Rootly
Rootly is an AI-native incident management platform serving engineering and SRE teams at enterprises and startups, offering on-call scheduling, incident response, retrospectives, and status pages with 100+ integrations and a Slack-native AI agent.
- Company typePrivate
- Founded2020
- HeadquartersSan Francisco, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Rootly does
Rootly is an AI-native incident management platform founded in 2020 and headquartered in San Francisco, built to consolidate on-call, incident response, retrospectives, status pages, and AI-driven SRE workflows into a single product. The platform processes logs, metrics, traces, configurations, runbooks, and postmortems to automate detection, triage, root cause analysis, and remediation, with AI capabilities exposed through a Slack-native agent (@Rootly), a Model Context Protocol server for IDE integration, and integrations with foundation model providers including Anthropic, OpenAI, Google Gemini, Mistral, and Azure OpenAI. Core products include AI SRE, On-Call, Incident Response, Retrospectives, and Status Pages, supported by 100+ integrations spanning Slack, Microsoft Teams, PagerDuty, Opsgenie, Datadog, GitHub, GitLab, Kubernetes, Jira, and ServiceNow, plus a public JSON:API REST API with official Go and Python SDKs and a Terraform provider.
The company is privately held, has 51-100 employees, and has raised approximately $15.2M in venture funding across a 2021 seed and a 2023 Series A led by Renegade Partners. Rootly is led by co-founder and CEO JJ Tang and co-founder and CTO Quentin Rousseau, with Sylvain Kalache heading Rootly AI Labs. The go-to-market combines a self-serve, product-led growth motion with quote-based enterprise sales, and named customers include Nvidia, Cisco, Okta, DoorDash, Figma, Brex, Affirm, SoFi, Tripadvisor, Zscaler, Sailpoint, Webflow, Replit, and GRAIL. SOC 2 Type 2 compliance, SAML/SSO, SCIM, and a DORA-focused financial services vertical signal enterprise readiness. Pricing is quote-based across Enterprise and Startup tiers with annual billing, and a free trial is offered.
Rootly firmographics
Firmographics- Name
- Rootly
- Legal name
- Rootly
- Website
- https://rootly.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Rootly is an AI-native incident management platform serving engineering and SRE teams at enterprises and startups, offering on-call scheduling, incident response, retrospectives, and status pages with 100+ integrations and a Slack-native AI agent.
- Ownership category
- akta.pro rank
Rootly industry classification
Industry- Product category
- Incident Management Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Computer Systems Design and Related Services (5415), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Site Reliability Engineering (SRE) & Reliability Operations (BPAEAKAD)
- akta.pro secondary industries
- Incident Response, On-Call & Operational Readiness (BPAEAKAL), Service Reliability Engineering (SLO/SLI) & Reliability Analytics (HDABAJAL)
Keywords
Where Rootly is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Rootly business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription (Platform Access): Rootly operates on a SaaS subscription model providing cloud-hosted incident management platform access. The platform includes AI SRE capabilities, on-call management, incident response workflows, retrospectives, and status pages. Pricing is quote-based with tiered plans for different organization sizes.
- API Access: REST API access with comprehensive endpoints for incidents, alerts, on-call schedules, retrospectives, workflows, and more. API supports OAuth 2.0 and API key authentication with rate limits of 3000 requests per minute.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise tier for large organizations requiring advanced security, compliance, and scale |
| Subscription | Annual | Startup tier for early-stage companies with simpler needs |
| Freemium | Monthly | Free trial available for new users |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels11 records
Rootly product offering
Product offeringCore offering
Rootly provides an AI-native incident management platform for engineering and SRE teams, covering on-call scheduling, incident response workflows, automated root cause analysis (AI SRE), collaborative retrospectives, and public/private status pages. The platform is delivered as cloud-hosted SaaS, integrated natively with Slack and Microsoft Teams, and exposes a public REST API, official SDKs, a Model Context Protocol (MCP) server, and a Terraform provider. It serves engineering, SRE, security, and financial services organizations with tiered Enterprise and Startup subscriptions.
Product overview
Rootly is an AI-native incident management platform offering a unified suite of products for on-call management, incident response, AI-powered SRE, retrospectives, and status pages. The platform integrates over 100 tools including Slack, Teams, PagerDuty, Datadog, GitHub, and Kubernetes. Key products include AI SRE for automated root cause analysis with 70% MTTR reduction, On-Call for scheduling and alerting, Incident Response for workflow automation, Retrospectives for post-incident analysis, and Status Pages for customer communication. The platform provides a public API with official Go and Python SDKs, MCP Server for IDE integration, and Terraform provider for infrastructure-as-code management. Enterprise features include SSO/SAML authentication and DORA compliance support.
Differentiator
Problem solved
Functional benefit
Brands
- Rootly AI: AI-powered incident management and SRE platform featuring automated root cause analysis, intelligent noise reduction, and AI-assisted remediation.
