What Mplus does

Mplus is the largest independent business process technology outsourcing (BPTO) group in Southeast Europe, headquartered in Zagreb, Croatia, and publicly listed on the Zagreb Stock Exchange under ticker MRUL. Founded in 2007, the company has grown to 15,000+ employees operating across 19 countries and 57 markets, serving 300+ enterprise clients with full-service customer experience management that combines proprietary AI with human expertise. Group revenue reached EUR 257 million in 2025, distributed across three business verticals: BPTO (Mplus core, the primary CX outsourcing operation), Workplace (HR services with 18 companies across 7 countries), and Eplus Ventures (e-commerce platforms including Megabon and Pink Panda, with 2.5M+ active users).

The company's core technology platform is Graia, an in-house AI engine trained on 25+ years of operational CX data and processing more than 4 million AI interactions per month. Graia powers Agentic AI for autonomous interactions, Real-time Assist for next-best-action delivery to human agents, and Intelligence for sentiment, intent, and performance signals. The broader product portfolio includes the Buzzeasy AI communication platform, CCaaS, Scribe interaction evaluation, AI Translate covering 100+ languages, Track omnichannel ticketing, and vertical-specific AI agents (ShopAssist for e-commerce, LoyaltyIQ, DiscoverIQ, RecoverIQ). The platform is EU-headquartered, GDPR-compliant, and operates inside existing client architecture without cloud replication.

Mplus's business model is managed services with outcome-based pricing — contracts are structured around P&L metrics (revenue, margin, lifetime value) rather than volume or per-seat fees, with multi-year terms. Go-to-market is exclusively direct enterprise sales through field and inside sales teams, with diagnostic-first engagement and industry-routed commercial teams. The company holds a 28.3% EBRD stake (acquired November 2023 for EUR 60M), alongside minority investor Mid Europa Partners, and has executed 17 acquisitions since 2016 including Valoris (Romania, 2025), Conectart (Czech Republic, Slovakia, Poland, 2025), and PLP Group (South Africa, Namibia, Mauritius, 2026). Mplus operates under parent company BOSQAR INVEST.

Name

Mplus

Legal name

M PLUS CROATIA d.o.o

Website

https://mplusgroup.eu

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Mplus is a Croatia-based BPTO group serving 300+ enterprise clients across 19 countries with outcome-based customer experience services that combine its proprietary Graia AI engine, built on 25 years of operational data, with multilingual human expertise.

Ownership category

akta.pro rank

Product category

Business Process Outsourcing (Customer Experience Services)

NAICS

Computer Systems Design and Related Services (54151), Telephone Call Centers (56142), Telemarketing Bureaus and Other Contact Centers (561422), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Prepackaged Software (7372), Services-Facilities Support Management Services (8744), Services-Management Services (8741)

akta.pro primary industry

General Customer Service (Order/Account/Inquiries) (BPAAABAA)

akta.pro secondary industries

Customer Experience (CX) QA, Analytics & Voice-of-Customer Operations (BPAAABAN), iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG), Robotic Process Automation (RPA) Platforms (HDAEAHAB), Appointment Scheduling & Service Dispatch Support (BPAAABAO), Sales Support & Customer Retention (Upsell, Win-back, Loyalty) (BPAAABAB), Master Patient Index (MPI), Patient Identity Resolution & Matching (HLACABAE)

Keywords

• Customer experience outsourcing
• AI contact center services
• Business process outsourcing
• Customer experience management
• Multilingual CX delivery

