Toby

What Toby does

Toby is a browser-based tab management and collaborative workspace platform operated by Launch Labs, Inc. (dba Axiom Zen) and headquartered in Vancouver, British Columbia, Canada. The product is delivered primarily as a Chrome browser extension (with versions for Microsoft Edge, Firefox, and Opera via extender), complemented by native iOS and Android apps and a web application at web.gettoby.com. Its core organizing structure comprises Spaces (top-level workspaces), Collections (the primary tab and link grouping unit), colour-coded and starred collections, and features such as Save Sessions, Toby Search with precision filters, Toby Links (custom short URLs typed in the browser address bar), Toby Next (a built-in to-do system for tabs), and AI-powered organization tools (AI Naming, AI Grouping, AI Sorting). Toby integrates with Slack via Tobybot, which aggregates links from channels into collections, and with Google Calendar by embedding collections inside event descriptions.

The platform serves individual professionals and power users managing tab-heavy research and project workflows, as well as teams and organizations that need shared collections, admin controls, and collaboration features. Customer logos displayed by the company include Google, Facebook, LinkedIn, Uber, Workday, Mixpanel, Autodesk, Zillow, and Intercom, alongside 2017 Teams beta partners IBM, Twitter, Starbucks, New Relic, and Bazaarvoice, indicating adoption that spans from individual consumers up to Fortune 500 enterprises.

Name

Toby

Legal name

Launch Labs, Inc.

Website

https://gettoby.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Toby is a browser-based tab management and collaborative workspace platform, built around a Chrome extension with Edge, Firefox, mobile, and web apps, that helps individual professionals and teams organize tabs, links, and resources into shared collections.

Ownership category

akta.pro rank

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans (Starter, Productivity, Team): Three-tier subscription model. Free Starter tier with limited features (60 tabs), paid Productivity ($4.50-$6/month) and Team ($8-$10/month) tiers with unlimited tabs and advanced features including AI tools, SSO, and priority support.
2. Enterprise Plans: Custom enterprise pricing for larger organizations requiring additional security, admin support, and volume licensing. Contact sales for pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels8 records

Core offering

Toby is a tab management and visual workspace platform that lets users organize browser tabs, links, and resources into categorized collections and spaces. It is delivered primarily as a browser extension for Chrome, Edge, and Firefox, with companion iOS and Android mobile apps and a web application. The product helps individuals declutter browser tabs, save and restore sessions, and enables teams to build shared collections for collaborative resource management.

Product overview

Toby is a tab management and collaborative workspace platform built around a Chrome browser extension (with Toby Mini as a new-tab-free variant), supported by Toby Web (browser-based access), and native iOS and Android mobile apps. The core organizing structure uses Spaces as top-level containers, Collections as the primary tab/link grouping unit, and features like Toby Notes (inline notes), Toby Next (built-in to-do for tabs), To/Links (custom shortcut URLs), Save Sessions (save all open tabs), and Toby Search (enhanced search with filters). AI-powered features — AI Naming, AI Grouping, and AI Sorting — are available on paid plans. Pricing spans three tiers: Starter (free, 60 tabs), Productivity ($4.50/user/month), and Team ($8/user/month). Toby also integrates with Slack via Tobybot and Google Calendar via collection embedding.

Differentiator

Problem solved

Functional benefit

Products and services

• Toby Chrome Extension The core Toby product is a Chrome browser extension that installs as a new tab replacement, providing a visual workspace for organizing tabs, links, documents, and resources into collections and spaces. It includes AI-powered organization, tab and session management, and team collaboration features.
• Toby Web A web-based version of Toby accessible at web.gettoby.com that allows users to view and manage their collections from any browser without installing the browser extension. Some features (left sidebar, save session, open all) remain exclusive to the browser extension.
• Toby iOS App A native iOS application that lets users access and manage their Toby collections and saved resources on iPhone and iPad. Includes mobile-friendly UI, swipe actions for quick link copying and deletion, and simplified navigation.
• Toby Android App
• Toby Mini A separate Chrome extension identical in core functionality to Toby but designed for users who do not want Toby to take over their new tab screen. Suitable for users who already use another new tab extension such as Momentum.

Quantifiable outcome

• Users report saving up to 8 hours per week through improved tab management
• +2 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability4 records

Feature9 records

Partnerships

One partnership is on record.

• StripecoreOthersPayment processing partner for Toby subscriptions. All payments (monthly and annual plans) are processed through Stripe. Users must accept Stripe's terms and conditions when paying for Toby services.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OneTab: OneTab is a Chrome extension that converts open tabs into a list to reduce memory and clutter. It competes with Toby's core value proposition of taming tab overload, though with a simpler feature set.
• Tab Wrangler: Tab Wrangler is a Chrome/Firefox extension that auto-closes inactive tabs. It targets the same tab-overload pain point as Toby, though with an automated-cleanup approach rather than a workspace/collection model.
• Raindrop.io: Raindrop.io is a cross-platform bookmark and link-saving manager with collections, tagging, and team sharing — overlapping with Toby's Collections and sharing model. It is a leading direct competitor in the saved-links organization space.
• Workona: Workona is a Chrome-based tab and workspace manager that organizes tabs into projects/resources/notes, very similar to Toby's Collections and Spaces model. Both compete directly for the same Chrome-extension-based knowledge worker user.
• Pocket: Pocket (owned by Mozilla) is a save-for-later service for articles, videos, and links, with tagging and recommendations. It competes with Toby for users who save and organize web content, with deeper content-consumption features.
• Session Buddy: Session Buddy is a long-standing Chrome extension for saving, restoring, and managing browser tab sessions — directly overlapping with Toby's Save Sessions feature. Both target power users looking for reliable tab recovery and organization.

Broad incumbents

• Notion: Notion is a broad workspace and knowledge management platform used by teams for docs, databases, and shared resources. Toby's team collaboration and Collections/Spaces can be seen as a lightweight, browser-native alternative to a Notion-style team workspace.
• Google Chrome Tab Groups: Chrome's built-in Tab Groups and related session features are a free, native alternative to Toby's tab organization. As Google adds AI features into Chrome, this is the most structurally threatening incumbent to Toby's core use case.
• Microsoft Edge Workspaces: Microsoft Edge Workspaces and Collections are native browser features for sharing tab sets across teams. They compete with Toby's Team collections and shareable sessions, especially in Microsoft 365 enterprises.

Emerging players

• Momentum: Momentum is a personal dashboard and new tab replacement Chrome extension. It occupies adjacent real estate on the new tab page (which Toby also overrides via Toby Mini) and competes for the same at-desk productivity user.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights8 records

Customer concentration

• Xx.com/TobyForTabs
• Facebookfacebook.com/TobyForTabs

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Toby