Pure Storage, Inc. focuses on delivering an innovative and disruptive data storage platform that enables customers to maximize the value of their data.
The company is a global leader in data management and storage. The company’s data storage platform (Pure Platform), supporting structured and unstructured data, at scale, and across any data workloads, on premises, in the cloud, and hosted environments, makes it possible for customers to construct their Enterprise Data Clouds (EDC). EDC allows c...
Pure Storage, Inc. focuses on delivering an innovative and disruptive data storage platform that enables customers to maximize the value of their data.
The company is a global leader in data management and storage. The company’s data storage platform (Pure Platform), supporting structured and unstructured data, at scale, and across any data workloads, on premises, in the cloud, and hosted environments, makes it possible for customers to construct their Enterprise Data Clouds (EDC). EDC allows customers to serve a variety of data workloads, including mission-critical production, test and development, analytics, disaster recovery, backup and restore, AI, and machine learning (ML), with a single consistent, highly automated, and agile cloud operating model.
Strategic Growth
The company’s strategies are to expand all-flash into new use cases served by disk; deliver hybrid cloud architecture and data services for modern applications; grow the company’s subscription services business and drive differentiation with as-a-service and cloud operating model; and expand its AI portfolio into the most demanding specialty graphics processing unit (GPU) clouds and high-performance computing (HPC) environments.
Enterprise Data Cloud (EDC)
Legacy data storage management has long been fragmented and siloed, manually managed by disparate teams and tools, leading to increased risk and cyber vulnerabilities, rising costs from inefficient utilization and data sprawl, and reduced reliability with more frequent business disruptions. The company has reimagined enterprise storage by delivering unmatched simplicity, efficiency, and always-on reliability, with zero planned downtime or disruption. In the fourth quarter of fiscal 2025, the company took this experience to the next level with Pure Fusion v2, the company’s next-generation version of Pure Fusion, transforming traditional legacy enterprise data storage architectures by virtualizing data management and storage into a unified, cloud-like experience.
Delivered as a non-disruptive software upgrade, Pure Fusion v2 empowers customers to create their own EDC, a highly intelligent and autonomous environment that enables customers to store, manage, protect, and access their data seamlessly across on premises, cloud, and hosted environments. The result is fully automated workflows that consistently manage enterprise data, removing the need to manage silos and instead, data management inside a large EDC.
EDC is made possible by the company’s Pure Platform, which delivers a cloud experience with one unified data management and storage solution, incorporating highly differentiated all-flash technology, products, and subscription services that help organizations reduce the complexity, increase reliability and cyber resiliency, and lower the costs of their data infrastructure.
The company uses Purity Operating Software across all of its storage solutions to deliver a consistent experience whether deployed in a cloud, on-premises, or hybrid cloud environment. This single Pure Platform environment makes accessing data easier and faster, which is proving critical in an environment driven by AI.
Powered by Purity, Pure1 cloud management, Evergreen architecture, and Pure Fusion, the Pure Platform operates like a cloud, delivering on-demand, self-service storage and managed data services backed by SLA guarantees.
Pure Software
Purity
The company’s Purity Operating Software was designed from the ground up. By focusing on All-Flash, the Purity software is able to deliver superior performance by optimizing how data is placed and accessed on Flash, reliability through optimizing the use of Flash in its systems, density via its designed-for-flash algorithms, data structures, and data reduction capabilities, and environmental sustainability efficiencies through the company’s integrated hardware and software, thereby enabling its systems to use the same amount of data storage with significantly less power, space, and e-waste.
The company’s Purity software is shared across its flash-optimized systems and provides leading enterprise-class data services, such as always-on data reduction, data protection and encryption, as well as a wide range of storage protocols, such as block, file, and object.
With DirectFlash, the company builds Flash Modules designed to work directly with NAND Flash chips, highly integrated and optimized for the company’s Purity software. This deep integration of hardware and software allows the company to be a proven leader in all-flash performance, reliability, and efficiency from mainstream triple-level cell (TLC) flash and capacity-oriented quad-level cell (QLC) flash that delivers unparalleled density.
With DirectFlash, the company delivers the performance and density benefits of QLC flash, without compromising on efficiency, reliability, or performance consistency. With DirectFlash, the company is leading the industry and accelerating the transition of disk to flash by replacing low-cost hybrid-flash and disk arrays.
