Matomo

New Zealand · matomo.org · 19 vendors

InnoCraft Limited is a New Zealand-based company that develops Matomo, an open-source web analytics platform. Matomo provides detailed website usage statistics with a strong emphasis on user privacy and 100% data ownership. It offers both self-hosted (on-premise) and cloud-based solutions for businesses and individuals.

Resilience scores

Disruption prediction

Matomo has an estimated 11% probability of disruption in the next 6 months.

9 of Matomo's 19 vendors monitored for disruptions.

Technology vendors

Services catalogue

4 services in catalogue across 3 categories; runs on 19 sub-vendors.

Insights

Last updated 2026-08-18 · revision 1

19 direct vendors, 219 subvendors

Direct vendors by controlling owner country (sample)

Subvendors by controlling owner country (sample)

Migration Readiness: 2/10

Assessed by AI based on technology stack characteristics (cloud-native vs legacy, containerization, microservices), regulatory environment, data residency requirements, financial stability, and vendor lock-in risks. The score ranges from 0-10, where higher scores indicate better readiness for technology migration.

Matomo's migration readiness is assessed as low (20/100) due to a critical lack of information on several fundamental aspects. The internal tech stack (e.g., cloud-native, containerization, microservices vs. legacy/monolithic) is not specified, which is the primary determinant of migration complexity and effort. Without this, it's impossible to gauge the technical challenges involved. Furthermore, specific data residency requirements and the regulatory environment are unknown, both of which are crucial for defining migration strategies and ensuring compliance. The company's financial stability, which dictates its ability to fund a potentially large-scale migration project, is also not provided. Vendor lock-in risk is unknown, and while there is geographic diversity among assumed vendors (6 unique countries), the actual number of vendors and the complexity of their services/contracts are not detailed. This lack of clarity on vendor relationships could pose significant challenges during a migration, as transitioning away from or integrating with diverse vendor systems can be complex. The overwhelming absence of key data points indicates a high level of uncertainty and likely significant challenges for any potential migration initiative.

Financials

Three-year financials

Financial Resilience Score: 7/10

Matomo (InnoCraft Ltd) appears to be a financially resilient bootstrapped business, though public financial data is not disclosed. The company has grown organically since 2007 without known institutional VC funding, suggesting operating profitability or self-sustaining cash flow. Its SaaS subscription model (Matomo Cloud) combined with support plans provides predictable recurring revenue streams, while the large open-source user funnel (1M+ organisations) enables low-cost customer acquisition. Paying customer count grew from ~3,000 in Aug 2019 to ~14,000 in Oct 2023, implying roughly 47% CAGR in customers. Regulatory tailwinds from GDPR, CNIL rulings against Google Analytics, and rising privacy regulation strongly favor Matomo's privacy-first positioning. The 2025 ISO 27001:2022 certification unlocks enterprise and public sector procurement, with named customers including Siemens, Boeing, Novartis, Lego, and BNP Paribas. However, the company faces intense competition from Google Analytics, Adobe Analytics, Plausible, Fathom, Piwik PRO, Mixpanel, Amplitude, and Hotjar, and its small NZ-based team limits sales and marketing scale relative to well-funded global competitors. The opacity of financials and potential AI-driven disruption of web analytics are additional concerns.

Key strengths: Bootstrapped, founder-controlled with no known VC debt or dilution, Recurring SaaS revenue via Matomo Cloud subscriptions, Large open-source funnel (1M+ organisations) enables low CAC, Regulatory tailwind from GDPR and CNIL rulings against Google Analytics, ISO 27001:2022 certification (2025) enables enterprise procurement, Broad product suite: heatmaps, session recordings, A/B testing, tag manager, ~47% CAGR in paying customers from 2019 to 2023 (3,000 to 14,000)

Risk factors: Intense competition from Google Analytics, Adobe, Plausible, Fathom, Piwik PRO, Open-source free product may cannibalise paid ARPU growth, Small NZ-based team limits sales and marketing spend versus competitors, Concentration in EU privacy-driven demand, AI-driven disruption of web analytics (LLM-based traffic), Opaque financials limit third-party assessment of liquidity/solvency

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