What Embrace does

Embrace Mobile, Inc. is a Culver City, California-based software company that provides a user-focused observability platform built natively on OpenTelemetry. The platform captures 100% of mobile and web user sessions (without sampling) via open-source SDKs for iOS, Android, React Native, Flutter, Unity, Kotlin Multiplatform, and Web, then forwards OpenTelemetry-compliant signals to any OTLP-compatible backend or to Embrace's own dashboards and analytics. Core products include Mobile RUM (crash, ANR, network, performance), Web RUM (Core Web Vitals, JavaScript errors, session timelines), Synthetic Monitoring (acquired via SpeedCurve in November 2025), and an AI layer comprising AI Workflows, an MCP Server (generally available as of February 2026), and Insights & Discovery with natural-language Query Assist. The company integrates with Honeycomb, Chronosphere, Grafana, and Datadog for backend observability and with Slack, PagerDuty, Jira, and AWS Marketplace for distribution and alerting.

Embrace serves engineering, SRE, and DevOps personas at enterprise and mid-market organizations across financial services, travel and hospitality, media and entertainment, gaming, e-commerce, healthcare, and automotive; named customers include Discover, Marriott, The New York Times, BBC, Ford, Hyatt, Adidas (Runtastic), GOAT, Medtronic (Touch Surgery), Zynga, Tokopedia, and Personify Health. The company reports approximately 1,000 enterprise customers following the SpeedCurve acquisition. Revenue is generated primarily through enterprise SaaS subscriptions with a usage/ingestion component and is complemented by AWS Marketplace transactions, channel partner co-sell (Chronosphere, Honeycomb), and self-serve 'Try Embrace' signups. Embrace has raised approximately $77 million across disclosed rounds, led by New Enterprise Associates with participation from Greycroft, AV8 (Allianz), and Eniac Ventures. The company is actively operating, private, and venture-backed.

Name

Embrace

Legal name

Embrace Mobile, Inc.

Website

https://embrace.io

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Embrace provides user-focused observability for mobile and web, built natively on OpenTelemetry. Its platform captures 100% of user sessions without sampling and serves ~1,000 enterprises including Discover, Marriott, NYT, BBC, Ford, and Hyatt.

Ownership category

akta.pro rank

Product category

Application Observability Platform

NAICS

Software Publishers (5132), Computer Systems Design and Related Services (54151)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ)

Keywords

• Mobile observability
• Real user monitoring
• Web performance monitoring
• Synthetic monitoring
• OpenTelemetry observability

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription (RUM platform): Recurring subscription revenue from enterprise and mid-market customers for Embrace's user-focused observability platform (Mobile RUM, Web RUM, AI workflows, MCP Server, dashboards, alerting). Pricing is quote-based via 'Request a demo' rather than publicly listed, indicating enterprise contract terms.
2. Usage / Consumption-based pricing element: Threefold annual recurring revenue growth reported in 2022 alongside expansion to 100+ organizations; commentary about data volume costs for enterprise customers suggests a usage/ingestion component tied to session volumes.
3. Marketplace / Co-sell revenue via AWS ISV Accelerate: Revenue generated through AWS Marketplace listings (launched October 2024 via AWS ISV Accelerate Program), enabling procurement and deployment through existing AWS relationships.
4. Professional services / implementation support: Custom dashboards, AI-assisted instrumentation, and dedicated customer engineering support for enterprise rollouts (e.g., Personify Health deployment) tied to platform subscriptions.

Pricing tiers

Go-to-market motion5 records

Distribution channels5 records

Marketing channels10 records

Core offering

Embrace provides user-focused observability software for mobile and web applications, built natively on OpenTelemetry. The platform captures 100% of user sessions through open-source SDKs (iOS, Android, React Native, Flutter, Unity, Web, Kotlin) and pairs this telemetry with AI-powered workflows, including a Model Context Protocol (MCP) server that exposes real-user data to AI agents and engineering teams. Core offerings include Mobile RUM, Web RUM, Synthetic Monitoring, and an AI layer for automated instrumentation, natural-language querying, and issue prioritization.

Differentiator

Problem solved

Functional benefit

Brands

• Synthetic Monitoring: Synthetic Monitoring product within Embrace's platform offering predictable, repeatable performance testing and competitive benchmarking for web apps under controlled conditions.
• Embrace MCP Server

Products and services

• Embrace Mobile RUM

Quantifiable outcome

• BYHOURS reduced average booking time from 20 seconds to 5 seconds and increased overall bookings by 3%
• +8 more outcomes

Named customers24 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability11 records

Feature9 records

Partnerships

Seven partnerships are on record, tiered flagship strategic partnership, core ecosystem partner, flagship — acquisition, major channel partner, major marketplace partner and core integration partner.

