What Improvado does

Improvado is a San Diego-based marketing analytics and data infrastructure company founded in 2015 by Daniil Kravtsov (Даниил Кравцов). It provides a no-code platform that aggregates data from over 500 marketing and sales data sources—including advertising platforms (Google Ads, Meta, TikTok, LinkedIn, Amazon Ads), CRMs (Salesforce, HubSpot), analytics tools (Google Analytics 4, Mixpanel), and retail media networks (Walmart Connect, Criteo)—into a unified dataset, supporting ETL, ELT, and Reverse ETL workflows into data warehouses such as BigQuery, Snowflake, and ClickHouse. The core technology centers on a Knowledge Graph layer that maintains semantic context across 46,000+ unified metrics, a public API with webhook notifications, and an AI Agent that enables natural-language queries, automated dashboard generation, and autonomous campaign execution.

The product portfolio is organized around five core modules—AI Agent, Data Extraction & Loading, Data Transformation, Marketing Data Governance, and Reporting & Insights—supplemented by sub-products including Native Dashboards, Automated Recipes, Creative Analytics Intelligence, and Improvado MCP (a Model Context Protocol integration enabling AI agents such as Claude, Cursor, Windsurf, and Gemini to access Improvado's data). Improvado operates a subscription-based SaaS revenue model with quote-based enterprise pricing scaled to data volume, sources, and feature requirements, sold primarily through direct enterprise field sales supplemented by self-serve capabilities. It targets enterprise brands (ASUS, Activision, Docker, Mattel, Hims, Illy), advertising agencies (OMD), and mid-market customers across verticals including healthcare (HIPAA-compliant), finance, retail/e-commerce, software/technology, entertainment, food and beverage, and travel/hospitality. The company is privately held with $22 million in Series A funding led by Updata Partners in May 2022 and maintains SOC 2 Type II, HIPAA, GDPR, and CCPA compliance certifications.

Name

Improvado

Legal name

Improvado, Inc.

Website

https://improvado.io

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Improvado is a San Diego-based AI-powered marketing analytics platform that aggregates data from 500+ sources into unified dashboards via no-code ETL/ELT pipelines and an AI Agent, serving enterprise brands, agencies, and regulated industries including healthcare and finance.

Ownership category

akta.pro rank

Product category

Marketing Analytics Platform

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Marketing Automation Platforms & Services (BPAFAFAC)

akta.pro secondary industries

Data Engineering, Integration & ETL/ELT Services (BPAEAHAB), End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)

Keywords

• Marketing data aggregation
• Marketing analytics platform
• Data pipeline automation
• AI marketing agent
• ETL data integration

Headquarters

HQ city

San Diego

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, Operations, Infrastructure

Revenue model

1. SaaS Platform Subscription: Improvado operates on a subscription-based SaaS model, charging customers for access to its no-code marketing data aggregation and analytics platform. Pricing is quote-based and tailored to customer data volume and feature requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Improvado sells a no-code, AI-powered marketing data aggregation and analytics SaaS platform that connects to 500+ marketing, advertising, CRM, and analytics sources to automate ETL, ELT, and Reverse ETL pipelines, normalize data, and deliver unified reporting through an AI Agent that supports natural language queries, automated dashboards, and autonomous campaign optimization. The platform is offered to enterprise brands, agencies, and marketing/analytics teams under a subscription model with quote-based enterprise pricing.

Product overview

Improvado is an AI-powered marketing analytics platform built as a unified product with modular capabilities. The core platform centers on an AI Agent that serves as a personal marketing analyst, connecting to 1000+ data sources and enabling natural language queries, autonomous campaign execution, and continuous optimization. The product portfolio consists of five core modules: AI Agent (autonomous marketing operations), Data Extraction & Loading (500+ connectors for ETL/ELT/Reverse ETL pipelines), Data Transformation (data preparation with AI-assisted recipe creation), Marketing Data Governance (data quality monitoring with 250+ rules), and Reporting & Insights (AI-native dashboards). Supporting sub-products include Native Dashboards (AI-powered visualization), Automated Recipes (self-configuring workflows), Creative Analytics Intelligence (creative performance analysis), Improvado MCP (Model Context Protocol for AI agent integration), Instant Intelligence (proactive insights), and Data Ownership (warehouse centralization). The platform processes structured marketing data from advertising, CRM, analytics, social, and email platforms, utilizing computer vision for creative analysis, NLP for conversational analytics, and generative AI for creative variant generation.

Differentiator

Problem solved

Functional benefit

Brands

• Native Dashboards: AI-powered dashboard creation and sharing feature enabling real-time interactive insights
• Improvado AI Agent
• Improvado MCP
• Marketing Data Governance
• Creative Analytics Intelligence