Pure1
Pure1, the company’s cloud-based data storage management plane, brings the convenience of cloud storage to on-premises storage. With Pure1, customers can view and manage the company’s storage arrays in a single pane of glass from any device with just a web browser or its mobile app. Service capabilities include AI-driven management and full-stack analytics, predictive intelligence that forecasts capacity and performance needs in advance, and a customer-centric support system of humans and AI that continuously monitor and proactively resolve array issues.
Pure Fusion
Pure Fusion brings the simplicity of the cloud operating model anywhere with on-demand consumption and back-end provisioning, delivering an autonomous storage-as-code management platform. Pure Fusion enables storage administrators to unify storage arrays and optimize storage pools to create their own EDC. Pure Fusion creates a highly intelligent and autonomous environment, enabling data storage to be offered through customized storage service classes, providing storage consumers on-demand API access to storage services, while automating previously complex tasks, such as storage provisioning, workload placement, workload mobility, and fleet rebalancing. Pure Fusion also automates compliance policies for secure, consistent data handling, enhances cybersecurity, eliminates manual errors, and enables automated data set management, enforcing and tracking corporate rules and policies. The result is fully automated workflows that consistently manage enterprise data, removing the need to manage silos.
Integrated Hardware Systems
Evergreen Architecture
The company’s differentiated Evergreen architecture enables its hardware storage systems to stay modernized and not require wholesale replacement like traditional legacy storage systems. The company’s architecture includes several key technology elements that allow its arrays to be upgraded non-disruptively, which is a critical underpinning of delivering a full as-a-service experience:
Future-proof Hardware - The company designs and builds each component (e.g., storage controllers, flash modules) of its hardware systems to be independently replaceable and upgradable, allowing its flash-optimized hardware to be more reliable and with longer service lifetimes.
Non-Disruptive Upgrades - The company has the ability to upgrade both hardware and software non-disruptively, resulting in continuous online improvement, without creating disruption or affecting running production systems.
Telemetry and Pure1 - Continuous telemetry collection coupled with AI-driven intelligent analytics supported by machine learning models allows the company to deliver both predictive and proactive recommendations, targeted assessments, and workload planning based on knowledge accumulated across its entire fleet. Pure1, the company’s AI-driven cloud-based management platform, allows the company to target and focus the most relevant innovation and improvements to its customers.
FlashArray provides solutions addressing database, application, virtual machine, and other traditional workloads. FlashArray was the industry’s first all-flash array and is driving the industry-wide transition from disk to Flash. FlashArray pioneered the approach of software designed from the ground up for Flash and set the stage for industry-leading simplicity, reliability, and rich data services. FlashArray has evolved through seven generations of controllers, a 100x increase in density, and a transition to all-NVMe flash - all delivered to customers non-disruptively through the company’s Evergreen service.
FlashArray//XL sets a new bar of higher performance, scale, and capacity for the most demanding workloads and mission-critical data-based applications.
FlashArray//X delivers next-gen performance for mission-critical workloads. Through unified block and file storage designed to be powerful and simple to use, FlashArray//X supports everything from Tier 1 databases to large-scale virtualized and cloud-native applications, with a non-disruptive upgrade path. Based on TLC flash, the company’s latest R4 edition delivers up to 40% higher performance and over 80% increased memory speeds to support greater workload consolidation, a 30% inline compression boost to stretch storage capacity further, and new ransomware protection capabilities.
FlashArray//C delivers the benefits of NVMe flash, performance, and consolidation to simplify Tier-2 application and storage estates. FlashArray//C extends the core technology of FlashArray and DirectFlash technology to incorporate QLC flash to modernize and replace hybrid-flash and Tier-2 disk arrays. The benefits of QLC delivered by FlashArray//C are only achievable through the company’s DirectFlash integrated hardware and software approach, and places the company in a unique and differentiated position to accelerate the transition from disk to flash.
FlashArray//E extends the Pure//E family to deliver the simplicity and efficiency of flash for all file and block data repositories for up to 4 petabytes (PB) of data, from content libraries to backup sets to active archives. FlashArray//E enables customers to benefit from an 80% reduction in power and space, 60% lower operational costs, and 85% less e-waste compared to disk.
