Domo, Inc. (DOMO): History, Ownership, Mission, How It Works & Makes Money

Domo, Inc. (DOMO), the AI and Data Products platform, is navigating a complex shift in the business intelligence (BI) space-but can a company with a fiscal year 2025 total revenue of $317.0 million and a GAAP net loss of $81.9 million truly pivot to profitable, sustainable growth?

This Utah-based company, which serves over 2,600 customers with its cloud-native platform, is doubling down on a consumption model and AI solutions to drive value, especially as subscription revenue hit $286.0 million for the year.

With institutional investors holding a significant 71.15% of the stock, the market is defintely watching for signs that its strategic focus on ecosystem partners will pay off; you need to understand the mechanics of its subscription-based business model and its competitive moat against giants.

Domo, Inc. (DOMO) History

You're looking for the bedrock of Domo, Inc., and the story starts with a clear vision: making business data accessible to everyone, not just IT. The company's evolution is a classic Silicon Slopes tale of a serial entrepreneur raising massive capital to build an enterprise-grade, cloud-native data platform.

Given Company's Founding Timeline

Year established

2010 (October 22, 2010, initially incorporated as Shacho, Inc.).

Original location

American Fork, Utah, U.S. (The company's headquarters, often referred to as 'Silicon Slopes').

Founding team members

Josh James, the founder and CEO, who previously co-founded Omniture, which Adobe acquired for $1.8 billion in 2009.

Initial capital/funding

Initial investors included Benchmark Capital and Andreessen Horowitz. The first major venture capital round was a Series A, which secured approximately $43 million in funding. Domo has since raised a total funding of $730 million across 11 rounds.

Given Company's Evolution Milestones

Given Company's Transformative Moments

The biggest shift for Domo was the core decision to build a cloud-based, Software-as-a-Service (SaaS) platform from the ground up, specifically targeting the C-suite and decision-makers who needed real-time data without heavy IT involvement. That was the game-changer in a market dominated by complex, on-premise business intelligence (BI) tools.

The company's financial trajectory in fiscal year 2025 (FY25, ended January 31, 2025) highlights a critical transition. Total revenue was $317.0 million, with subscription revenue at $286.0 million. While the GAAP net loss was $81.9 million, the focus is clearly on operational efficiency and a shift toward cash flow generation, as seen in the subscription Remaining Performance Obligations (RPO) growing to $403.6 million.

Here's the quick math: The subscription RPO increase of 14% year-over-year shows strong customer commitment, which is defintely a key forward indicator. The recent focus on AI is the next big bet.

• The AI Pivot: The 2025 launch of Exploring Domo, Inc. (DOMO) Investor Profile: Who's Buying and Why? Agent Catalyst, an AI toolkit, is a major strategic move to integrate AI into every part of the data journey, from data preparation to automated workflows.
• The Enterprise Focus: The continued expansion of the platform's capabilities, like the App Studio and enhanced Magic ETL, is designed to deepen its footprint within large enterprises, moving beyond simple dashboards to becoming a full-fledged data product platform.
• Cash Flow Discipline: Despite the GAAP loss, the company has been driving improvements in cash flow, with net cash used in operating activities at $9.1 million for the full FY25, a significant focus for mature SaaS companies.

This history shows an aggressive, capital-intensive push to market, followed by a necessary shift towards operational maturity and leveraging the latest technology-AI-to drive the next wave of growth.

Domo, Inc. (DOMO) Ownership Structure

Domo, Inc. is a publicly traded company on the Nasdaq Global Market, trading under the ticker DOMO, and its ownership structure is heavily weighted toward institutional investors. This means the company's strategic direction is largely influenced by major asset managers like Vanguard Group Inc. and BlackRock, Inc., who collectively hold the majority of the stock.

Domo, Inc.'s Current Status

As of November 2025, Domo is a public entity, which gives you clear access to its financial filings and governance structure. The stock price was around $13.03 per share on November 10, 2025, reflecting a significant year-to-date increase of 74.2%, but still trading well below its 52-week high of $18.20 from September 2025. The company is positioned as an AI and Data Products platform, a sector that has seen both massive rallies and recent valuation scrutiny. Domo's shift toward a consumption-based pricing model and AI integration is a key factor analysts are watching to stabilize future performance.

