MacPaw
MacPaw is a bootstrapped, Kyiv-founded software company that develops and sells native macOS and iOS utility applications — including CleanMyMac, Moonlock, ClearVPN, and CleanMyPhone — alongside the Setapp subscription marketplace, primarily serving individual Apple device users worldwide.
- Company typePrivate
- Founded2008
- HeadquartersCambridge, United States
- Headcount251–500
- GTM typeB2C
- OfferingSoftware
What MacPaw does
MacPaw is a privately held, bootstrapped software company founded in 2008 in Kyiv, Ukraine by CEO Oleksandr Kosovan and now operating dual headquarters in Kyiv and Boston with roughly 400+ employees (after a ~20% workforce reduction from ~500 in 2023). The company develops a portfolio of native macOS and iOS utility applications — CleanMyMac (system optimization), Moonlock (AV-TEST-validated antivirus), ClearVPN (multi-platform VPN), Gemini 2 (duplicate file finder), CleanMyPhone (iOS storage cleaner), The Unarchiver, and Encrypto — plus Setapp, a curated subscription marketplace of 270+ third-party Mac and iOS apps. Its underlying technology stack centers on the proprietary Moonlock Engine (AV-TEST certified and Apple-notarized anti-malware), Eney's hybrid architecture combining cloud LLMs with local AI agents (updated December 2025), and computer vision models for photo deduplication in CleanMyPhone; MacPaw also integrates third-party AI voice synthesis via its January 2026 Respeecher partnership.
MacPaw monetizes primarily through subscription software (CleanMyMac at ~$39.96/year, Moonlock at $54/year, ClearVPN at $44.99/year, Gemini 2 at ~$23.40/year, CleanMyPhone at ~$45/year) and the Setapp membership ($9.99-$22.99/month). Setapp adds a marketplace commission layer (30% on membership-based distribution, 15% on single-app sales) and in February 2026 introduced single-app purchase and lifetime-license options for 60+ apps. Distribution is product-led and multi-channel: the company's own e-commerce storefront, the Mac App Store/iOS App Store, Setapp, direct downloads, and an enterprise/volume licensing tier that is itself being restructured (CleanMyMac Business scheduled to shut down July 2026). The company operates primarily through a B2C model targeting individual Mac and iPhone users globally (33.3% North America, 43.7% Europe per Setapp data), with limited enterprise exposure.
The business is undergoing an explicit 'AI-first transformation' under Kosovan, with Eney positioned as a central AI assistant, Moonlock as a standalone security product, and a 2026 CMO hire (ex-McAfee) tasked with repositioning MacPaw from a portfolio of standalone utilities toward an integrated AI-powered platform. Simultaneously, MacPaw has divested its Setapp Mobile EU marketplace (citing Apple's Core Technology Fee as unviable) and is winding down CleanMyMac Business. The legal operating entity is MacPaw Way Ltd., domiciled in Limassol, Cyprus, with a wholly owned nonprofit affiliate, the MacPaw Foundation, which has directed over $13 million to Ukrainian humanitarian efforts since 2022.
MacPaw firmographics
Firmographics- Name
- MacPaw
- Legal name
- MacPaw Way Ltd.
- Website
- https://macpaw.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- MacPaw is a bootstrapped, Kyiv-founded software company that develops and sells native macOS and iOS utility applications — including CleanMyMac, Moonlock, ClearVPN, and CleanMyPhone — alongside the Setapp subscription marketplace, primarily serving individual Apple device users worldwide.
- Ownership category
- akta.pro rank
MacPaw industry classification
Industry- Product category
- Mac and iOS Utility Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Enterprise & Private App Stores (MDM/MAM) (BPAMADAE)
Keywords
Where MacPaw is headquartered
LocationHeadquarters
- HQ city
- Cambridge
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
MacPaw business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- Software Subscriptions: MacPaw generates revenue primarily through subscription-based software products including CleanMyMac, Moonlock, ClearVPN, and Gemini 2. Individual product subscriptions are available alongside Setapp membership bundles.
- Setapp Membership: Setapp subscription service providing access to 270+ curated Mac and iOS apps for $9.99/month (Mac) or $18.99/month (Mac + iOS). Developers receive revenue share from subscriptions.
- Single-App Purchases: From February 2026, Setapp introduced single-app purchase and subscription options for over 60 applications, including monthly, yearly, and lifetime license plans, allowing users to access apps without full Setapp membership.
