{
  "company": {
    "name": "IcePanel",
    "website": "https://icepanel.io/",
    "record": "https://startuphistory.org/c/icepanel.io"
  },
  "status": null,
  "history_since": "2017-10-25T07:13:40.000Z",
  "baseline": {
    "snapshot_id": "a009670648ec3a1e11699302b11e7ae7e4eea78588f0d02e8a0558f98f06893c",
    "observed_at": "2017-10-25T07:13:40.000Z",
    "headline": null,
    "description": "IcePanel allows you to manage cloud application containers through a simple and intuative graphical interface.",
    "evidence": "https://web.archive.org/web/20171025071340/http://icepanel.io/",
    "evidence_kind": "internet_archive",
    "facts": null,
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 1,
  "last_checked": "2026-11-06T17:21:58.780Z",
  "live_status": null,
  "messaging": [
    {
      "quote_observed_at": "2022-08-10T23:05:33.000Z",
      "variants": [
        {
          "headline": "System design for your whole team; in sync with reality",
          "subhead": "System design accessible to your whole team. Bridge the gap between design and reality with collaborative modelling; designed for agile teams.",
          "observed_at": "2022-08-10T23:05:33.000Z",
          "evidence": "https://web.archive.org/web/20220810230533/https://icepanel.io:443/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "System design for your whole team; in sync with reality",
      "subhead": "System design accessible to your whole team. Bridge the gap between design and reality with collaborative modelling; designed for agile teams.",
      "from": "2022-08-10T23:05:33.000Z",
      "to": "2022-08-10T23:05:33.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20220810230533/https://icepanel.io:443/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2022-08-10T23:05:33.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2025-01-05T13:15:45.000Z",
      "variants": [
        {
          "headline": "Explain complex software systems",
          "subhead": "Onboard new engineers quicker with an explorable model of your system design. Help everyone understand your complex system architecture using a lightweight visual approach to modelling; linked to reso",
          "observed_at": "2023-01-11T15:53:24.000Z",
          "evidence": "https://web.archive.org/web/20230111155324/https://icepanel.io/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Explain complex software systems",
          "subhead": "IcePanel is a collaborative diagramming tool that helps software engineering and product teams align on technical decisions. Create an interactive map of your software systems and give your teams full",
          "observed_at": "2024-01-09T12:21:20.000Z",
          "evidence": "https://web.archive.org/web/20240109122120/https://icepanel.io/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Explain complex software systems",
          "subhead": "IcePanel is a collaborative diagramming tool that helps software engineering and product teams align on technical decisions. Create an interactive map of your software systems and give your teams full",
          "observed_at": "2025-01-05T13:15:45.000Z",
          "evidence": "https://web.archive.org/web/20250105131545/https://icepanel.io:443/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Explain complex software systems",
      "subhead": "IcePanel is a collaborative diagramming tool that helps software engineering and product teams align on technical decisions. Create an interactive map of your software systems and give your teams full",
      "from": "2023-01-11T15:53:24.000Z",
      "to": "2025-01-05T13:15:45.000Z",
      "captures": 3,
      "evidence": "https://web.archive.org/web/20250105131545/https://icepanel.io:443/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
          "from": "2023-01-11T15:53:24.000Z",
          "to": "2025-01-05T13:15:45.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2025-07-05T02:24:20.000Z",
      "variants": [
        {
          "headline": "Simplify design for complex architectures",
          "subhead": "IcePanel is a collaborative diagramming tool that helps software engineering and product teams align on technical decisions. Create an interactive map of your software systems and give your teams full",
          "observed_at": "2025-07-05T02:24:20.000Z",
