monday.com
Israeli work management platform serving 186,000+ customers across 200 countries, headquartered in Tel Aviv
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- Contact Corporate LeadershipPre-filled letter templates for enterprise customer pressure
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- Strategic AnalysisIn-depth analysis and engagement strategy
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Material Risk Framing
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Standard SaaS platform with no documented military or surveillance applications
NASDAQ-listed (MNDY) since 2021; enterprise customer churn from ESG screening represents revenue risk
Growing brand visibility through extensive advertising; consumer awareness of Israeli origins relatively low
Enterprise customers face moderate switching costs but numerous alternatives exist
Product Alternatives
Ethical replacements tagged by what matters to you: cost, quality, ethics, sustainability, or local sourcing. Make the switch today.
Work Management Platforms
Alternative project and work management tools
Work management platform for teams
US-headquartered (San Francisco)
Visual collaboration tool with boards and cards
Owned by Atlassian (Australian)
All-in-one workspace for notes, docs, and projects
US-headquartered (San Francisco)
Comparison Legend
Strategic Analysis
In-depth assessment of the company's position, vulnerabilities, and recommended approaches for effective engagement.
Lower severity, high vulnerability — momentum builders that fold quickly
Learn about our methodology — companies are categorised based on severity (harm potential) vs strategic vulnerability (campaign leverage).
Why do these scores change?
Unlike static boycott lists, our targeting model is dynamic. This company's position on the matrix is re-evaluated continually as we verify new contracts, divestments, or policy changes. Your reporting directly impacts this score.
monday.com represents a mid-tier Israeli technology company with significant enterprise penetration. With 186,000+ customers across 200 countries, the platform has achieved substantial market reach in the competitive work management space. The company's extensive advertising presence has built brand awareness, though many users may be unaware of its Israeli headquarters. As a B2B/B2C hybrid, monday.com faces pressure from both enterprise procurement decisions and individual team choices.
Key Leverage Points
- Enterprise Procurement: Corporate customers with ESG policies can switch during contract renewal
- Team-Level Decisions: Many adoptions are bottom-up; individual teams can advocate for alternatives
- Competitor Availability: Asana, Notion, Trello, ClickUp offer comparable functionality
- NASDAQ Listing: Public company status enables shareholder engagement
Evidence Summary
monday.com's Israeli origins are straightforward - founded in Tel Aviv in 2012 (originally as DaPulse) and maintaining headquarters there. The company does not have documented military or surveillance applications. Its inclusion as a boycott target relates to its contribution to the Israeli economy and technology sector reputation rather than direct complicity in occupation.
Engagement Strategy
Target enterprise IT and operations teams during software evaluation and renewal cycles. Highlight quality alternatives from US and European companies that offer comparable or superior functionality. Engage technology workers advocating for ethical software sourcing within their organisations. Create comparison guides showing migration paths from monday.com to alternatives. Focus on organisations with existing ESG commitments or ethical procurement policies.
Evidence & Sources
Verified sources including NGO reports, regulatory filings, and primary documents. Use these to substantiate your correspondence.
Company will lease 10 floors (11,000 sqm) in the Azouri EcoTower, complementing 17 floors (22,000 sqm) already leased in TOU Towers. Demonstrates continued Israeli expansion during conflict.
Open sourceCompany planning to hire 400 new positions in Israel and grow workforce by 20%. Currently employs 2,500 globally including 1,500 in Israel.
Open sourcemonday.com appears on BDS-affiliated boycott lists as an Israeli company paying taxes that fund the IDF, though not listed as a priority campaign target.
Open sourceConfirms Tel Aviv headquarters and Israeli founding in 2012. Company employs 1,500+ workers in Israel.
Open sourceCompany stated all 1,000+ Israeli-based employees were safe, implemented hybrid work for continued operations. Committed to maintaining business despite conflict.
Open sourceStudent association raised concerns about required use of monday.com, noting company pays taxes funding the IDF and contributes to occupation. Part of broader BDS adoption vote.
Open sourceUpdates & Milestones
- NASDAQ IPO
Goes public on NASDAQ stock exchange
- Major Funding
Raises $150 million at $1.9 billion valuation
- Rebrand to monday.com
Company changes name from DaPulse to monday.com
- Product Launch
Work OS platform launches
- Company Founded
Roy Mann, Eran Kampf, and Eran Zinman found DaPulse Labs in Tel Aviv