Incident

Market position

Positions itself as a modern replacement for legacy incident management and paging tools, chiefly PagerDuty and Atlassian's Opsgenie. Investor commentary describes it as becoming a default choice for modern incident management among engineering teams, with adoption accelerating following Atlassian's decision to sunset Opsgenie.

Emphasis on developer experience — meeting engineers inside Slack and Microsoft Teams with an interface intended to require no training during a crisis — combined with a weekly shipping cadence driven by customer feedback and an end-to-end product covering the full incident lifecycle. On the AI side, the Nexus model draws on organization-specific context across telemetry, deployments, code and prior incidents, and an adversarial agent reviews the system's own hypotheses before they are surfaced.

Technology

AI agents layered over an incident management platform. The Investigations agent begins agentic root-cause analysis when an incident is declared, scanning thousands of signals to produce a structured hypothesis and continuing to work alongside responders. It draws on logs, metrics, telemetry, pull requests, deployments, runbooks, incident history, customer data and a service catalog, and can hand off to tools connected via MCP. Scribe handles call transcription and summarization. Integrations include Slack, Microsoft Teams, GitHub and Linear, plus existing monitoring and observability tools; migration paths exist from PagerDuty and Opsgenie.

Go-to-market

Self-serve free trial alongside demo and sales-led motions, supported by customer case studies, migration guides from PagerDuty and Opsgenie, weekly product releases and community events. Following the Series B, the company said it was expanding Sales, Customer Success and Marketing teams globally.

Engineering, SRE and reliability teams at tech-led businesses, ranging from fast-growing startups to large enterprises where downtime is costly. Named customers include Netflix, Zendesk, Etsy, Airbnb, Skyscanner, OpenAI, Linear, Ramp, Square, Vanta, Fin and monday.com.

Geography

Headquartered in London, United Kingdom (registered as Pineapple Technology Ltd at The Bower, Old Street, London EC1V 9NR), with team expansion planned in London and San Francisco and customers worldwide.

History

Founded in 2021 by ex-Monzo engineers, incident.io first focused on incident response inside Slack. It raised a Series A in 2022, launched On-call as its third product in March 2024, and announced a $62 million Series B in April 2025, bringing total funding to more than $96 million. By that point the platform had powered more than 250,000 incidents. Investigations, its agentic root-cause analysis product, was subsequently brought to market alongside the Nexus production intelligence model.

Risks & controversies

The company competes directly with entrenched incumbents including PagerDuty and Atlassian's tooling, and its growth thesis depends partly on customer migrations away from those products. Its AI investigation features rely on broad access to customer telemetry, code and internal knowledge, and the mobile apps collect personal information, usage data, user content and diagnostics, which raises data-handling considerations for enterprise buyers.