Applitools
Applitools provides an AI-powered end-to-end software testing platform, using proprietary Visual AI trained on 4 billion screens to deliver visual, functional, API, and accessibility testing for enterprises in regulated industries including banking, financial services, healthcare, and pharmaceuticals.
- Company typePrivate
- Founded2013
- HeadquartersTel Aviv, Israel
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Applitools does
Applitools is a privately held software company, founded in 2013 and headquartered in San Mateo, California with Israeli R&D roots in Tel Aviv, that builds an AI-powered end-to-end testing platform for web, mobile, native, and component-based applications. The core technology is a proprietary Visual AI model trained over a decade on more than 4 billion app screens, marketed as deterministic and purpose-built for testing in contrast to general-purpose LLMs; this model powers the platform's two flagship products, Applitools Eyes (visual and functional testing) and Applitools Autonomous (AI-augmented test creation with NLP authoring and self-healing tests), along with add-on modules including the Ultrafast Test Grid (parallel cross-browser execution), Execution Cloud, TestGenAI for Cypress, and the recently launched AppliOracle internal support assistant and MCP testing workflow.
The platform is sold via a hybrid go-to-market: free trial self-serve onboarding feeds product-led adoption, while a direct enterprise field sales motion targets regulated industries where compliance and auditability are decisive procurement criteria. Deployment options span SaaS, dedicated cloud on AWS/Azure/GCP, and on-premises installations inside customer firewalls. Pricing is subscription-based and usage-metric-driven, billed against Monthly Checkpoints, Page Concurrency, Component Concurrency, and active scenarios within a 31-day window, with unlimited users and viewers typical across tiers. The customer base is enterprise-heavy and vertically diversified across financial services (Lloyds Bank, NASDAQ, RBS, Allianz), healthcare and pharmaceuticals (LabCorp, AbbVie, Aetna, Medtronic, Eli Lilly, Bayer), retail (LEGO, Adidas, Chanel), and technology (Intuit, Okta, Verizon, VMware, Medallia, KPN).
Applitools has raised approximately $42 million in disclosed venture funding across rounds from 2014 through 2021, with OpenView leading the largest $31 million round in 2018 alongside Bessemer Venture Partners, Sierra Ventures, Magma Venture Partners, and iAngels. The company acquired PreFlight in June 2023 to broaden its test automation footprint and is led by CEO Anand Sundaram, appointed October 2025, with founders Adam Carmi (CTO), Gil Sever, and Moshe Milman remaining active in the company.
Applitools firmographics
Firmographics- Name
- Applitools
- Legal name
- Applitools Inc.
- Website
- https://applitools.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Applitools provides an AI-powered end-to-end software testing platform, using proprietary Visual AI trained on 4 billion screens to deliver visual, functional, API, and accessibility testing for enterprises in regulated industries including banking, financial services, healthcare, and pharmaceuticals.
- Ownership category
- akta.pro rank
Applitools industry classification
Industry- Product category
- AI-Powered Software Testing Platform
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- App Testing, QA & Beta Distribution Platforms (BPAMADAK)
Keywords
Where Applitools is headquartered
LocationHeadquarters
- HQ city
- Tel Aviv
- HQ country
- Israel
- HQ region
- Middle East
Offices1 record
Markets served
Applitools business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription Licensing: Annual or monthly subscription plans based on usage metrics including Monthly Checkpoints, Page Concurrency, Component Concurrency, and active scenarios within a 31-day window. Tiered pricing with different checkpoint allocations per plan.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Trial available for new users to explore the platform |
| Subscription | Annual | Enterprise and team plans based on checkpoint and concurrency metrics |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Applitools product offering
Product offeringCore offering
Applitools offers the Intelligent Testing Platform, a unified AI-powered software testing solution for web, mobile, native, and PDF applications. The platform combines two core products—Eyes (automated visual and functional testing with proprietary Visual AI trained on 4 billion+ app screens) and Autonomous (AI-augmented test creation with NLP authoring and self-healing tests). It is sold primarily as a cloud SaaS subscription with on-premise options for regulated industries, and it is used by enterprise software and QA teams to detect visual regressions, run cross-browser tests, validate accessibility compliance, and accelerate release cycles.