• Honeycomb.ioflagship strategic partnershipStrategic or Co-development Partner · 14 May 2026Strategic partnership announced May 14, 2026 to integrate Embrace's mobile and web RUM into Honeycomb's observability platform. Built on shared OpenTelemetry foundations, the integration surfaces frontend session data, crash signals, network insights, and Core Web Vitals alongside backend telemetry in Honeycomb. Both companies gain expanded market reach through AWS Marketplace.
• OpenTelemetry (CNCF)core ecosystem partnerStrategic or Co-development Partner · 24 March 2026Embrace is a member of the Cloud Native Computing Foundation (CNCF) and the only frontend-focused vendor in CNCF. Embrace actively contributes to OpenTelemetry SIGs across Browser, Swift/iOS, Android, and Kotlin, and in March 2026 contributed its native Kotlin API and SDK to the OpenTelemetry project (announced at KubeCon + CloudNativeCon Europe 2026 in Amsterdam).
• SpeedCurveflagship — acquisitionStrategic or Co-development Partner · 10 November 2025SpeedCurve (New Zealand) was fully acquired by Embrace Mobile, Inc. in November 2025. The acquisition integrates SpeedCurve's web performance monitoring, synthetic testing, and Core Web Vitals capabilities into Embrace's OpenTelemetry-based observability platform. The combined entity now serves nearly 1,000 enterprise customers including AllTrails, BBC, Ford, and Hyatt.
• Chronospheremajor channel partnerChannel Partner/ Reseller/ Distributor · 10 November 2025Embrace is one of five specialized ISVs (alongside Arize, Polar Signals, Checkly, and Rootly) integrated into Chronosphere's new Partner Program announced November 10, 2025. The program addresses gaps in LLM monitoring, user experience analytics, profiling, synthetic testing, and incident management for Chronosphere's enterprise customer base (Chronosphere valued at $1.6 billion).
• Amazon Web Services (AWS)major marketplace partnerChannel Partner/ Reseller/ Distributor · 16 October 2024Embrace joined the AWS ISV Accelerate Program and launched in AWS Marketplace in October 2024, enabling AWS customers to procure and deploy Embrace directly through AWS and benefit from co-selling support.
• Grafana Labscore integration partnerTechnology or IntegrationTechnology integration and co-marketing partnership. Embrace's mobile and web telemetry can be pushed to Grafana via OTLP over HTTP for unified visualization alongside infrastructure data. Joint webinars and content (e.g., 'Bring Mobile Observability to DevOps With Embrace and Grafana Labs') are actively promoted. Includes Embrace Data Source Plugin for Grafana.
• Datadogcore integration partnerTechnology or IntegrationTechnology integration referenced on the Embrace website and product pages; Embrace metrics, traces, and logs can be forwarded to Datadog to correlate mobile/web telemetry with backend observability. Joint content published (e.g., Datadog blog 'Mobile Application Monitoring with Embrace').

Scale indicators10 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Datadog: Public observability platform with broad APM, infrastructure, logs, RUM, and session replay. Datadog is both a primary competitor (Mobile RUM, Session Replay) and an integration partner of Embrace, making it the most strategically significant peer.
• New Relic: Established full-stack observability platform offering APM, mobile monitoring, and RUM. Competes directly with Embrace in mobile and web performance monitoring, particularly for enterprise engineering teams.
• Dynatrace: Enterprise observability and AIOps platform with RUM, mobile, and synthetic monitoring. Targets the same large enterprise engineering organizations as Embrace with a broader platform offering.
• Grafana Labs: Open-source observability stack (LGTM) with growing RUM and application observability capabilities. Embraces' OTLP integration partner and a direct competitor for engineering teams standardizing on open-source observability.

Direct peers

• Honeycomb: Observability platform focused on high-cardinality, event-based debugging. Honeycomb is a direct strategic partner (May 2026) and a competitor for engineering-team budget, particularly for backend observability combined with Embrace's frontend data.
• Sentry: Developer-focused application monitoring and error tracking platform with strong mobile and web SDK adoption. Overlaps directly with Embrace's crash reporting, error tracking, and session replay for engineering teams.
• LogRocket: Frontend-focused session replay and product analytics platform for web and mobile. Closest pure-play competitor to Embrace in combining session replay, performance monitoring, and user journey analytics.
• Chronosphere: Cloud-native observability platform valued at $1.6B and the operator of an ISV partner program in which Embrace participates. Competes in scalable, cost-controlled observability and is both a partner and competitive threat.

Emerging players

• Firebase Crashlytics: Google's free mobile crash reporting SDK. Sets the price floor at zero for core crash/ANR reporting and is the primary incumbent Embrace displaces (e.g., TextNow case study) when selling premium 100% unsampled observability.
• FullStory: Digital experience analytics platform with session replay and frontend performance monitoring. Overlaps with Embrace's web and mobile user journey and session timeline capabilities for product, UX, and engineering teams.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/embracemobile
• GitHubgithub.com/embrace-io
• YouTubeyoutube.com/channel/UC8EjpY1ol3QGdp2qk1uZARQ
• LinkedInlinkedin.com/company/embrace.io

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors22 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Embrace