Upstock
Upstock provides RSU-based equity management SaaS with real-time tracking dashboards, mobile apps, and jurisdiction-ready legal documents for SMB and early-stage companies, including a crypto-friendly Universal Equity offering spanning 75+ countries.
- Company typePrivate
- Founded2021
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Upstock does
Upstock is a privately held, remotely-distributed equity management SaaS company headquartered in Dover, Delaware, that provides RSU-based equity plans and real-time equity tracking dashboards to small and early-stage companies. The platform enables founders to create equity pools, add team members, and execute legal documents through a self-serve workflow, supplemented by dedicated mobile apps on iOS and Android that let employees monitor their vesting in real time. Its product portfolio includes the core Upstock Equity Management system, the Universal Equity module (fractionalized, liquid, crypto-friendly RSUs and Restricted Token Units spanning 75+ jurisdictions without requiring a 409a valuation), and adjacent offerings such as Options-to-RSU Conversion, an Upstock-for-Crypto-Companies module, a community awards/Build Community tool, and partner/ambassador programs.
The underlying technology centers on an RSU-based architecture paired with a performance algorithm that determines dynamic share vesting based on contribution, alongside paperless legal contract generation. The company claims cost economics 10x-100x cheaper than traditional lawyer-driven equity setup, support across 75+ jurisdictions, and improved retention metrics (2x-4x) versus baseline. Distribution is product-led: self-serve onboarding, mobile app store presence, persona-targeted landing pages, and a demo-request channel for larger buyers. Marketing emphasizes an "Ownership Mindset" thought-leadership narrative, delivered via blog content and the Ownership Mindset Podcast hosted by CEO Casey Fenton.
Upstock monetizes through recurring SaaS subscriptions for equity plan management and professional services for Options-to-RSU conversion work, with pricing not publicly disclosed. Capital partners include Founders Fund, 500 Startups, Streamlined, Forum Ventures, Alumni Ventures, Avalanche VC, Plug and Play, MassChallenge, FounderSpace, and KPMG (shown as partners), and the company raised a $3.4M round in February 2024 on top of earlier small rounds. The team is small (1-10 employees) and serves a long-tail SMB/startup customer base spanning technology, healthcare, events, and crypto/Web3 verticals.
Upstock firmographics
Firmographics- Name
- Upstock
- Legal name
- Upstock Inc.
- Website
- https://upstock.io
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Upstock provides RSU-based equity management SaaS with real-time tracking dashboards, mobile apps, and jurisdiction-ready legal documents for SMB and early-stage companies, including a crypto-friendly Universal Equity offering spanning 75+ countries.
- Ownership category
- akta.pro rank
Upstock industry classification
Industry- Product category
- Equity Management Software
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Payroll Software & Payroll-as-a-Service (SaaS) (BPACAIAB)
Keywords
Where Upstock is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Upstock business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Equity Management SaaS Subscription: Subscription-based equity management platform providing RSU-based equity plans, real-time tracking dashboards, and legal document generation. Companies pay for access to create and manage equity pools for their workforce.
- Options-to-RSU Conversion Services: Conversion service helping companies transition from stock options to Upstock RSUs
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | General platform access |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Upstock product offering
Product offeringCore offering
Upstock provides a SaaS equity management platform that enables companies to set up and administer RSU-based equity plans for their teams. The platform includes real-time motivational equity dashboards, a performance-based vesting algorithm, paperless legal contract generation, and a mobile app for workers. Complementary offerings include Universal Equity (crypto-friendly RSUs/RTUs across 70+ countries) and an Options-to-RSU conversion service for transitioning from traditional stock options.
Product overview
Upstock is an equity management platform offering RSU-based equity plans for companies to share meaningful equity with their teams. The core platform consists of Upstock Equity Management for comprehensive equity tracking and administration, complemented by Universal Equity for fractionalized, liquid, crypto-friendly equity solutions available in 75+ jurisdictions. The product portfolio includes a mobile app for workers, specialized offerings for crypto companies and contractors, options-to-RSU conversion services, community awards systems, and partner/ambassador programs. The platform emphasizes real-time transparency, motivational dashboards, and simplified legal documentation, positioning itself as 10x-100x more affordable than traditional legal equity setup.
Differentiator
Problem solved
Functional benefit
Products and services
- Upstock Equity Management Core SaaS platform enabling companies to offer RSU-based equity plans to workers and team members, with real-time equity tracking, motivational dashboards, intuitive onboarding, and vesting administration from pool creation to share issuance. Designed for founders and SMBs as an alternative to lawyer-led equity setup.
- Universal Equity Fractionalized, liquid, and crypto-friendly equity solution providing Restricted Stock Units (RSUs) and Restricted Token Units (RTUs) through an easy-to-use dashboard, available in 70+ countries with no 409a valuation requirement. Includes secondary market liquidity and is targeted at global teams and crypto-native companies.
