Rootly
Rootly sells AI-powered incident management software for Slack and Microsoft Teams, used by hundreds of companies including NVIDIA, Squarespace, and Canva. The Toronto-based startup raised $15M in a Series A round in August 2023 and employs 83 people.
The growth story
Rootly grew from 8 to 83 employees between 2021 and 2026, raising $15M along the way, most recently a Series A in August 2023.
About
Rootly provides a platform for managing technical incidents directly within Slack and Microsoft Teams, automating tasks from initial alerts to post-incident analysis. Its customers are primarily tech companies seeking to streamline their incident response processes.
The company has grown to 83 employees since its 2020 founding and secured $15M in Series A funding in 2023, led by investors including 8VC and Gradient. Its software is used by major tech firms like NVIDIA and Canva.
Founders and leadership
Engineering is Rootly's largest function, with 27 employees. The company operates with a lean structure, with a median tenure of just one year across its workforce.
The Rootly org chart
JJ Tang (CEO and Co-founder (YC S21)) leads 30 mapped leaders with 7 direct reports. Click +N to expand a team; names link to the person’s public profile.
Departments, and which ones grew
Headcount by function: Engineering 31 (+19% YoY), Information Technology 8 (+60% YoY), Sales 8 (+60% YoY), Operations 5 (0% YoY), Customer Success and Support 5 (+25% YoY), Product Management 4 (+100% YoY).
Talent flow
Rootly recruits heavily from Shopify, Instacart, and IBM, with each contributing 4-5 hires. Its workforce is educated primarily at Canadian universities, led by Western University and Queen's University with 6 alumni each.
Most common previous employers of Rootly staff: Shopify (5), Instacart (4), IBM (4), ada CX (4), PagerDuty (4), Apple (3). Former Rootly employees most often moved to BigBinary (2), Sanity (1), Mistral (1), Railway (1), VikingCloud (1), Theory Ventures (1).
Alumni worth knowing
Web traffic
Traffic mix: 73% direct, 10% search, 4% social, 0% paid.
What this company is made of
Most common skills at Rootly: Leadership (31), JavaScript (29), Teamwork (25), Customer Service (24), Python (Programming Language) (24), SQL (24), Sales (21), Ruby on Rails (21).
Where the team actually sits
Rootly people are concentrated in Ontario, Canada (30), Greater Toronto Area, Canada (7), Canada (7), California, United States (5).
Search footprint
Rootly attracts about 4,671 organic search visits a month, traffic worth roughly $41K a month if bought through ads. It gained 970 ranking keywords and lost 675 in the last period.
What employees say
- Compensation
- 3.90 / 5
- Career opportunities
- 4.20 / 5
- Senior management
- 3.70 / 5
- Work-life balance
- 3.50 / 5
Frequently asked
Rootly has 83 employees as of September 2026.
Rootly has raised $15M in total, most recently a Series A round in August 2023.
Rootly was founded in 2020 by JJ Tang, Quentin Rousseau.
JJ Tang (CEO and Co-founder (YC S21)) sits at the top of Rootly's reporting structure, with 7 direct reports.
The most common previous employers of current Rootly staff are Shopify (5 people), Instacart (4 people), IBM (4 people).
Former Rootly employees most often move to BigBinary (2), Sanity (1), Mistral (1).
Rootly attracts about 4,671 organic search visits a month, worth roughly $41K a month in equivalent ad spend.
The most common skills among Rootly staff are Leadership, JavaScript, Teamwork, Customer Service, Python (Programming Language).
Rootly staff are concentrated in Ontario, Canada (30), Greater Toronto Area, Canada (7), Canada (7).
Rootly has about 31 people in Engineering, up 19% over the past year, as of September 2026.
Rootly has about 8 people in Information Technology, up 60% over the past year, as of September 2026.
Computed from 67 current and 50 former Rootly profiles, as of September 2026. Source: Crustdata.
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