Supermetrics
Supermetrics is a Helsinki-based B2B SaaS company providing a unified marketing intelligence platform that connects 170+ data sources to BI, data warehouse, and AI destinations. It serves more than 200,000 marketing teams, agencies, enterprises, and SMBs across 120 countries.
- Company typePrivate
- Founded2010
- HeadquartersHelsinki, Finland
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Supermetrics does
Supermetrics is a Helsinki, Finland-based B2B software company that provides a unified marketing intelligence platform connecting 170+ data sources to analytics tools, data warehouses, and AI chat interfaces. Founded in 2010, the platform aggregates data from advertising platforms (Google Ads, Meta, LinkedIn, TikTok), analytics tools (Google Analytics 4, Adobe Analytics), e-commerce systems (Shopify, Amazon, Stripe), and CRMs (HubSpot, Salesforce), then delivers structured insights to destinations including BigQuery, Snowflake, Amazon Redshift, Looker Studio, Power BI, Excel, Claude, and ChatGPT. The core technology stack runs on Google Cloud Platform and Amazon Web Services, with a public API, MCP server, and custom-connector tooling for non-standard integrations. The company serves marketing agencies, enterprise businesses, and SMBs across 120 countries, with a customer base of more than 200,000 companies that includes Accenture, Dentsu, Flying Tiger, and Sleeping Giant Media.
The platform has expanded beyond pure data integration to cover the full marketing data lifecycle—Connect, Manage, Analyze, and Activate—with the Activate layer significantly strengthened by the June 2025 acquisition of Amsterdam-based Relay42, which added real-time customer data platform capabilities including unified profiles, personalization, audience segmentation, and journey orchestration. In November 2025, Supermetrics launched an AI Suite, followed in February 2026 by an AI-powered marketing reporting agent built on Google Cloud's Vertex AI Agent Builder and ADK, enabling natural language querying, automated report generation, and agentic campaign management through Claude, ChatGPT, Gemini, and Copilot. Compliance posture includes SOC 2 Type II, GDPR, CCPA, and EU Data Act compliance, with regional hosting options on AWS and GCP infrastructure.
Supermetrics operates a hybrid go-to-market combining product-led growth (self-serve free trial, freemium tier for SMBs and individual users) with enterprise field sales using custom Order Forms, SSO, and region selection. Revenue is generated primarily through recurring SaaS subscriptions billed monthly or annually, with annual fee increases of up to 8% at renewal and 1.5% monthly late fees. The company is privately held under Supermetrics Group, with wholly-owned subsidiaries in 12 countries spanning Europe, North America, and Asia-Pacific. Total disclosed institutional funding is approximately $51 million across a 2017 round from OpenOcean and a 2020 Series B led by Highland Europe with participation from IVP and OpenOcean. Anssi Rusi serves as CEO, with Mikael Thuneberg as Chairman of the Board.
Supermetrics firmographics
Firmographics- Name
- Supermetrics
- Legal name
- Supermetrics Group
- Website
- https://supermetrics.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Supermetrics is a Helsinki-based B2B SaaS company providing a unified marketing intelligence platform that connects 170+ data sources to BI, data warehouse, and AI destinations. It serves more than 200,000 marketing teams, agencies, enterprises, and SMBs across 120 countries.
- Ownership category
- akta.pro rank
Supermetrics industry classification
Industry- Product category
- Marketing Intelligence Software
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Data & Analytics for CRM (Attribution, BI, Predictive) (BPAFAFAE)
- akta.pro secondary industry
- Semantic Layer, Metrics Store & Headless BI (HDAEAMAE)
Keywords
Where Supermetrics is headquartered
LocationHeadquarters
- HQ city
- Helsinki
- HQ country
- Finland
- HQ region
- Europe
Offices12 records
Markets served
Supermetrics business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- SaaS Subscription: Recurring subscription fees billed annually or monthly based on Order Form terms. Self-serve subscriptions available through the Supermetrics website. Enterprise contracts include region selection and workspace controls. Annual fee increases of up to 8% at renewal.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise tier with dedicated sales, custom Order Forms, region selection, SSO, and workspace controls |
| Freemium | Monthly | Self-serve tier accessible via website with free trial |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Supermetrics product offering
Product offeringCore offering
Supermetrics provides a unified marketing intelligence platform that connects 170+ marketing data sources (advertising, analytics, social, e-commerce, CRM, SEO), cleans and structures the data, and delivers it to BI tools, data warehouses, and AI chat interfaces such as Claude and ChatGPT for reporting, visualization, and activation. Following the June 2025 acquisition of Relay42, the offering extends into real-time customer data platform capabilities including unified profiles, personalization, audience segmentation, and journey orchestration. The platform is sold via SaaS subscriptions with a self-serve tier for SMBs and a custom-priced enterprise tier.