Domo, Inc.'s Ownership Breakdown

The company's governance is dominated by large institutional funds, who own over two-thirds of the outstanding shares. This high concentration of institutional ownership means the stock price is defintely sensitive to the trading actions of these major players. For instance, The Vanguard Group, Inc. is the single largest institutional shareholder, holding a significant 12.12% stake.

Domo, Inc.'s Leadership

The company is steered by a management team with an average tenure of 2.8 years, which is considered experienced for a technology firm. The founder, Josh James, remains the central figure, driving the vision for the AI and data platform. He has been the CEO since the company's inception in 2010.

Here's the core executive team as of November 2025:

• Josh James: Chief Executive Officer (CEO) and Founder. His total yearly compensation is approximately $2.69M.
• Tod Crane: Chief Financial Officer (CFO).
• Daren Thayne: Chief Technology Officer (CTO) and Executive VP of Product.
• Mark Maughan: Chief Operating Officer (COO).
• RJ Tracy: Chief Revenue Officer (CRO), responsible for strategic partner and sales initiatives.
• Alexis Coll: Chief Legal Officer.
• Mohammed Aaser: Chief Strategy Officer, focusing on innovative data apps and the partner ecosystem.

The board of directors, with an average tenure of 6.9 years, provides stability and oversight, including Executive Chairman Carine Clark. Understanding the leadership's focus is key to grasping the company's future direction. You can dive deeper into their core beliefs here: Mission Statement, Vision, & Core Values of Domo, Inc. (DOMO).

Domo, Inc. (DOMO) Mission and Values

Domo, Inc.'s purpose transcends simply selling software; it's about democratizing data, aiming to make it accessible and actionable for every person in an organization. This focus on widespread data utility is backed by a core commitment to innovation and customer success, which is defintely a key driver of their business model.

This mission to empower decision-makers is directly tied to their scale, which saw the company report a total revenue of $317.0 million for the fiscal year ended January 31, 2025.

Given Company's Core Purpose

Official mission statement

The mission statement is a clear declaration of intent: to empower organizations to achieve better results by optimizing their business with data. It's an end-to-end focus, connecting the raw data to the people who need it to make a difference.

• Help every organization optimize their business with data.
• Optimize your business by connecting you to the data, people, and expertise needed to improve business results.

This mission is what drives the company's platform development, which, as of 2025, connects to over 1,000 pre-built data sources to provide real-time insights.

Vision statement

The vision is about breaking down data silos and making complex information simple, ensuring that data is not just an IT asset but a company-wide tool. This is a critical step in the business intelligence (BI) evolution.

• To make data work for everyone.

This vision directly impacts the user experience, ensuring that even non-technical employees-from the CEO to the front line-can access and use the insights. This is how they serve their customer base of over 2,600 organizations.

Core Values and Cultural DNA

The company's cultural DNA is built around a few core pillars that guide product development and customer interaction. They are a trend-aware realist, so their values map to the near-term need for trust in AI and data platforms.

• Customer Obsession: Prioritizing customer needs to foster long-term relationships.
• Innovation: Continuously evolving the platform, notably with their award-winning Domo.AI solution.
• Integrity and Accountability: Maintaining ethical, transparent, and accountable business practices.

Here's the quick math on the value proposition: Nucleus Research reported that Domo customers see a return of $6.93 for every dollar they invest in the platform, which is a strong validation of the mission's financial impact. If you want to dive deeper into how these numbers play out, you should check out Breaking Down Domo, Inc. (DOMO) Financial Health: Key Insights for Investors.

Given Company slogan/tagline

Their most current, concise tagline clearly positions the company in the modern data landscape, emphasizing its platform's capabilities in the age of generative AI and automated insights.

• The AI and Data Products Platform.

This slogan highlights the shift from traditional business intelligence to a solution that allows companies to build and deploy their own custom, AI-powered data products.

Domo, Inc. (DOMO) How It Works

Domo, Inc. operates as an AI and Data Products platform, giving business leaders a single, cloud-native system to connect, analyze, and act on data across their entire organization. It essentially breaks down data silos, so you can stop cobbling together spreadsheets and start making decisions based on real-time, unified information.

Domo, Inc.'s Product/Service Portfolio

The company's value proposition centers on its comprehensive platform, which manages the entire data journey-from connection and preparation to visualization, automation, and application building. This is where the rubber meets the road for their $317.0 million in total revenue for the fiscal year 2025.