Product overview
Applitools offers the Intelligent Testing Platform, a unified AI-powered testing solution comprising two main products: Eyes (automated visual and functional testing with advanced Visual AI) and Autonomous (autonomous test creation and AI-augmented testing). The platform supports testing across websites, web applications, native mobile applications, PDFs, and Storybook components. Key add-on modules include the Ultrafast Test Grid (cloud-based parallel execution) and TestGenAI for Cypress (AI-powered test generation). The platform is built on proprietary Visual AI trained on 4 billion+ app screens, delivering human-like judgment at automated speed and scale. Deployment options include on-premises, dedicated cloud (AWS, Azure, GCP), and SaaS. The company also offers an internal AI assistant called AppliOracle for support teams.
Differentiator
Problem solved
Functional benefit
Brands
- Applitools Eyes: Automate visual and functional testing of web and mobile applications with advanced Visual AI. Run tests in parallel across a vast network of browsers and devices.
- Applitools Autonomous
- Ultrafast Test Grid
- Execution Cloud
- TestGenAI for Cypress
Products and services
- Applitools Intelligent Testing Platform Unified AI-powered end-to-end testing platform comprising Eyes and Autonomous products, providing visual, functional, API, accessibility, and cross-browser/device testing for enterprise software and QA teams.
- Applitools Eyes Automated visual and functional testing product for web and mobile applications, leveraging Visual AI trained on 4 billion+ app screens to validate UI rendering across browsers and devices in parallel.
- Applitools Autonomous AI-augmented testing product that creates, executes, and analyzes functional, visual, and API tests autonomously using NLP authoring and self-healing tests that adapt when DOM structure changes.
- Ultrafast Test Grid Cloud-based parallel test execution infrastructure that extracts DOM and assets once, then renders tests concurrently across multiple browsers, viewports, and operating systems for fast cross-browser coverage.
- Execution Cloud Intelligent cloud test execution infrastructure that scales test execution on-demand across the Applitools cloud environment.
- TestGenAI for Cypress AI-powered test generation add-on that uses generative AI to automatically create tests for the Cypress test automation framework.
- AppliOracle Internal AI assistant that aggregates account identity, user details, error history, and account health into a comprehensive view to accelerate support engineer incident resolution.
- Applitools MCP Testing Workflow Model Context Protocol (MCP) testing workflow that identifies brittle text assertions or locator-dependent validations in existing test suites and suggests replacing them with visual AI checks.
Quantifiable outcome
- 9x increase in test creation speed
- +8 more outcomes
Companies that use Applitools
Customer profileNamed customers23 records
Segments6 records
Ideal customer profiles2 records
Applitools technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability8 records
Feature9 records
Applitools partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ServiceNowcoreApplitools provides a ServiceNow integration allowing enterprise customers to automate license and usage data retrieval via REST API. This enables Procurement and Asset Management teams to monitor contracts and actual consumption in real-time, centralizing data within their primary management tool. The integration uses a read-only API key for secure data fetching.
Scale indicators12 records
Recent moves7 records
Expansion highlights7 records
Applitools competitors and assessment
Company assessmentDirect peers
- BrowserStack: BrowserStack is a leading cloud-based testing platform offering cross-browser, real-device, and visual testing capabilities. Applitools explicitly compares against BrowserStack on its compare page, indicating direct overlap in visual and functional testing for enterprise QA teams.
- Sauce Labs: Sauce Labs is a continuous testing cloud for web and mobile applications, ranked #1 ahead of Applitools for visual AI capabilities in techbullion's 2026 ranking. Both serve enterprise QA teams with cross-browser and functional testing at scale.
- LambdaTest: LambdaTest is a cloud-based unified testing platform offering cross-browser, visual regression, and AI-augmented testing. Applitools runs a dedicated comparison page versus LambdaTest, signaling direct competition for visual and cross-browser testing customers.