Products and services
- AI SRE AI-native Site Reliability Engineering platform offering automated root cause analysis with suggested fixes, intelligent noise reduction, anomaly detection, and AI-assisted post-mortem generation; designed for SRE, DevOps, and platform engineering teams managing cloud-native systems.
- On-Call AI-powered on-call management platform providing scheduling, intelligent alerting, mobile app access, multi-cloud support, coverage requests, and 99.99% availability through redundant infrastructure.
- Incident Response Incident management platform with built-in AI for automated workflows, real-time collaboration in Slack and Microsoft Teams, AI scribe and summaries, and customizable workflow automation covering the full incident lifecycle from detection through retrospective.
- Retrospectives Post-incident process automation with real-time collaboration, AI-generated incident timelines, bi-directional sync with Jira and other tools, and consistent post-incident process definition including AI in retrospectives.
- Status Pages Public and private status pages with automated updates, APIs for listing active incidents, and integration with communication channels to reduce inbound customer support volume during incidents.
- Rootly API Public JSON:API REST API with OAuth 2.0 and OIDC authentication, official Go and Python SDKs, webhook support, OpenAPI specification, and global, team, and personal API keys with rate limits of 3000 requests per minute.
- Terraform Provider HashiCorp Terraform provider for managing Rootly resources as code, enabling an infrastructure-as-code approach to incident management configuration for platform teams.
- MCP Server Model Context Protocol server that plugs into IDE environments, enabling engineers to resolve incidents directly in their development workflow with OAuth 2.0 authentication for MCP clients.
- On-Call Health Standalone on-call health analytics and insights product at oncallhealth.ai that tracks team wellness and on-call burden metrics, offered as an add-on to the Rootly platform.
Quantifiable outcome
- 70% reduction in Mean Time to Resolution (MTTR)
- +6 more outcomes
Companies that use Rootly
Customer profileNamed customers27 records
Segments5 records
Ideal customer profiles3 records
Rootly technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration83 records
AI capability9 records
Feature12 records
Rootly partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, flagship and minor.
- ChronospherecoreRootly is part of Chronosphere's new Partner Program integrating five specialized vendors for composable observability. Chronosphere, valued at $1.6 billion, launched AI-Guided Troubleshooting capabilities and partners with Rootly for incident management integration, positioning Rootly as part of a deliberate ecosystem strategy to differentiate from all-in-one platforms like Datadog.
- Rootly AI LabscoreRootly AI Labs is Rootly's community innovation program launched to advance reliability engineering through community collaboration. The initiative invites community members to contribute to advancing the field of AI SRE.
- AnthropicflagshipRootly participated in a panel at Scaling the Modern Stack event alongside Anthropic, Twingate, and Runpod discussing how AI is reshaping engineering workflows. Rootly hosts executive dinners with Anthropic executives in multiple cities (Toronto, Boston, NYC, Seattle) suggesting deep strategic relationship around AI-powered SRE capabilities.
- TwingateminorRootly participated in a panel at Scaling the Modern Stack event alongside Twingate, Anthropic, and Runpod. Rootly also co-hosts executive dinners with Twingate in NYC, suggesting a collaborative go-to-market or thought leadership partnership.
- CortexcoreRootly announced integration with Cortex allowing customers to 'build incident response around your live Cortex catalog.' This integration enables Rootly to leverage Cortex's service catalog data for enhanced incident management and routing.
- RunpodminorRootly participated in a panel at Scaling the Modern Stack event alongside Runpod, Anthropic, and Twingate discussing AI in engineering workflows.
- PagerDutycorePagerDuty is both a competitor and integration partner. Rootly offers migration from PagerDuty with documentation and comparison guides, and integrates with PagerDuty for customers transitioning from PagerDuty to Rootly On-Call.
- OpsgeniecoreSimilar to PagerDuty, Opsgenie is both a competitor and integration partner. Rootly offers migration from Opsgenie and integrates for customers transitioning to Rootly On-Call.
- GitHubcoreGitHub integration allows Rootly to track deployments, create and update issues, fetch commits, and enrich PR links with automatic status tracking. Rootly has a GitHub App (rootlyhq) available in GitHub Marketplace. GitHub also partners with Rootly on secret scanning to detect and revoke exposed Rootly API tokens.
- JiracoreJira integration enables bi-directional sync between Rootly incidents and Jira issues, allowing teams to manage incidents in Rootly while tracking action items in Jira.
- DatadogcoreRootly integrates with Datadog for connecting monitoring data and alerts. Rootly has published comparison content positioning against Datadog AIOps, noting that many organizations use both platforms together—Datadog for observability and Rootly for incident management.
- KubernetescoreKubernetes integration allows Rootly to track deployments and receive events from Kubernetes environments. Rootly positions itself as a premier AI-native incident management platform for Kubernetes reliability.
- SlackflagshipSlack is Rootly's primary collaboration interface, with comprehensive integration including slash commands, incident channels, AI agent (@Rootly), and real-time notifications. Rootly is built deeply around Slack workflows.
