Executive Summary / Key Takeaways

• Strategic Pivot Towards AI and Enterprise: ON24 is undergoing a significant transformation, leveraging its deep first-party data to drive AI-powered innovation and focusing its go-to-market strategy on high-value enterprise customers, particularly in regulated industries like financial services and life sciences.
• Improving Operational Metrics & Profitability: Despite recent revenue declines, ON24 has achieved its highest gross retention in four years, seen growth in its $100,000+ ARR customer cohort, and consistently delivered positive adjusted EBITDA and free cash flow for multiple consecutive quarters, including Q2 2025.
• AI-Powered ACE as a Growth Vector: The AI-powered Analytics and Content Engine (ACE) is gaining significant traction, contributing over 20% of growth ARR bookings in Q4 2024 and being adopted by a mid-teens percentage of customers, signaling a promising path for future revenue acceleration and customer ROI.
• Return of "Boomerang" Customers: A notable trend of customers returning to ON24 after trying competitor solutions validates the platform's differentiated value proposition, particularly its interactive engagement, robust analytics, and enterprise-grade capabilities.
• Outlook for ARR Growth: Management anticipates a return to positive Annual Recurring Revenue (ARR) growth by Q4 2025, with core ARR expected to increase by $0 to $1 million sequentially, driven by improved retention, new business performance, and continued AI adoption, setting the stage for overall ARR growth in 2026.

The Intelligent Engagement Imperative: ON24's Strategic Evolution

In an era where digital interactions are paramount, ON24, Inc. ($ONTF) stands at the forefront of transforming how businesses engage with their audiences. The company provides a cloud-based intelligent engagement platform designed to empower B2B sales and marketing organizations. Its core mission is to capture and act on connected insights at scale, converting prospects into customers through interactive and hyper-personalized digital experiences. This strategy is particularly relevant as AI fundamentally reshapes sales and marketing, making content and first-party data critical for success.

ON24's journey began in 1998, evolving from a per-event service provider to a pioneering Software-as-a-Service (SaaS) company with the launch of ON24 Elite in 2013. This foundational shift laid the groundwork for its current platform, which now includes a comprehensive suite of products like ON24 Engagement Hub, ON24 Target, ON24 Breakouts, ON24 Go Live, and ON24 Forums. The company further bolstered its capabilities with the acquisition of video software company Vibbio AS in 2022, integrating advanced video features to enhance content engagement and data generation.

The broader industry landscape has seen significant shifts. Marketing budgets, according to Gartner, experienced a notable reduction from approximately 11% of overall revenue in 2019 to 8.2% by 2024. This macroeconomic headwind, coupled with a post-COVID return to in-person events, created a challenging environment for ON24, leading to revenue declines post-2021. In response, ON24 initiated strategic cost reductions, including significant headcount adjustments from 2022 to 2024, while simultaneously doubling down on innovation and an enterprise-focused go-to-market strategy.

Technological Moats: AI-Powered Differentiation

ON24's competitive edge is deeply rooted in its proprietary technology, particularly its AI-powered innovations built upon a rich foundation of first-party data. The platform processes over 1 billion engagement minutes annually and hosts hundreds of thousands of webinar experiences, providing an unparalleled data trove for behavioral insights and personalization. This extensive data allows ON24 to move beyond generic digital events to create omnichannel global campaigns that are intelligent, personalized, and scalable.

A cornerstone of this technological differentiation is the ON24 AI-powered Analytics and Content Engine (ACE), launched in January 2024. ACE enables hyper-personalization at scale and automatically generates derivative content such as transcripts, blog posts, short-form video clips, and social content from live events. This capability significantly streamlines content creation, fuels multi-channel engagement, and accelerates nurture streams. By Q4 2024, ACE accounted for over 20% of ON24's growth ARR bookings, and by Q2 2025, a mid-teens percentage of customers were actively paying for these solutions. Management highlights that customers utilizing ACE typically improve their conversion rates and achieve greater uplift in average reach per campaign, directly translating to enhanced pipeline and revenue results.

Further expanding its AI capabilities, ON24 introduced ON24 IQ Intelligent Agents in May 2025. These autonomous agents are purpose-built to streamline manual, repetitive tasks like event creation, session setup, and live Q&A moderation. This innovation aims to drive greater operational efficiency for customers, allowing them to do "more with less" and focus on strategic engagement. In August 2025, the company launched ON24 Translate, an AI-powered multilingual translation capability that localizes registration pages, captions, and post-event assets into 64 languages. This directly addresses the need for global scalability, enabling customers to transform a single digital event into a worldwide campaign with personalized messaging tailored to each market.

