Name

Upbound

Legal name

Upbound, Inc.

Website

https://upbound.io

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Cloud Infrastructure Platform

NAICS

Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)

akta.pro secondary industries

AI Integration & Orchestration Platforms (Connectors, Workflow, iPaaS for AI) (HDAEANAI), Model Serving, Inference & Deployment Platforms (APIs, Edge/On-Prem) (HDAEANAC), Model Deployment, Serving & Inference Platforms (HDAAABAF), HCI & Integrated Systems (Compute + Storage) (HDABADAD)

Keywords

• Cloud infrastructure platform
• Control plane software
• Kubernetes management
• Platform engineering
• AI inference orchestration

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Upbound Crossplane (UXP) Enterprise Subscription: Recurring SaaS subscription for the enterprise distribution of Crossplane. Sold under Master Services Agreement with SaaS Module, Order Forms, and SLA-backed uptime guarantees (99.9% per calendar month). Customers pay per Order Form with tiered/consumption-based Fees, auto-renewing for the Initial Service Term. Includes UpboundCare support plans (Premier and Priority tiers).
2. Upbound Cloud Spaces (Managed Control Planes): Recurring managed service revenue from hosted Upbound Cloud Spaces (multi-region cloud spaces in AWS and GCP) and self-hosted Upbound Spaces. Usage/consumption-based billing per Master Services Agreement with tier or consumption overrides.
3. Usage / Consumption-Based Billing: Customers exceeding the consumption or tier on the Order Form are billed for additional usage ("Customer's use of the Services exceeds the consumption or tier set forth on the Order Form"). Pricing structured per resource managed by control planes, with cost transparency for predictable scaling.
4. Upbound Marketplace / Official Packages: Revenue from hardened, officially maintained Crossplane provider packages and configuration packages distributed through the Upbound Marketplace, including vulnerability-summary enterprise features and upgraded tested/secure packages beyond OSS.
5. Premium Support & Professional Services (UpboundCare): Tiered support plans (Premier and Priority) with severity-based initial response times (1 hour for Sev 1 Premier), 24/7 "follow the sun" coverage, advanced support services, and onsite visits. Sold as part of Order Forms.

Pricing tiers

Go-to-market motion5 records

Distribution channels6 records

Marketing channels9 records

Core offering

Upbound sells an AI-native infrastructure platform built on Crossplane, providing declarative, multi-cloud control planes for provisioning, operating, and adapting infrastructure for both human engineers and AI agents. Its flagship product, Upbound Crossplane (UXP) 2.0, packages the open-source Crossplane framework with enterprise tooling, a web console, hardened official providers, AI-enhanced operations, and SLA-backed support, delivered either as a hosted managed service (Upbound Cloud / Cloud Spaces) or self-hosted (Upbound Spaces). The company also offers the Upbound Marketplace for Crossplane providers and configurations, UpboundCare enterprise support, and Modelplane, an open-source control plane for AI inference fleets.

Product overview

Upbound is a single-vendor platform-plus-modules offering built around its founding open-source project, Crossplane. At the center is Upbound Crossplane (UXP) 2.0 — the enterprise "Intelligent Control Plane for AI-Native Infrastructure" — which packages the open-source Crossplane framework (now a CNCF Graduated project created and open-sourced by Upbound in 2018) with enterprise tooling, a Web UI for Crossplane, hardened official providers, AI-Enhanced Operations (GPT/Claude-powered insights, autonomous tuning, predictive optimization), and SLA-backed support. Around this core, Upbound offers two deployment models: Upbound Cloud / Cloud Spaces (the fully managed, multi-region hosted control plane service) and Upbound Spaces (the self-hosted variant for customers who need managed control planes inside their own environment). Both feed the Upbound Marketplace, the package registry for Crossplane providers, configurations and vulnerability summaries, and are operated through the Upbound Console web UI. In June 2026, Upbound extended this platform into AI infrastructure with Modelplane, an open-source control plane for AI inference fleets built on top of Crossplane. Underpinning everything is UpboundCare, the enterprise support service with tiered SLAs. Together, these components let enterprises provision, operate, and adapt infrastructure declaratively for both human and AI-agent consumers.