- Marketplace Commission: Setapp charges developers 30% revenue share for membership-based app distribution and 15% for single-app sales, providing a marketplace commission revenue stream.
- The Unarchiver: Free utility app supported by optional donations and distribution through Mac App Store.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | CleanMyMac subscription |
| Subscription | Monthly | Moonlock antivirus subscription |
| Subscription | Monthly | ClearVPN subscription |
| Subscription | Monthly | Gemini 2 subscription |
| Subscription | Monthly | CleanMyPhone subscription |
| Subscription | Monthly | Setapp Membership (Mac only) |
| Subscription | Monthly | Setapp Membership (Mac + iOS) |
| Subscription | Monthly | Setapp Membership (Power User) |
| Freemium | Pay-as-you-go | The Unarchiver |
| Subscription | Annual | Competitor discount |
| Subscription | Annual | Existing user upgrade discount |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels10 records
MacPaw product offering
Product offeringCore offering
MacPaw develops, distributes, and sells a portfolio of macOS and iOS utility software — including CleanMyMac (system optimization), Moonlock (macOS antivirus), ClearVPN (multi-platform VPN), Gemini 2 (duplicate file finder), The Unarchiver, and Encrypto — alongside the AI assistant Eney, the iPhone storage app CleanMyPhone, and the Setapp subscription marketplace that distributes both MacPaw's own apps and third-party developer apps.
Product overview
MacPaw is a Kyiv-based technology company that develops a comprehensive ecosystem of Mac and iOS software products. The portfolio centers on core utility applications including CleanMyMac (system optimization and malware protection), Moonlock (dedicated Mac antivirus), ClearVPN (multi-platform VPN), Gemini 2 (duplicate file finder), The Unarchiver (archive extraction), and Encrypto (file encryption). The company has expanded into AI-powered solutions with Eney, an intelligent AI assistant, and CleanMyPhone for iOS storage management. The Setapp subscription marketplace and app store platform serves as a distribution channel for MacPaw's own products and third-party applications, offering both membership subscriptions and individual app purchases starting in 2026.
Differentiator
Problem solved
Functional benefit
Brands
- Moonlock: Mac antivirus and cybersecurity application with real-time protection, malware scanner, VPN, and network inspector.
- Eney
- CleanMyMac
- CleanMyPhone
- ClearVPN
- Setapp
- Gemini 2
- The Unarchiver
- Encrypto
Products and services
- Moonlock Standalone Mac antivirus application offering real-time malware detection, built-in VPN, network inspection, and security auditing for macOS users concerned about Mac-specific malware threats.
- Eney AI-powered productivity assistant for Mac that proactively handles calendar briefings, task management, file organization, and workflow automation using a hybrid cloud-LLM and local-AI architecture with Respeecher text-to-speech output.
- CleanMyMac All-in-one Mac optimization and security suite that cleans junk files, removes malware, manages applications, and runs the Smart Care routine (deep clean, threat scan, performance boost, software update, storage decluttering) for individual Mac users.
- CleanMyPhone AI-powered iPhone storage optimization app that identifies and removes duplicate photos, similar images, and screenshots, compresses videos, and converts Live Photos to free up device storage for iPhone and iPad users.
Quantifiable outcome
- 29 million CleanMyMac downloads
- +6 more outcomes
Companies that use MacPaw
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles3 records
MacPaw technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability10 records
Feature6 records
MacPaw partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- RespeechercoreUkrainian AI voice synthesis company partnering with MacPaw at CES 2026 to integrate Respeecher's text-to-speech technology into Eney, MacPaw's AI-powered assistant. The integration enables Eney to respond with natural, human-like speech featuring emotional depth and appropriate cadence across various interaction types. MacPaw plans to continue expanding Eney's capabilities with Respeecher and other partners.
- NextDNScoreNextDNS technology powers ClearVPN's Kid Safe Mode feature, which activates the highest security level to block harmful websites (adult, gambling, malicious) with one click for family digital safety.
- Elina SvitolinaflagshipWorld-class tennis champion partnership aimed at empowering humanity through technology. Landmark partnership deal to bring user-friendly apps to worldwide audience.
- Gaël MonfilsflagshipTennis sensation partnership delivering human-centric software. Strategic partnership to bring user-friendly apps to worldwide audience.
