CRM marketing hub Optimove has acquired Kumulos, provider of a personalized messaging platform for mobile applications based in Dundee, Scotland. Terms were not disclosed.
Kumulos co-founder Mark Petrie will join Optimove, serving as the director of engineering for mobile services.
Optimove has raised $75 million in funding in the past six months and plans to invest in platform development through M&A and strategic hiring.
In addition, Optimove plans to invest in an R&D center in Scotland to complement its other locations in Europe and Tel Aviv.
The two firms have previously partnered.
Optimove seeks to help clients reach customers in 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,” states Optimove Founder and CEO Pini Yakuel.
The Kumulos acquisition will enable Optimove to create email inbox messages for onboarding experiences, and in-app messages with brand overlays for re-engaging customers with mobile push notifications.
It addition, users will be able to improve opt-ins and conversions with customizable permission overlays and soft prompts, along with personalized rich media web push messages that dynamically adapt to a person’s customer’s on-site behavior.
They can also utilize geofences and beacon technology for automated messages, employing behavior, customer attributes and preferences.