What Billy Grace does

Billy Grace is an Amsterdam-headquartered, venture-backed SaaS company that operates an AI-powered marketing intelligence platform for mid-market and enterprise advertisers. The platform combines four core modules — first-party tracking with AI session-stitching, modelled attribution (MTA plus Unified Marketing Measurement), centralised cross-channel analytics with a Creative Studio, and an AI Autopilot that reallocates budgets and bids daily — and layers Quin, a proprietary conversational AI marketing agent launched in 2026 that runs multi-step workflows against the attributed first-party data layer. The same stack is repackaged into three vertical offerings: Billy Grace for E-commerce (DTC and retail brands), for B2C Lead Generation (CRM-connected), and for Agencies (cross-client workspace with white-label dashboards).

The company monetises through tiered monthly subscriptions ranging from Launch at €499/month to Professional at €3,250/month, plus a custom Enterprise tier above €250k monthly ad spend and a €99/month add-on fee per e-commerce/CRM/Tech integration; agency partners additionally earn up to 20% revenue share. Distribution is anchored by a demo-led direct-sales motion from teams in the Netherlands and the UK, with self-serve pricing transparency on the lower tiers and a formal agency partner program of 20+ named implementation partners (Draft Digital, Yellowgrape, Maxlead, Abovo Media, SDIM, CroudX) serving as resellers and implementers.

Billy Grace was founded in 2022 by three online marketers (Mitch Voskuilen as CEO, Robin Friend as COO, and Tjadi Jesse Peeters as CTO) and has raised approximately €5.3M+ across a 2023 seed round and a 2025 Series A, both led by Fortino Capital with angel participation. The customer base includes 20+ named logos across e-commerce, fashion, automotive, media, gaming, retail, finance, and IT services, and the company explicitly earmarked 2025 capital for geographic expansion into the UK, US, and Germany.

Name

Billy Grace

Legal name

Billy Grace

Website

https://billygrace.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Billy Grace is an Amsterdam-based AI marketing intelligence platform providing first-party tracking, modelled attribution (MTA and UMM), AI-driven budget optimisation, and the Quin conversational AI agent for e-commerce brands, B2C lead-generation businesses, and marketing agencies.

Ownership category

akta.pro rank

Product category

Marketing Analytics Software

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising (7310)

akta.pro primary industry

Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)

Keywords

• Marketing attribution software
• AI marketing analytics
• Marketing intelligence platform
• Ad budget optimization
• First-party data tracking

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription SaaS Tiers: Tiered monthly SaaS subscriptions ranging from €499/mo (Launch) to €3,250/mo (Professional), with an Enterprise custom-priced tier above €250k monthly ad spend. Tiers are differentiated by ad spend allowance, pageview allowance, number of custom events, and service levels (onboarding, CSM, data scientist access).
2. Integration Add-ons: Channel/advertising integrations are included; e-commerce, CRM, and Tech integrations (e.g., Shopify, HubSpot, BigQuery, SFTP) are billed as an add-on at €99/month per integration.
3. Agency Partner Revenue Share: Agency partners can earn revenue share of up to 20% via the formal partner program, with Elite-tier perks including white-label dashboards and lead generation.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Billy Grace is an AI-powered marketing intelligence platform that combines first-party tracking, modelled attribution (MTA + UMM hybrid), centralized cross-platform analytics, and an AI budget autopilot into a single SaaS offering. The platform also includes Quin, an AI marketing agent that autonomously executes optimization recommendations across ad accounts. The same product is repackaged into three vertical offerings for e-commerce brands, B2C lead-generation brands, and marketing agencies.

Product overview

Billy Grace is a single marketing intelligence platform with a modular architecture: the core platform unifies First-party Data Tracking, Modelled Attribution, Centralised Analytics, and Automatic Optimisation, and Quin sits as an AI marketing agent layer on top of these modules. The same platform is repackaged into three vertical offerings — Billy Grace for E-commerce, Billy Grace for Lead Generation, and Billy Grace for Agencies — each reusing the same underlying modules but configured for the respective use case.

Differentiator

Problem solved

Functional benefit

Brands

• Quin: AI marketing agent connected to the Billy Grace data layer; delivers natural-language insights, growth opportunity detection, recommendations, and actionable to-do lists across channels.

Products and services

• Billy Grace Marketing Intelligence Platform Unified SaaS platform that provides first-party tracking, modelled attribution (MTA + UMM hybrid), centralized cross-channel analytics, and AI budget optimization to help advertisers measure and optimize digital marketing performance.
• Quin AI marketing agent that autonomously surfaces performance issues, recommends optimizations, and directly executes budget and bid changes across connected ad accounts, functioning as a co-pilot for marketing teams.
• Billy Grace for E-commerce Vertical offering of the Billy Grace platform configured for e-commerce brands, providing cookieless first-party tracking, MTA + UMM modelled attribution, and AI-driven ad budget optimization for online retailers.
• Billy Grace for Lead Generation Vertical offering of the Billy Grace platform built for B2C lead-generation brands, providing first-party lead tracking, lead qualification attribution, and AI budget optimization against cost-per-lead goals.
• Billy Grace for Agencies Vertical offering of the Billy Grace platform designed for marketing agencies, with multi-client account management, white-label reporting, and a revenue-share billing model for partner agencies.

Quantifiable outcome

• 30–40% improvement in paid ROI for e-commerce clients; 7–42% lower ad spend through better allocation; 5–40 hours/month saved on reporting
• +10 more outcomes

Named customers21 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration34 records

AI capability10 records

Feature5 records

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Wicked Reports: Attribution and AI-powered ad optimization platform focused on DTC and e-commerce; directly comparable in the AI-autopilot and attribution-for-ecommerce category.
• Triple Whale: AI-first DTC/e-commerce attribution and analytics platform; competes head-on with Billy Grace's e-commerce offering on first-party tracking, attribution, and AI-driven insights for Shopify and similar brands.
• Measured: Cross-channel marketing measurement and incrementality testing for enterprise advertisers; overlaps with Billy Grace's UMM positioning and AI-driven attribution approach.
• Funnel: Marketing data hub that aggregates, normalizes, and routes marketing data; comparable to Billy Grace's centralised analytics and integration-led architecture across ad and e-commerce platforms.
• Improvado: Marketing data aggregation and analytics platform; comparable in aggregating cross-channel marketing data, building unified dashboards, and serving enterprise/mid-market marketing teams.
• Northbeam: Multi-touch attribution and marketing measurement platform for DTC and e-commerce brands; offers similar MTA/UMM-style attribution, cross-channel analytics, and AI optimization for paid media.
• Rockerbox: Marketing measurement and attribution platform covering MTA, MMM, and unified measurement; directly comparable to Billy Grace's UMM module and serves similar mid-market and enterprise e-commerce/leadgen brands.
• Adverity: Marketing data integration and analytics platform headquartered in Europe (Vienna); direct comparable in cross-channel data unification, attribution, and EMEA market positioning.

Broad incumbents

• AppsFlyer: Global mobile attribution and marketing analytics incumbent with broader portfolio including SKAdNetwork, incrementality, and Audience; offers overlapping attribution capabilities but is mobile-first and not specialized in Billy Grace's e-com/leadgen/agency verticals.
• Adjust: Mobile measurement and attribution incumbent (part of AppLovin); comparable in attribution and MMP functionality but focused on the app/mobile ecosystem rather than Billy Grace's web-first e-commerce and leadgen ICP.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutu.be/yJe9OVPtNhQ
• LinkedInlinkedin.com/company/billygrace

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors1 record

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 Billy Grace