FlashArray File Services delivers enterprise-level multi-protocol file storage on FlashArray. As part of a unified approach to block and file data management, File Services reduces operational overhead by giving storage administrators policy-driven automated management at the director, share, or virtual machine (VM) level. File Services delivers simplicity of management to a broad set of scale-up file data workloads, including user data and department shares, content repositories, such as Picture Archiving and Communication System (PACS), and video data, file-based applications, and now Network File System (NFS) data shares for virtual infrastructure.
FlashBlade provides solutions for managing and processing unstructured data workloads of all types - from the most demanding modern ‘big data’ applications, such as real-time log analytics and commercial HPC, to data protection and recovery. Further, FlashBlade can manage and process the massive amounts of data created for large-scale AI training environments, as well as support AI-connected applications. FlashBlade was the industry's first all-flash array optimized for modern unstructured file and object applications, and enables performance at multi-Petabyte scale. FlashBlade is a scale-out system built on Purity and DirectFlash Modules, combining integrated software-defined networking that delivers revolutionary performance and simplicity. FlashBlade's scale, simplicity, and multiple protocols allow customers to consolidate a diverse set of modern workloads while benefiting from cost-effective all-flash performance.
FlashBlade//S, a flexible all-QLC system that delivers scalable and sustained high performance to handle the most demanding workloads, including computational analytics and AI, image search and recognition, electronic design automation, media special effects, high-performance computing, and data protection. FlashBlade//S includes Zero Move Tiering (ZMT), a feature designed to enable seamless movement of data across different performance tiers within the same array without manual intervention or migration, optimizing both performance and cost efficiency.
FlashBlade//E is a scale-out unstructured data repository for 4 PB or more of data that makes the management of unstructured data growth more efficient, reliable, and sustainable, with a user experience and economics that enable organizations to eliminate the last remnants of disk in their data center. FlashBlade//E provides the benefits of all-flash at an acquisition cost that is comparable to disk-based alternatives with lower operational costs, including up to five times less power consumption.
FlashBlade//EXA, expected to be generally available in mid-fiscal 2026, is a high-performing data storage solution purpose-built to handle the most demanding requirements of large-scale, GPU-intensive AI and HPC workloads. FlashBlade//EXA’s highly configurable and disaggregated architecture maximizes AI pipeline efficiency and minimizes delays during AI model training and inference workflows by delivering multi-dimensional performance at scale with cost-efficient, off-the-shelf data nodes and reduces complexity by eliminating metadata bottlenecks. FlashBlade//EXA is projected to deliver more than 10+TBs per second read performance and >20x more files in a single namespace.
Cloud-Native Storage and Software as-a-Service Consumption Offerings
Portworx by Pure Storage is the market leader in cloud-native Kubernetes data management. As enterprises increasingly adopt cloud-native architectures and applications, as well as AI/ML solutions, Portworx Enterprise is the only data management platform that is able to provide robust enterprise-grade container storage, coupled with data-protection workflows, such as Kubernetes backup (PX-Backup), disaster recovery (PX-DR), and portability between on-premises, hybrid cloud, and multi-cloud environments. Portworx also offers PX CSI, a container storage connector for FlashArray and FlashBlade, that storage teams, who prefer to build in-house storage automation, can use to deliver FlashArray or FlashBlade optimized storage management capabilities and ramp up container workloads within minutes.
Portworx Data Services is the industry’s first Database-as-a-Service Platform for Kubernetes. Today’s applications are composed of dozens or even hundreds of microservices, often supported by multiple data services. Managing each of these data services in a dynamic, Kubernetes world is complex and time-consuming. With Portworx Data Services, DevOps engineers can deploy and manage production-grade data services with the click of a button, on and across private and public clouds. With deployment options from the industry’s broadest catalog of databases for SQL, NoSQL, search, streaming, and more, Portworx Data Services helps developers get started faster. Portworx Data Services also fully automates Day-2 operations, including monitoring, backups, high availability, disaster recovery, migration, auto-scaling, and security.
The entire Portworx suite, inclusive of Portworx Enterprise, PX-Backup, PX-DR, and Portworx Data Services, is available as-a-service.
Cloud Block Store is an enterprise-grade, virtual block storage array that provides customers the flexibility to operate a hybrid cloud model with seamless data mobility across on-premises and public cloud environments. Cloud Block Store is software-delivered, requires no dedicated hardware running in the public cloud or internet colocation data centers, and is designed to be multi-cloud, supporting Amazon Web Services and Microsoft Azure. Cloud Block Store leverages the same Purity software that powers FlashArray in on-premise environments, enabling customers to easily implement hybrid cloud workflows.
