrosoft 365 Copilot integration — use natural-language prompts to find murals and templates and streamline tasks.
- Microsoft Plannercore integrationMicrosoft Planner integration — import Microsoft Planner tasks as sticky notes for sprint planning, bug triage, retrospectives, and project breakdowns.
- Azure DevOpscore integrationAzure DevOps integration — visualize work items in a mural for easier collaboration.
- Rally (CA Agile)core integrationNative Rally integration with two-way sync to enable agile teams to collaborate seamlessly.
- Zapiercore integrationZapier integration — automate workflows by connecting Mural with thousands of apps via Zapier (used to power Airtable, Google Forms, Google Sheets, Typeform, Trello integrations).
- GitHubcore integrationGitHub integration — turn user stories into GitHub issues directly from Mural.
- Notioncore integrationNotion integration powered by Embed.ly — embed viewable murals within Notion pages.
- Dropboxcore integrationDropbox integration — import files directly from Dropbox into a mural.
- OneDrivecore integrationOneDrive integration — directly import OneDrive files into a mural with thumbnail preview.
- Trellocore integrationTrello integration via Zapier — convert sticky notes into Trello action items, plus Atlassian Smart Links previews.
- Productboardcore integrationProductboard integration — embed a mural in Productboard to facilitate collaboration while maintaining a single source of truth for product information.
- Splunkcore integrationSplunk integration — visualize comprehensive Mural data (login activities, permission changes, admin actions) in Splunk dashboards.
- Microsoft 365flagship integrationMicrosoft 365 integration — connected collaboration experience across Teams, Outlook, and Office.
- Airtablecore integrationAirtable integration via Zapier — discover insights by mapping records in a mural.
- Typeformcore integrationTypeform integration via Zapier — organize feedback in Mural to identify impactful takeaways.
- PowerPointcore integrationPowerPoint integration — export content from a mural directly to PowerPoint.
- Microsoft Outlookcore integrationMicrosoft Outlook integration — send murals and templates via email without switching tabs.
- Livestormcore integrationLivestorm integration — embed Mural in Livestorm meetings and events.
- Sprintbasecore integrationSprintbase integration — organize and arrange multiple murals in a single Sprintbase Workspace for multi-team workshops.
- Ring Centralcore integrationRing Central integration powered by Embed.ly — preview murals in Ring Central direct messages.
- Embedlycore integrationEmbed.ly integration — embed Mural visual collaboration into hundreds of popular websites and applications.
- GIPHYcore integrationGIPHY integration — search and add GIFs and animated stickers directly from the image toolbar.
- The Noun Projectcore integrationThe Noun Project integration — over a million curated icons available inside Mural.
- Unsplashcore integrationUnsplash integration — add free, high-quality photos and images to any mural.
- LUMA Workplaceflagship integrationLUMA Workplace (Mural-owned via LUMA Institute acquisition) — pre-built Mural templates for applying design thinking activities and techniques to common business challenges.
Scale indicators11 records
Recent moves6 records
Mural competitors and assessment
Company assessmentDirect peers
- Miro: Miro is the leading visual collaboration whiteboard platform, offering an infinite canvas, real-time collaboration, templates, and AI features. It directly competes with Mural across the same product category, customer segments (R&D, design, consulting, agile teams), and PLG + enterprise GTM motion.
- Lucidspark: Lucidspark is Lucid Software's visual collaboration whiteboard that is tightly integrated with the Lucid Visual Collaboration Suite (Lucidchart, Lucidscale). It competes head-to-head with Mural on team ideation, facilitation, and visual planning for enterprise customers.
Emerging players
- FigJam: FigJam is Figma's collaborative whiteboard product, embedded in the Figma design platform and now broadly available. It overlaps with Mural for design, product, and UX team workshops, and benefits from Figma's distribution among product designers and design-led organizations.
- Conceptboard: Conceptboard is a visual collaboration platform headquartered in Germany that targets enterprise and creative teams, with strong adoption in European markets. It competes with Mural on visual collaboration, workshops, and design reviews, particularly in EMEA where Mural has EU AI Pact positioning.
- Whimsical: Whimsical combines wireframes, flowcharts, mind maps, and a collaborative whiteboard. It targets product, design, and engineering teams and overlaps with Mural for visual ideation, mind mapping, and product workflow planning.
- Stormboard: Stormboard is a visual collaboration and digital sticky-note platform aimed at enterprise workshops, agile teams, and remote facilitation. It competes with Mural in the facilitation, brainstorming, and agile rituals use cases.
Broad incumbents
- Microsoft Whiteboard: Microsoft Whiteboard is a free, natively bundled whiteboard in Microsoft 365 that runs inside Teams and on Surface Hub. It competes with Mural inside the Microsoft enterprise ecosystem at zero marginal cost, often serving as the default procurement choice for Microsoft-centric customers.
- Zoom Whiteboard: Zoom Whiteboard is Zoom's integrated visual collaboration product, distributed with Zoom's enterprise communications suite. It directly competes with Mural for visual collaboration embedded in video meetings and benefits from Zoom's existing enterprise customer base.
- ClickUp Whiteboards: ClickUp bundles a collaborative whiteboard inside its broader work management platform (tasks, docs, goals). It competes with Mural for visual planning and project workflows within organizations that are consolidating on ClickUp as a single productivity suite.
- Notion: Notion is a connected workspace for docs, projects, and knowledge management that has been expanding into visual collaboration features (whiteboard, AI) and integrates with Mural via Embedly. It competes with Mural for team alignment, planning, and knowledge workflows inside a broader productivity platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Mural social profiles
Digital presenceMural compliance and trust
Trust signalCompliance3 records
Mural financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mural leadership team
Management profileNumber of profiles
Profiles31 records
Mural subsidiaries and ownership
Company hierarchySubsidiaries1 record
Mural funding detail
Funding detailFunding overview
Funding rounds7 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mural M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mural
What does Mural do?
Mural provides an AI-powered visual collaboration platform centered on a real-time, infinite shared canvas where distributed teams brainstorm, ideate, plan, and align. The core subscription product is augmented by Mural AI (an add-on feature suite built on Microsoft Azure OpenAI for mind mapping, clustering, summarization, sentiment classification, and conversational ideation), a public and enterprise API, and the LUMA System human-centered design methodology acquired from LUMA Institute.
Is Mural a public or private company?
Mural is a private company. It is classified as venture growth investor backed and is currently operating.
When was Mural founded?
Mural was founded in 2011. It employs 501 to 1,000 people.
Where is Mural based?
Mural is headquartered in San Francisco, United States, in the North America region.
How does Mural make money?
Four revenue lines are on record. Subscription (Team+, Business, Enterprise plans) is the primary driver. The others are freemium / Free sign-up, professional Services & Mural Accelerate and LUMA Institute / LUMA System licensing.
Who are Mural's main competitors?
Direct peers on record are Miro and Lucidspark. Emerging players are FigJam, Conceptboard, Whimsical and Stormboard. Broad incumbents are Microsoft Whiteboard, Zoom Whiteboard, ClickUp Whiteboards and Notion.
Does Mural have an API?
Yes. Mural offers public and enterprise APIs for developers. Developers can build custom integrations and applications on top of Mural using the API, including connecting other apps via the Mural API for custom workflow automation. Developer documentation is at developers.mural.co/public/docs.
What industry is Mural in?
Mural's product category is Visual Collaboration Software. Its primary akta.pro industry code is BPAMAMAI, Whiteboarding & Visual Collaboration, with a secondary code of EDAFAGAE, Group Work, Breakout & Collaborative Document/Workspace Tools.