Islamabad, Aug 7, 2025: Freelance marketplace Upwork is redefining its boundaries, signaling a game-changing shift from gig work to global workforce solutions. In a significant move, Upwork has acquired Bubty, a cutting-edge workforce management platform, and is finalizing its acquisition of Ascen, a global compliance and Employer of Record (EOR) provider.
This marks the launch of a new enterprise-centric division designed to go beyond freelance services.
Upwork’s Vision: From Gig Platform to Enterprise Powerhouse
Traditionally recognized as a freelance marketplace, Upwork is now extending its reach to meet the dynamic staffing needs of large enterprises. By combining Bubty and Ascen’s capabilities with its existing enterprise offerings, the company is preparing to unveil a standalone business unit under the Upwork umbrella.
This new entity will enable large organizations to access a spectrum of services — from freelance and contract work to full-scale EOR solutions — all under one platform. The aim is simple: provide flexibility, compliance, and scalability in one seamless experience.
CEO Hayden Brown: “Enterprises Need More Than Freelancers”
According to Upwork CEO Hayden Brown, the shift is driven by increasing demand from enterprise clients who want more than just freelance talent. These companies are looking for agile, global hiring solutions that ensure legal compliance and integrate smoothly with their existing systems.
“Until now, businesses had to choose between compliance and flexibility,” said Brown. “Our new enterprise platform eliminates that compromise.”
Enterprise Revenue Set to Grow Beyond $100 Million
Upwork’s enterprise segment already contributes nearly $100 million annually, a solid slice of its $750 million revenue. However, the enterprise market’s complex demands — from legal to logistical — require a dedicated focus, which Upwork plans to deliver through this newly formed division.
By spinning off this vertical, the freelance marketplace Upwork can create sharper branding, specialized tools, and compliance-driven workflows to meet the expectations of large-scale employers.
Strategic Fit: Why Bubty and Ascen?
Upwork explored over 100 companies before choosing Bubty and Ascen — both of which were tested individually and then in combination. The result? A seamless integration that complements Upwork’s core technology and creates an entirely new workforce model.
Brown emphasized the synergy: “Their platforms clicked naturally with ours, making innovation simple and powerful.”
What Lies Ahead?
While the official name and product suite of this enterprise division remain under wraps, Upwork plans to roll out more information by year-end. The new platform will be positioned as a unified solution that bridges freelance flexibility with enterprise-grade compliance — a rare offering in today’s evolving talent landscape.
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This strategic pivot positions Upwork not just as a freelance marketplace but as a serious contender in the global enterprise staffing arena — challenging traditional staffing firms and reshaping how big businesses hire.
