What ResponseTap does

ResponseTap, now operating as part of Infinity following acquisition, is a UK-based call intelligence platform founded in 2008 and headquartered in Milton Keynes (registered entity: Infinity Tracking Limited, England and Wales). The company tracks, analyzes, and optimizes marketing campaigns based on phone call data, serving enterprise and mid-market marketing, sales, contact centre, customer service, and compliance teams across verticals including automotive, travel, banking and financial services, healthcare, insurance, property, retail, and utilities.

The platform is built around five core components: Call Tracking for source attribution, Conversation Analytics (speech analytics) for call content insight, Smart Outcomes for pushing real conversion data into bidding platforms for automated optimization, Smart Match for revenue attribution, and Conversion Barriers for identifying obstacles to lead conversion. Native integrations with Google Ads and Meta, alongside a partner ecosystem of digital agencies, marketing technology vendors, and contact centre technology resellers, extend distribution. The company holds ISO 27001 certification (Certificate Number 22/0493) and is GDPR-ready, supporting sales into regulated verticals.

Commercially, ResponseTap operates a sales-led, demo-first go-to-market with quote-based subscription pricing billed annually and no publicly disclosed tiers. Distribution combines direct enterprise sales with three partner programmes. Geographic footprint spans the UK, US, Australia, Brazil, France, and Spain. Named enterprise customers include Stoneacre, Blue Bay Travel, Answer4U, ROL Cruise, Fred. Olsen Cruise Lines, and Motorpoint. The company has 51-100 employees and has raised approximately $10.7M in disclosed equity funding between 2012 and 2016 from Eden Ventures, Beringea, and Enterprise Ventures, with a 2017 Clydesdale Bank facility.

Name

ResponseTap

Legal name

Infinity Tracking Limited

Website

https://responsetap.com

Company type

Private

Founded year

2008

Operating status

Acquired

Headcount range

51–100 employees

Short description

ResponseTap, now part of Infinity, is a UK-based call intelligence SaaS platform that tracks, analyzes, and optimizes marketing campaigns via phone call attribution, speech analytics, and AI-powered bid optimization. It serves enterprise and mid-market marketing, sales, contact centre, and customer service teams across eight verticals.

Ownership category

akta.pro rank

Product category

Call Intelligence and Marketing Attribution Software

NAICS

All Other Telecommunications (517810), Other Services Related to Advertising (54189)

SIC

Services-Prepackaged Software (7372), Communications Services, Nec (4899)

akta.pro primary industry

Conversational AI Platforms (chat/voice bots, orchestration) (HDAAAFAC)

akta.pro secondary industry

Contact Center Speech AI (agent assist, IVR automation) (HDAAAFAL)

Keywords

• Call tracking software
• Call intelligence platform
• Conversation analytics
• Marketing attribution
• Speech analytics

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Call Intelligence SaaS Subscription: Subscription-based access to call tracking, conversation analytics, and outcome optimization platform. Likely tiered by call volume, features, and number of tracking numbers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

ResponseTap, now part of Infinity, is a call intelligence SaaS platform that tracks phone-call sources, analyses call conversations (speech analytics), and uses AI to attribute calls to marketing campaigns and revenue. It feeds real call outcomes into bidding platforms for automated optimization (Smart Outcomes), links calls back to revenue (Smart Match), and identifies obstacles to lead conversion (Conversion Barriers) for marketing, sales, and contact centre teams.

Product overview

ResponseTap, now part of Infinity, offers a call intelligence platform that tracks, analyzes, and optimizes marketing campaigns based on phone call data. The core platform includes Call Tracking for source attribution and Conversation Analytics (Speech Analytics) for analyzing call content. The product suite is designed as an integrated system where Smart Outcomes feeds conversion data into bidding platforms for automated optimization, Smart Match connects calls to revenue attribution, and Conversion Barriers identifies obstacles preventing lead conversion. This architecture enables marketers to prove ROI and optimize campaign performance across the entire customer journey from before the call through to revenue.

Differentiator

Problem solved

Functional benefit

Products and services

• Call Tracking Enables marketers to see exactly what is driving phone calls and which calls are worth their marketing budget by tracking call sources across marketing channels.
• Conversation Analytics Provides speech analytics to understand what customers are saying during calls, what they want, and what is preventing conversions.
• Smart Outcomes Sends real call outcomes directly into bidding platforms so they can optimize campaigns properly based on conversion data.
• Smart Match Ties phone calls back to revenues, enabling users to identify and invest in high-performing marketing efforts.

Quantifiable outcome

• 300% increase in PPC sales enquiries
• +2 more outcomes

Named customers3 records

Segments13 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• GooglecoreTechnology or IntegrationGoogle integrations partner providing compatibility with Google Ads and Google marketing ecosystem for call attribution and conversion tracking.
• MetacoreTechnology or IntegrationMeta (Facebook) integrations partner providing compatibility with Meta advertising platforms for cross-channel call attribution.
• Digital AgenciescoreChannel Partner/ Reseller/ DistributorCertified partner programme for digital agencies to resell and implement Infinity/ResponseTap call intelligence solutions. Includes partnership certification course.
• Marketing Technology PartnerscoreChannel Partner/ Reseller/ DistributorPartner programme for marketing technology companies to integrate with and resell the call intelligence platform.
• Contact Centre Technology PartnerscoreChannel Partner/ Reseller/ DistributorPartner programme for contact centre technology vendors to integrate with and resell the platform to contact centre customers.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Invoca: Direct competitor offering an AI-powered call tracking and conversation analytics platform with bid optimization integrations; closely matches ResponseTap's call intelligence, speech analytics, and revenue attribution value proposition.
• Marchex: Direct competitor in call analytics and conversation intelligence, focused on multi-vertical sales and marketing call outcomes; overlaps on speech analytics and revenue attribution use cases.
• WhatConverts: Direct competitor offering call tracking and lead attribution with marketing attribution reporting; targets similar marketer personas looking to tie phone leads to campaigns and revenue.
• CallTrackingMetrics: Direct competitor offering call tracking, routing, and conversation analytics with integrations to Google, Meta, and CRM platforms; competes in the same call intelligence category for the same marketer and contact-center buyers.
• CallRail: Direct competitor providing call tracking, conversation intelligence, and form tracking for marketers and agencies; serves similar SMB and mid-market buyer personas with comparable subscription pricing.

Broad incumbents

• Adobe Analytics: Broad incumbent analytics and marketing attribution suite; relevant as an adjacent competitor for the marketing attribution and ROI-measurement use case that ResponseTap addresses for the call channel.
• HubSpot: Broad incumbent marketing, sales, and CRM suite offering built-in call tracking and attribution features; overlaps with ResponseTap's marketer and sales personas and could absorb call intelligence into its all-in-one platform.
• Salesforce: Broad incumbent CRM and marketing platform that has expanded into marketing attribution and call tracking features within Marketing Cloud and Sales Cloud; represents the bundling threat that could commoditize standalone call intelligence.
• Infinity: Parent company of ResponseTap offering a broader call intelligence platform; while not a peer in the competitive sense, it sets the combined product scope (call tracking, conversation analytics, Smart Outcomes, Smart Match) within which ResponseTap now competes.

Emerging players

• Convirza: Call analytics and conversation intelligence platform with call scoring and outcome optimization; partial overlap on speech analytics for marketing optimization, though more focused on SMB call outcome tracking.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/responsetap
• Facebookfacebook.com/responsetap
• LinkedInlinkedin.com/company/responsetap-limited

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 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 ResponseTap