Matomo Due Diligence
Run due diligence on Matomo: get alerts when suppliers change.
New Zealand · matomo.org · 18 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
- Digital Sovereignty: 0
- Digital Resilience: 4
- Financial Resilience: 7
Technology vendors
- Alwaysdata SARL — France
- ClickMeeting — Poland
- Gravity Forms — Technology — United States
- and 15 more
Services catalogue
3 services in catalogue across 2 categories; runs on 18 sub-vendors.
- Matomo
- Tag Manager
- Web Analytics
Insights
Last updated 2026-08-18 · revision 1
18 direct vendors, 162 subvendors
Direct vendors by controlling owner country (sample)
- Poland: 1
- France: 1
- United States: 11
Subvendors by controlling owner country (sample)
- Poland: 1
- South Korea: 1
- Japan: 2
Financials
Three-year financials
- 2024:
- 2023:
- 2022:
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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