Product overview
Supermetrics is a unified marketing intelligence platform providing end-to-end capabilities across the data lifecycle: Connect (170+ native data source connectors), Manage (data cleaning and standardization), Analyze (reporting and visualization), and Activate (data activation replacing traditional CDPs). The platform integrates with major advertising platforms (Google Ads, Meta, LinkedIn, TikTok), analytics tools (GA4, Adobe Analytics), e-commerce systems (Shopify, Amazon, Stripe), CRMs (HubSpot, Salesforce), and data warehouses (BigQuery, Snowflake, Redshift, S3). A key differentiator is its native AI layer enabling natural language querying through Claude and ChatGPT, plus campaign management capabilities. The platform also incorporates Relay42, an acquired customer data platform providing real-time personalization and audience segmentation. Solutions are available for Enterprise, SMB, Agency, and industry verticals including E-commerce, Travel, Retail, and Media. The platform serves over 200,000 companies in 120 countries.
Differentiator
Problem solved
Functional benefit
Products and services
- Supermetrics Platform Unified marketing intelligence platform that connects 170+ data sources, transforms raw marketing data into clean structured insights, and delivers those insights to analytics tools and AI platforms for reporting, visualization, and activation. Targets marketing teams, agencies, and enterprises.
- Supermetrics AI AI-powered layer of the Supermetrics platform that automates marketing data analysis and reporting, supports natural language querying of marketing data, and generates executive-ready insights and recommendations. Includes an AI reporting agent built on Google Cloud Vertex AI Agent Builder and ADK.
- Supermetrics AI Reporting Agent AI-powered marketing reporting agent built on Google Cloud's Vertex AI Agent Builder that automates manual data analysis and reporting workflows, delivering executive-ready insights and clear recommendations. Targeted at marketing teams seeking efficiency gains through agentic AI.
- Supermetrics API Public REST API that enables developers to build custom integrations, automate data collection and reporting, and programmatically access marketing data from the 170+ connected sources. Complemented by a Model Context Protocol (MCP) server for AI assistant integrations. Documentation hosted at docs.supermetrics.com/apidocs.
- Relay42 Customer data platform (acquired June 2025) that provides real-time customer data unification, personalization, audience segmentation, and journey orchestration capabilities for personalized marketing across channels.
Quantifiable outcome
- Saves marketers over 15 hours per month each on manual data analysis and reporting tasks
- +3 more outcomes
Companies that use Supermetrics
Customer profileNamed customers4 records
Segments7 records
Ideal customer profiles5 records
Supermetrics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration77 records
AI capability7 records
Feature5 records
Supermetrics partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Relay42coreSupermetrics acquired Amsterdam-based Relay42, a customer data platform company, to create an all-in-one marketing platform with real-time personalization and data integration capabilities. The acquisition unifies data integration, analysis, and activation for marketers under a single platform, enhancing Supermetrics' CDP offerings with unified profiles, personalization, audience segmentation, and journey orchestration.
- StoryblokminorStoryblok collaboration with Supermetrics suggests an ecosystem-oriented go-to-market approach with cross-sell and integration opportunities. Storyblok positions itself as an 'AI-ready' content management solution and has partnered with Supermetrics for marketing data integration capabilities.
- Google Ireland LimitedcorePrimary cloud infrastructure provider for servers, storage, databases, and cloud services. Google Cloud Platform (GCP) is used for data processing with regional hosting options. Vertex AI services support Supermetrics' MCP and native AI functionalities.
- Amazon Web Services (AWS)coreAWS EMEA SARL provides cloud infrastructure services. Data is processed on AWS servers in the EU (Ireland, Germany) and USA. AWS is a co-infrastructure provider alongside Google Cloud.
- Anthropic (Claude)coreClaude AI is a core AI integration partner. Supermetrics connects marketing data to Claude for natural language analysis, campaign management, and reporting. Claude processes customer data for AI-powered insights generation.
- OpenAI (ChatGPT)coreChatGPT is a primary AI chat destination for Supermetrics connectors. The native ChatGPT connector is listed in the OpenAI app store, enabling marketing data analysis through conversational AI.
Scale indicators7 records
Recent moves5 records
Expansion highlights6 records
Supermetrics competitors and assessment
Company assessmentDirect peers
- Fivetran: Fivetran is a leading automated data integration platform that connects to hundreds of source systems and loads data into warehouses. It directly competes with Supermetrics on the data pipeline layer and serves similar marketing analytics use cases at enterprise scale, though with a broader scope beyond marketing data.
