What Pendula does

Pendula is an Australian SaaS customer engagement platform founded in Sydney in 2017 and now operating as a subsidiary of Smart Communications following its August 2025 acquisition. The company provides an omnichannel customer engagement workflow automation platform that unifies customer data from 80+ enterprise integrations, orchestrates personalised two-way customer conversations across SMS, email, WhatsApp, push notifications, and RCS, and powers autonomous AI Agents and real-time AI Decisioning within a no-code visual workflow studio. The platform is purpose-built for marketing, CX, and digital transformation teams at mid-market and large enterprises, with a particular focus on regulated industries (financial services, insurance, healthcare, utilities, and telecommunications) where compliance certifications (ISO 27001, SOC 2 Type 2, HIPAA, GDPR, CCPA) are a procurement requirement.

The product architecture is organised into a core engagement layer (Experience & Workflow Studio and Engagement Hub), an AI layer (Intelligence Suite comprising AI Decisioning and AI Agents), and supporting modules (Customer Data Suite, Business Intelligence Dashboard, Integrations Hub). The platform has processed over 200 million customer conversations and serves hundreds of enterprise brands including EnergyAustralia, Ramsay Health Care, Bizcover, Mate, amaysim, and Shippit.

Pendula monetises primarily through tiered annual SaaS subscriptions (Starter at $2,000 AUD/month, Builder at $5,000 AUD/month, and a custom-priced Scaler tier), supplemented by usage-based overage charges of $2 AUD per 'outcome' (defined as a completed 6-interaction sequence). All tiers require annual billing with a 12-month minimum commitment, and enterprise contracts bundle white-labelling, custom development, and SLA guarantees. The GTM motion is enterprise field sales supported by inside sales, demo-led conversion via the website, and free 60-minute 'Agent Discovery Workshops' as a sales qualification mechanism. Pendula also operates channel distribution through a 5-star Salesforce AppExchange listing, white-label partners, and (post-acquisition) embedding within Smart Communications' Conversation Cloud platform, which reaches 700+ regulated enterprises globally.

Name

Pendula

Legal name

Pendula

Website

https://pendula.com

Company type

Private

Founded year

2017

Operating status

Acquired

Headcount range

11–50 employees

Short description

Pendula is an Australian SaaS customer engagement platform that unifies data from 80+ integrations and orchestrates personalised, omnichannel conversations and AI-powered customer interactions for mid-market and enterprise customers in regulated industries.

Ownership category

akta.pro rank

Product category

Customer Engagement Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Messaging APIs, CPaaS & Programmable Communications (BPAMACAL)

akta.pro secondary industry

Workplace Automation & Self-Service (RPA for IT, Chatbots, Virtual Agents) (BPAEAIAI)

Keywords

• Customer engagement platform
• Marketing automation software
• Omnichannel messaging
• AI customer agents
• Workflow automation

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices4 records

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 Subscriptions (AI Agents & Core Platform): Pendula generates revenue primarily through SaaS subscriptions to its customer engagement platform, sold in tiers (Starter at $2,000 AUD/month, Builder at $5,000 AUD/month, and custom Scaler enterprise tier). All tiers require annual billing with a 12-month minimum commitment. Additional overage charges of $2 AUD per outcome (defined as a completed 6-interaction sequence) apply when monthly outcome limits are exceeded. Revenue is driven by seat/scale expansion within tiers and upsell to higher tiers with more agents, integrations, and outcomes.
2. Outcome-based Overage Charges: When customers exceed their monthly included outcome limits, they are charged $2 AUD per outcome. This usage-based overage provides a secondary revenue stream that scales with customer activity and volume.
3. Professional Services & Discovery Workshops: Pendula offers free 60-minute Agent Discovery Workshops as a lead-generation mechanism. Additional custom implementation, white-label development, and custom development services (included in Scaler tier) may generate professional services revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Pendula is a cloud-based SaaS customer engagement platform that enables businesses to orchestrate personalised, two-way customer conversations across SMS, email, WhatsApp, push notifications and RCS from a single interface. It combines a no-code drag-and-drop Experience & Workflow Studio, an omnichannel Engagement Hub, AI-powered AI Agents and AI Decisioning, and 80+ pre-built CRM/billing integrations. The platform helps enterprises reduce call centre volumes, increase engagement rates, drive upsells and retention, and maintain regulatory compliance across highly regulated industries.

Product overview

Pendula is a next-generation customer engagement platform delivered as a unified platform-plus-modules architecture. The core platform consists of the Experience & Workflow Studio (a no-code drag-and-drop workflow automation builder) and the Engagement Hub (a unified multi-channel communications hub for SMS, email, WhatsApp, push notifications, and RCS). These core components are augmented by the Intelligence Suite, which encompasses AI Agents and AI Decisioning for autonomous, AI-powered customer interactions and real-time decisioning. Additional modules include the Customer Data Suite for data activation, the Business Intelligence Dashboard for analytics, and the Integrations Hub providing 80+ pre-built connectors. Pendula also offers industry-specific solutions for Financial Services & Insurance, Education, Telco & MVNOs, Utilities, and White Label partners, as well as a Retention use-case solution. The platform targets marketing and CX teams at enterprises and growing businesses, supporting over 200 million customer conversations and operating globally across Australia, Europe, and Southeast Asia.

