This research aims to find out the peculiarities of information technology (IT) companies as an object of investment attractiveness assessment, to present and apply alternative approaches to the evaluation of the investment attractiveness of these companies based on internal and external factors. We have employed the methods of statistical and comparative analysis, deductive analysis, as well as the analysis of historical data and the current state of the problem. The paper examines the peculiarities of IT companies, their activities’ results, and existing methods for evaluating investment attractiveness. As a result of the study, data were obtained from the analysis of external and internal factors of the investment attractiveness of Yandex for the period from 2019 to 2022. The key conclusion is that to make investment decisions, a comprehensive assessment is required, including considering external and internal factors.