Domo, Inc.'s Operational Framework

Domo's operational framework is built on a Software as a Service (SaaS) model, but the key shift is in how they price and deliver that service. You can see this change reflected in their fiscal year 2025 results, where subscription revenue was $286.0 million.

Here's the quick math: they are moving aggressively toward a consumption-based model. By the end of fiscal year 2025, over 65% of their Annual Recurring Revenue (ARR) was on this consumption model, up from about 25% the year before. This means customers pay based on usage, which drives wider deployment and adoption within the existing customer base of over 2,600 customers.

Operational discipline is also defintely a focus. Domo reported a non-GAAP operating margin of 0% for the full fiscal year 2025, a significant step toward profitability.

• Connect data from any source-spreadsheets, databases, cloud services-using their vast connector library.
• Prepare and transform data using the cloud-based Magic ETL tool, making it ready for analysis.
• Visualize data in real-time through personalized dashboards and mobile-ready applications.
• Automate actions and decision-making using Domo.AI to embed intelligence directly into business workflows.
• Distribute insights to stakeholders, partners, and customers via embedded analytics and custom data apps.

Domo, Inc.'s Strategic Advantages

In the crowded business intelligence space, Domo maintains its edge by focusing on speed, accessibility, and a powerful ecosystem. They are not just a data warehouse or a visualization tool; they are an end-to-end data product builder, and that's a big difference.

• Real-Time Agility: The platform is designed for real-time data ingestion and analysis, allowing for immediate decision-making, which is critical in fast-moving industries.
• User-Centric Design: Their intuitive, user-friendly interface lowers the barrier to entry for non-technical users, fostering quick adoption across an organization.
• AI-Driven Value: The continuous innovation in their Domo.AI solutions, including the 2025 DEVIES Award win in Data Analytics & Visualization, positions them well in the GenAI market. Nucleus Research found that customers report a return of $6.93 for every dollar invested in their AI and Data Products platform.
• Ecosystem Partnership Focus: Domo is deepening its collaboration with major cloud data warehouse and hyperscaler partners, which helps drive both customer acquisition and retention. This strategy is fueling stronger customer relationships, which is visible in the Subscription Remaining Performance Obligations (RPO) growing to $403.6 million as of January 31, 2025.

If you want to dive into the balance sheet impact of these shifts, you should read Breaking Down Domo, Inc. (DOMO) Financial Health: Key Insights for Investors.

Domo, Inc. (DOMO) How It Makes Money

Domo, Inc. primarily makes money by selling subscriptions to its cloud-native data experience platform, which allows customers to integrate, analyze, and act on data across their organizations. The vast majority of its revenue is recurring, driven by a strategic shift to a usage-based consumption model that ties customer cost directly to the value they extract from the platform.

Domo, Inc.'s Revenue Breakdown

For the fiscal year ended January 31, 2025, Domo, Inc. reported total revenue of $317.0 million. This revenue is split into two primary streams, with the core subscription business dominating the financial profile. The high percentage of subscription revenue is a key indicator of a strong Software-as-a-Service (SaaS) business model.

Subscription Revenue, which totaled $286.0 million in fiscal year 2025, represents the recurring fees customers pay for access to the Domo platform, including its AI and data products. This stream is the financial engine, and its long-term health is signaled by a 14% year-over-year increase in Subscription Remaining Performance Obligations (RPO) as of January 31, 2025. Professional Services and Other Revenue, which accounted for $31.0 million, comes from implementation, consulting, and training services to help customers onboard and optimize the platform. This is a necessary but non-core revenue stream, and its smaller size is defintely a good sign for a mature SaaS company.

Business Economics

Domo's business economics are now fundamentally tied to a consumption-based pricing model, a major strategic pivot from the older fixed user-licensing model. This new approach, which now accounts for over two-thirds of the business, uses a credit-based system where customers purchase a pool of credits that power all platform activity.

