COING
COING (COING doo) is a privately held Serbian software development firm headquartered in Novi Sad, founded in 1992, that builds and maintains product-based productivity software — notably Clockify, Pumble, and Plaky — for the CAKE.com ecosystem.
- Company typePrivate
- Founded1992
- HeadquartersNovi Sad
- Headcount—
- GTM typeB2B
- OfferingServices
COING firmographics
Firmographics- Name
- COING
- Legal name
- COING doo
- Website
- https://coi.ng
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Short description
- COING (COING doo) is a privately held Serbian software development firm headquartered in Novi Sad, founded in 1992, that builds and maintains product-based productivity software — notably Clockify, Pumble, and Plaky — for the CAKE.com ecosystem.
- Ownership category
- akta.pro rank
Where COING is headquartered
LocationHeadquarters
- HQ city
- Novi Sad
Offices1 record
Markets served
COING business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Marketing channels6 records
COING product offering
Product offeringCore offering
COING is an IT company that develops product-based software on behalf of external clients. The company designs, builds, and maintains complete software products — its most prominent client engagements are Clockify (time tracking), Pumble (business communication), and Plaky (task management). It operates as a software development firm rather than a software vendor; the products it ships are owned by its clients, not by COING.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom product-based software development
Companies that use COING
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
COING technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
COING competitors and assessment
Company assessmentDirect peers
- Endava: Endava is a UK-listed IT services firm with significant Eastern European delivery centers, building custom software and digital products for enterprise clients — closely mirroring COING's services-plus-product model and nearshore engineering footprint.
- CAKE.com: CAKE.com is the product company behind Clockify, Pumble, and Plaky — COING's three named 'biggest clients.' The two share branding, social channels, and a careers page, making CAKE.com the most directly comparable entity for understanding COING's product footprint and customer base.
- Toptal: Toptal operates a curated marketplace of elite freelance software developers, directly competing with traditional development studios like COING for the same client engagements and engineering talent pool.
- Pentalog: Pentalog is a France-based digital services and product development company with large nearshare delivery in Romania and Eastern Europe, focused on building and scaling software products for clients — a directly analogous business model to COING.
Broad incumbents
- Globant: Globant is a NYSE-listed digital and cognitive transformation company that builds software products and platforms for enterprise clients, comparable to COING in offering product development services but operating globally and at much larger scale.
- Cognizant: Cognizant is a Fortune 500 IT services giant offering custom software development and digital product engineering — competing for the same enterprise product build work as COING, but as part of a far broader services portfolio.
- EPAM Systems: EPAM is a large, NYSE-listed digital engineering and product development services firm with deep Eastern European roots. It competes in the same custom software/SaaS development space as COING, but at materially greater scale and global footprint.
- Thoughtworks: Thoughtworks is a global technology consultancy that designs, builds, and runs custom software products for enterprises — overlapping with COING's product engineering services from a more premium, strategy-led positioning.
- Plaky competitor (Asana): Asana is a publicly-traded work management platform that competes head-to-head with Plaky (another COING-built product). Asana serves as a benchmark for the scale, pricing, and growth trajectory of the category COING's products address.
Emerging players
- Toggl Track: Toggl Track is a direct competitor to Clockify (one of COING's flagship client products) in the time-tracking SaaS category — a relevant adjacent comparable for assessing the end-market COING's clients compete in.
Market position
Customer concentration
COING social profiles
Digital presenceCOING financial estimates
Financial estimateRevenue estimate
Valuation estimate
COING leadership team
Management profileNumber of profiles
Profiles1 record
COING funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
COING 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 COING
What does COING do?
COING is an IT company that develops product-based software on behalf of external clients. The company designs, builds, and maintains complete software products — its most prominent client engagements are Clockify (time tracking), Pumble (business communication), and Plaky (task management). It operates as a software development firm rather than a software vendor; the products it ships are owned by its clients, not by COING.
Is COING a public or private company?
COING is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was COING founded?
COING was founded in 1992.
Where is COING based?
COING is headquartered in Novi Sad.
Who are COING's main competitors?
Direct peers on record are Endava, CAKE.com, Toptal and Pentalog. Broad incumbents are Globant, Cognizant, EPAM Systems, Thoughtworks and Plaky competitor (Asana). Toggl Track is listed as an emerging player.
Does COING have an API?
No public API is recorded for COING.