Kumulos
- Company typePrivate
- Founded2016
- HeadquartersDundee, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Kumulos does
Kumulos is a mobile engagement platform founded in 2016 and headquartered in Dundee, Scotland, with a separate Americas headquarters in Raleigh, North Carolina, and additional offices in New York, London, Tel Aviv, São Paulo, and Tallinn. The company provides an integrated suite of mobile messaging and analytics products — including mobile push notifications, web push notifications, in-app messaging, deferred deep links, web-to-app banners, geofencing and beacon-based geo-targeting, mobile app analytics, app store optimization, crash reporting, and API endpoint monitoring — designed to help brands acquire, engage, retain, and convert mobile app users. Its technology is built around open-source SDKs for 16+ platforms (iOS, Android, Flutter, React Native, Unity, Cordova, Ionic, Xamarin, Swift, Objective-C, Java, C#, JavaScript, AngularJS, PHP, Huawei, Windows) backed by RESTful APIs and an extensible scripting engine, with GDPR and CCPA compliance and EU data residency options. Customers are concentrated in retail and QSR (Subway, Pizza Pizza, Papa John's, JD Sports, Staples, Family Dollar, Dollar Shave Club, Entain, BetMGM), travel and hospitality (Sandals & Beaches, Network Rail), logistics (UPS, CargoLux), healthcare (Sanofi, Roche, Ellerca Health), and sports/gaming (Pennsylvania Lottery), and the platform also serves as an OEM/white-label backend for major marketing automation and email marketing platforms.
The company operates a SaaS business model with annual subscription pricing tied to number of apps, features used, and audience size, offered through three tiers: a free 30-day trial, a self-serve/SMB motion, an agency tier with white-label rebranding, unlimited portals, and a dedicated Slack support channel, and an enterprise tier with premium support, technical training, and campaign optimization services. Go-to-market combines direct enterprise sales, a product-led free trial, agency resellers, and OEM embedding, with content marketing, G2-driven review generation, and partner referrals. In March 2022 Kumulos was acquired by Optimove, a CRM Marketing Platform backed by a $75M investment from Summit Partners, becoming a wholly-owned subsidiary; Kumulos' technology now sits inside Optimove's broader multichannel stack, extending its mobile messaging capabilities across Optimove's 500+ brand and 81B+ message-per-year footprint. Pre-acquisition, the company had raised approximately $1.7M in equity across a 2017 seed round and a 2018 round led by Mercia Fund Managers with participation from the Scottish Investment Bank.
Kumulos firmographics
Firmographics- Name
- Kumulos
- Legal name
- Kumulos
- Website
- https://kumulos.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Kumulos industry classification
Industry- Product category
- Mobile Marketing Automation
- NAICS
- Software Publishers (51321), Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Unified Communications (UCaaS) Apps (BPAMACAE)
- akta.pro secondary industries
- Dashboarding & KPI/Performance Management (HDAEAMAF), Player Account Management (PAM), CRM & Loyalty Platforms (MPAEAKAF)
Keywords
Where Kumulos is headquartered
LocationHeadquarters
- HQ city
- Dundee
- HQ country
- United Kingdom
- HQ region
- Europe
Offices8 records
Markets served
Kumulos business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription: Annual subscription-based pricing model based on number of unique apps, features used, and audience size
- Enterprise Plans: Custom enterprise packages with technical training, campaign optimization services, rebranding options, and premium support
- Agency Plans: Agency-focused plans with rebranding, unlimited portals and logins, dedicated Slack support, and service price caps
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise tier with premium support and full rebranding capabilities |
| Subscription | Annual | Agency tier with unlimited portals and dedicated support channels |
| Freemium | Pay-as-you-go | Free trial access to full platform |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Kumulos product offering
Product offeringCore offering
Kumulos provides an intelligent mobile engagement platform that enables brands to acquire, engage, retain, and convert mobile app users through personalized messaging channels including mobile push notifications, in-app messaging, web push, geo-targeting, and deferred deep linking, combined with mobile app analytics, crash reporting, and app store optimization. Following the March 2022 acquisition by Optimove, the platform integrates into Optimove's CRM Marketing platform to deliver behavior-driven, AI-powered personalized multichannel customer journeys.
Product overview
Kumulos is an intelligent mobile engagement platform providing a unified suite of messaging and analytics tools designed to acquire, engage, retain, and convert mobile app users. The platform operates as a modular system where features can be used together or independently. Core capabilities include Mobile Push Notifications, Web Push Notifications, In-App Messaging, Deferred Deep Links, Web-to-App Banners, and Geo-Targeting for location-based marketing. These messaging features are complemented by Mobile App Analytics, App Store Optimization, Crash Reporting, and API Endpoint Monitoring for performance management. The platform also includes RESTful APIs and SDKs for major mobile platforms (iOS, Android, Flutter, React Native, Unity, and others) for integration. Kumulos was acquired by Optimove in March 2022, becoming part of Optimove's CRM Marketing Platform to provide native mobile capabilities alongside Optimove's CDP, email marketing, and AI-driven orchestration.
Differentiator
Problem solved
Functional benefit
Products and services
- Kumulos Mobile Engagement Platform An end-to-end mobile engagement platform for app developers and brands featuring push notifications, in-app messaging, web push, geofencing, deferred deep links, analytics, crash reporting, and app store optimization, integrated into Optimove's CRM Marketing platform following the March 2022 acquisition.
