Pulse
CLOUD-BASED PERSONALISATION OPTIMOVE AND GRAPHYTE
Optimove acquires Graphyte: realtime symmetric and personalised journeys
Earlier this summer, real-time, cloud-based personalisation platform Graphyte has been acquired by Optimove, G3 caught up with two of the main protagonists involved in negotiations to discuss the rationale behind the move.
Could you tell us more about Graphyte and the journey the company has been on since being co-founded by yourself in 2018?
Rob Davis, Co-Founder & CTO: We started Graphyte because of a need to solve a problem we had faced from our many years working in the betting and gaming industry – how to offer the customer something truly unique and personalised in a commoditised marketplace.
Te last four years have validated our thesis that the market was ready for change and it has been a fun and challenging time building out a suite of products that can really make a difference to operators.
How did the deal come about? What were the major discussion points during negotiations?
Rob: As is often the way, the conversation started through a shared customer and integration and quickly evolved into exploring the opportunity to form a deeper partnership.
Discussions were immediately positive and focussed on making sure the product and marketing fit was right and most importantly that the companies’ cultures were well suited to each other.
We were really impressed by the management team at Optimove and how they retained a really energetic and passionate focus.
P78 WIRE / PULSE / INSIGHT / REPORTS
Pini Yakuel, CEO & Founder of Optimove: Optimove and Graphyte are both powered by customer data. As a result, the synergies are vast. Firstly, Optimove’s robust unified customer data will enhance Graphyte’s recommendation models making them more powerful than ever.
Secondly, results from Graphyte’s models and engagement will enrich unified customer profiles in Optimove, providing marketers with more robust segmentation and orchestration capabilities.
Finally, by leveraging Graphyte’s content personalisation across Optimove’s email, mobile, and web marketing channels will
provide end-customers with symmetric experiences across all touchpoints.
Rob, was being acquired always part of the long term plan for the business?
Rob: We certainly weren’t actively pursuing a sale as we continued our own internal ambitious growth plans however we had always had in mind the potential for an acquisition at some point in the future. Te key thing for us was finding the right home to continue the growth of the company and we believe we have found it in Optimove.
How does the acquisition of Graphyte fit into
Rob Davis Co-Founder & CTO Graphyte
What synergies do Optimove’s and Graphyte’s respective platforms share?
Pini Yakuel CEO & Founder Optimove
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