Firewalla

What Firewalla does

Firewalla is a privately held cybersecurity hardware vendor founded in San Jose, California in 2017 by ex-Cisco senior engineers Jerry Chen, Melvin Tu, and Annie Lu. The company designs and sells software-based network security appliances built on its proprietary Firewalla Security Stack, combining intrusion detection and prevention, behavioral analytics, Zero Trust microsegmentation (via VqLAN), VPN server/client functionality, content filtering, and DNS over HTTPS/Unbound into a single platform managed through iOS and Android mobile apps. Its product portfolio spans three tiers: the Gold Series (Gold Pro at 10 Gbps, Gold Plus at 2.5 Gbps, Gold SE at 2 Gbps) for small and medium business gateways; the Orange and Purple Series (Wi-Fi 7 Orange, Purple, Purple SE) for home, SOHO, and travel deployments; and the AP7 Wi-Fi 7 access point family and Switch X/SE managed switches that extend Zero Trust segmentation to wireless and wired layers. The Firewalla MSP (Managed Security Portal), launched in 2024, enables centralized management of multiple boxes for managed service provider and business customers, and the Firewalla AI Assistant provides natural language queries for device identification, alarm explanation, and network troubleshooting.

The company operates a direct-to-consumer go-to-market with no mandatory subscription fees for standard features, generating revenue primarily from one-time hardware purchases priced from $279 (Purple SE) to $999 (Gold Pro), supplemented by optional extended warranties ($69-$159) and the emerging MSP business offering. Products are sold through firewalla.com e-commerce, Amazon Marketplace, and mobile app stores, and are shipping from a California warehouse to over 100 countries. The company has been bootstrapped through Kickstarter (2017) and Indiegogo (2018, 2019) crowdfunding rounds with no disclosed institutional venture capital or private equity backing, maintaining founder-controlled ownership through 2026. Customer segments span home users and families (primary), small and medium businesses (primary), medium business and commercial (secondary), and traveling professionals/remote workers (secondary); products hold FCC, CE, IC/ISED, and RCM certifications supporting international distribution.

Name

Firewalla

Legal name

Firewalla Inc.

Website

https://firewalla.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Firewalla is a bootstrapped, privately held cybersecurity hardware vendor that designs software-based firewall, Wi-Fi 7 access point, and PoE switch appliances for home, SOHO, and small-to-medium business networks, selling direct-to-consumer across 100+ countries with no mandatory subscription fees.

Ownership category

akta.pro rank

Product category

Cybersecurity Appliances

NAICS

Computer Systems Design and Related Services (5415), Security Systems Services (56162)

SIC

Computer Communications Equipment (3576)

akta.pro primary industry

Home Network & Wi‑Fi Security (Router/Firewall) Services (HSAHAJAB)

akta.pro secondary industry

Server Appliances (Purpose-Built: Security, Backup, Analytics, etc.) (HDACABAL)

Keywords

• Cybersecurity appliances
• Network firewall hardware
• Intrusion detection systems
• Zero trust networking
• Small business security

Headquarters

HQ city

San Jose

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Personnel, Operations, Marketing or Sales

Revenue model

1. Hardware Sales: One-time hardware purchase model with no ongoing subscription required for standard features. Products include Gold Pro, Gold Plus, Gold SE, Orange, Purple, Purple SE, AP7, Switch X, and Switch SE. Extended warranties available for additional cost.
2. Extended Warranty: Additional 3-year extended warranty coverage available for purchase ($69-$159 depending on product) providing advanced replacement, power surge protection, and priority support
3. Firewalla MSP (Managed Security Portal): Optional business feature for centralized multi-box management available at firewalla.net for pro/business users for a reasonable fee

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Firewalla designs, manufactures, and sells cybersecurity firewall appliances (Gold, Orange, and Purple series), Wi-Fi 7 access points (AP7), and managed switches (Switch X/SE) unified by the Firewalla Security Stack software platform. The appliances deliver intrusion detection/prevention, VPN server/client, network segmentation, AI-powered threat detection, and content filtering for home users, professionals, and small-to-medium businesses in over 100 countries.

Product overview

Firewalla offers a unified portfolio of professional-grade network security appliances unified by the Firewalla Security Stack software platform. The portfolio spans three product lines: the Gold Series (Gold Pro at 10 Gbps, Gold Plus at 2.5 Gbps, Gold SE at 2 Gbps) for professional and medium business networks with high-speed multi-gigabit interfaces; the Orange/Purple Series (Orange with WiFi 7 at 2 Gbps, Purple and Purple SE at lower speeds) for small networks, SOHO, and portable/travel use cases; and the AP7 Series (Desktop, Ceiling, World variants) as WiFi 7 access points that extend Firewalla's Zero Trust security to wireless LANs. The Switch X and Switch SE add zero trust security to wired networks with PoE++ support. Firewalla MSP provides centralized cloud management for multi-device deployments. All products share common capabilities including Active Protect (IDS/IPS), VPN server/client, network segmentation, AI-powered threat detection, and a unified mobile app interface, with no mandatory subscription fees for standard features.