• Pricing Mechanism: Instead of paying a flat fee per user, customers consume credits for activities like data ingestion, transformations, dashboard updates, and using Domo.AI features. This aligns the cost directly with the volume of data processed and the frequency of updates.
• Gross Margin: The company maintained a strong gross margin of 74% in fiscal year 2025, though this was a slight decrease from the prior year due to increased costs for third-party web hosting services required to support the cloud platform.
• Customer Retention: The Annual Recurring Revenue (ARR) net retention rate was reported at 91% for the fiscal year, indicating that, on average, existing customers are slightly reducing their spending or the company is experiencing some churn that is not fully offset by expansion. This metric is a critical focus area, as the consumption model is designed to improve retention and expansion over time.
• Strategic Focus: Domo is heavily focused on expanding its partner ecosystem, particularly with Cloud Data Warehouses (CDWs) like Snowflake, as these partnerships can yield conversion rates up to five times higher than non-partner deals. This ecosystem-led growth is a clear path to driving higher consumption and, therefore, revenue. You can learn more about the company's institutional backing in Exploring Domo, Inc. (DOMO) Investor Profile: Who's Buying and Why?

Domo, Inc.'s Financial Performance

While Domo, Inc. has a high-margin subscription business, its financial performance in fiscal year 2025 shows the typical trade-off of a growth-focused technology company: strong gross profit but continued investment in operations. The total revenue for the year was $317.0 million, a slight decrease of -0.61% year-over-year.

• Net Loss: The company reported a GAAP net loss of $81.9 million for the full fiscal year 2025. This loss reflects significant operating expenses, including research and development, as Domo continues to invest heavily in its AI and data products to stay competitive.
• Operating Margin: The GAAP operating margin was negative 19%, indicating that operating expenses still substantially outweigh gross profit. However, the non-GAAP operating margin was 0%, showing the company achieved a break-even point when excluding certain non-cash expenses like stock-based compensation.
• Cash Flow: Adjusted free cash flow for the year was negative $12.9 million. This is a key metric for investors, and management is guiding toward achieving positive free cash flow in the near term, which would be a significant milestone for the business model's maturity.
• Liquidity: As of January 31, 2025, Domo held $45.3 million in cash and cash equivalents. The company has a $125.3 million credit facility, which has been fully drawn, so liquidity management remains a critical focus.

The core takeaway is that Domo has stabilized its revenue base with a high-margin product and is aggressively pivoting to a consumption model to drive long-term expansion, even as it continues to burn cash to fund innovation and growth. Your next step should be to monitor the Q1 and Q2 2026 reports for signs of the promised cash flow positivity.

Domo, Inc. (DOMO) Market Position & Future Outlook

Domo, Inc. is currently a niche but innovative player in the crowded business intelligence (BI) market, distinguished by its all-in-one, cloud-native platform and aggressive push into Generative AI (GenAI) solutions. While the company reported a total revenue of $317.0 million for the fiscal year 2025 (ended January 31, 2025), its future trajectory hinges on successfully converting its strategic shift to a consumption-based pricing model and leveraging its strong partner ecosystem to drive growth against much larger rivals.

Competitive Landscape

The business intelligence and data analytics market is dominated by tech giants, leaving Domo with a small but specialized footprint. The company's market share in the Data Analytics category sits at a modest 1.03%, showing the scale of the challenge against industry behemoths like Microsoft and Salesforce.

Opportunities & Challenges

You need to be a trend-aware realist, so let's map the near-term landscape. Domo has clear opportunities in the rapidly evolving data space, but it also carries significant financial risks, especially given the fiscal 2025 GAAP net loss of $81.9 million.

Industry Position

Domo's position is best described as a 'Strong Performer' in the Forrester Wave™: Business Intelligence Platforms, Q2 2025, and a 'Leader' in the 2025 Dresner Wisdom of Crowds BI Market Study. This tells you the platform is defintely high-quality, but its market presence is still small. The company's core strength is its unified architecture, which provides a full data stack-from integration to visualization and custom app development-all in one place.

• Cloud-Native Full-Stack: Domo is attractive for mid-market and enterprise clients who want a single, integrated platform without managing a separate data lakehouse.
• High Value/Low TCO: The platform consistently ranks as 'high value/low total cost of ownership (TCO)' in industry reports, appealing directly to cost-conscious decision-makers.
• Embedded Analytics Focus: Domo is a leader in the Embedded Analytics space, which is a growing market opportunity for companies looking to integrate data insights directly into their own products for customers.

The key takeaway here is that Domo excels in product capability and user experience, but it struggles with market penetration against the giants. You need to watch the next few quarters to see if the consumption-based contracts and AI-led partner strategy actually accelerate revenue growth. For a deeper dive into the institutional money backing this strategy, you should look at Exploring Domo, Inc. (DOMO) Investor Profile: Who's Buying and Why?