Relay42
Relay42 is a marketing data orchestration platform acquired by Supermetrics, offering an end-to-end SaaS solution that connects, manages, analyzes, and activates marketing data across 100+ channels for enterprise, SMB, and agency customers worldwide.
- Company typePrivate
- Founded2010
- HeadquartersAmsterdam, Netherlands
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Relay42 does
Relay42 is a marketing data orchestration and customer data platform founded in 2010 and headquartered in Amsterdam, Netherlands. The company was acquired by Supermetrics, and all Relay42 products and services now operate under the Supermetrics brand as the "Data Activation" line, delivering what the company describes as an end-to-end marketing intelligence workflow. The platform is built on an API-first SaaS architecture with 100+ pre-built connectors across major advertising, social, analytics, and data warehouse systems, including Facebook Ads, Instagram Insights, LinkedIn Ads, Google Ads, Google Analytics 4, BigQuery, Amazon S3, Amazon Redshift, Snowflake, and emerging AI destinations like Claude and ChatGPT.
The product surface is organized into four modules: Connect (data ingestion and export), Manage (storage, transformation, and data quality), Analyze (insights and reporting across native and third-party destinations), and Activate (unified profiles, personalization, audience segmentation, and journey orchestration driven by rules-based and predictive models). Supermetrics AI was introduced as an additional AI-powered capability within the platform in 2025. The technology stack is positioned around integration interoperability rather than proprietary modeling, with the strategic moat derived from accumulated connector breadth and end-to-end workflow consolidation.
The business model is subscription-based SaaS with a quote-based pricing structure (not publicly disclosed) and a dual go-to-market motion combining self-serve product-led growth (free trial, self-service onboarding) for SMBs and individuals with enterprise field sales for larger accounts. The company serves Enterprise, SMB, Marketing Agency, and persona-based segments (Marketing, Data, Development teams) across multiple verticals including Ecommerce & DTC, Travel & Hospitality, Retail & FMCG, and Media & Publishing. Named enterprise customers include Levi's, Air France, and Vattenfall, and the platform supports a partner program for resellers and implementation partners to extend distribution reach globally.
Relay42 firmographics
Firmographics- Name
- Relay42
- Legal name
- Supermetrics
- Website
- https://relay42.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Relay42 is a marketing data orchestration platform acquired by Supermetrics, offering an end-to-end SaaS solution that connects, manages, analyzes, and activates marketing data across 100+ channels for enterprise, SMB, and agency customers worldwide.
- Ownership category
- akta.pro rank
Relay42 industry classification
Industry- Product category
- Marketing Data Platform
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Loyalty, Rewards & Retention Platforms (BPAFAFAH)
- akta.pro secondary industry
- Lead Nurturing & Marketing Operations (List Management, Scoring) (MPAAAIAJ)
Keywords
Where Relay42 is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Markets served
Relay42 business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription-based SaaS: Cloud-based SaaS platform providing marketing data integration, analysis, and activation capabilities on a subscription basis. Likely tiered by data volume, connectors, or team seats.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Relay42 product offering
Product offeringCore offering
Relay42 delivers an Orchestration Customer Data Platform, now positioned within Supermetrics as the Data Activation layer, that connects marketing data from any source, manages and transforms it, analyzes it for insights, and activates personalized actions via rules-based and predictive models. The platform offers unified customer profiles, audience segmentation, personalization, and cross-channel journey orchestration across 100+ marketing connectors and data destinations.
Product overview
Relay42 is now part of Supermetrics as Data Activation, forming an end-to-end marketing intelligence platform with a modular architecture. The platform consists of four core modules: Connect (for data integration from any source), Manage (for data storage and transformation), Analyze (for insights and analytics), and Activate (for driving personalization and performance via predictive models). Additionally, Supermetrics AI was introduced as a new AI capability. The product integrates with major data warehouses (BigQuery, Amazon S3, Amazon Redshift, Snowflake), analytics and visualization tools (Looker Studio, Google Sheets, Power BI, Microsoft Excel), and AI assistants (Claude, ChatGPT).
Differentiator
Problem solved
Functional benefit
Products and services
- Data Activation Core offering that closes the marketing intelligence loop by connecting data from any source, managing and transforming it, analyzing for insights, and activating actions based on rules-based and predictive models across 100+ marketing connectors and data destinations.
- Supermetrics AI AI-powered capability within the marketing intelligence platform that delivers AI-driven insights and automation across integrated marketing data workflows.
