What Pulley does

Pulley, legally Prolific Labs Incorporated, is a SaaS cap table management and equity compliance platform built for venture-backed startups, growth-stage companies, and crypto-native issuers. Founded in 2019 by CEO Yin Wu (a three-time Y Combinator founder) and President Grant Oladipo, the company is headquartered in Oakland, California, and operates as a remote-first organization with roughly 51-100 employees. The platform spans traditional equity workflows — cap table management, 409A valuations, ASC 718 / stock-based compensation reporting, fundraising modeling, and SAFE management — and a parallel tokenized-equity suite covering token cap tables, token valuations, and token distribution. The product architecture is integration-centric, with native connections to more than 20 third-party systems across HR/payroll (Gusto, Rippling, Workday, ADP, Deel), legal (Clerky), accounting (QuickBooks, Xero), payments (Stripe, Plaid), private market liquidity (Nasdaq Private Market), and crypto infrastructure (Fireblocks, Anchorage, BitGo, Coinbase Prime, Phantom, Solflare, MetaMask, Squads).

The company monetizes through tiered annual SaaS subscriptions — Startup at $1,200 per year for 25 stakeholders and Growth at $3,500 per year for 40 stakeholders, with custom Enterprise pricing — supplemented by 409A valuation services and managed services for both equity and token operations. Pulley serves thousands of companies from seed stage through pre-IPO, with publicly visible customers including Linear, LayerZero, Mysten Labs, Standard Metrics, Techstars, Bitwise, Appsmith, Runway, Mozart Data, Built Robotics, Italic, Faye, and Sydecar. The company has raised roughly $50 million in disclosed venture funding across a 2020 pre-seed, a 2020 earlier round, and a 2022 Series B led by Founders Fund with participation from Stripe, 8VC, Caffeinated Capital, General Catalyst, La Famiglia, and Y Combinator, and maintains SOC 2 Type II, GDPR, and CCPA compliance postures.

Name

Pulley

Legal name

Prolific Labs Incorporated

Website

https://pulley.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Pulley is a SaaS cap table management and equity compliance platform serving venture-backed startups, growth-stage companies, and crypto-native issuers with 409A valuations, ASC 718 reporting, fundraising modeling, and a tokenized equity suite, integrated with 20+ HR, payroll, legal, accounting, and crypto infrastructure partners.

Ownership category

akta.pro rank

Product category

Equity Management Software

NAICS

Portfolio Management and Investment Advice (523940), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Prepackaged Software (7372), Investment Advice (6282)

akta.pro primary industry

HRIS/HCM Implementation & EOR Platform Services (BPACAHAJ)

akta.pro secondary industry

Collateral Management & Margin Services (FSAFALAF)

Keywords

• Cap table management
• Equity management software
• 409A valuation
• Stock-based compensation
• Token cap tables

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS subscription (Startup and Growth tiers): Annual subscriptions for cap table management. Startup tier: $1,200/year including first 25 stakeholders. Growth tier: $3,500/year including first 40 stakeholders. Additional stakeholders priced above included counts. Auto-renewing annual billing via Stripe.
2. Enterprise plan: Custom-priced Enterprise plan for larger or more complex organizations, offering tailored solutions to fit company equity needs; pricing not publicly disclosed.
3. 409A valuation services: Standalone 409A valuation offering used by customers (e.g., Standard Metrics plans to incorporate Pulley's 409A service into its annual financial processes) as part of compliance and option-grant workflows.
4. Equity and Token Managed Services: On-demand managed services for both equity and token operations, where Pulley's team actively handles cap table management or token operations for customers beyond standard software support.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Pulley provides a SaaS cap table management platform for startups and growth-stage companies, supporting traditional equity (shares, options, RSUs, SAFEs, convertible notes) as well as tokenized cap tables. The platform combines live, integrated scenario modeling with 409A valuations, ASC 718 stock-based compensation reporting, secondary liquidity via Nasdaq Private Market, and broad native integrations across HR/payroll, accounting, legal, payments, and crypto wallet/custodian systems. Optional managed services cover both equity and token administration end-to-end.

Product overview

Pulley is a unified equity and token management platform centered on a single core Cap Table Management product that handles traditional equity, options, RSUs, SAFEs, and convertible notes. Around this core, Pulley offers a set of integrated modules: 409A Valuations for IRS-compliant valuations; Compliance & SBC for audit-ready stock-based compensation reporting (ASC 718, GAAP/IFRS); Fundraise Modeling and SAFEs for scenario planning tied to the live cap table; Liquidity programs delivered via the Nasdaq Private Market integration; Employee Experience for stakeholder-facing views; and a Crypto suite comprising Token Cap Tables, Token Valuations, and Token Distribution, with integrations to wallets, custodians, and blockchain networks. Pulley also offers two expert-led service tiers, Equity Managed Services and Token Managed Services, that go beyond the software to actively administer a customer's cap table or token operations on their behalf. The platform is sold under tiered plans (Startup, Growth, Enterprise) and is positioned around simple, founder-friendly UX, transparent pricing, ASC 718 / 409A / Rule 701 compliance, and direct integrations with payroll, HR, accounting, legal, and crypto systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Cap Table Management A SaaS cap table management platform that lets founders and finance teams track equity ownership, manage SAFEs, options, RSUs, and convertible notes, and model scenarios directly against the live cap table. Designed for venture-backed startups and growth-stage companies.
• 409A Valuation A standalone 409A valuation service that delivers defensible, audit-ready valuations of private company common stock for option pricing and financial reporting. Used by finance teams and auditors at venture-backed companies.
• Compliance & Stock-Based Compensation (ASC 718) A stock-based compensation and compliance module that automates ASC 718 expense calculation, Rule 701 disclosures, and Form 3921 filings, integrated with the cap table and HR/payroll systems. Targeted at finance and accounting teams at growth-stage companies.
• Fundraise Modeling A scenario modeling product that lets founders and finance teams model priced rounds, dilution, option-pool refreshes, and exit outcomes against the live cap table without manual spreadsheet work.
• Liquidity (Nasdaq Private Market) A liquidity module that enables companies and their shareholders to run secondary transactions, tender offers, and structured liquidity events through an integration with Nasdaq Private Market.
• Crypto (Token Cap Tables, Valuations, Distribution) A crypto-suite for token-issuing companies that combines token cap tables, token valuations, and on-chain distribution across multiple blockchains (Ethereum, Solana, Polygon, Avalanche, Optimism, Aptos, Base, Sei, Sui) and major custodians (Anchorage, BitGo, Coinbase Prime, Fireblocks). Designed for Web3 and crypto-native issuers.
• Equity Managed Services A managed services offering in which Pulley experts administer a company's cap table, equity grants, valuations, and compliance reporting end-to-end for clients that prefer outsourced equity operations.
• Token Managed Services A managed services offering in which Pulley experts administer a token-issuing company's token cap table, valuations, and on-chain distribution, complementing the Equity Managed Services tier for Web3 issuers.