Products and services

• AI Agent AI-powered marketing analyst that connects to 1000+ data sources and enables natural language queries, automated dashboard generation, and autonomous campaign execution including experiment design, cross-platform deployment, and continuous optimization. Targeted at marketing, analytics, and leadership teams at enterprise brands and agencies.
• Data Extraction & Loading Data pipeline product offering ETL, ELT, and Reverse ETL capabilities with 500+ pre-built connectors to marketing platforms, CRMs, and analytics tools, enabling data gathering from online and offline sources with automated scheduling and monitoring.
• Data Transformation Data preparation product that transforms raw marketing data into quality datasets ready for analysis, including recipe-based transformations, cross-channel wizard, and AI-assisted recipe creation through natural language.
• Marketing Data Governance Campaign governance product that monitors data quality, flags anomalies, and ensures naming conventions and budget compliance with 250+ pre-built rules, pre-flight validation before campaign launch, and real-time monitoring.
• Reporting & Insights Business intelligence product for analyzing marketing data and discovering actionable insights, including AI-native dashboards with natural language query capabilities, automated reporting, and proactive anomaly alerts.
• Improvado MCP Model Context Protocol integration enabling any MCP-compatible AI agent to securely connect to Improvado's 500+ connectors, 46,000+ unified metrics, and 84 tools using OAuth authentication with 15-minute sessions.
• Creative Analytics Intelligence Creative performance analysis product that analyzes video and image ads at archetype level, extracting personas, narratives, emotional triggers, and visual patterns and correlating creative elements with performance for ICP-segment-matched decisions.
• Automated Recipes Self-configuring data workflow product that automatically handles extract setup, data source connections, and dependencies, enabling users to create complete, production-ready workflows in a few steps that stay up-to-date without ongoing maintenance.

Quantifiable outcome

• ASUS saves 90 hours per week on data analysis

Named customers7 records

Segments12 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration66 records

AI capability14 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and major.

• Google CloudcoreTechnology or IntegrationImprovado integrates with Google Cloud as a data platform partner, enabling customers to store, process, and analyze marketing data within the Google Cloud ecosystem.
• SnowflakecoreTechnology or IntegrationImprovado connects to Snowflake's data cloud, allowing customers to land marketing data directly into Snowflake warehouses for advanced analytics and AI/ML workloads.
• HubSpotmajorTechnology or IntegrationImprovado integrates with HubSpot's CRM and marketing platform, enabling two-way data sync between marketing performance data and CRM records for unified reporting.
• LookermajorTechnology or IntegrationImprovado integrates with Looker (Google Cloud's BI platform) to deliver unified marketing analytics and visualizations through Looker's business intelligence tooling.
• TableaumajorTechnology or IntegrationImprovado integrates with Tableau for data visualization, enabling customers to build custom marketing dashboards and visual reports using Improvado's aggregated data.
• Amazon AdsmajorTechnology or IntegrationImprovado connects to Amazon Ads as a data source, enabling brands to aggregate and analyze advertising performance data from Amazon's advertising ecosystem.
• Google (Gemini AI Models)coreTechnology or IntegrationImprovado uses Google's Gemini AI models as a provider of AI capabilities powering analytics and data processing within its platform.
• Microsoft (Azure OpenAI Services)coreTechnology or IntegrationImprovado uses Microsoft Azure OpenAI services to provide AI-powered analytics and natural language query capabilities within its platform.
• Anthropic (Claude AI Models)coreTechnology or IntegrationImprovado uses Anthropic's Claude AI models as an additional AI provider for enhanced analytics and conversational data exploration features.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Supermetrics: Closest direct competitor in marketing data aggregation, offering pipelines from ad/analytics/CRM platforms into warehouses and BI tools. Targets the same marketer, analyst, and agency personas with overlapping connector libraries and a similar subscription model.
• Funnel.io: Marketing data hub that connects advertising, analytics, and CRM platforms into a unified dataset for reporting. Competes head-to-head with Improvado on connector breadth, no-code pipelines, and enterprise marketing analytics use cases.
• Adverity: Enterprise marketing analytics platform offering data integration, transformation, and governance for marketing teams. Directly comparable in the marketing data hub category, particularly among large brand and agency customers.
• Windsor.ai: Marketing attribution and data platform that connects ad, CRM, and analytics sources to warehouses and BI tools. Overlaps with Improvado on data aggregation and marketing performance use cases, with a focus on attribution and customer journey analytics.

Emerging players

• Triple Whale: E-commerce-focused marketing attribution and analytics platform with growing AI agent capabilities. Overlaps with Improvado on unified marketing reporting and creative/performance analytics for Shopify-anchored brands.
• Airbyte: Open-source data integration platform with a large connector catalog and growing AI/agent features. Competes on breadth of connectors and on data movement pricing, and overlaps with Improvado on reverse-ETL and warehouse destinations.
• Hightouch: Reverse-ETL and Composable CDP platform that operationalizes warehouse data into marketing and business tools. Adjacent competitor on the activation side of the marketing data stack that Improvado's Reverse ETL capabilities also address.
• Northbeam: Multi-touch attribution and marketing analytics platform for DTC and ecommerce brands. Adjacent in marketing data unification and attribution, often evaluated alongside Improvado by performance marketing teams.

Broad incumbents

• Snowflake: Cloud data warehouse partner of Improvado that also increasingly offers native data sharing, marketplace data, and AI/ML functions. As Snowflake deepens native marketing and AI capabilities, it represents a strategic risk to Improvado's positioning as a marketing data layer.
• Fivetran: Enterprise data movement leader offering managed ELT pipelines across hundreds of sources including many of the same marketing/CRM connectors as Improvado. Competes on the data engineering layer above which Improvado sits, and increasingly overlaps via reverse-ETL and warehouse-native analytics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/improvadoio

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors11 records

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

M&A

Investments

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

Frequently asked questions about Improvado