- Microsoft TeamscoreMicrosoft Teams integration provides similar incident management capabilities as Slack for enterprise customers using Teams for collaboration.
- DORA.reportminorRootly partnered with DORA.report, the top DORA compliance platform, to create a comprehensive DORA compliance guide. This partnership positions Rootly as a solution for financial services organizations needing DORA compliance.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Rootly competitors and assessment
Company assessmentDirect peers
- incident.io: incident.io is a UK-based direct competitor offering Slack-native incident management. Rootly case studies (Capa, Reactiv, CTSO Central) specifically call out wins against incident.io on AI capabilities and pricing.
- FireHydrant: FireHydrant is a competitor in incident response and on-call. Rootly's Momentum customer case study explicitly notes choosing Rootly over FireHydrant, making it a closely comparable direct peer.
- PagerDuty: PagerDuty is the incumbent leader in on-call and incident response. Rootly explicitly positions against PagerDuty with migration guides and comparison content, and multiple Rootly customers (Webflow, Poll Everywhere, Achievers, KnowBe4) switched from PagerDuty to Rootly.
Broad incumbents
- Splunk On-Call (VictorOps): VictorOps, now Splunk On-Call, is an on-call and incident response product within the broader Splunk observability stack. Rootly integrates with VictorOps/Splunk On-Call and competes in the same alerting and response category.
- ServiceNow: ServiceNow is the largest ITSM platform with incident management modules. Rootly integrates with ServiceNow, indicating overlap in enterprise incident workflows and a large incumbent competitor.
- Atlassian (Jira Service Management): Atlassian JSM is a broad ITSM platform with on-call and incident management capabilities. Rootly publishes comparison content against JSM and integrates bi-directionally with Jira, making JSM both partner and competitor.
- Datadog: Datadog is a major observability platform with AIOps features. Rootly publishes explicit comparison content against Datadog AIOps and integrates deeply with Datadog for observability, positioning them as adjacent but overlapping.
Emerging players
- Squadcast: Squadcast is an on-call and incident management platform focused on SRE and DevOps teams. It targets a similar persona to Rootly with comparable on-call and incident response features.
- Blameless: Blameless is an incident response and reliability platform specializing in SRE practices and post-incident reviews. It overlaps with Rootly's incident response and retrospectives modules.
- ilert: ilert is an alerting and on-call management platform with incident response capabilities. It competes in the same mid-market SRE tooling category as Rootly.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Rootly social profiles
Digital presenceRootly compliance and trust
Trust signalCompliance3 records
Rootly financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rootly leadership team
Management profileNumber of profiles
Profiles3 records
Rootly funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rootly 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 Rootly
What does Rootly do?
Rootly provides an AI-native incident management platform for engineering and SRE teams, covering on-call scheduling, incident response workflows, automated root cause analysis (AI SRE), collaborative retrospectives, and public/private status pages. The platform is delivered as cloud-hosted SaaS, integrated natively with Slack and Microsoft Teams, and exposes a public REST API, official SDKs, a Model Context Protocol (MCP) server, and a Terraform provider. It serves engineering, SRE, security, and financial services organizations with tiered Enterprise and Startup subscriptions.
Is Rootly a public or private company?
Rootly is a private company. It is classified as venture growth investor backed and is currently operating.
When was Rootly founded?
Rootly was founded in 2020. It employs 51 to 100 people.
Where is Rootly based?
Rootly is headquartered in San Francisco, United States, in the North America region.
How does Rootly make money?
Two revenue lines are on record. SaaS Subscription (Platform Access) is the primary driver. The others are API Access.
Who are Rootly's main competitors?
Direct peers on record are incident.io, FireHydrant and PagerDuty. Broad incumbents are Splunk On-Call (VictorOps), ServiceNow, Atlassian (Jira Service Management) and Datadog. Emerging players are Squadcast, Blameless and ilert.
Does Rootly have an API?
Yes. Rootly offers a public API using JSON:API specification. It supports three types of API keys: Global API Keys (assigned On-Call and Incident Response roles), Team API Keys (inherit Team Admin permissions), and Personal API Keys (inherit user permissions). Authentication uses Bearer tokens via Authorization header. Rate limits: 3000 GET/HEAD/OPTIONS calls per API key per minute; 3000 POST/PUT/PATCH/DELETE calls per API key per minute; alert creation limited to 50 per minute per API key. Supports OAuth 2.0 & OpenID Connect for browser-based login and client credentials tokens. Official SDKs available for Go and Python. OpenAPI/Swagger specification available for client library generation. Developer documentation is at docs.rootly.com/api-reference/overview.
What industry is Rootly in?
Rootly's product category is Incident Management Software. Its primary akta.pro industry code is BPAEAKAD, Site Reliability Engineering (SRE) & Reliability Operations, with a secondary code of BPAEAKAL, Incident Response, On-Call & Operational Readiness. Its NAICS code is 5182 and its SIC code is 7372.