          "evidence": "https://web.archive.org/web/20250705022420/https://icepanel.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Simplify design for complex architectures",
      "subhead": "IcePanel is a collaborative diagramming tool that helps software engineering and product teams align on technical decisions. Create an interactive map of your software systems and give your teams full",
      "from": "2025-07-05T02:24:20.000Z",
      "to": "2025-07-05T02:24:20.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20250705022420/https://icepanel.io/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2025-07-05T02:24:20.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-07-13T12:36:11.000Z",
      "variants": [
        {
          "headline": "Architecture governance that keeps momentum",
          "subhead": "IcePanel is a collaborative diagramming tool that helps software engineering and product teams align on technical decisions. Create an interactive map of your software systems and give your teams full",
          "observed_at": "2026-07-13T12:36:11.000Z",
          "evidence": "https://web.archive.org/web/20260713123611/https://icepanel.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Architecture governance that keeps momentum",
      "subhead": "IcePanel is a collaborative diagramming tool that helps software engineering and product teams align on technical decisions. Create an interactive map of your software systems and give your teams full",
      "from": "2026-07-13T12:36:11.000Z",
      "to": "2026-07-13T12:36:11.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20260713123611/https://icepanel.io/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2026-07-13T12:36:11.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-06T17:21:58.780Z",
      "variants": [
        {
          "headline": "One living architecture model architects can trust agents can reason with CTOs can steer with developers can build from business can understand",
          "subhead": "IcePanel is a collaborative diagramming tool that helps software engineering and product teams align on technical decisions. Create an interactive map of your software systems and give your teams full",
          "observed_at": "2026-11-06T17:21:58.780Z",
          "evidence": "https://icepanel.io/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "One living architecture model architects can trust agents can reason with CTOs can steer with developers can build from business can understand",
      "subhead": "IcePanel is a collaborative diagramming tool that helps software engineering and product teams align on technical decisions. Create an interactive map of your software systems and give your teams full",
      "from": "2026-11-06T17:21:58.780Z",
      "to": "2026-11-06T17:21:58.780Z",
      "captures": 1,
      "evidence": "https://icepanel.io/",
      "evidence_kind": "live_capture",
      "seen": {
        "on": "2026-11-06T17:21:58.780Z"
      },
      "current": true
    }
  ],
  "changes": [
    {
      "n": 1,
      "id": "page-562ebc1de90c2fc7394c9d4efd80f5b034ba033d86be32820fb62bc43dd50c20:7ccc56a2130e84c62fd91fd23d7772e57ad9d796a77359d44c76d1a685785bc3:gtm:74f755ba679ab708",
      "before_evidence": "https://web.archive.org/web/20181229115319/http://icepanel.io:80/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Added a free sign-up or free trial.",
      "between": {
        "from": "2018-12-29T11:53:19.000Z",
        "to": "2022-08-10T23:05:33.000Z"
      },
      "evidence": "https://web.archive.org/web/20220810230533/https://icepanel.io:443/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-free-trial"
    },
    {
      "n": 2,
      "id": "page-562ebc1de90c2fc7394c9d4efd80f5b034ba033d86be32820fb62bc43dd50c20:7ccc56a2130e84c62fd91fd23d7772e57ad9d796a77359d44c76d1a685785bc3:pricing:ef162f2c55d8c41b",
      "before_evidence": "https://web.archive.org/web/20181229115319/http://icepanel.io:80/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Added a pricing page.",
      "between": {
        "from": "2018-12-29T11:53:19.000Z",
        "to": "2022-08-10T23:05:33.000Z"
      },
      "evidence": "https://web.archive.org/web/20220810230533/https://icepanel.io:443/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-pricing-page"
    },
    {
      "n": 3,
      "id": "page-7ccc56a2130e84c62fd91fd23d7772e57ad9d796a77359d44c76d1a685785bc3:cfdf16a7b8d19b1f6182fa044d39ee97c8c45e824782f1db39e698c56dbbcdd0:headline:74fc038c16f876cc",
