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Upwork (UPWK) investor relations material

Upwork UBS’s 2025 Global Technology and AI Conference summary

Complete event summary combining all related documents: earnings call transcript, report, and slide presentation.
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UBS’s 2025 Global Technology and AI Conference summary3 Dec, 2025

Business overview and growth catalysts

  • Operates a global marketplace connecting freelancers with businesses, offering over 130 job types and thousands of skills.

  • Identified three major growth catalysts: AI-driven work, SMB market expansion, and enterprise solutions.

  • AI category on the platform is growing at over 50% annually, now at a $300 million run rate.

  • AI is used to automate job posting, proposals, recruitment, and interviewing, reducing friction and lifting GSV by $100 million in 2025.

  • New agentic work and AI benchmarking for developers introduced, with further SMB and enterprise growth opportunities.

Impact of AI and category trends

  • AI has led to some substitution in writing and translation, especially for jobs under $300, now 3.5% of volume.

  • Platform specializes in longer, complex projects, with average GSV per client at $5,000 and rising.

  • AI categories like design, creative, and video are accelerating, with AI tools augmenting rather than replacing work.

  • AI infrastructure, prompt engineering, and data labeling are key drivers in the AI category.

Macro environment and SMB/enterprise strategy

  • Inflation and high interest rates challenge SMB spend, but new platform features target larger SMBs with premium services.

  • Business Plus, a premium product for larger SMBs, launched recently, growing GSV in this segment by 36% YoY in Q3.

  • Less than 5% of GSV currently comes from this new tier, indicating significant room for growth.

  • Enterprise strategy expanded with acquisitions (Ascen and Bubty), enabling access to 90% of a $650 billion TAM previously untapped.

  • Integration of new enterprise offerings expected to launch in 2026, with growth ramping in the back half of that year.

How does Upwork manage AI's substitution vs. augmentation?
What makes Lifted's global offering unique?
Is current cost structure sustainable for 35% margin?
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Frequently asked questions

Empowering talent and unlocking opportunities

Upwork is a leading online platform that connects freelancers with clients seeking services. It operates as a marketplace where businesses and individuals can hire and collaborate with remote workers across various fields, including software development, design, writing, marketing, and more. Upwork provides a convenient and efficient way for employers to find qualified freelancers and for freelancers to showcase their skills and find work opportunities.

Matching supply and demand

Upwork's business model revolves around facilitating the matchmaking between clients and freelancers. Clients post job listings on the platform, specifying their requirements, budget, and timeline. Freelancers can then browse through these job listings and submit proposals to the clients, highlighting their skills, experience, and estimated cost for completing the project. Upwork also provides tools for communication, collaboration, and payment processing, ensuring a seamless workflow between the parties involved. The company has experienced significant growth in recent years, driven by the increasing demand for remote work and the gig economy, and is one of the largest online freelance marketplaces globally.

A rapidly evolving market

Upwork operates in a rapidly evolving and competitive landscape, which presents both opportunities and challenges. Upwork has the potential to further expand its reach into new markets and tap into the growing demand for remote work worldwide. Also, the company can leverage technological advancements, such as AI and automation, to improve its matching algorithms and enhance the overall user experience on the platform.

Network effects

Since the core of a marketplace is supply and demand, it is also getting stronger when both sides grow, also called network effects. Amazon, Alibaba, Airbnb, and Uber are a few examples of companies operating as online marketplaces. Fiverr is a company that operates a similar marketplace as Upwork and are considered its closest competitor.

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