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Kandji's Identity Bet: Unifying the Stack
How a $60M revenue platform is collapsing the endpoint management chaos with AI.
The enterprise software stack is a graveyard of point solutions, each solving a sliver of the identity and device problem. Kandji, now rebranded as 'Iru', is betting $188M in funding that it can collapse this complexity into a single, AI-powered command center.
"They aren't just managing devices; they are redefining the perimeter by merging identity, compliance, and endpoint into one fluid layer."
The 'Identity-First' Pivot
Kandji's shift to 'Iru' isn't just a rebrand; it's a strategic expansion. Originally an Apple MDM specialist, they realized their customers struggled with the fragmentation between identity (Okta/Azure), device management (Jamf/Intune), and security. By claiming the 'Identity, Endpoint, & Compliance' trifecta, they are moving from a utility vendor to a platform play. With 323 employees, they are scaling to support an enterprise-grade proposition, not just a Mac admin tool.
The Traffic & SEO Moat
With 233,409 monthly visits, Kandji commands a significant audience in a niche B2B category. The traffic profile is telling: 62% direct traffic suggests strong brand recall and high repeat usage, while 29% organic search indicates a robust content engine. They rank for high-intent queries like 'kandji uninstall command line' and 'backup laps password into entra,' proving they are the operational backbone for IT teams.
The market has validated this approach. While competitors like Jamf focus purely on Apple and Microsoft owns the Windows ecosystem, Kandji is positioning itself as the neutral, unifying layer. Their tech stack, utilizing modern frameworks like Tailwind CSS and Vite, signals a product built for speed and iteration, matching the agility required by modern IT teams.
- The 'Collapse the Stack' narrative directly attacks the fatigue of managing 5+ different SaaS vendors for security.
- High direct traffic (62%) indicates a sticky product with daily active users, not just a utility used once a month.
- The rebrand to 'Iru' signals an ambition to own the entire employee identity lifecycle, not just the hardware.
The Verdict: A Platform Play in Disguise
Kandji isn't just selling software; they are selling consolidation. In a fragmented market, the winner is the one who reduces the number of tabs an IT admin has open. With $188M in the bank and a clear vision to unify the stack, Iru is positioned to be the operating system for the modern enterprise.
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https://www.iru.com/hubfs/raw_assets/public/IruAurelia/images/og.png
Meta Tags
Iru: Identity, Endpoint, & Compliance for IT & Security | Iru
Unify identity & access, device management, endpoint security, and compliance automation with Iru's AI-powered platform. Collapse the stack. Get time back.
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Reviews (4)
Annoying and intrusive
Annoying and intrusive, full of notifications that will update an app in 59 days!!! you can not disable, not change, will do changes / updates while you are working, full of crap, companies using it is an abuse and really hurting employees performance, and don't even talk about motivation and trust
Kandji doesn't respect focus time
The notifications of Kandji app are very annoying, very often, very distracting. Employees should have some uninterrupted focus time, but sadly the Kandji app doesn't respect that. Even when updating the outdated apps once a day, you will still get new notifications every day many times a day for other reasons.
Worst Company for MDM.
Worst Company for MDM. Zero Support
Bad micromanagement, inexperienced leadership
This company suffers from a bad leadership. Most managers in the management seem to be inexperienced as they are incapable of effectively leading the employees without being invasive. Most of them are extreme micromanagers, which senior employees know is never a good style of management. It only worsens employee performance instead of boosting it.
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About kandji.io
Unify identity & access, device management, endpoint security, and compliance automation with Iru's AI-powered platform. Collapse the stack. Get time back.
Company Overview
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kandji.io uses 26 technologies across their website including Google Fonts, HSTS, Storyblok, Contentful, and more.
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Google Fonts
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Storyblok, Contentful
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jsDelivr
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Amazon S3, Amazon Web Services, Netlify
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kandji.io receives approximately 233.4K monthly visitors and ranks #156,765 globally. The website has a bounce rate of 21% with visitors viewing an average of 7.0 pages per visit. Users spend an average of 3:54 on the site.
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