      "before_evidence": "https://web.archive.org/web/20220810230533/https://icepanel.io:443/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “System design for your whole team; in sync with reality” to “Explain complex software systems”.",
      "between": {
        "from": "2022-08-10T23:05:33.000Z",
        "to": "2023-01-11T15:53:24.000Z"
      },
      "evidence": "https://web.archive.org/web/20230111155324/https://icepanel.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 4,
      "id": "page-cfdf16a7b8d19b1f6182fa044d39ee97c8c45e824782f1db39e698c56dbbcdd0:35b550f52c119d1643eea533f5712abb068c75f34a2417c45d9f97a112bca0eb:customers_added:ded518fd2bea1f91",
      "before_evidence": "https://web.archive.org/web/20230111155324/https://icepanel.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "customers_added",
      "label": "New customers",
      "summary": "Added customer logos to its homepage: Xero and University of cambridge.",
      "between": {
        "from": "2023-01-11T15:53:24.000Z",
        "to": "2024-01-09T12:21:20.000Z"
      },
      "evidence": "https://web.archive.org/web/20240109122120/https://icepanel.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-customer-logos"
    },
    {
      "n": 5,
      "id": "page-cfdf16a7b8d19b1f6182fa044d39ee97c8c45e824782f1db39e698c56dbbcdd0:35b550f52c119d1643eea533f5712abb068c75f34a2417c45d9f97a112bca0eb:hiring:20dd4c09cc4ab0aa",
      "before_evidence": "https://web.archive.org/web/20230111155324/https://icepanel.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "hiring",
      "label": "Hiring",
      "summary": "Added a careers page.",
      "between": {
        "from": "2023-01-11T15:53:24.000Z",
        "to": "2024-01-09T12:21:20.000Z"
      },
      "evidence": "https://web.archive.org/web/20240109122120/https://icepanel.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-careers-page"
    },
    {
      "n": 6,
      "id": "page-35b550f52c119d1643eea533f5712abb068c75f34a2417c45d9f97a112bca0eb:fe2efa3eb6a70f5fae24d1124b15309bb13230837e43f89b3366c988be4d04d1:investors:64f1a777de7cb027",
      "before_evidence": "https://web.archive.org/web/20240109122120/https://icepanel.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "investors",
      "label": "Investors",
      "summary": "Now shows investor logos: Y Combinator, Cisco, Alphabet, BMW, Smartpay, Puregym, University of cambridge, Innovmetric and 2 more.",
      "between": {
        "from": "2024-01-09T12:21:20.000Z",
        "to": "2025-01-05T13:15:45.000Z"
      },
      "evidence": "https://web.archive.org/web/20250105131545/https://icepanel.io:443/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-investor-logos"
    },
    {
      "n": 7,
      "id": "page-fe2efa3eb6a70f5fae24d1124b15309bb13230837e43f89b3366c988be4d04d1:8cbce1c37f47924981c5755b2469baa4ba4578550a236db6badc879a731efaa7:headline:6c3797af2cd9343e",
      "before_evidence": "https://web.archive.org/web/20250105131545/https://icepanel.io:443/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Explain complex software systems” to “Simplify design for complex architectures”.",
      "between": {
        "from": "2025-01-05T13:15:45.000Z",
        "to": "2025-07-05T02:24:20.000Z"
      },
      "evidence": "https://web.archive.org/web/20250705022420/https://icepanel.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 8,
      "id": "page-fe2efa3eb6a70f5fae24d1124b15309bb13230837e43f89b3366c988be4d04d1:8cbce1c37f47924981c5755b2469baa4ba4578550a236db6badc879a731efaa7:gtm:38f0fe27a40f24c1",
      "before_evidence": "https://web.archive.org/web/20250105131545/https://icepanel.io:443/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Dropped its free sign-up; visitors are now asked to book a demo.",
      "between": {
        "from": "2025-01-05T13:15:45.000Z",
        "to": "2025-07-05T02:24:20.000Z"
      },
      "evidence": "https://web.archive.org/web/20250705022420/https://icepanel.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/switched-to-sales-led"
    },
    {
      "n": 9,
      "id": "page-fe2efa3eb6a70f5fae24d1124b15309bb13230837e43f89b3366c988be4d04d1:8cbce1c37f47924981c5755b2469baa4ba4578550a236db6badc879a731efaa7:compliance:28c8f13d81f29562",
      "before_evidence": "https://web.archive.org/web/20250105131545/https://icepanel.io:443/",