Differentiator

Problem solved

Functional benefit

Brands

• Crossplane: Open-source framework for building cloud-native control planes, created and maintained by Upbound; CNCF Graduated project with over 100 million downloads and adoption by more than 1,000 organizations.
• Upbound Crossplane (UXP)
• Modelplane
• Upbound Cloud Spaces (Spaces)

Products and services

• Upbound Crossplane (UXP) 2.0 Upbound's enterprise distribution and Intelligent Control Plane for AI-Native Infrastructure. Delivers Control Plane Project Tooling, a Web UI for Crossplane, tested/secure official packages, SLA-backed stability, and AI-Enhanced Operations with autonomous tuning, predictive optimization, and GPT/Claude-powered insights. Runs intelligent control planes for both human operators and AI agents.
• Crossplane The open-source control plane framework originally created and open-sourced by Upbound in 2018 and donated to the CNCF in 2020; graduated November 2025. Enables declarative, Kubernetes-native infrastructure management through consistent, policy-enforced APIs. Used by 1,000+ organizations in production with 100M+ downloads worldwide.
• Modelplane Open source control plane for AI inference fleets, released by Upbound on June 23, 2026. Built on Crossplane, it provides fleet-wide model scheduling, autoscaling, infrastructure lifecycle management, weight caching/distribution, and a unified inference gateway. Targets neoclouds/AI factories, regulated/sovereign enterprises, and AI-native companies running their own inference.
• Upbound Cloud (Cloud Spaces) Upbound's managed hosted control plane service — multi-region cloud spaces (e.g., AWS us-east-1, GCP us-central-1) running Crossplane control planes for customers. Tracked components include Upbound Control Planes (99.7% uptime), Upbound UI/Console, Upbound API, Marketplace, and Marketplace Registry.
• Upbound Spaces Self-hosted managed Crossplane control planes deployed in the customer's own environment. Provides the benefits of Upbound's managed control plane (operational tooling, hardening, support) without requiring Upbound to host the control plane. Referenced in resources "Unveiling Upbound Spaces: Unlock the Power of Managed Control Planes in Your Own Hosted Environment" and "Managed Crossplane in Your Own Environment with Upbound Spaces".
• Upbound Marketplace Upbound's marketplace and registry for Crossplane providers, configurations, and packages. Houses official providers maintained by Upbound (AWS, GCP, Azure, etc.), with added features such as vulnerability summaries (January 2026) to surface security risk before deployment.
• Upbound Console (Web UI) Web-based management console for Crossplane control planes — provides health monitoring, debugging, and day-2 operations for Upbound Crossplane (UXP) 2.0. Tracked on status.upbound.io as "Upbound UI (Console)" at 100% uptime.
• UpboundCare Upbound's enterprise support plan offering tiered (Priority / Premier) technical support with severity-based SLAs (Sev 1 1-hour response on Premier, 4-hour on Priority), 24/7 follow-the-sun coverage for Premier, support account management, private Slack channels, reporting, operational reviews, and onsite visits.

Quantifiable outcome

• 15,500+ developer hours saved annually by Millennium bcp (30% SRE efficiency increase)
• +7 more outcomes

Named customers19 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability10 records

Feature7 records

Partnerships

Six partnerships are on record, tiered flagship ecosystem partner, flagship customer reference, flagship event partner and major ecosystem partner.

