{
  "company": {
    "name": "Middleware",
    "website": "https://middleware.io/",
    "record": "https://startuphistory.org/c/middleware.io"
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  "status": null,
  "history_since": "2021-10-17T21:04:46.000Z",
  "baseline": {
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    "headline": "Auto scale & manage your cloud infrastructure",
    "description": "Middleware provides a smart load balancer, service discovery, and containerized system to autonomous scale cloud applications for high availability and performance.",
    "evidence": "https://web.archive.org/web/20211017210446/https://middleware.io/",
    "evidence_kind": "internet_archive",
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    "basis": "first_observation",
    "is_change": false
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  "last_checked": "2026-11-06T17:41:31.438Z",
  "live_status": null,
  "messaging": [
    {
      "quote_observed_at": "2021-10-17T21:04:46.000Z",
      "variants": [
        {
          "headline": "Auto scale & manage your cloud infrastructure",
          "subhead": "Middleware provides a smart load balancer, service discovery, and containerized system to autonomous scale cloud applications for high availability and performance.",
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          "evidence": "https://web.archive.org/web/20211017210446/https://middleware.io/",
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      ],
      "headline": "Auto scale & manage your cloud infrastructure",
      "subhead": "Middleware provides a smart load balancer, service discovery, and containerized system to autonomous scale cloud applications for high availability and performance.",
      "from": "2021-10-17T21:04:46.000Z",
      "to": "2021-10-17T21:04:46.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20211017210446/https://middleware.io/",
      "evidence_kind": "internet_archive",
      "seen": {
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      },
      "current": false
    },
    {
      "quote_observed_at": "2023-07-02T07:13:39.000Z",
      "variants": [
        {
          "headline": "Multi Cloud Orchestration Platform",
          "subhead": "Middleware provides a smart load balancer, service discovery, and containerized system to autonomous scale cloud applications for high availability and performance.",
          "observed_at": "2022-01-22T04:05:26.000Z",
          "evidence": "https://web.archive.org/web/20220122040526/https://middleware.io/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "The unified cloud observability platform",
          "subhead": "Middleware observability platform provides complete visibility into your apps & stack, so you can monitor & diagnose issues at scale.",
          "observed_at": "2023-01-02T11:30:01.000Z",
          "evidence": "https://web.archive.org/web/20230102113001/https://middleware.io/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "AI-powered cloud observability platform",
          "subhead": "Middleware observability platform provides complete visibility into your apps & stack, so you can monitor & diagnose issues at scale.",
          "observed_at": "2023-07-02T07:13:39.000Z",
          "evidence": "https://web.archive.org/web/20230702071339/https://middleware.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "AI-powered cloud observability platform",
      "subhead": "Middleware observability platform provides complete visibility into your apps & stack, so you can monitor & diagnose issues at scale.",
      "from": "2022-01-22T04:05:26.000Z",
      "to": "2023-07-02T07:13:39.000Z",
      "captures": 3,
      "evidence": "https://web.archive.org/web/20230702071339/https://middleware.io/",
      "evidence_kind": "internet_archive",
      "seen": {
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          "to": "2023-07-02T07:13:39.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-06T17:41:31.438Z",
      "variants": [
        {
          "headline": "Full-stack Observability With AI SRE Agent",
          "subhead": "Middleware offers full-stack observability with real-time monitoring and diagnostics, helping teams detect issues at scale while keeping data secure.",
          "observed_at": "2026-07-15T03:44:56.000Z",
          "evidence": "https://web.archive.org/web/20260715034456/https://middleware.io/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Full-stack Observability With AI SRE Agent",
          "subhead": "Middleware offers full-stack observability with real-time monitoring and diagnostics, helping teams detect issues at scale while keeping data secure.",
          "observed_at": "2026-11-06T17:41:31.438Z",
          "evidence": "https://middleware.io/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "Full-stack Observability With AI SRE Agent",
      "subhead": "Middleware offers full-stack observability with real-time monitoring and diagnostics, helping teams detect issues at scale while keeping data secure.",
      "from": "2026-07-15T03:44:56.000Z",
      "to": "2026-11-06T17:41:31.438Z",
      "captures": 2,
      "evidence": "https://middleware.io/",
      "evidence_kind": "live_capture",
      "seen": {
        "between": {
          "from": "2026-07-15T03:44:56.000Z",
          "to": "2026-11-06T17:41:31.438Z"
        }
      },
      "current": true
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  ],
  "changes": [
    {
      "n": 1,
