Similarweb
NYSE: SMWBNew York City, US Β· Founded 2009 Β· 1,252 employees on LinkedIn Β· Public Β· 5 known investors
Similarweb provides web analytics showing traffic market share across mobile, desktop, and tablet platforms, including device traffic trends and top platforms by country. It serves businesses analyzing digital audience and regional traffic data.
Also known as SimilarWeb Β· Similarweb Ltd.
Investors Β· 5
Also in the syndicate Β· 1
Valuation Β· disclosed
Disclosed eventsSource: SEC prospectus filings, and round valuations the company or its investors disclosed β follow each entry's link for the claim.
Company profile
researched Aug 2026Similarweb is an Israel-based digital intelligence company that provides measurement and analytics on website and mobile app traffic, market share and consumer behavior. Its platform aggregates data from a large number of sources and applies machine learning and deep learning models to estimate digital activity, allowing customers to view not only their own traffic but also that of competitors, and to examine the drivers behind observed behavior. Offerings include a free Similarweb.com product, a SaaS platform, an API and Similarweb Reports, spanning digital research and marketing, ad intelligence, SEO and app analytics.
The company has moved from a general-purpose measurement platform toward vertical-based solutions and larger enterprise deployments, and has added an advisory service in which in-house experts work with large customers on more complex questions about observed digital behavior. Product breadth has been extended through acquisitions in mobile app analytics, digital advertising, SEO, retail/CPG pricing and search monitoring. Similarweb says more than half of the Fortune 100 are customers, naming Walmart, Google, P&G and Adidas.
Founding story
Founder Or Offer began his career setting up two retail stores in Zichron Ya'akov and Netanya plus an online store to sell jewelry designed by his parents. While researching designers whose work resembled that of David Yurman, he found there was no way to search for products by resemblance to other products. That problem led to Similarweb, initially a browser extension for finding websites similar to one a user was viewing, which is also the origin of the company name. Offer recruited a friend recently discharged from an IDF elite technology unit to handle programming, who brought in several others from the same unit, and the company was founded in 2007. It operated with roughly seven or eight people until 2011.
Business model
Subscription-based software and data business: customers pay for access to Similarweb's digital intelligence platform, API and reports, alongside a free consumer-facing product at Similarweb.com and a paid advisory/consulting service for large enterprise accounts.
Paid subscriptions from thousands of customers across individuals, small and mid-sized businesses and large enterprises, supplemented by expert advisory services. Revenue grew 32% to $93 million in 2020, with first-quarter 2021 performance suggesting roughly $120 million for 2021, while the company was still loss-making.
Traction
Revenue of $93 million in 2020, up 32% year over year, with an indicated trajectory toward about $120 million in 2021; thousands of paying customers and more than half of the Fortune 100 as clients. Headcount grew from roughly 600 in October 2020 to more than 900 in Israel and the U.S. by August 2021, with over 850 employees and nine offices cited on the company's leadership page.
Latest developments
Continued acquisition activity: The Search Monitor was acquired in February 2025 to strengthen ad monitoring, paid search and affiliate compliance within Similarweb's Ad Intelligence products, and XPLN, serving CPG and retail, in January 2026. The executive team has been refreshed with additions including CFO Ran Vered, Chief Operating Officer Eran Lefler, Chief People Officer Naama Kushnir and Chief Revenue Officer Susan Dunn, with the COO's remit described as driving the company's AI transformation.
βΈFull profile β market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positioned as a digital and traffic intelligence provider competing with analytics and market intelligence firms such as Nielsen, ComScore and app-analytics vendors like Apptopia, with a valuation of $1.8 billion reported in August 2021.
Emphasis on measuring competitors' sites and apps rather than only a customer's own properties, and on explaining the drivers behind traffic changes rather than volumes alone, using multi-source data modeling rather than on-site tracking.