Companies that use Relay42
Customer profileNamed customers3 records
Segments10 records
Ideal customer profiles3 records
Relay42 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability2 records
Feature6 records
Relay42 partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- FacebookcoreIntegration partnership providing Facebook Ads and Instagram Insights data connectors within the Supermetrics platform.
- InstagramcoreIntegration partnership providing Instagram Insights data connector for social media analytics.
- LinkedIncoreIntegration partnership providing LinkedIn Ads data connector within the platform.
- GooglecoreIntegration partnership providing Google Ads and Google Analytics 4 connectors, plus Looker Studio and Google Sheets destinations.
- AmazoncoreIntegration partnership providing Amazon S3 and Amazon Redshift data destination connectors.
- SnowflakecoreIntegration partnership providing Snowflake data destination connector for cloud data warehousing.
- MicrosoftcoreIntegration partnership providing Microsoft Power BI and Microsoft Excel connectors for data visualization and analysis.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Relay42 competitors and assessment
Company assessmentDirect peers
- Twilio Segment: Twilio Segment is a leading customer data platform that unifies, cleans, and routes customer event data to downstream marketing and analytics tools, directly overlapping Relay42's data integration, profile unification, and audience activation use cases.
- Bloomreach: Bloomreach combines a real-time customer data platform (formerly Exponea) with content and commerce personalisation, directly comparable to Relay42's CDP-plus-activation stack for ecommerce and B2C enterprise customers.
- ActionIQ: ActionIQ is an enterprise customer data platform built around marketer-friendly audience building and journey orchestration, addressing the same enterprise CDP+activation use cases as Relay42 with a no-code orientation.
- mParticle: mParticle is a customer data platform focused on data collection, unification, and routing to 300+ marketing and analytics destinations, comparable to Relay42's Connect/Analyze/Activate modules for mid-market and enterprise digital brands.
- Tealium: Tealium provides a customer data platform with tag management, real-time audience segmentation, and activation to marketing tools, serving enterprise customers across verticals much like Relay42's enterprise CDP offering.
- Insider: Insider unifies customer data across channels and orchestrates personalised journeys with predictive segmentation, competing head-on with Relay42's journey orchestration and personalisation capabilities for enterprise B2C marketers.
Emerging players
- Lytics: Lytics is a mid-market customer data platform emphasising behavioural scoring, audience segmentation, and journey orchestration, with overlapping capabilities to Relay42's Activate module and similar enterprise/SMB positioning.
- Optimove: Optimove is a CRM marketing platform centred on customer segmentation, journey orchestration, and predictive personalisation, competing with Relay42's Activate module particularly in retail, gaming, and DTC verticals.
Broad incumbents
- Adobe Real-Time CDP: Adobe Real-Time CDP offers enterprise profile unification, segmentation, and activation across Adobe Experience Cloud, addressing the same CDP-plus-orchestration use cases as Relay42 but as part of a much larger CX platform.
- Salesforce Data Cloud: Salesforce Data Cloud (formerly CDP) ingests enterprise data and powers real-time personalisation and journey orchestration inside the Salesforce ecosystem, competing with Relay42's activation layer but bundled into the broader Salesforce CRM/AIM stack.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Relay42 social profiles
Digital presenceRelay42 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Relay42 leadership team
Management profileNumber of profiles
Profiles1 record
Relay42 funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Relay42 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 Relay42
What does Relay42 do?
Relay42 delivers an Orchestration Customer Data Platform, now positioned within Supermetrics as the Data Activation layer, that connects marketing data from any source, manages and transforms it, analyzes it for insights, and activates personalized actions via rules-based and predictive models. The platform offers unified customer profiles, audience segmentation, personalization, and cross-channel journey orchestration across 100+ marketing connectors and data destinations.
When was Relay42 founded?
Relay42 was founded in 2010. It employs 51 to 100 people.
Where is Relay42 based?
Relay42 is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Relay42 make money?
One revenue line is on record: subscription-based SaaS.
Who are Relay42's main competitors?
Direct peers on record are Twilio Segment, Bloomreach, ActionIQ, mParticle, Tealium and Insider. Emerging players are Lytics and Optimove. Broad incumbents are Adobe Real-Time CDP and Salesforce Data Cloud.
Does Relay42 have an API?
No public API is recorded for Relay42.
What industry is Relay42 in?
Relay42's product category is Marketing Data Platform. Its primary akta.pro industry code is BPAFAFAH, Loyalty, Rewards & Retention Platforms, with a secondary code of MPAAAIAJ, Lead Nurturing & Marketing Operations (List Management, Scoring). Its NAICS code is 541511 and its SIC code is 7370.