Differentiator

Problem solved

Functional benefit

Products and services

• Pendula Customer Engagement Platform All-in-one SaaS customer engagement platform unifying data from 80+ integrations and orchestrating personalised, two-way customer conversations across SMS, email, WhatsApp, push notifications and RCS. Sold to enterprise and mid-market marketing and CX teams on annual subscriptions with outcome-based overage pricing.
• AI Agents Autonomous AI-powered digital workforce that handles customer interactions across SMS, email, WhatsApp and other channels 24/7. Supports conversational AI using large language models, no-code canvas for configuring guardrails and workflows, seamless human agent handoff, personalised content delivery, lead qualification, sentiment analysis, and dynamic offer generation. Sold separately in tiered subscription packages.
• White Label Customer Engagement Solution White-label solution enabling partners to rebrand and resell Pendula's customer engagement capabilities under their own brand, including custom development, premium support, and SLA guarantees. Designed for partners and resellers who want to offer branded customer engagement without building in-house technology.
• Financial Services & Insurance Solution Industry-specific solution package for banks, insurers and financial institutions requiring compliant, personalised customer communications at scale. Supports claims communications, policy updates, renewal reminders, customer onboarding, compliance-driven outreach, and personalised retention offers.
• Education Engagement Solution Industry-specific solution package for universities, training institutions, and education providers needing to engage students via mobile-first channels. Supports student onboarding, engagement campaigns, enrolments, appointment reminders, assessment notifications, and retention communications.
• Telco & MVNOs Solution Industry-specific solution package for telecommunications companies and mobile virtual network operators requiring high-volume, two-way customer communications across SMS, WhatsApp, and other channels. Supports automated customer onboarding, appointment reminders, payment confirmations, billing alerts, churn prevention, and cross-sell/upsell campaigns.
• Utilities Engagement Solution Industry-specific solution package for energy, water, and utility providers requiring reliable, high-volume customer communications for billing, service updates, and outage management. Supports bill delivery, outage notifications, usage alerts, payment reminders, and proactive re-engagement.
• Customer Retention Solution Use-case-focused solution for customer retention and lifetime value improvement through personalised, data-driven engagement journeys. Supports churn prevention, loyalty programmes, retention campaigns, and personalised offers.

Quantifiable outcome

• Over 200 million customer conversations initiated through the platform
• +11 more outcomes

Named customers17 records

Segments8 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration34 records

AI capability11 records

Feature7 records

Partnerships

One partnership is on record.

• Smart CommunicationsflagshipStrategic or Co-development Partner · 11 August 2025Smart Communications acquired Pendula in August 2025 for an undisclosed sum. Pendula's technology is being integrated into Smart Communications' Conversation Cloud platform, strengthening AI-powered omnichannel orchestration capabilities. The acquisition is described as the largest of its kind for an Australian marketing automation platform, combining Pendula's AI technology with Smart Communications' global infrastructure supporting 700+ regulated enterprises. Pendula's orchestration technology became the foundation of Smart Communications' SmartPATH launch in Australia and New Zealand in September 2025.

Scale indicators16 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Braze: Public customer engagement orchestration platform that competes head-to-head with Pendula across omnichannel messaging (SMS, email, push, WhatsApp), AI-driven personalisation, and journey orchestration for enterprise and consumer brands.
• ActiveCampaign: Customer experience automation platform combining email, CRM, messaging, and machine-learning-driven personalisation; directly overlaps with Pendula's mid-market customer engagement positioning.
• Insider: AI-native customer engagement platform delivering personalised omnichannel experiences across SMS, email, push, and WhatsApp; competes with Pendula in mid-market and enterprise verticals with similar AI Agent and journey orchestration capabilities.
• Iterable: Cross-channel marketing platform offering SMS, email, push, and in-app messaging with AI-powered orchestration and personalisation; directly competes with Pendula in mid-market and enterprise customer engagement.
• Klaviyo: Customer engagement and marketing automation platform focused on SMS, email, and behavioural personalisation; competes with Pendula particularly in retail/ecommerce and consumer-brand use cases.
• Twilio (Customer Engagement Platform / Twilio Engage): CPaaS market leader and broader customer engagement platform with Twilio Engage providing omnichannel messaging, AI/Segment personalisation, and workflow orchestration comparable to Pendula's Engagement Hub.
• Bird (formerly MessageBird): Omnichannel communications platform offering SMS, WhatsApp, email, and voice with workflow automation and AI capabilities; competes with Pendula particularly in mid-market and European regulated enterprises.

Broad incumbents

• Salesforce Marketing Cloud: Enterprise marketing cloud with Journey Builder, SMS, email, and Advertising Studio; a broad incumbent that competes with Pendula in regulated enterprise segments where Salesforce has deep CRM lock-in.
• HubSpot: Broad CRM and marketing platform with Marketing Hub offering email, SMS, and workflow automation; competes with Pendula through bundled offerings and significantly larger sales footprint.

Emerging players

• Cordial: Omnichannel marketing platform focused on data-driven messaging across email, SMS, and mobile push; an emerging player that overlaps with Pendula's mid-market customer engagement positioning with a particular focus on retail and consumer brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/PendulaHQ
• YouTubeyoutube.com/channel/UCkJVvTCo9TgJERSw-tlJ27A
• Facebookfacebook.com/pendulaHQ
• LinkedInlinkedin.com/company/pendulahq
• Instagraminstagram.com/pendulahq

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds5 records

Investors4 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 Pendula