Differentiator

Problem solved

Functional benefit

Products and services

• Firewalla Gold Pro Professional-grade cybersecurity firewall appliance with 10 Gbps software packet processing, 2x 10 Gbps NBASE-T and 2x 2.5 Gbps interfaces, targeting medium business and commercial networks.
• Firewalla Gold Plus Professional-grade cybersecurity firewall with 5+ Gbps software packet processing and 4x 2.5 Gbps interfaces, targeting small business and professional networks.
• Firewalla Gold SE Affordable cybersecurity firewall with 2+ Gbps packet processing, 2x 2.5 Gbps and 2x 1 Gbps interfaces, targeting small business networks.
• Firewalla Orange Wi-Fi 7 enabled cybersecurity firewall with 2 Gbps packet processing, dual-band Wi-Fi, and up to 50 client connections, designed for homes, offices, and travel with portable form factor.
• Firewalla Purple Gigabit cybersecurity firewall with short range Wi-Fi, targeting home and small business networks with essential security features.
• Firewalla Purple SE 500 Mbps cybersecurity firewall, an affordable entry-level option in the Purple series for smaller networks.
• Firewalla Access Point 7 (AP7) Wi-Fi 7 access point enabling Zero Trust Network Security with Firewalla, featuring triband 2.4/5/6 GHz, 8 spatial streams, PPSK support, and mesh capabilities for extending Firewalla security to wireless LAN.
• Firewalla Switch X 10 Gbps zero trust network security switch with 8x 10G RJ45 PoE++ ports, 4x 10G SFP+ ports, 410W PoE power budget, targeting wired network core and scaling across rooms, floors, or buildings.

Quantifiable outcome

• Performance up to 10 Gbps on Gold Pro for high-speed networks
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• GitHub (Open Source)coreOthersFirewalla software is open source and available on GitHub (github.com/firewalla/firewalla). This allows community contribution, transparency, and security auditing of the codebase.
• Google (YouTube)minorGTM or Marketing PartnerYouTube channel for tutorials and product demonstrations; YouTube links shared through help documentation
• Apple (iOS App Store)coreChannel Partner/ Reseller/ DistributorFirewalla app distributed through iOS App Store for iPhone/iPad management of Firewalla devices
• Google (Android Play Store)coreChannel Partner/ Reseller/ DistributorFirewalla app distributed through Google Play Store for Android device management

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SonicWall: SonicWall's TZ and NSa series firewalls target the same small and medium business segment as Firewalla Gold Plus/SE/Gold Pro, offering multi-gigabit throughput, IPS, VPN, and centralized management as core features.
• eero (Amazon): eero's mesh Wi-Fi systems with built-in security (eero Plus) compete with Firewalla Orange and AP7 in the consumer Wi-Fi and home network security market, though with a much simpler (subscription-based) feature set.
• TP-Link (Omada): TP-Link's Omada line of gateways, switches, and Wi-Fi 7 access points competes with Firewalla's home/SOHO Orange, AP7, and Switch products on price, performance, and integrated management, targeting overlapping consumer and small business buyers.
• Ubiquiti (UniFi): Ubiquiti's UniFi portfolio of gateways, switches, and access points directly competes with Firewalla's Gold, Switch, and AP7 lines, serving the same prosumer, SOHO, and SMB customer base with integrated networking and security features.
• WatchGuard Technologies: WatchGuard's Firebox appliances and ThreatSync platform compete directly with Firewalla Gold and MSP in the SMB firewall market, with comparable IDS/IPS, VPN, and multi-site management capabilities.
• Netgate (pfSense): Netgate's pfSense is the leading open-source firewall appliance, directly comparable to Firewalla's Gold and Purple lines on price, openness of software, and target home/SMB buyer — a frequent head-to-head competitor in prosumer firewall comparisons.

Broad incumbents

• Fortinet (FortiGate): Fortinet's FortiGate firewalls span the same SMB-to-enterprise spectrum as Firewalla Gold but as part of a much larger security fabric (FortiGuard, FortiClient), representing the dominant incumbent in the multi-gigabit firewall category Firewalla is moving up into.
• Cisco Meraki: Cisco Meraki's MX security appliances and wireless product lines directly overlap with Firewalla Gold, AP7, and Switch for distributed SMB and branch networks, but operate on a mandatory subscription model that Firewalla explicitly contrasts against.
• Palo Alto Networks: Palo Alto's PA-Series and Prisma firewall offerings represent the enterprise-grade ceiling Firewalla Gold Pro aspires to compete with; they set feature and pricing benchmarks for multi-gigabit, Zero Trust, and AI-driven network security.

Emerging players

• Cujo AI: Cujo AI provides AI-driven network security for connected homes and SMBs as a software/managed service, overlapping with Firewalla's AI Assistant and home/SOHO security positioning but with a different (operator-partnered) distribution model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FirewallaLLC
• GitHubgithub.com/firewalla/firewalla
• YouTubeyoutube.com/channel/UCEGJ2oKZ2dhYdDuWkcGasjg
• Facebookfacebook.com/firewalla
• Instagraminstagram.com/firewallallc

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Firewalla