- Upstock Worker Mobile App Companion mobile application on iOS and Android allowing workers and team members to track their equity growth in real-time, view equity dashboards, and receive notifications about equity value changes.
- Upstock for Crypto Companies Equity solution tailored for cryptocurrency and blockchain companies, offering digital currency integration (RTUs) for equity compensation in lieu of traditional stock options.
- Options-to-RSU Conversion Service Service for companies converting existing stock option grants into Upstock RSUs, simplifying equity structure transitions onto the Upstock platform.
Quantifiable outcome
- 10x-100x more affordable than lawyers
- +4 more outcomes
Companies that use Upstock
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles3 records
Upstock technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Upstock partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- Forum VenturesminorForum Ventures is shown as a partner logo on Upstock's Universal Equity page, indicating a go-to-market or referral relationship.
- FounderSpaceminorFounderSpace startup ecosystem partner appears on Upstock's website.
- KPMGminorKPMG appears as a partner logo, suggesting potential strategic alliance or endorsement relationship.
- MassChallengeminorMassChallenge accelerator program appears as a partner, indicating ecosystem or startup support relationship.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Upstock competitors and assessment
Company assessmentEmerging players
- Deel: Global HR and payroll platform that has expanded into equity/option management for distributed teams. Comparable to Upstock's equity-for-contractors and global jurisdiction support, though broader in scope.
- Equitybee: Secondary market platform that helps employees exercise stock options and access equity value. Compares to Upstock's "liquid equity" angle around Universal Equity and liquidity features.
Direct peers
- Carta: Market-leading cap table and equity management platform for private companies. Directly competes with Upstock on RSU/option plan administration, 409A valuations, and employee equity dashboards, serving the same founder/team-member persona.
- Pulley: Equity management SaaS for startups offering cap table, option grants, and RSU-style plans. Pulley's pricing, self-serve onboarding, and SMB/startup focus overlap tightly with Upstock's positioning.
- AngelList (Equity): AngelList Roll Up Vehicles and equity tools serve the same startup founder/team-member segment. Overlaps on equity plan administration for early-stage companies.
Regional players
- Ledgy: European-headquartered equity management platform with cap table and ESOP/RSU functionality. Comparable product feature set to Upstock but focused primarily on European markets.
- Shareworks / EQS Group (EQS): German-rooted equity and compliance platform serving European issuers. Comparable to Upstock's paperless legal document and equity administration capabilities in EU markets.
Broad incumbents
- Shareworks by Morgan Stanley: Long-standing equity plan administration provider for mid-market and enterprise issuers, owned by Morgan Stanley. Overlaps with Upstock's RSU offering but targets larger, more compliance-heavy customers.
- Fidelity Private Shares: Fidelity's private company equity management platform offering cap table, 409A, and equity administration. Competes with Upstock for SMB/startup equity plans but leverages Fidelity's broader financial services brand.
Others
- LTSE (Long-Term Stock Exchange): Exchange platform with affiliated equity tools and listing services. Adjacent to Upstock's equity-management mission via capital-markets infrastructure rather than direct SaaS competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Upstock social profiles
Digital presenceUpstock financial estimates
Financial estimateRevenue estimate
Valuation estimate
Upstock leadership team
Management profileNumber of profiles
Profiles3 records
Upstock funding detail
Funding detailFunding overview
Funding rounds5 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Upstock M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Upstock
What does Upstock do?
Upstock provides a SaaS equity management platform that enables companies to set up and administer RSU-based equity plans for their teams. The platform includes real-time motivational equity dashboards, a performance-based vesting algorithm, paperless legal contract generation, and a mobile app for workers. Complementary offerings include Universal Equity (crypto-friendly RSUs/RTUs across 70+ countries) and an Options-to-RSU conversion service for transitioning from traditional stock options.
Is Upstock a public or private company?
Upstock is a private company. It is classified as venture growth investor backed and is currently operating.
When was Upstock founded?
Upstock was founded in 2021. It employs 1 to 10 people.
Where is Upstock based?
Upstock is headquartered in San Francisco, United States, in the North America region.
How does Upstock make money?
Two revenue lines are on record. Equity Management SaaS Subscription is the primary driver. The others are options-to-RSU Conversion Services.
Who are Upstock's main competitors?
Emerging players on record are Deel and Equitybee. Direct peers are Carta, Pulley and AngelList (Equity). Regional players are Ledgy and Shareworks / EQS Group (EQS). Broad incumbents are Shareworks by Morgan Stanley and Fidelity Private Shares. LTSE (Long-Term Stock Exchange) is listed as an others.
Does Upstock have an API?
No public API is recorded for Upstock.
What industry is Upstock in?
Upstock's product category is Equity Management Software. Its primary akta.pro industry code is BPACAIAB, Payroll Software & Payroll-as-a-Service (SaaS). Its SIC code is 7372.