Company Overview and History
ON24, Inc. (ONTF) is a leading provider of cloud-based intelligent engagement solutions for sales and marketing teams. The company has a rich history of innovation, dating back to its inception in 1998 when it was founded as NewsDirect, Inc. In 2013, the company pivoted to a software-as-a-service (SaaS) model, launching its flagship product, ON24 Elite, a self-service, cloud-based subscription platform.
ON24 has a long and diverse history in the digital engagement space. Initially founded as NewsDirect, Inc. in 1998, the company quickly rebranded to ON24, Inc. in December of the same year. In its early years, ON24 focused on providing services and licensed software for managing webinars and virtual events, primarily on a per-event basis. The company's transition to a SaaS business model in 2013 marked a significant shift in its strategy, with the introduction of ON24 Elite as its primary self-service cloud-based subscription product. Alongside Elite, ON24 also launched ON24 Virtual Conference, a managed-service cloud-based subscription product, though this offering has since been de-emphasized.
Product Portfolio and Expansion
As the company evolved, it continued to expand its product portfolio. In 2018, ON24 introduced two complementary experience products: ON24 Engagement Hub and ON24 Target, designed to provide customers with a comprehensive system for digital engagement. The year 2021 saw further expansion with the launch of ON24 Breakouts, enhancing the functionality and interactivity of webinars, and ON24 Go Live, a self-service virtual event solution. In a strategic move to bolster its capabilities, ON24 acquired Vibbio AS, a Norwegian video software company, in 2022. This acquisition aimed to integrate advanced video capabilities across the ON24 platform, further enhancing its offering to clients.
Challenges and Legal Issues
However, ON24's journey has not been without challenges. In 2021, the company faced a significant legal hurdle when it was named in a consolidated securities class action lawsuit. The lawsuit alleged that ON24's registration statement and prospectus contained untrue statements of material fact and/or omitted material facts regarding the company's growth and customer base. Additionally, in June of the same year, ON24 experienced a security incident involving ransomware, which impacted certain internal systems and affected a limited number of customer events. These incidents highlight the complexities and risks associated with operating in the digital engagement space.
Financials
The company's financial performance has been mixed in recent years, reflecting the broader macroeconomic headwinds and challenges in the marketing technology landscape. In 2023, ON24 reported revenue of $163.71 million, a decrease compared to the previous year. The company's net loss for 2023 was $51.79 million, with operating cash flow at -$12.20 million and free cash flow at -$14.39 million.
In the most recent quarter (Q3 2024), ON24 reported revenue of $36.32 million, representing a 7.4% year-over-year decrease. The net loss for the quarter was $11.40 million. However, there were some positive signs, with operating cash flow turning positive at $0.30 million and free cash flow at $0.10 million for the quarter.
One of the key highlights for ON24 in 2024 was the launch of its AI-powered Analytics and Content Engine (ACE) solution. This innovative offering leverages the company's vast trove of first-party customer engagement data, combined with generative AI capabilities, to enable hyper-personalization and automated content creation at scale. The adoption of ACE has been a bright spot, contributing to the stabilization of the company's core platform ARR in the third quarter of 2024.
ON24's financial metrics have shown signs of improvement in recent quarters. Gross margins expanded, reaching 77% in Q3 2024, up from 75% in the prior year period. For the first 9 months of 2024, ON24's gross margin improved by approximately 200 basis points compared to the same period in 2023.
Liquidity and Cash Flow
ON24 has made strides in improving its profitability and cash flow. The company achieved positive adjusted EBITDA and non-GAAP earnings per share for the sixth consecutive quarter in Q3 2024. Free cash flow also turned positive for the third quarter in a row, showcasing the company's disciplined approach to cost management and operational efficiency. For the first 9 months of 2024, free cash flow was positive $2.1 million, compared to negative $12.4 million in the same period in 2023, an improvement of $14.5 million.
The company's liquidity position remains strong. As of December 31, 2023, ON24 reported cash and cash equivalents of $53.21 million. The company also has access to a $50 million revolving credit facility, which was undrawn as of June 30, 2024. The debt-to-equity ratio stood at 0.03, while both the current ratio and quick ratio were 2.64 as of December 31, 2023, indicating a healthy short-term liquidity position.
Customer Retention and Growth Strategies
One of the key factors contributing to ON24's recent performance has been its focus on winning back customers who had previously opted for cheaper, less effective solutions. In the third quarter of 2024, the company reported that high single-digit percentages of its new core ARR came from these "boomerang" customers, indicating a growing trend of enterprises recognizing the value of ON24's purpose-built platform for engaging experiences and actionable data.
Furthermore, ON24 has made strategic investments in strengthening its go-to-market execution, particularly in the enterprise segment and highly regulated industries like life sciences and financial services. These verticals now account for approximately one-third of the company's ARR, up from 20% in 2019, highlighting the success of this targeted approach.
Product Segments and Geographical Performance
ON24 operates two main product segments: Core Platform and Virtual Conference. The Core Platform segment, which includes ON24 Elite and other complementary products, saw a 10% decrease in revenue for both the three and six months ended June 30, 2024, compared to the same periods in 2023. This decrease was primarily attributed to lower net customers and reduced annual recurring revenue (ARR).
The Virtual Conference segment, which has been deemphasized due to reduced demand as customers return to in-person marketing activities, experienced a more significant decline. Revenue from this segment decreased by 50% and 49% in the three and six months ended June 30, 2024, respectively, compared to the same periods in 2023.
While ON24 does not break out revenue by geographic market, the company reported that revenue from the EMEA region decreased by 5% and 6% in the third quarter and first half of 2024, respectively, compared to the same periods in 2023. This decline was partly attributed to the uncertain macroeconomic environment surrounding the Ukraine-Russia war.
Future Outlook and Guidance
Looking ahead, ON24 has provided guidance for both the fourth quarter and full year 2024. For Q4 2024, the company expects platform revenue, including services, to be in the range of $34.7 million to $35.7 million, with total revenue, including the virtual conference product, between $35.4 million and $36.4 million. Gross margins are expected to be in the mid- to high 70s, with non-GAAP operating loss ranging from $1.3 million to $0.3 million. Non-GAAP net income per share is projected to be between $0.01 and $0.02.
For the full year 2024, ON24 anticipates core platform revenue, including services, to be between $143.6 million and $144.6 million, with total revenue ranging from $146.8 million to $147.8 million. Gross margins are expected to be approximately 200 basis points higher than in 2023. The company projects a non-GAAP operating loss between $3.3 million and $2.3 million, with non-GAAP net income per share between $0.08 and $0.10.
ON24 expects to maintain adjusted EBITDA and earnings per share profitability for the full year 2024, while also expressing confidence in its ability to return to ARR growth in 2025. The company's focus on platform innovation, go-to-market excellence, and operational discipline has positioned it to navigate the current environment and capture the growing demand for intelligent engagement solutions. As ON24 continues to leverage its AI capabilities and strengthen its presence in mission-critical verticals, it remains well-positioned to drive long-term shareholder value.