Optimove acquires mobile app messaging platform Kumulos

CRM marketing platform Optimove announced that it has acquired Kumulos, a Dundee, Scotland-based mobile app messaging platform, for an undisclosed sum. 

Saying that it helps brands increase their customer lifetime value by more than 33 percent by sending more than 81 billion optimized messages every year, Optimove serves more than 500 brands in areas such as sports, gaming, retail and financial services. With the acquisition, the company aims to expand its customer base reach into quick service restaurants, logistics, travel and hospitality, and other key verticals.

“Our accelerated growth has been driven by building the most powerful orchestration ‘brain’ in the market on top of our CDP,” said Optimove Founder and CEO, Pini Yakuel. “To support our next stage of growth, we will continue to add expanded capabilities to help marketers reach customers in many different ways. We already do this in email and Kumulos was a natural fit to offer this across mobile marketing as they provide an easy way to build out sophisticated mobile and web campaigns.”

Optimove, which has raised $75 million in funding over the past six months to accelerate platform development through M&A and strategic recruitment, is currently preparing to invest in its Scotland locations as an R&D center to complement development locations in Tel Aviv and Ukraine. The team will leverage existing SDKs for all leading operating systems including iOS, Android, React Native, Flutter, Cordova/Ionic, Unity and Xamarin to bring differentiated mobile marketing solutions to market.

With the acquisition which was closed in March 2022, Optimove now allows marketers to access mobile app engagement capabilities including mobile push notifications, in-app messages, customizable permission overlays, automated messages, and leveraging geofences and beacon technology. 

“We were already partnered with Optimove and share an open, collaborative culture, so integrating our technology into its UI as a fully native solution was seamless,” said Bob Lawson, co-founder of Kumulos, who will assume the role of Director of Mobile Offering at Optimove. “Kumulos brings a unique blend of mobile messaging and engagement features to enable personalized mobile-first experiences for brands. Customers will be able to build these mobile campaigns and journeys directly from within Optimove from day one.”