Tability
Tability sells OKR and goal-tracking software for small and mid-size teams.
On the record
Checkpoint: Pricing increase hits all existing customers, a live test of whether they stay or churn
The call
Tability runs a small, real OKR business squeezed between free AI drafting tools and Atlassian's bundled goal features, with no funding cushion to outlast either.
Tability sells software that helps companies write and track goals called OKRs. The problem is that bigger companies like Atlassian already built similar tools into their existing products, and free AI programs like ChatGPT can now write OKRs on their own. Tability even built a way for AI to access its data directly, which might make customers choose AI instead of the app. The company has raised less than one million dollars and has no clear way to stop customers from switching to a bigger competitor or just using free AI tools, so its survival depends on whether a pricing increase in July 2026 causes too many customers to leave, and whether Atlassian's own goal-tracking product captures all the small companies that might have become Tability's customers.
Why
01
AI pressure: ChatGPT, Claude, Gemini and Atlassian's Rovo AI. Tability's own marketing admits chatbots can draft OKRs free, and its MCP server lets models read and write OKR data directly. Could AI do the core job? Yes, likely.
02
Bigger players: Atlassian (Team Goals plus Rovo AI in Jira and Confluence). Atlassian can bundle goal tracking into Jira and Confluence for free, and Tability's own founder used to work there. Could a giant copy it? Yes, easily.
03
What protects it. Existing paid customers and workflow habits inside about 100 small orgs, not any technical lock-in.
What would change this call
Tability's pricing increase takes full effect for existing customers on July 1, 2026. Shows whether current paying orgs stay or churn to free Atlassian/AI alternatives.
Tability's AI Mode moves from free beta to paid Premium add-on by end of March 2026. Tests whether users will pay for AI features they can already get free from ChatGPT or Gemini.
Atlassian reports Team Goals plus Rovo AI adoption figures among SMB/startup customers in 2026. Indicates whether Atlassian's bundled free feature is pulling Tability's target segment away.
Tability's AI Mode moves from free beta to paid Premium add-on by end of March 2026. Tests whether users will pay for AI features they can already get free from ChatGPT or Gemini.
Atlassian reports Team Goals plus Rovo AI adoption figures among SMB/startup customers in 2026. Indicates whether Atlassian's bundled free feature is pulling Tability's target segment away.
Key numbers
- ~$1.2M estimated ARR
- ~$953K total funding raised
- ~100 paid organizations, ~4,000 paid users
Named risks
- Pricing increase hits all existing customers July 1, 2026, live churn risk.
- Generic LLMs and MCP access could reduce need for a dedicated OKR interface.
- Thin capitalization (~$953K raised) versus better-funded rivals like Lattice and Atlassian.
- Revenue and traction figures are third-party estimates, not independently verified.
- Founding year and HQ details conflict across sources, signaling weak public record-keeping.
Rivals, as read in July 2026
| Rival | Direction | Evidence |
|---|---|---|
| Atlassian | losing to | Ships Team Goals plus Rovo AI in Jira/Confluence, founder's former employer, as of 2026-07-09 |
| Generic LLMs (ChatGPT, Claude, Gemini) | losing to | Tability's own marketing tells users to draft OKRs with Claude or ChatGPT directly |
| Microsoft Viva Goals | gaining on | Viva Goals retired end of 2025, leaving a migration pool Tability is targeting |
| Lattice, Betterworks, Quantive, Profit.co, Perdoo, Mooncamp | contesting | Fragmented OKR market, all competing for same SMB and Viva Goals refugee customers, 2026 |
Questions people ask
- Is Tability profitable and how much revenue does it make?
- Tability's revenue is not company-disclosed. Third-party estimator Getlatka put ARR at roughly 1.2 million dollars as of October 2024, up from about 634,300 dollars in 2023. No profitability figures have been published, and the company has raised only around 953,000 dollars total per Caplight (May 2025).
- Could AI replace Tability?
- Tability's own marketing tells users exploring OKRs to just try Claude or ChatGPT first, admitting generic LLMs can already draft OKRs. It responded by shipping Tabby AI (2025) and an MCP server (2026) letting AI assistants read and write its OKR data directly, but no independent data confirms this retains revenue.
- Who is Tability's biggest competitor?
- Atlassian is the most direct structural threat: it ships Team Goals plus Rovo AI inside Jira and Confluence, tools many Tability customers already use, and Tability founder Sten Pittet previously worked at Atlassian. Other named rivals include Perdoo, Mooncamp, Profit.co, Betterworks, Quantive, and Lattice.
- Who owns Tability?
- Tability is privately held and founder-led by CEO Sten Pittet and co-founder Bryan Schuldt, backed by a Seed round led by Investible with Right Click Capital, Skalata Ventures, Empress Capital, Jelix Ventures, and Innovation Bay angels (closed around December 2023 per Caplight).
- Did Microsoft's Viva Goals shutdown help Tability?
- Microsoft retired Viva Goals at the end of 2025 after adding Copilot-generated objectives in January 2025. Tability published migration content targeting displaced customers, but as of the brief there is no verified data showing this drove measurable new revenue for Tability specifically.
- How much funding has Tability raised?
- Caplight lists total disclosed funding of about 953,000 dollars, with the last recorded round a Seed dated December 25, 2023, led by Investible. Other trackers like CB Insights and Getlatka list only 150,000 dollars, a figure that appears stale or incomplete.
Timeline
- 2026-07-01Pricing increase takes full effect for all existing Tability customers
- 2026-01-19New pricing takes effect for new Tability customers
- 2026-01-12Tability announces pricing changes blog post
- 2025-12-18Tability publishes 2025 Year in Review
- 2025-12Microsoft retires Viva Goals entirely
- 2025-10-30Mordor Intelligence sizes OKR software market at 1.38 billion dollars
- 2025-08-27Tability publishes build details for Tabby AI automated KR reporting
- 2025-01Microsoft adds Copilot-generated objectives to Viva Goals
- 2024-03-26Investible publishes investment notes citing 4,000 paid users, 100 paid orgs
- 2023-12-25Tability closes Seed round led by Investible (per Caplight)
Revision history
22 July 2026
First assessed. Losing its protection. The text above is fixed as of this date and is not edited afterwards.
In the same band
Sources
- Tability 2026 Company Profile: Valuation, Funding & Investors
- Tability (2026-03-03)
- Tability CEO, Founder, Key Executive Team
- Investment Notes: Tability (2024-03-26)
- Valuation, Funding Rounds & Stock Price (2025-05-02)
- $1.2M Est. ARR, $150K Raised (2024-10-16)
- Management and Employees List
- Apps on Google Play (2026-04-30)
- Tability Buyer's Guide (2026-02-12)
- January 2026 pricing changes (2026-01-12)
- How we built automated KR reporting for Tabby AI (2025-08-27)
- Agentic OKRs