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LogMeIn Rebrands as GoTo, Eyes More Hungary Hires

Analysis

John Ford, VP digital workplace technology and country manager GoTo Hungary.

LogMeIn, Inc., a global leader in remote-work technology that is based in Boston, Massachusetts but was born in Hungary in 2003, has rebranded as GoTo to reflect its “deep dedication” to making IT easy anywhere.

The company says its announcement, made on Feb. 2, goes far beyond a new name and logo. The business is launching a simplified product portfolio with a single application and two flagship products: the all-new IT management & support product, GoTo Resolve, and a new experience for what it calls its “unified-communications-as-a-service” (UCaaS) product, GoTo Connect.

These products are united by a single application, administrative system, and converging user experience. The company says it has also launched a new partner program to further enable its growing ecosystem of partners around the globe.

“Today represents a milestone in our transformation into two dedicated companies focusing on two simplified products. A year of work following our acquisition by private equity investors, who see the significant potential for us and are committed to making us the leading provider of reliable, secure and flexible tools for today’s remote workforce,” said local managing director John Ford.

Mike Kohlsdorf, GoTo president and CEO, says “While many providers in the space only solve for one point solution, GoTo is bringing together IT management and support and communications in one application in a completely new and unique way. GoTo and the new portfolio better represent the company and our commitment to SMBs [small and midsize businesses]. We understand their particular challenges and have the focus and resources needed to address these pain points to serve their dynamic working environments better,” Kohlsdorf adds.

Speaking at the Budapest press conference for the rebranding, Ford told journalists GoTo would continue raising headcount in Hungary, predicting 20% growth this year, according to Forbes.hu.

More Than a Name Change

Alongside the name change, Ford said GoTo is launching its “100% developed-in-Hungary” GoTo Resolve, a flagship IT management tool for system administrators. As previously reported by the Budapest Business Journal, the company has already announced it is “spinning up” its LastPass password management division into a standalone business. (See “LogMeIn to set up LastPass as Stand-alone Company” in the Jan. 14 issue) Ford noted that LastPass is another product “designed, created and built in Hungary,” with all developers located here.

GoTo has more than 3,000 employees worldwide and more than USD 1 billion in annual revenue. While its largest development base is in Hungary, that accounts for just one-fifth of all GoTo employees, with others based in offices and homes in Brazil, Canada, Germany, Guatemala, India, Ireland, the United States and the United Kingdom.

Ford said Headcount in Hungary has grown by 20% in the past two years, but the company still has around 50 openings at any given time. He noted that GoTo’s Budapest office accommodates 150-200 staff but is used mainly for collaboration activities, with most people preferring to work remotely.

He added that developers work in places as varied as Szeged, the university town 170 km southeast of Budapest, and villages in Baranya County in the southwest of the country.

Speaking about the two new flagship products, GoTo Resolve and GoTo Connect, Elka Popova, vice president of connected work at American business consulting firm Frost & Sullivan, said, “The unified and simplified GoTo portfolio is well aligned with the way SMBs like to purchase and use the company’s products. Frost & Sullivan research clearly shows that SMBs typically prefer integrated, easy to use and manage solutions. The harmonization of the company’s branding around the popular GoTo brand will also help better position the portfolio among organizations of all sizes evaluating options to modernize their communications, collaboration, and IT solutions,” she adds.

This article was first published in the Budapest Business Journal print issue of February 11, 2022.

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