      "before_evidence_kind": "internet_archive",
      "kind": "compliance",
      "label": "Compliance",
      "summary": "Now states SOC 2 compliance on its homepage.",
      "between": {
        "from": "2025-01-05T13:15:45.000Z",
        "to": "2025-07-05T02:24:20.000Z"
      },
      "evidence": "https://web.archive.org/web/20250705022420/https://icepanel.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-soc-2"
    },
    {
      "n": 10,
      "id": "page-8cbce1c37f47924981c5755b2469baa4ba4578550a236db6badc879a731efaa7:cce31d3fa8b4a8b7e7329985bac215f59b8fe31d56e44b204a72859373a71e3b:headline:e30d8c0828648350",
      "before_evidence": "https://web.archive.org/web/20250705022420/https://icepanel.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Simplify design for complex architectures” to “Architecture governance that keeps momentum”.",
      "between": {
        "from": "2025-07-05T02:24:20.000Z",
        "to": "2026-07-13T12:36:11.000Z"
      },
      "evidence": "https://web.archive.org/web/20260713123611/https://icepanel.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 11,
      "id": "page-cce31d3fa8b4a8b7e7329985bac215f59b8fe31d56e44b204a72859373a71e3b:9cc9657dceff2f6ae385c70d8c01cc63ba59ee9a53c988f6e2f044dad50950ff:headline:4aaf5baba0b85131",
      "before_evidence": "https://web.archive.org/web/20260713123611/https://icepanel.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Architecture governance that keeps momentum” to “One living architecture model architects can trust agents can reason with CTOs can steer with developers can build from business can unde…”.",
      "between": {
        "from": "2026-07-13T12:36:11.000Z",
        "to": "2026-11-06T17:21:58.780Z"
      },
      "evidence": "https://icepanel.io/",
      "evidence_kind": "live_capture",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 12,
      "id": "page-cce31d3fa8b4a8b7e7329985bac215f59b8fe31d56e44b204a72859373a71e3b:9cc9657dceff2f6ae385c70d8c01cc63ba59ee9a53c988f6e2f044dad50950ff:logos:5ae5296fd9e4c67e",
      "before_evidence": "https://web.archive.org/web/20260713123611/https://icepanel.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "logos",
      "label": "New logos",
      "summary": "Added logos to its homepage: Claude, OpenAI, SharePoint, Confluence, Cursor, Carnival, IKEA, BMW and 7 more.",
      "between": {
        "from": "2026-07-13T12:36:11.000Z",
        "to": "2026-11-06T17:21:58.780Z"
      },
      "evidence": "https://icepanel.io/",
      "evidence_kind": "live_capture",
      "basis": "page_facts",
      "topic": null
    }
  ],
  "update": {
    "headline": "IcePanel shifts messaging toward architecture governance and AI agents",
    "summary": "IcePanel’s website messaging has moved from system design to architecture governance and AI agents, alongside SOC 2 claims and a demo-led go-to-market. New logos and displayed investors have also been added over time.",
    "points": [
      {
        "text": "Between July 2026 and November 2026, IcePanel changed its homepage headline to “One living architecture model architects can trust agents can reason with CTOs can steer with developers can build from business can unde…”.",
        "kind": "fact",
        "changes": [
          11
        ]
      },
      {
        "text": "Between July 2026 and November 2026, IcePanel added homepage logos including Claude, OpenAI, SharePoint, Confluence, Cursor, Carnival, IKEA, BMW and others.",
        "kind": "fact",
        "changes": [
          12
        ]
      },
      {
        "text": "Between January 2025 and July 2025, IcePanel dropped its free sign-up in favor of asking visitors to book a demo and added a SOC 2 compliance statement on its homepage.",
        "kind": "fact",
        "changes": [
          8,
          9
        ]
      },
      {
        "text": "Between January 2024 and January 2025, IcePanel began showing logos for Y Combinator, Cisco, Alphabet, BMW, Smartpay, Puregym, University of cambridge, Innovmetric and others as investor logos.",
        "kind": "fact",
        "changes": [
          6
        ]
      }
    ],
    "written_at": "2026-11-07T15:59:07.813Z",
    "basis": "ai_analysis",
    "model": "gpt-5.1-2025-11-13"
  },
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “IcePanel” company record, https://startuphistory.org/c/icepanel.io"
}