- Kumulos OEM White Label Platform
Quantifiable outcome
- 225% YoY increase in marketable audiences enabling clients to grow their audiences
- +4 more outcomes
Companies that use Kumulos
Customer profileNamed customers20 records
Segments8 records
Ideal customer profiles3 records
Kumulos technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
Feature9 records
Kumulos partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- OptimoveflagshipOptimove acquired Kumulos in March 2022 to integrate sophisticated mobile marketing channels into its CRM Marketing Platform. The acquisition enhanced Optimove's native messaging capabilities including mobile push notifications, in-app messaging, web push, geo-fencing, and deferred deep linking. Kumulos now operates as part of Optimove's platform, allowing brands to execute mobile campaigns seamlessly within the unified CRM marketing solution.
Scale indicators7 records
Recent moves5 records
Expansion highlights6 records
Kumulos competitors and assessment
Company assessmentDirect peers
- OneSignal: OneSignal provides multi-channel messaging including push notifications, in-app messages, email, and SMS, with strong developer SDKs and a free tier. It competes most directly with Kumulos on mobile push and in-app messaging for app developers and marketers.
- Iterable: Iterable is a cross-channel marketing platform with strong push, in-app, and email orchestration for consumer brands. It overlaps with Kumulos on mobile messaging and analytics for enterprise marketing teams.
- Pushwoosh: Pushwoosh provides push notifications, in-app messaging, and customer journey tools across mobile and web. It targets a similar developer/marketer audience and overlaps with Kumulos on core messaging capabilities.
- Braze: Braze is a leading customer engagement platform offering push, in-app, email, SMS, and web messaging plus orchestration and analytics. It is a direct competitor in mobile-first engagement serving enterprise brands with similar use cases to Kumulos.
- Airship: Airship is a mobile engagement platform specializing in push notifications, in-app messaging, and app experience orchestration. It targets many of the same enterprise verticals as Kumulos (retail, QSR, travel, financial services).
- Leanplum: Leanplum offers mobile engagement, push notifications, in-app messaging, and A/B testing aimed at app marketers. It serves a similar mid-market and enterprise customer profile as Kumulos.
Emerging players
- Mixpanel: Mixpanel is a product analytics platform covering mobile and web engagement, funnels, and retention. It competes most directly with Kumulos' Mobile App Analytics and ASO capabilities and is often evaluated alongside messaging tools.
Broad incumbents
- Oracle Responsys: Oracle Responsys is a cross-channel marketing platform with push, email, and SMS capabilities for enterprise brands. It competes with Kumulos for large-enterprise mobile engagement budgets as part of Oracle's broader CX portfolio.
- Salesforce Marketing Cloud: Salesforce Marketing Cloud is a broad enterprise marketing suite with push, email, SMS, and journey orchestration. It overlaps with Kumulos' mobile messaging capabilities as part of a much wider portfolio aimed at large enterprises.
- Adobe Campaign: Adobe Campaign provides cross-channel campaign orchestration including push and in-app messaging as part of Adobe Experience Cloud. It is an incumbent competitor in the same enterprise messaging space as Kumulos.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Kumulos social profiles
Digital presenceKumulos compliance and trust
Trust signalCompliance2 records
Kumulos financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kumulos leadership team
Management profileNumber of profiles
Profiles2 records
Kumulos funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kumulos M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kumulos
What does Kumulos do?
Kumulos provides an intelligent mobile engagement platform that enables brands to acquire, engage, retain, and convert mobile app users through personalized messaging channels including mobile push notifications, in-app messaging, web push, geo-targeting, and deferred deep linking, combined with mobile app analytics, crash reporting, and app store optimization. Following the March 2022 acquisition by Optimove, the platform integrates into Optimove's CRM Marketing platform to deliver behavior-driven, AI-powered personalized multichannel customer journeys.
Is Kumulos a public or private company?
Kumulos is a private company. It is classified as corporate owned and is currently acquired.
When was Kumulos founded?
Kumulos was founded in 2016. It employs 11 to 50 people.
Where is Kumulos based?
Kumulos is headquartered in Dundee, United Kingdom, in the Europe region.
How does Kumulos make money?
Three revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are enterprise Plans and agency Plans.
Who are Kumulos's main competitors?
Direct peers on record are OneSignal, Iterable, Pushwoosh, Braze, Airship and Leanplum. Mixpanel is listed as an emerging player. Broad incumbents are Oracle Responsys, Salesforce Marketing Cloud and Adobe Campaign.
Does Kumulos have an API?
Yes. Kumulos provides RESTful APIs for integration with customer martech stacks. The Analytics API allows export of app analytics and/or raw in-app events to enrich customer data in real-time. The Messaging API enables sending messages from customer own systems. The platform also supports white-label integration through pre-built integrations, RESTful APIs, and an extensible scripting engine. Developer documentation is at docs.kumulos.com.
What industry is Kumulos in?
Kumulos's product category is Mobile Marketing Automation. Its primary akta.pro industry code is BPAMACAE, Unified Communications (UCaaS) Apps, with a secondary code of HDAEAMAF, Dashboarding & KPI/Performance Management. Its NAICS code is 51321 and its SIC code is 7372.