Quantifiable outcome

• Standard Metrics migrated cap table from a legacy platform in ~11 business days and saves ~1 hour per week with more predictable pricing.
• +2 more outcomes

Named customers22 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration39 records

Feature8 records

Partnerships

Nine partnerships are on record, tiered flagship and core.

• Nasdaq Private Market (NPM)flagshipStrategic or Co-development PartnerPulley integrates with Nasdaq Private Market to enable liquidity programs for employees and investors. The integration gives visibility into shareholder eligibility, tender offer status, and cap table data; supports initiating NPM onboarding, approving/denying data sharing requests, and securely transferring shareholder information without leaving Pulley.
• ClerkycoreTechnology or IntegrationNative legal/compliance integration with Clerky. Entity formation details, board approvals, and key documents flow into Pulley (one-way, from Clerky to Pulley) so cap table stays aligned with official legal records.
• Gunderson LLPcoreImplementation/ SI/ Consulting PartnerLegal partnership providing expert legal guidance on equity management and compliance for Pulley customers. Combined with the Clerky integration, ensures both legal documents and cap table stay aligned.
• StripecoreTechnology or IntegrationPayment processor for Pulley's paid services (referenced in Terms of Service) and used to process payments tied to option exercises and repurchases on Pulley.
• PlaidcoreTechnology or IntegrationBank account integration used to connect accounts for smooth fund transfers tied to option exercises and repurchases; supports unified view of compensation and equity.
• GustocoreTechnology or IntegrationHR/payroll integration that syncs payroll and employee details into Pulley, enabling visibility of compensation and equity-linked payments in one place.
• RipplingcoreTechnology or IntegrationNative HR/payroll integration syncing payroll and employee details so Pulley automatically reflects equity updates across the team (manual sync required).
• FireblockscoreTechnology or IntegrationCrypto custodian integration providing secure and fast tokenized asset transfers through automated distributions while retaining final approval control with the custodian.
• BitGo

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Carta: Carta is the dominant cap table management platform for private companies and Pulley's primary direct competitor. Both offer cap table, 409A, ASC 718, scenario modeling, and liquidity products to venture-backed startups, and Carta is the anchor of Pulley's 'switch from' comparison pages.
• Ledgy: Ledgy is a European cap table and equity management platform offering equity plans, scenario modeling, and stakeholder communications for startups and scale-ups. It is one of Pulley's closest named peers in market analyses and serves the same founder/finance-leader buyer with similar subscription pricing.
• Cake Equity: Cake Equity is an Australia-based cap table and equity management platform competing directly with Pulley in the SMB/startup tier, offering cap table management, fundraising modeling, and employee equity plans with transparent online pricing.
• LTSE Equity (Long-Term Stock Exchange): LTSE Equity offers cap table management and equity administration tools to private companies and is named alongside Pulley in scenario modeling and cap table management guides. It targets a similar growth-stage customer with comparable functionality.
• Gust (formerly Shareholder's Edge): Gust provides cap table management and equity tools to startups and is repeatedly listed as a key player alongside Pulley, Carta, and Ledgy in cap table management market analyses, with similar founder-focused positioning.
• Captable.io: Captable.io is a startup-focused cap table management tool often listed alongside Pulley, Ledgy, and Cake. It is a smaller direct competitor serving the same early-stage founder buyer.

Broad incumbents

• Shareworks (Computershare): Shareworks, owned by Computershare, is a long-standing equity plan management and cap table platform serving private and public companies. It competes with Pulley at the growth/enterprise tier as a broad incumbent rather than a startup-focused specialist.
• EquityZen: EquityZen is a private company investment platform offering cap table tools alongside secondary market transactions. Listed alongside Pulley in cap table management market guides, it overlaps on cap table functionality but is differentiated by its secondary-market liquidity focus.
• Diligent Equity (Galvanize/ACL): Diligent Equity (formerly part of Galvanize/ACL) is an established governance and equity management platform used by public and large private companies. It competes with Pulley at the enterprise governance/compliance tier rather than the founder-focused SMB tier.
• JP Morgan Workplace Solutions (Global Shareplan): J.P. Morgan's Workplace Solutions business offers global equity plan administration and cap table capabilities for large multinational employers. It competes with Pulley at the top end of the market (complex, multi-country, mature companies) but does not serve the seed/startup wedge Pulley focuses on.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/pulley
• LinkedInlinkedin.com/company/pulley-cap-table

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pulley