Technology
Data is gathered from hundreds of different sources and processed with machine learning and deep learning algorithms to estimate desktop and mobile digital activity in near real time. Management states the product is not a site-side analytics tool and does not collect data in the same manner, so it was not materially affected by the shift toward privacy controls and cookie restrictions; the company has explored additional data signals such as CDNs.
Go-to-market
Combination of a free self-serve product that funnels users to paid subscriptions, a direct sales organization led by a Chief Revenue Officer, and expanding direct relationships with large enterprises that previously accessed the data indirectly through consultancies. Acquisitions are used to add products and data assets.
Digital professionals, marketers and analysts at businesses of all sizes, with an increasing focus on large enterprises; sectors cited include retail and e-commerce, consumer goods, banking, automotive portals and agencies. More than half of the Fortune 100 are customers, including Walmart, Google, P&G and Adidas.
Geography
Headquartered in Israel with offices in the U.S.; the company reported nine offices globally and, in 2020, plans to open new offices in North America and Europe. Its headquarters has included space in the Azrieli Sarona tower in Tel Aviv, with plans to occupy the Rose House building in Givatayim.
History
Founded in 2007 by Or Offer, who has served as CEO since the founding. The company made a series of acquisitions beginning with TapDog in 2014, followed by Swayy (content/social analytics, 2015) and Quettra (mobile app analytics, 2015). It reached an $800 million valuation in an equity round in 2017, raised funds in January 2020, and closed a $120 million round in October 2020 co-led by ION Crossover Partners and Viola Growth, taking total funding to $240 million. In May 2021 it listed on Nasdaq at a $1.6 billion valuation, raising $180 million. Later acquisitions include Embee Mobile (2021), Rank Ranger (2022), Admetricks and 42matters (2024), The Search Monitor (2025) and XPLN (2026).
Risks & controversies
The company was still recording losses as of 2021. Management acknowledged an initial business dip at the start of the Covid-19 pandemic that led to employee furloughs and to debt taken under Israel's Paycheck Protection Program, and faced questions about whether pandemic-driven demand for digital measurement would reverse. Its estimates depend on third-party data signals, an area subject to privacy and data-protection changes.
Compiled by commissioned research from 6 cited public sources β announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed β not independently audited.
Founder mafia
2 people who came through Similarweb went on to found or lead other companies.
Competitors Β· 3
by search overlap
Companies competing with Similarweb for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline Β· 13
launches, deals, and filingsAd and search engine marketing firm founded in 2007; adds ad monitoring, paid search and affiliate compliance capabilities to Similarweb's Ad Intelligence offering.
SimilarWeb began trading on the Nasdaq in May 2021 at a valuation of $1.6 billion, raising $180 million.
$180M source β
Company said it planned to open offices in North America and Europe, add about 200 employees globally by January 2021 from roughly 600, and hire 100 people in Israel across R&D, marketing and sales.
Round combined a primary direct investment with a secondary purchase of shares from existing holders, bringing total funding to $240 million. Valuation was not disclosed.
$120M source β
Mobile app analytics and market research; deepened mobile analytics capability.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
Similarweb (SMWB) Q2 Fiscal 2026 Earnings Call: AI Revenue Reaches 13%, Guidance Raisedtradingkey.com Β· Aug 2026
Similarweb Ltd. Stock 12βMonth Price Target Raised to $7.8, Implies 8% Upsidetradingview.com Β· Aug 2026βΈResearch sources Β· 6
primary sources listed
- SimilarWeb raises $120 million in latest round - CTechcalcalistech.com Β· web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Similarweb do?
- Israeli digital market intelligence company whose platform measures website and app traffic and competitor behavior.
- Who are Similarweb's investors?
- Similarweb's investors include NFX, Saban Ventures, Union Tech Ventures, Viola Ventures.
- Is Similarweb publicly traded?
- Yes β Similarweb trades on NYSE under the ticker SMWB.
- Where is Similarweb headquartered?
- Similarweb is headquartered in New York City, US.