- MacPaw FoundationflagshipMacPaw Foundation was launched in 2022 to support Ukraine, having donated over $13 million to Ukrainian support initiatives. The foundation helps save lives of Ukrainian defenders and provides relief to civilians.
Scale indicators13 records
Recent moves11 records
Expansion highlights6 records
MacPaw competitors and assessment
Company assessmentDirect peers
- Intego: Long-standing Mac-focused antivirus and security vendor (VirusBarrier, NetBarrier). Direct competitor to Moonlock in the Mac-only antivirus niche with overlapping audience of macOS security-conscious consumers.
- Pareto Security: Mac-focused security and compliance tool used by IT teams to baseline macOS fleets. Competes with Moonlock and CleanMyMac in the macOS security/configuration space, especially in SMB and prosumer segments.
- NordVPN: Global consumer VPN leader with multi-platform support including macOS, iOS, and smart TVs. Directly competes with ClearVPN on consumer VPN subscriptions and bundled security features.
- ExpressVPN: Premium multi-platform VPN with strong macOS and iOS client and recent smart-TV expansion. Closest premium-positioning competitor to ClearVPN in design-led, simplified UX consumer VPN.
- ProtonVPN: Privacy-focused multi-platform VPN from Proton AG, with macOS, iOS, and Linux clients. Competes with ClearVPN on privacy positioning and free-tier consumer acquisition.
Broad incumbents
- Bitdefender: Global cross-platform antivirus and cybersecurity incumbent with Mac product. Competes with Moonlock in macOS antivirus while bringing larger R&D, threat intel, and bundled security suite economics.
- Gen Digital (Norton / Avast): Parent of Norton, Avast, and AVG — broad consumer security incumbents offering Mac antivirus, VPN, and identity protection. Competes with Moonlock and ClearVPN as part of a much larger cross-platform portfolio.
- Apple Mac App Store: Apple's first-party app distribution platform for macOS and iOS. Competes with Setapp as the default discovery and monetization channel for Mac/iOS apps, and shapes policy terms that directly affect MacPaw's distribution economics.
- 1Password: Cross-platform consumer and business password/security subscription product with strong macOS/iOS presence. Adjacent competitor in the consumer-paid security bundle space where MacPaw is assembling Moonlock + ClearVPN.
Emerging players
- Readdle: Independent macOS/iOS productivity software developer (Spark Mail, Documents, Scanner Pro). Closely comparable in operating model: bootstrapped, Apple-ecosystem-only, premium consumer subscription products — a useful comp for MacPaw's portfolio strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
MacPaw social profiles
Digital presenceMacPaw compliance and trust
Trust signalCompliance2 records
MacPaw financial estimates
Financial estimateRevenue estimate
Valuation estimate
MacPaw leadership team
Management profileNumber of profiles
Profiles6 records
MacPaw subsidiaries and ownership
Company hierarchySubsidiaries1 record
MacPaw funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MacPaw M&A and investment
M&A and investmentM&A1 record
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MacPaw
What does MacPaw do?
MacPaw develops, distributes, and sells a portfolio of macOS and iOS utility software — including CleanMyMac (system optimization), Moonlock (macOS antivirus), ClearVPN (multi-platform VPN), Gemini 2 (duplicate file finder), The Unarchiver, and Encrypto — alongside the AI assistant Eney, the iPhone storage app CleanMyPhone, and the Setapp subscription marketplace that distributes both MacPaw's own apps and third-party developer apps.
Is MacPaw a public or private company?
MacPaw is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MacPaw founded?
MacPaw was founded in 2008. It employs 251 to 500 people.
Where is MacPaw based?
MacPaw is headquartered in Cambridge, United States, in the North America region.
How does MacPaw make money?
Five revenue lines are on record. Software Subscriptions are the primary driver. The others are setapp Membership, single-App Purchases, marketplace Commission and the Unarchiver.
Who are MacPaw's main competitors?
Direct peers on record are Intego, Pareto Security, NordVPN, ExpressVPN and ProtonVPN. Broad incumbents are Bitdefender, Gen Digital (Norton / Avast), Apple Mac App Store and 1Password. Readdle is listed as an emerging player.
Does MacPaw have an API?
No public API is recorded for MacPaw.
What industry is MacPaw in?
MacPaw's product category is Mac and iOS Utility Software. Its primary akta.pro industry code is BPAMADAE, Enterprise & Private App Stores (MDM/MAM). Its NAICS code is 513210 and its SIC code is 7372.