Cloud Block Store for Azure VMware Solution (AVS) - Cloud Block Store for AVS running in Azure delivers the same cloud-like experience as public clouds built on VMware for storage by extending the data services and user experience of the Purity operating environment to AVS, simplifying cloud data mobility and helping organizations optimize their AVS data storage costs.
Evergreen//One delivers a complete cloud operating model, allowing customers to consume storage-as-a-service, based entirely on guaranteed service level agreements, enabling them to store their data whenever and wherever they want, with guaranteed reliability and performance. Evergreen//One unifies on-premises and public-cloud data storage services in a single storage subscription service that delivers a true hybrid cloud experience. The company ships to the customer whatever infrastructure is needed to deliver on the outcomes it guarantees, and it pays customers for the power and rack space that its infrastructure takes in their data center. With Evergreen//One, customers have flexibility to choose performance and capacity needs, as well as where they consume and pay for their storage needs.
Evergreen//Flex is a fleet-level Evergreen architecture that offers users the advantage of data storage hardware ownership with a lower upfront cost and a flexible pay-as-you-go subscription. Evergreen//Flex provides the flexibility and adaptability to move performance and stranded capacity to where data and applications need it most, with the security and control that comes from ownership of the solution.
Customers
The company’s global customer base is over 13,500 at the end of fiscal 2025. Both large enterprises and smaller organizations with limited IT expertise or budgets benefit from using its technology. The company has deployed its products and subscription services to customers across multiple industry verticals and geographies. The company defines a customer as an entity that purchases its products and services either from one of its channel partners or from the company directly.
The company’s enterprise business model supports the largest global organizations, including hyperscalers and managed service providers (MSPs). Today, the company is in approximately 62% of Fortune 500 companies, and the loyalty of its customers is reflected in its market-leading, certified customer Net Promoter Score (NPS) of 81 as of December 31, 2024.
Sales and Marketing
Sales: The company sells its products and subscription services using a direct sales force and its channel partners. The company’s sales organization is supported by sales engineers with deep technical expertise and responsibility for pre-sales technical support, solutions engineering, and technical training. The company’s channel partners sell and market its products and subscription services in partnership with its direct sales force. This joint sales approach provides the company with the benefit of direct relationships with its customers and expands its reach through the relationships of its channel partners. In certain geographies, the company sells through a two-tier distribution model. The company also sells to service providers that deploy its products and offer cloud-based storage services to their customers. The company intends to continue to invest in its channel partners.
Technology Alliances: The company works closely with technology partners that help it deliver an ecosystem of world-class solutions to its customers and ensure the efficient deployment and support of their environments. The company’s technology partners include application partners, such as VMware, Microsoft, Oracle, and SAP, cloud partners, such as Microsoft Azure, AWS, Google, and IBM, data protection partners, such as Commvault and Veeam, and infrastructure partners, such as Cisco and NVIDIA. In addition, the company works closely with its technology partners through co-marketing and lead-generation activities in an effort to broaden its marketing reach and help it win new customers and retain existing ones.
Marketing: The company’s marketing is focused on building its brand reputation and market awareness, communicating its Pure Platform advantages, and demand generation for its sales force and channel partners. The company’s marketing effort consists primarily of product, field, channel, solutions, digital marketing, and public relations.
Seasonality
The company generally experiences seasonality as sales of its products and subscription services are usually lower during the first quarter of its fiscal year and highest during the last quarter of its fiscal year (year ended February 2, 2025).
Competition
The company’s main competitors include legacy vendors, such as Dell EMC, NetApp, Hitachi Vantara, HP Enterprise, and IBM, each of which offers a broad range of systems targeting various use cases and end markets and have the technical and financial resources to bring competitive products to market.
Intellectual Property
The company has over 2,500 issued patents and patent applications in the United States and foreign countries. The company also licenses technology from third parties.
Pure Storage, the ‘P’ logo, and other trade names, trademarks, or service marks of Pure Storage appearing in this report are the property of Pure Storage.
History
The company was founded in 2009. It was incorporated in the state of Delaware in 2009. The company was formerly known as OS76, Inc. and changed its name to Pure Storage, Inc. in 2010.
