Optimove acquires cloud-based personalization platform Graphyte

CRM marketing platform Optimove has acquired Graphyte, a real-time, cloud-based personalization platform optimizing web and mobile experience for consumers, for an undisclosed sum. 

The deal is Optimove’s second acquisition in less than six months. In March, the company acquired Kumulos, a Dundee, Scotland-based mobile app messaging platform. The two acquisitions are part of Optimove’s ambition to become one of the most comprehensive CRM marketing platforms.

Newly acquired London-based Graphyte provides a real-time, cloud-based personalization platform for customer engagement programs and campaigns. The platform leverages personalized recommendations across channels, resulting in improved conversion rates, clickthrough rates, and revenue growth.

Pini Yakuel, CEO and Founder of Optimove, said, “With the addition of Graphyte, marketers can transform their customer data into personalized customer-led journeys at scale. Our platform seamlessly delivers real-time symmetric messaging across any channel and touchpoint. The Graphyte acquisition was a natural next step in our evolution. It is part of Optimove’s relentless journey of empowering marketers to optimize customer data into deeper relationships, incremental sales, and loyalty at scale. The winner in these acquisitions is our clients and their customers.” 

With the acquisitions of Graphyte and Kumulos, Optimove platform now offers plenty of new features including geolocation-triggered personalized recommendations, symmetric multichannel journeys, and AI-based models with historical customer data.

Said Damien Evans, CEO of Graphyte. “Optimove’s CRM Marketing capabilities are second to none. Our goal has always been to create unprecedented freedom for brands to realize their CRM marketing visions. We are confident that our machine learning personalization models, combined with Optimove, will enable brands to connect with their customers intelligently. We couldn’t be happier to join forces with Optimove as an integral part of their offering.”