The ON24 Intelligence analytics backbone captures first-person data, providing real-time engagement signals and intent data. This allows go-to-market teams to personalize outreach effectively, nurture audience engagement, and propel significant pipeline and revenue growth. These technological advancements collectively form a robust competitive moat, enabling ON24 to offer superior value in terms of customer efficiency, personalized engagement, and measurable ROI, which is critical in a market increasingly prioritizing data-driven outcomes.

Strategic Initiatives and Operational Momentum

ON24's strategic pivot is clearly reflected in its go-to-market approach, which is now heavily focused on the enterprise segment and highly regulated industries. This solutions-based strategy aligns sales, customer success, and marketing to address the complex needs of global enterprises, aiming to improve pipeline performance and deepen client engagement. This focus has yielded tangible results: the average core ARR per customer reached an all-time high of approximately $80,000 in Q2 2025. The company also saw its $100,000-plus ARR customer base grow by 5 net new customers in Q2, representing approximately two-thirds of its total ARR.

A significant validation of ON24's differentiated platform is the increasing trend of "boomerang customers" – organizations that previously left for cheaper or less effective solutions but have since returned. These win-backs, often signing larger commitments than before, underscore the platform's unique ability to deliver interactive engagement, always-on content, seamless tech stack integration, and actionable real-time data. For example, a global cybersecurity company, after experiencing pipeline issues with a collaboration tool, re-engaged with ON24 for a six-figure commitment to refuel its global demand generation. Similarly, a leading financial services company, a win-back, adopted ON24's platform and AI innovations across three key business lines, leveraging its capabilities for sales and global scale.

The company has also made leadership enhancements, including the appointment of David Lee as Chief Marketing Officer in Q1 2025 and new senior sales leaders for North America Enterprise sales. These changes are designed to optimize sales execution and drive customer expansion, supported by a new global integrated marketing campaign, "Propel Forward," which emphasizes ROI by segment. Furthermore, ON24 is actively diversifying its vertical exposure, with regulated industries like financial services and life sciences now constituting a third of its business, up from 20% in 2019. These sectors typically exhibit higher gross and net retention rates, providing a more stable revenue base.

Financial Performance and Liquidity

ON24's recent financial performance reflects a business in transition, balancing revenue stabilization with a strong commitment to profitability and cash flow generation. For the second quarter of 2025, total revenue was $35.3 million, a 5% decrease year-over-year. Core platform revenue, excluding the de-emphasized Virtual Conference product, also decreased by 5% to $34.6 million. For the first half of 2025, total revenue was $70.1 million, down 7% year-over-year. These declines were primarily attributed to lower net customer count and reduced Annual Recurring Revenue (ARR) in a challenging macroeconomic environment. Professional services revenue also saw a decrease, as more customers opted for self-service and overall customer count declined.

Despite top-line pressures, ON24 has demonstrated strong operational discipline. Cost of revenue decreased by 8% in Q2 2025, reflecting active cost management and headcount reductions. Gross margin for Q2 2025 was 75%, an improvement from 74% in Q2 2024. Operating expenses across sales and marketing, research and development, and general and administrative all decreased in absolute dollars year-over-year, driven by strategic cost-cutting measures and lower stock-based compensation.

The company reported a GAAP net loss of $7.3 million in Q2 2025 and $16.0 million for the first half of 2025. However, on a non-GAAP basis, ON24 achieved a net income of $0.9 million ($0.02 per share) in Q2 2025 and delivered positive adjusted EBITDA. Crucially, ON24 generated positive free cash flow for the sixth consecutive quarter in Q2 2025, with $2.1 million in free cash flow (including restructuring costs) and $2.6 million in cash provided by operations. This strong cash generation is a testament to its disciplined cost structure.

As of June 30, 2025, ON24 maintained a robust liquidity position with $179.6 million in cash, cash equivalents, and marketable securities. The company's revolving credit facility was amended in August 2024, reducing borrowing capacity to $25 million, but ON24 had not drawn on this facility and met its deposit requirements. Reflecting confidence in its undervalued stock, the board authorized a new $50 million share repurchase program in May 2025, with $4.3 million utilized by the end of Q2 2025 and an additional $2.5 million through early August.

Competitive Landscape and Strategic Positioning

The digital experience platform market is intensely competitive, with ON24 facing a diverse array of rivals. Direct competitors include broad collaboration tools like Zoom Video Communications (ZM), Cisco Systems (CSCO) with Webex, and Microsoft Corporation (MSFT) with Teams, as well as specialized webinar and event platforms such as GoTo (GOTO). Many of these larger competitors boast greater brand recognition, larger customer bases, and significantly more financial and marketing resources. Some also offer lower-priced or free basic services, creating pricing pressure.

