GitLab makes a DevSecOps platform — software that manages the full lifecycle of building software, from planning and writing code through testing, security scanning, compliance enforcement, and deployment. The core pitch is consolidation: replace a fragmented stack of point solutions (separate CI/CD tools, security scanners, project trackers) with a single platform built on a unified data model. GitLab sells primarily through a direct sales force, a self-service web channel, and a partner ecosystem including AWS and Google Cloud. Over 70% of ARR comes from enterprise and public sector customers, with a dedicated government offering carrying FedRAMP Moderate authorization. GitLab organizes its product into three tiers — Free, Premium, and Ultimate — with Ultimate (~56% of ARR) driving enterprise expansion through advanced security scanning, compliance reporting, and AI capabilities. Revenue comes almost entirely from seat-based annual subscriptions recognized ratably, with growth driven by seat additions, Premium-to-Ultimate upgrades, and price increases. GitLab is layering usage-based pricing on top through its Duo Agent Platform (DAP), an agentic AI offering where customers consume credits as AI agents execute tasks across the software lifecycle. GitLab supports self-managed on-premises, multi-tenant SaaS, and single-tenant dedicated deployments — the latter growing ~90% YoY. The land-and-expand model is central to GitLab's growth, with customers typically starting small and expanding over time through seat additions and tier upgrades.