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices21 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. BPTO (Business Process Technology Outsourcing) — Managed CX Services: Mplus's primary revenue stream. Full-service customer experience management combining AI and human expertise across omnichannel (voice, chat, email, social). Services span care, resolution, activation, recovery, and operations. Revenue model combines subscription elements (ongoing service contracts), managed services fees, and outcome-based pricing tied to P&L metrics.
2. HR Services (Workplace Vertical): Workplace vertical — 18 companies across 7 countries offering employment services, HR management, selection, and placement. Since April 2023 consolidated under Workplace brand, contributing significant revenue (EUR 24 million H1 2023). Includes professional services and recruitment.
3. eCommerce (Eplus Ventures): Eplus Ventures vertical — eCommerce platform operator across beauty, healthcare, and travel segments. Includes Megabon and Pink Panda platforms with 2.5M+ active users. Revenue from platform operations, marketplace, and affiliate/referral arrangements with partners like L'Oréal, Hilton, Radisson Blu.
4. Technology Licensing / AI Platforms: Proprietary AI platforms (Graia, Buzzeasy, ShopAssist, etc.) are embedded within managed services. Mtech (technology division) offers technology products to external clients including Calyx, Geomant, and Bulb brands. Revenue includes software/platform fees and professional services for implementation.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Mplus is an Experience Intelligence provider that delivers managed customer experience (CX) services combining proprietary AI (Graia engine) with human expertise across voice, chat, email, and social channels. The company sells outcome-based business process technology outsourcing (BPTO) engagements to large enterprises across telecom, financial services, technology, energy, logistics, eCommerce, and consumer goods verticals, supported by a cloud-based CCaaS platform (Buzzeasy), vertical AI agents (ShopAssist, LoyaltyIQ, DiscoverIQ), and a multilingual workforce operating in 19 countries.

Product overview

Mplus offers Experience Intelligence — a unified platform combining proprietary AI technology with human expertise to deliver customer experience solutions. The core is Graia, an in-house AI engine providing Agentic AI, real-time Assist, and Intelligence capabilities. The product portfolio includes modular AI solutions (Agentic AI, CCaaS, Assist, Scribe, AI Translate, Track) and people-led services (Care, Resolution, Activation, Recovery). Buzzeasy is their cloud-based communication platform. The company operates across verticals including Financial Services, E-Commerce, Telecommunications, Energy, Healthcare, Travel, and Logistics, with solutions deployed across 19 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Graia: Proprietary AI engine built in-house, trained on 25+ years of operational data
• Mtech
• Workplace
• Eplus Ventures

Products and services

• Experience Intelligence A unified operating model for customer experience delivery that combines proprietary AI (Graia engine) with human expertise in one closed-loop system. Covers Design, Accelerate, and Operate phases and is engineered around client P&L outcomes (revenue, margin, lifetime value). Sold to large enterprise clients through multi-year outcome-based managed service contracts.
• Graia AI Engine Mplus's proprietary in-house AI engine, trained on 25+ years of operational CX data. Powers Agentic AI, Real-time Assist (next-best action), and Intelligence (sentiment, intent, performance signals) across all Mplus solutions. EU-headquartered, GDPR-, SOC 2-, NIS2-, and EU AI Act-compliant with no cloud replication; self-customizable by client teams via prompt-based configuration.
• Buzzeasy (CCaaS) Cloud-based AI-native contact center / communication platform that transforms chat into a multi-purpose contact center. Features simultaneous translation across 20+ languages, AI-human orchestration, omnichannel routing, memory and knowledge management, and zero infrastructure lock-in. Built for AI from the start and embedded across Mplus managed services.
• Managed CX Services (BPTO) End-to-end outsourced customer experience management combining AI and human delivery across omnichannel (voice, chat, email, social). Services span Care & Resolution, Activation (outbound sales, pipeline generation), and Recovery (revenue recovery). Delivered across 19 countries and 57 markets in 100+ languages under multi-year outcome-based contracts targeting enterprise clients in telecom, financial services, technology, energy, logistics, and eCommerce.
• ShopAssist AI agent for e-commerce handling post-purchase customer interactions. Modules include Order & Shipment Tracking, Returns Resolution, Commerce Fraud Screening, and LoyaltyIQ integration. Sold to e-commerce and retail enterprise clients seeking high-volume, zero-friction post-purchase CX.
• LoyaltyIQ AI agent for loyalty engagement and retention. Keeps loyalty members engaged, spending, and returning through proactive engagement and personalized interactions. Sold to retail, subscription, and consumer brand clients.
• DiscoverIQ AI agent for product discovery helping customers find the right product before they leave. Includes Product Discovery Agent and Fit & Size Guidance modules. Sold to retail and e-commerce enterprise clients.

