MacPaw

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.

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

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

• MacOS utilities
• Mac antivirus software
• Mac optimization tools
• VPN privacy services
• App subscription marketplace

Headquarters

HQ city

Cambridge

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. The Unarchiver: Free utility app supported by optional donations and distribution through Mac App Store.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core 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

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability10 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• RespeechercoreTechnology or Integration · 9 January 2026Ukrainian 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.
• NextDNScoreTechnology or IntegrationNextDNS 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 SvitolinaflagshipGTM or Marketing PartnerWorld-class tennis champion partnership aimed at empowering humanity through technology. Landmark partnership deal to bring user-friendly apps to worldwide audience.
• Gaël MonfilsflagshipGTM or Marketing PartnerTennis sensation partnership delivering human-centric software. Strategic partnership to bring user-friendly apps to worldwide audience.
• MacPaw FoundationflagshipOthersMacPaw 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

Direct 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

• Xx.com/macpaw
• YouTubeyoutube.com/channel/UCDWIJITl160coWanTnqXrnw
• Facebookfacebook.com/macpaw
• LinkedInlinkedin.com/company/macpaw
• Instagraminstagram.com/macpaw

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MacPaw