System1, Inc.
System1, Inc. (NYSE: SYS) operates a comprehensive digital marketing and advertising platform that connects high-intent consumers with advertisers across multiple verticals. The company's website is www.system1.com. From the company’s description.
Margins and return on equity change in ; everything else in percent. Fewer shares and less debt are shown plainly, not as bad news — it depends what you make of buybacks. Dotted labels explain each measure. is shown separately from the annual figures.
What System1, Inc. does
In the company’s own words
System1, Inc. (NYSE: SYS) operates a comprehensive digital marketing and advertising platform that connects high-intent consumers with advertisers across multiple verticals. The company's website is www.system1.com.
System1 owns and operates approximately 40 websites spanning shopping, travel, search, and digital publishing categories. Its flagship properties include Startpage.com, a privacy-focused search engine; MapQuest, a web-based navigation service; CouponFollow, a major coupon destination; and HowStuffWorks, an educational content platform. The company also operates ActiveBeat and numerous other digital media properties and internet utilities across verticals including health, finance, business, technology, and automotive.
The company's core business model centers on two primary revenue streams. First, System1 monetizes user traffic acquired directly through various marketing channels and advertising platforms across its owned properties. Second, it monetizes traffic on behalf of Network Partners who direct their acquired users through System1's platform in exchange for a share of advertising revenue. The platform integrates multiple monetization formats including display advertising, search advertising, lead generation, video, e-commerce, and subscriptions.
System1's proprietary technology platform leverages artificial intelligence and machine learning to optimize customer acquisition and advertising performance. The platform processes approximately 11 billion total sessions annually and generates over 560 million distinct search queries monthly, creating a substantial first-party data asset that informs real-time bidding optimization and targeting decisions. The company's omnichannel, omnivertical approach allows it to operate across different advertising categories and monetization methods simultaneously.
As of December 31, 2025, System1 employed approximately 250 full-time employees across three countries, with North America representing 99 percent of its workforce. The company underwent a significant corporate reorganization in August 2024, restructuring its holding company and subsidiary entities to optimize its operational and capital structure. System1 competes in the highly fragmented digital advertising technology sector against both smaller independent firms and divisions of large technology companies.
Company details
- Sector
- Technology
- Industry
- Computer Services
- Headquarters
- MARINA DEL REY, CA
- Fiscal year end
- December
- CIK
- 1805833
- SIC
- 7370
Financial performance, year by year
Fiscal 2021–2025 · USDThe full income statement, balance sheet and cash flow for each of these years — every figure traceable to its filing — is on the Financials tab with a free account.
Who owns System1, Inc. — and what changed
Funds as of 2026Q2 · superinvestors as of 2026-06-30
Largest fund holders · System1, Inc.’s weight in each
Fund ownership is a floor, not a census — pensions, insurers and people holding shares directly are not visible here.
Fund ownership counts N-PORT filers only, so it is a floor rather than a census — pensions, insurers and direct holders are not visible here, and the remainder is not “held by individuals”.
Could not be determined for this company: bond issues.
Every fund and institutional holder, quarter by quarter, is on the Ownership tab with a free account.
Recent filings
All filings →Each filing opens into its own statements and disclosures here.
Put this business in context.
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