Quantifiable outcome

• 92% AI resolution rate — contact volume dropped 30%, CSAT improved 3.5x
• +10 more outcomes

Named customers8 records

Segments10 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability10 records

Feature13 records

Partnerships

15 partnerships are on record, tiered core and minor.

• PLP Group (Acquisition)coreStrategic or Co-development Partner · 1 January 2026Mplus announced acquisition of CX Group PLP, its first M&A transaction in Africa (March 2026). PLP Group operates in South Africa, Namibia, and Mauritius. This expands Mplus's African footprint significantly.
• Valoris (Acquisition)coreStrategic or Co-development Partner · 16 October 2025Mplus successfully completed acquisition of Valoris, a leading CX provider in Romania (October 2025). Valoris acquisition completed as part of Mplus's M&A expansion strategy in Central and Eastern Europe.
• Conectart (Acquisition)coreStrategic or Co-development Partner · 1 April 2025Mplus is acquiring Conectart, a leading CX provider in the Czech Republic and Romania (announced April 2025, part of 2025 acquisitions). Expands CEE footprint.
• Brave Phone and Child Helpline InternationalminorStrategic or Co-development Partner · 18 March 2025Mplus strengthened partnership with Brave Phone and Child Helpline International, supporting child welfare and protection initiatives. Builds on existing Hrabri Telefon partnership.
• Graia (AI Company Formation)coreStrategic or Co-development Partner · 1 January 2025Graia was established as Mplus's AI capability company (2025), bringing together AI talent in UK, Hungary, Serbia, and Croatia. Graia is built inside live operations, not a third-party tool — powering Agentic AI, Real-time Assist, and Intelligence across all Mplus solutions.
• Hrabri Telefon (NGO)minorStrategic or Co-development Partner · 21 March 2024Mplus partnered with Hrabri Telefon (child support NGO) to support construction of a new support centre in Dugave, Zagreb. Mplus provided financial backing and ran an outbound fundraising call campaign to 26,000 potential donors. Mplus employees receive educational workshops on parenting, mental health, work-life balance, and stress management from Hrabri Telefon.
• Croatian National Theater (HNK Zagreb)minorStrategic or Co-development Partner · 1 March 2024Mplus is main sponsor of Croatian National Theater (HNK) for digital transformation. Provided financial support and digitalised HNK's subscriber database, enabling personalised communication. Result: 57% surge in subscription revenue, 5,500 subscribers, 90%+ occupancy, EUR 2M+ surplus. Sponsorship renewed for 2024.
• Digi Awards (Jutarnji list)minorStrategic or Co-development Partner · 1 January 2024Mplus renewed its partnership with Digi Awards for the second consecutive year. Event organised by Jutarnji list recognises Croatia's most outstanding young digital innovators. Mplus supports youth innovation in Croatia.
• Manpower SloveniaminorChannel Partner/ Reseller/ Distributor · 1 January 2024Mplus formed key partnership with Manpower Slovenia as part of HR vertical expansion strategy, strengthening Workplace brand presence in the region.
• IT Park UzbekistanminorStrategic or Co-development Partner · 1 January 2024Mplus Türkiye met with IT Park Uzbekistan to explore collaboration prospects for establishing Uzbekistan as a regional outsourcing and technology centre. Discussed office locations, residency terms, and Zero Risk programme for foreign businesses.
• Harvard University (Remote Work Study)minorStrategic or Co-development Partner · 1 December 2023Mplus collaborated with researchers from Harvard, Oxford, and University of Zagreb on a remote work study published in Frontiers of Psychology. Study collected 4,554 questionnaires from 7 countries linking job satisfaction and remote work.
• Oxford University (Remote Work Study)minorStrategic or Co-development Partner · 1 December 2023Collaborated with Oxford researchers alongside Harvard and University of Zagreb on remote work study published in Frontiers of Psychology.
• Franklin Covey (Mentoring Programme)minorStrategic or Co-development Partner · 1 August 2023Mplus launched 'Mentoring at the Speed of Trust' program, a globally recognised program developed by Franklin Covey. 16 mentors trained (4 seasoned + 12 new). Mentors paired with mentees for 5-month guided development programme.
• IEDC-Bled School of ManagementminorStrategic or Co-development Partner · 1 January 2023Mplus partnered with IEDC-Bled School of Management for the 9-month Mplus Elevate Leadership Development program addressing future leadership challenges including technology impact and sustainability. 57% female representation. Programme runs across various venues to embrace cultural diversity.
• Croatian Employers' Association (HUP)minorStrategic or Co-development Partner · 1 January 2023Mplus presented remote work study through the Croatian Employers' Association (HUP), a leading business association. Study was accepted and published in Frontiers of Psychology.

