What Ninety does

Ninety is a cloud-based Business Operating System (BOS) that digitizes and operationalizes the Entrepreneurial Operating System (EOS) framework for small and mid-sized businesses. The platform replaces the patchwork of spreadsheets, docs, and standalone tools that EOS practitioners typically assemble, instead delivering an integrated workspace organized around the EOS Six Key Components: Vision (V/TO and Assessments), Data (Scorecards, KPI tracking, Insights), Process (Knowledge Portal), Traction (Rocks, L10 Meetings, Feedback), Issues (Issues/IDS, To-Dos), and People (Accountability Chart). The product is delivered as a multi-tenant SaaS application accessible via web, iOS, and Android, with identity and collaboration integrations into Google and Microsoft 365, Microsoft Teams, and Zapier for downstream workflow automation. An AI companion branded Maz sits inside the platform to answer questions about tenant data, generate meeting summaries, create items, and optimize Scorecards.

The underlying technology stack is a standard SaaS architecture hosted on AWS, using Stripe for billing and Intercom for in-product support, with OpenAI and Google Cloud AI used for embedded AI features rather than proprietary models. Ninety has invested in domain-specific content assets: a deep EOS glossary, help center, best-practice guides, and webinars, which together create a tightly mapped implementation of the EOS methodology. Security posture is supported by SOC 2 Type II certification under the AICPA SOC for Service Organizations framework.

The business model is a per-seat SaaS subscription with four tiers: Free, Essentials ($12/user/month, $8.40 annual), Accelerate ($14/user/month, $9.80 annual), and Thrive ($16/user/month, $11.20 annual). The go-to-market combines a product-led growth motion (free 30-day Thrive trial with no credit card required) with a community-led channel through the certified EOS Implementer/coach network, where the official partnership with EOS Worldwide functions as an indirect distribution engine. The company is venture-backed (Insight Partners Series A in October 2021; Blue Cloud Ventures-led $35M Series B in November 2023 at a $200M+ post-money valuation), privately held, headquartered in Atlanta, GA, and operates as Ninety, LLC with Humalytix, Inc. identified as the operating legal entity in its privacy policy.

Name

Ninety

Legal name

Ninety, LLC

Website

https://ninety.io

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Ninety provides a cloud-based Business Operating System that digitizes the Entrepreneurial Operating System (EOS) framework for small and mid-sized businesses. It unifies vision planning, weekly execution, and accountability tracking in one workspace, distributed via product-led growth and the EOS Implementer community.

Ownership category

akta.pro rank

Headquarters

HQ city

Park City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription (Per-Seat): Ninety generates revenue through subscription-based SaaS pricing charged per user per month. Four pricing tiers are offered: Free, Essentials, Accelerate, and Thrive. The subscription model provides recurring revenue with annual billing options offering approximately 30% discount.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Ninety sells a cloud-based Business Operating System (BOS) platform that digitizes the Entrepreneurial Operating System (EOS) framework for small and mid-sized businesses. The product replaces disconnected tools (spreadsheets, documents, project trackers) with an integrated system covering vision (V/TO), data (Scorecards, Insights), process (Knowledge Portal), traction (Rocks, L10 Meetings, To-Dos), issues (Issues/IDS), people (Accountability Chart, Feedback, Assessments), and an AI companion (Maz). It is sold on a per-seat SaaS subscription model with a freemium entry point.

Product overview

Ninety is a cloud-based Business Operating System (BOS) platform built on the Entrepreneurial Operating System (EOS) framework. The platform digitizes EOS tools into a unified system, replacing disconnected tools with an all-in-one connected workspace. The core product portfolio includes: V/TO for vision documentation, Scorecards & KPI Tracking and Insights for data-driven performance measurement, Knowledge Portal for process documentation, Rocks and L10 Meetings for traction and weekly execution cadence, Issues and IDS for problem-solving, To-Dos for task management, and Accountability Chart for organizational structure. Additional capabilities include Feedback/Quarterly Conversations, Assessments including the People Analyzer, the AI companion Maz, Mobile App, Ask Maz, and Integrations. The platform offers four pricing tiers: Free, Essentials ($12/user/month), Accelerate ($14/user/month), and Thrive ($16/user/month). The platform also integrates with Microsoft Teams, Google Calendar, Zapier (8,000+ apps), and provides Google and Microsoft SSO. Professional Services are available as add-on support for implementation and training.

Differentiator

Problem solved

Functional benefit

Products and services

• Ninety (Core Platform)

Quantifiable outcome

• 43,527+ companies running on Ninety platform
• +3 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability4 records

Feature11 records

Partnerships

One partnership is on record.

• EOS WorldwidecoreStrategic or Co-development PartnerNinety is the official software partner for EOS (Entrepreneurial Operating System), partnering with EOS Worldwide to provide the digital platform for EOS implementation.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Notion: Notion is a workspace and documentation platform popular with SMBs and startups. While not a direct EOS software competitor, its flexibility enables teams to build custom EOS templates and Knowledge Portals, creating partial overlap with Ninety's process documentation capabilities.
• Range: Range is a team meetings and check-ins platform that overlaps with Ninety's L10 Meetings functionality. It offers structured team meetings, async check-ins, and goal tracking, targeting similar SMB and remote-team customers.

Others

• Lattice: Lattice is a people management platform offering performance reviews, goals, and feedback tools. While primarily HR-focused, its goal-setting and feedback features overlap with Ninety's People Analyzer and Quarterly Conversations.
• 15Five: 15Five is a performance management and employee engagement platform offering weekly check-ins, reviews, and OKR tracking. Its continuous performance management approach overlaps with Ninety's Feedback and Quarterly Conversations tools for team development.

Broad incumbents

• Asana: Asana is a publicly traded work management platform serving SMBs and enterprises with project planning, goal tracking, and team collaboration. Its Goals, Portfolios, and Workload features overlap with Ninety's Scorecards and Rocks, serving similar SMB customers.
• ClickUp: ClickUp is a broad work management platform offering tasks, docs, goals, whiteboards, and chat for SMBs and enterprises. While not EOS-specific, it overlaps with Ninety's task, goal-tracking, and meeting features at a much larger scale.
• Monday.com: Monday.com is a publicly traded work management platform offering project tracking, dashboards, and automations. It serves a similar SMB market and provides overlapping functionality with Ninety in project and task management, though without EOS methodology specialization.
• Trello: Trello is a lightweight project management tool owned by Atlassian. While more limited in scope than Ninety, it serves the same SMB market and can substitute for basic task and to-do tracking features within an EOS implementation.
• Wrike: Wrike is a project management and work collaboration platform owned by Citrix. It offers goals, dashboards, and project tracking that overlap with Ninety's execution tools, serving a broad range of SMB to enterprise customers.

Direct peers

• Traction Tools: Traction Tools is a direct competitor providing EOS implementation software for SMBs, offering similar functionality including V/TO, Scorecards, Rocks, L10 Meetings, and Accountability Chart tools. It serves the same EOS Implementer community and SMB customer base as Ninety.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@90xEOS
• Facebookfacebook.com/ninety.io
• LinkedInlinkedin.com/company/ninety-io
• Instagraminstagram.com/ninety.io
• Xx.com/ninetyapp

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds2 records

Investors3 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 Ninety