      "id": "page-9fbc62d5fc5eae38511205cc2d89489f4d3580948a33f6f13ba3e0c6a7a7f30d:38319d8abcb8e4267c4ac8ceddbb60226bfb12429d399d2862cd9e22f5d23b91:headline:faa81b9deed39879",
      "before_evidence": "https://web.archive.org/web/20211017210446/https://middleware.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Auto scale & manage your cloud infrastructure” to “Multi Cloud Orchestration Platform”.",
      "between": {
        "from": "2021-10-17T21:04:46.000Z",
        "to": "2022-01-22T04:05:26.000Z"
      },
      "evidence": "https://web.archive.org/web/20220122040526/https://middleware.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 2,
      "id": "page-38319d8abcb8e4267c4ac8ceddbb60226bfb12429d399d2862cd9e22f5d23b91:0f79bf49ba3002d2fae3c0791c17c096207fbb1a17b09287fa16c7390835a610:headline:53e8f714a01738ac",
      "before_evidence": "https://web.archive.org/web/20220122040526/https://middleware.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Multi Cloud Orchestration Platform” to “The unified cloud observability platform”.",
      "between": {
        "from": "2022-01-22T04:05:26.000Z",
        "to": "2023-01-02T11:30:01.000Z"
      },
      "evidence": "https://web.archive.org/web/20230102113001/https://middleware.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 3,
      "id": "page-38319d8abcb8e4267c4ac8ceddbb60226bfb12429d399d2862cd9e22f5d23b91:0f79bf49ba3002d2fae3c0791c17c096207fbb1a17b09287fa16c7390835a610:hiring:20dd4c09cc4ab0aa",
      "before_evidence": "https://web.archive.org/web/20220122040526/https://middleware.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "hiring",
      "label": "Hiring",
      "summary": "Added a careers page.",
      "between": {
        "from": "2022-01-22T04:05:26.000Z",
        "to": "2023-01-02T11:30:01.000Z"
      },
      "evidence": "https://web.archive.org/web/20230102113001/https://middleware.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-careers-page"
    },
    {
      "n": 4,
      "id": "page-38319d8abcb8e4267c4ac8ceddbb60226bfb12429d399d2862cd9e22f5d23b91:0f79bf49ba3002d2fae3c0791c17c096207fbb1a17b09287fa16c7390835a610:gtm:71fb5032b8ee999a",
      "before_evidence": "https://web.archive.org/web/20220122040526/https://middleware.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Closed its waitlist and opened sign-up.",
      "between": {
        "from": "2022-01-22T04:05:26.000Z",
        "to": "2023-01-02T11:30:01.000Z"
      },
      "evidence": "https://web.archive.org/web/20230102113001/https://middleware.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/opened-sign-up"
    },
    {
      "n": 5,
      "id": "page-38319d8abcb8e4267c4ac8ceddbb60226bfb12429d399d2862cd9e22f5d23b91:0f79bf49ba3002d2fae3c0791c17c096207fbb1a17b09287fa16c7390835a610:gtm:74f755ba679ab708",
      "before_evidence": "https://web.archive.org/web/20220122040526/https://middleware.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Added a free sign-up or free trial.",
      "between": {
        "from": "2022-01-22T04:05:26.000Z",
        "to": "2023-01-02T11:30:01.000Z"
      },
      "evidence": "https://web.archive.org/web/20230102113001/https://middleware.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-free-trial"
    },
    {
      "n": 6,
      "id": "page-38319d8abcb8e4267c4ac8ceddbb60226bfb12429d399d2862cd9e22f5d23b91:0f79bf49ba3002d2fae3c0791c17c096207fbb1a17b09287fa16c7390835a610:compliance:28c8f13d81f29562",
      "before_evidence": "https://web.archive.org/web/20220122040526/https://middleware.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "compliance",
      "label": "Compliance",
      "summary": "Now states SOC 2 compliance on its homepage.",
      "between": {
        "from": "2022-01-22T04:05:26.000Z",
        "to": "2023-01-02T11:30:01.000Z"
      },
      "evidence": "https://web.archive.org/web/20230102113001/https://middleware.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-soc-2"
    },
    {
      "n": 7,
      "id": "page-0f79bf49ba3002d2fae3c0791c17c096207fbb1a17b09287fa16c7390835a610:83386929f4da39e5bf2f5cb79311a0285e20b06a237804f26d1d7940c4e341c0:customers_added:abc8e660b20e1c47",
      "before_evidence": "https://web.archive.org/web/20230102113001/https://middleware.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "customers_added",
      "label": "New customers",
      "summary": "Added customer logos to its homepage: Mark-mw, Sportkeda, Savvy, Cloudchip, Activeloop and Dardeen.",
      "between": {
        "from": "2023-01-02T11:30:01.000Z",
        "to": "2023-07-02T07:13:39.000Z"
      },
      "evidence": "https://web.archive.org/web/20230702071339/https://middleware.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-customer-logos"
    },
    {
      "n": 8,
      "id": "page-83386929f4da39e5bf2f5cb79311a0285e20b06a237804f26d1d7940c4e341c0:16b78a2210d4d6ce268cb9d9b566708abf23cbedc94cd8d37ef6bbc8e8ad6240:headline:e5135f1fa660eeca",
      "before_evidence": "https://web.archive.org/web/20230702071339/https://middleware.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “AI-powered cloud observability platform” to “Full-stack Observability With AI SRE Agent”.",
      "between": {
        "from": "2023-07-02T07:13:39.000Z",
        "to": "2026-07-15T03:44:56.000Z"
      },
      "evidence": "https://web.archive.org/web/20260715034456/https://middleware.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    }
  ],
  "update": null,
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Middleware” company record, https://startuphistory.org/c/middleware.io"
}