ON24 differentiates itself by offering a purpose-built, intelligent engagement platform that goes beyond basic video conferencing. Its strength lies in providing interactive, multimedia-rich experiences with advanced personalization and deep first-party analytics. While competitors like Zoom excel in real-time video reliability and broad adoption, ON24's focus on converting engagement into measurable business outcomes through data-driven insights provides a distinct advantage, particularly for enterprise clients. The return of "boomerang customers" after unsatisfactory experiences with general collaboration tools or point solutions underscores ON24's unique value proposition in delivering specialized, high-ROI digital experiences.

Compared to Microsoft, ON24's targeted features for webinars and content personalization offer a depth that Microsoft's broader ecosystem may lack. Against Cisco, ON24's cloud-native flexibility and intuitive content engagement tools contrast with Cisco's more hardware-integrated, enterprise-scale reliability. While GoTo offers accessible and affordable solutions, ON24's sophisticated interactive experiences and AI-powered content generation provide significantly greater efficiency in audience interaction and data insights, positioning it as a premium, value-driven option.

ON24's competitive advantages, or moats, include its proprietary technology, especially ON24 Intelligence for analytics, which provides enhanced data insights for customer engagement and fosters loyalty. Its direct sales focus also builds strong customer relationships, potentially leading to higher margins. However, ON24's smaller scale compared to industry giants like Microsoft and Cisco, and potentially higher operational costs for its advanced features, represent vulnerabilities. The company's strategic emphasis on regulated industries and AI innovation is a direct response to these competitive dynamics, aiming to carve out and expand its niche where its specialized capabilities are most valued.

Outlook and Risks

ON24's management has provided a clear outlook for the remainder of 2025, signaling a cautious but confident path towards renewed growth. For Q3 2025, the company expects total revenue between $33.6 million and $34.2 million, with core platform revenue between $33.0 million and $33.6 million. Gross margin is projected at approximately 76%, with a non-GAAP operating loss of $1.3 million to $0.7 million, and non-GAAP net income per share between $0.00 and $0.02. Adjusted EBITDA is expected to be positive in Q3.

For the full year 2025, total revenue is guided to be in the range of $137.7 million to $138.7 million, with core platform revenue between $135.2 million and $136.2 million. Gross margins are expected to be 76% to 77%. Management anticipates a non-GAAP operating loss of $5.2 million to $3.8 million, and non-GAAP net income per share of $0.02 to $0.05. Crucially, ON24 expects to achieve positive adjusted EBITDA in Q4 and for the full year 2025, along with positive free cash flow (excluding non-GAAP expenses).

The most significant forward-looking indicator is the expectation for a return to positive Annual Recurring Revenue (ARR) growth. Management projects core ARR to be relatively consistent in Q3 2025 (down $0.5 million to $1.5 million from Q2 levels) but anticipates a return to positive ARR growth in Q4 2025, with an increase of $0 to $1 million in core ARR compared to Q3. This confidence is underpinned by improving gross retention, expected improvements in gross bookings, and continued traction in AI offerings and win-back customers. Management believes these factors will lead to ending 2025 with higher core ARR than 2024 levels and expects to be ARR positive for the full year in 2026.

However, investors must consider several risks. The ongoing macroeconomic uncertainty, including persistent inflation and geopolitical tensions, could continue to pressure marketing budgets, potentially impacting customer acquisition and retention. The shift back to in-person events also poses a risk to demand for digital engagement platforms. Furthermore, the rapid evolution of AI technology introduces risks such as flawed algorithms, potential copyright infringement in AI-generated content, and new regulatory challenges. ON24's reliance on third-party cloud infrastructure and its exposure to cybersecurity threats also remain pertinent risks. The company is also involved in a consolidated class action lawsuit related to its 2021 IPO, which, despite a favorable dismissal in March 2024, is currently under appeal.

Conclusion

ON24 is at a pivotal juncture, strategically repositioning itself through aggressive AI innovation and a sharpened focus on enterprise and regulated industry customers. The company's commitment to operational discipline has yielded consistent profitability and positive free cash flow, demonstrating resilience in a challenging market. Its differentiated AI-powered platform, particularly the success of ACE and the introduction of ON24 IQ and ON24 Translate, provides a strong technological moat that is attracting new business and, notably, winning back customers who previously sought alternatives.

While recent revenue trends reflect broader macroeconomic headwinds and a post-pandemic market recalibration, ON24's improving gross retention, growing multi-product adoption, and increasing average ARR per customer signal a stabilizing business. The anticipated return to positive ARR growth by Q4 2025, driven by these strategic and technological advancements, presents a compelling investment thesis. As ON24 continues to leverage its first-party data advantage and execute its enterprise-centric go-to-market strategy, it is well-positioned to convert digital engagement into sustainable revenue growth and enhance shareholder value, provided it effectively manages competitive pressures and evolving market dynamics.