• Cloud Native Computing Foundation (CNCF)flagship ecosystem partnerStrategic or Co-development PartnerCrossplane joined CNCF in 2020 and graduated November 6, 2025 as the foundation's highest-maturity project. Upbound is the creator and primary maintainer of Crossplane, with active contribution to the CNCF ecosystem. Founder Bassam Tabbara sits on the Crossplane Steering Committee.
• American Family Insuranceflagship customer referenceStrategic or Co-development PartnerAmerican Family Insurance is featured in the Crossplane CNCF graduation press release with a named executive quote (Mitch Davis, Senior Manager, Engineering) endorsing Upbound Crossplane production stability. Represents a flagship reference account for regulated insurance.
• KubeCon + CloudNativeCon (Linux Foundation)flagship event partnerGTM or Marketing PartnerUpbound is a major sponsor and contributor to KubeCon + CloudNativeCon events (Atlanta 2025, Amsterdam 2026), hosting customer speaking slots and a booth presence. Featured Upbound Days and Control Plane Days.
• Amazon Web Services (AWS)major ecosystem partnerStrategic or Co-development PartnerUpbound runs Upbound Cloud Spaces on AWS (us-east-1 and other regions) and customers like Allianz, American Family Insurance, Grupo Boticário, and Millennium bcp deploy Crossplane on AWS. The new CRO Sarah Strobhar is an ex-AWS executive, indicating a strategic talent pipeline.
• Google Cloud Platform (GCP)major ecosystem partnerStrategic or Co-development PartnerUpbound runs Cloud Spaces on GCP (us-central-1 and other regions) and customers like American Family Insurance deploy Crossplane on GCP. Crossplane providers cover GCP resources as a first-class target.
• Microsoft Azuremajor ecosystem partnerTechnology or IntegrationCrossplane supports Azure resources via Terrajet and official providers with "100% coverage for AWS, GCP, and Azure" per Upbound documentation. Tagged as a primary topic on the resources page.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pulumi: Pulumi provides a universal infrastructure-as-code platform supporting multiple programming languages and cloud providers, competing head-to-head with Upbound/Crossplane for declarative cloud resource provisioning in enterprise platform engineering teams. Like Upbound, it emphasizes a developer-led and enterprise-friendly posture for multi-cloud infrastructure management.
• Spacelift: Spacelift is an infrastructure orchestration platform built around Terraform/OpenTofu/Pulumi/Crossplane that provides policy-as-code, drift detection, and a collaboration layer — directly mirroring Upbound's positioning as a control plane for declarative infrastructure with governance and developer self-service.
• env0: env0 is a cloud management and infrastructure-as-code automation platform with policy enforcement, drift detection, and developer self-service — closely aligned with Upbound's value proposition of providing enterprise governance, cost controls, and self-service on top of declarative IaC.
• Rafay Systems: Rafay provides a Kubernetes management and platform engineering platform with multi-cluster control, governance, and developer self-service — overlapping with Upbound's Crossplane-based control plane for Kubernetes-native declarative infrastructure across multi-cloud environments.
• Spectro Cloud: Spectro Cloud delivers a Kubernetes management platform (Palette) targeting enterprise platform teams with declarative cluster provisioning, multi-cloud support, and policy-based governance — comparable to Upbound's control plane architecture and target buyer (enterprise platform engineering teams).
• HashiCorp: HashiCorp is the closest direct peer — its Terraform, Vault, and Boundary products address infrastructure-as-code, secrets management, and policy enforcement across multi-cloud environments, directly overlapping with Upbound Crossplane's control plane and governance use cases. Acquired by IBM in 2024, it represents the most established benchmark for a multi-cloud infrastructure tooling company.

Broad incumbents

• AWS Proton: AWS Proton is a fully managed, AWS-native application and infrastructure deployment service that overlaps with Upbound's control plane use case, particularly for enterprises standardized on AWS. As a broad incumbent bundled with the dominant cloud, it represents a key competitive risk for cloud-agnostic IDP offerings.
• SUSE Rancher: SUSE Rancher is an established multi-cluster Kubernetes management platform serving enterprise platform teams with centralized control, governance, and policy — a broad incumbent in the same platform-engineering buyer category as Upbound, with deeper enterprise install base but more traditional, GUI-driven UX.

Others

• Google Cloud Config Controller: Google Cloud Config Controller (Config Connector) applies Kubernetes-style declarative APIs to Google Cloud resources — a direct Crossplane-style capability, but Google-native and free. It represents the hyperscaler-driven, cloud-specific answer to Upbound's multi-cloud value proposition.

Emerging players

• CoreWeave: CoreWeave is a neocloud / AI factory that builds and operates GPU infrastructure for AI workloads — directly relevant to Upbound's Modelplane target segment (neoclouds and AI factories) as a potential customer, integrator, or future competitor for the inference fleet orchestration use case.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• GitHubgithub.com/upbound
• Xx.com/upbound_io

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds2 records

Investors5 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 Upbound