- Funnel.io: Funnel is a marketing data hub that connects to 500+ advertising and marketing platforms and unifies campaign data for reporting and analytics. It is the closest direct competitor to Supermetrics in marketing-specific data integration and reporting, serving the same agency, brand, and SMB segments.
- Improvado: Improvado is an AI-powered marketing analytics platform that aggregates data from 500+ marketing sources into a unified data warehouse. It competes head-to-head with Supermetrics for marketing intelligence and reporting, particularly targeting enterprise marketing teams.
- Adverity: Adverity is a marketing intelligence platform that automates data integration from marketing channels and delivers AI-powered insights. It serves enterprise marketing teams with similar functionality to Supermetrics and competes on AI-driven analytics and reporting capabilities.
- mParticle: mParticle is a customer data platform focused on real-time data unification, audience segmentation, and activation across marketing channels. It competes with the Relay42-derived CDP capabilities that Supermetrics now offers for personalization and journey orchestration.
Emerging players
- Airbyte: Airbyte is an open-source data integration platform with 300+ connectors that competes with Supermetrics on the data pipeline layer. While broader in scope than marketing, Airbyte's open-source model and rapid connector expansion create pricing pressure on Supermetrics' data movement capabilities.
- Hevo Data: Hevo is a no-code data pipeline platform that ingests data from 150+ sources into data warehouses with real-time processing. It serves marketing analytics use cases and competes with Supermetrics on data integration, though with broader enterprise data movement scope.
- Stitch (Talend): Stitch is a cloud-based data integration service that replicates data from 140+ sources to data warehouses. Acquired by Talend and now part of Qlik, it competes with Supermetrics on data pipeline capabilities for marketing and broader business data.
Broad incumbents
- Segment (Twilio): Segment is a customer data platform that unifies customer data from multiple touchpoints and routes it to marketing and analytics tools. Following the Relay42 acquisition, Supermetrics directly competes with Segment on CDP capabilities, though Segment has broader enterprise penetration and customer base.
- Domo: Domo is a cloud-based BI and analytics platform with native data integration from marketing platforms and end-to-end dashboarding capabilities. It overlaps with Supermetrics in marketing analytics reporting but offers a much broader enterprise BI platform with embedded AI capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Supermetrics social profiles
Digital presenceSupermetrics compliance and trust
Trust signalCompliance4 records
Supermetrics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Supermetrics leadership team
Management profileNumber of profiles
Profiles8 records
Supermetrics subsidiaries and ownership
Company hierarchySubsidiaries15 records
Supermetrics funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Supermetrics M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Supermetrics
What does Supermetrics do?
Supermetrics provides a unified marketing intelligence platform that connects 170+ marketing data sources (advertising, analytics, social, e-commerce, CRM, SEO), cleans and structures the data, and delivers it to BI tools, data warehouses, and AI chat interfaces such as Claude and ChatGPT for reporting, visualization, and activation. Following the June 2025 acquisition of Relay42, the offering extends into real-time customer data platform capabilities including unified profiles, personalization, audience segmentation, and journey orchestration. The platform is sold via SaaS subscriptions with a self-serve tier for SMBs and a custom-priced enterprise tier.
Is Supermetrics a public or private company?
Supermetrics is a private company. It is classified as venture growth investor backed and is currently operating.
When was Supermetrics founded?
Supermetrics was founded in 2010. It employs 251 to 500 people.
Where is Supermetrics based?
Supermetrics is headquartered in Helsinki, Finland, in the Europe region.
How does Supermetrics make money?
One revenue line is on record: saaS Subscription.
Who are Supermetrics's main competitors?
Direct peers on record are Fivetran, Funnel.io, Improvado, Adverity and mParticle. Emerging players are Airbyte, Hevo Data and Stitch (Talend). Broad incumbents are Segment (Twilio) and Domo.
Does Supermetrics have an API?
Yes. Supermetrics offers a public API that enables developers to build custom integrations, automate data collection and reporting, and programmatically access marketing data. The API is documented at docs.supermetrics.com/apidocs. MCP (Model Context Protocol) server is available for AI integrations. Developer documentation is at docs.supermetrics.com/apidocs.
What industry is Supermetrics in?
Supermetrics's product category is Marketing Intelligence Software. Its primary akta.pro industry code is BPAFAFAE, Data & Analytics for CRM (Attribution, BI, Predictive), with a secondary code of HDAEAMAE, Semantic Layer, Metrics Store & Headless BI. Its NAICS code is 541511 and its SIC code is 7370.