Scale indicators17 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Teleperformance: Global leader in CX/digital business services with EUR 10B+ revenue and 400,000+ employees across nearly 100 countries. Directly comparable to Mplus as a managed omnichannel CX outsourcer, but vastly larger and broader in geography and vertical coverage; sets the pricing benchmark for enterprise BPO.
• Concentrix + Foundever: Combined Concentrix/Foundever (formerly Sitel/Majorel/Webhelp) is one of the largest global CX and BPO providers with 250,000+ employees. Closest direct competitor to Mplus at the enterprise omnichannel CX tier; competes for the same telecom, banking, and e-commerce clients across European and emerging markets.
• TTEC Holdings: US-listed CX technology and services company (TTEC, ~$2.5B revenue) operating across customer experience, digital, and AI-enabled CX delivery. Comparable to Mplus in serving enterprise clients with AI-augmented agent delivery, but with US-centric footprint and broader scale.
• Telus International (TELUS Digital): Canadian-listed digital CX provider (~$2B+ revenue) serving tech, gaming, e-commerce, and financial services. Comparable omnichannel BPO model with AI-enabled capabilities; competes for global enterprise clients in EMEA markets where Mplus operates.
• Atento: Latin America-headquartered CX/BPO provider serving telecom, banking, and retail clients globally. Comparable omnichannel CX delivery model and end-market overlap (telecom, financial services); differs geographically with LatAm concentration rather than CEE/EMEA.

Direct peers

• Majorel (now Foundever): Pre-merger Majorel was a leading CX outsourcing player headquartered in Luxembourg with deep DACH and EMEA presence. Two former Majorel executives (Raoul Blautzik, Bettina Straßburg) now lead Mplus Germany, indicating direct talent and operational overlap; competes for the same enterprise German and CEE clients.
• TaskUs: US-listed digital outsourcer specializing in CX, content moderation, and trust & safety with nearshore/offshore delivery. Similar profile to Mplus as a tech-enabled BPO targeting enterprise clients; competes in the same digital CX outsourcing category.
• IBEX Limited: Nasdaq-listed end-to-end CX and digital outsourcing company serving telecom, financial services, and retail. Comparable mid-size BPO with omnichannel and AI-enabled delivery; competes for similar enterprise CX budgets in EMEA and global markets.
• Startek: Global CX solutions provider with delivery across the Americas, Asia, Africa, and EMEA. Comparable mid-tier omnichannel BPO serving telecom, banking, and e-commerce; operates with similar multi-geography, multi-language model and competes for enterprise CX contracts.

Emerging players

• Cresta: AI-native contact center intelligence platform offering real-time agent assist, conversational AI, and quality automation. Not a BPO, but represents the AI unbundling threat to Mplus's managed-services model; competes for the same AI-enabled CX budget line at enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Customer concentration

• YouTubeyoutube.com/@mplusofficial
• Facebookfacebook.com/mplusgroup
• LinkedInlinkedin.com/company/mplusgroup
• Instagraminstagram.com/mplusgroup.eu

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries17 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A7 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mplus