- Mabl: Mabl is an AI-powered test automation platform featuring low-code test creation, self-healing tests, and unified functional/visual/API testing. Both Applitools and Mabl are recognized by pctechmag as leading AI testing platforms targeting SaaS QA teams.
- Functionize: Functionize is an AI-driven testing platform that uses machine learning for autonomous test creation, visual testing, and cross-browser validation. Both compete in the enterprise AI-augmented software testing category and are featured together in HTF MI's AI testing market report.
- TestRigor: TestRigor is an AI-powered, codeless test automation platform using NLP for test authoring and self-healing locators. Both Applitools and TestRigor are recognized alongside each other in pctechmag's 2026 AI for Software Testing buyer's guide.
- Katalon: Katalon is an AI-augmented test automation platform offering functional, visual, and API testing with low-code authoring. Both are recognized by pctechmag as leaders in AI for software testing targeting enterprise QA organizations.
- Chromatic: Chromatic specializes in visual regression testing for Storybook component libraries and front-end developers. Applitools maintains a dedicated comparison page versus Chromatic and offers direct Storybook integration, making them direct competitors in component-level visual testing.
Broad incumbents
- Tricentis Testim: Tricentis is a broad enterprise test automation suite including Testim (AI-augmented functional testing), Tosca (model-based testing), and qTest (test management). As a broader platform, Tricentis overlaps with Applitools in AI-driven functional/visual testing for large enterprises.
- SmartBear: SmartBear is a broad testing and monitoring platform including TestComplete, ReadyAPI, and BitBar. Applitools' new CEO Anand Sundaram previously served as CTO at SmartBear, indicating deep familiarity and likely competitive overlap with SmartBear's enterprise QA portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Applitools social profiles
Digital presenceApplitools compliance and trust
Trust signalCompliance4 records
Applitools financial estimates
Financial estimateRevenue estimate
Valuation estimate
Applitools leadership team
Management profileNumber of profiles
Profiles9 records
Applitools funding detail
Funding detailFunding overview
Funding rounds6 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Applitools 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 Applitools
What does Applitools do?
Applitools offers the Intelligent Testing Platform, a unified AI-powered software testing solution for web, mobile, native, and PDF applications. The platform combines two core products—Eyes (automated visual and functional testing with proprietary Visual AI trained on 4 billion+ app screens) and Autonomous (AI-augmented test creation with NLP authoring and self-healing tests). It is sold primarily as a cloud SaaS subscription with on-premise options for regulated industries, and it is used by enterprise software and QA teams to detect visual regressions, run cross-browser tests, validate accessibility compliance, and accelerate release cycles.
Is Applitools a public or private company?
Applitools is a private company. It is classified as venture growth investor backed and is currently operating.
When was Applitools founded?
Applitools was founded in 2013. It employs 101 to 250 people.
Where is Applitools based?
Applitools is headquartered in Tel Aviv, Israel, in the Middle East region.
How does Applitools make money?
One revenue line is on record: subscription Licensing.
Who are Applitools's main competitors?
Direct peers on record are BrowserStack, Sauce Labs, LambdaTest, Mabl, Functionize, TestRigor, Katalon and Chromatic. Broad incumbents are Tricentis Testim and SmartBear.
Does Applitools have an API?
Yes. Applitools provides a public REST API for usage data retrieval, enabling organizations to pull live license and usage metrics into external platforms like ServiceNow. The API supports POST requests with read-only API keys for data fetching, and includes an Eyes Server API for operations such as automated baseline branch merging in CI/CD pipelines. Additionally, the Applitools MCP server integrates with Playwright to identify brittle assertions and suggest visual AI replacements. Developer documentation is at applitools.com/docs/eyes/reference/server-api.
What industry is Applitools in?
Applitools's product category is AI-Powered Software Testing Platform. Its primary akta.pro industry code is BPAMADAK, App Testing, QA & Beta Distribution Platforms. Its NAICS code is 5132 and its SIC code is 7372.