What Coosto does

Coosto B.V. is a Dutch SaaS provider of a unified content and social media marketing platform, headquartered in Eindhoven, Netherlands, with an additional regional office in Alicante, Spain. Founded in 2010, the company operates as Coosto B.V. and serves over 15,000 users worldwide across verticals including retail, finance, government/municipalities, healthcare, logistics, telecommunications, and hospitality. Named enterprise customers include ING, PostNL, NS, Vodafone Ziggo, Kwikfit, Coolblue, Swapfiets, Talpa, WWF, and the Municipality of Breda.

The platform is built as an integrated suite of five core modules — Listen (real-time social listening across news, blogs, forums, reviews, and social media), Publish (multi-channel social media planning and scheduling), Engage (unified social inbox covering Facebook, Instagram, LinkedIn, X, TikTok, WhatsApp, and live chat), Report (analytics and live dashboards), and Discover (AI-powered content discovery) — plus three add-on modules: EmotionAI (proprietary NLP recognizing 13 emotions and measuring intensity), Inform (industry insight delivery by team), and Sales Signals (account-level commercial intelligence). The technology stack runs on AWS infrastructure in Frankfurt, is ISO 27001 certified, and integrates natively with Salesforce Service Cloud and Marketing Cloud (two AppExchange applications), ChatGPT/OpenAI for generative content, Google Analytics, and WhatsApp Business.

Coosto's business model is subscription-based SaaS with tiered, quote-based pricing and a hybrid go-to-market combining direct enterprise field sales with a channel partner program encompassing 500+ marketing and communication agencies. Distribution is augmented by Salesforce AppExchange listing, multilingual social presence (English, Dutch, Spanish), and quote-based demo conversion. The company is privately held, bootstrapped, and led by founder and CEO Toine Verheul.

Name

Coosto

Legal name

Coosto B.V.

Website

https://coosto.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Coosto is a Dutch SaaS platform that unifies social listening, publishing, engagement, analytics, and AI-powered content discovery for mid-to-large enterprises across retail, finance, government, healthcare, and logistics, serving 15,000+ users via direct sales, a 500+ agency partner program, and Salesforce AppExchange distribution.

Ownership category

akta.pro rank

Product category

Social Media Marketing Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Social CRM & Community Engagement Platforms (HDAEAFAF)

akta.pro secondary industries

Marketing Automation & Campaign Management CRM (HDAEAFAB), Customer Engagement & Messaging (Email, SMS, Push, In-App) (BPAFAFAI), Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK), Sales Force Automation (SFA) CRM (HDAEAFAA)

Keywords

• Social media marketing
• Social listening software
• Reputation management platform
• Content marketing analytics
• Social media engagement

Headquarters

HQ city

Eindhoven

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, Infrastructure, Operations

Revenue model

1. SaaS Subscription: Coosto operates as a subscription-based SaaS platform with tiered pricing plans. Customers pay recurring fees to access the platform modules including Listen, Engage, Publish, Report, Discover, Inform, and Sales Signals. Pricing varies by organization size and feature access.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Coosto is a unified SaaS platform for content and social media marketing that combines social listening (Listen), a multi-channel engagement inbox (Engage), content planning and scheduling (Publish), performance analytics (Report), and AI-powered content discovery (Discover). It is sold primarily to mid-market and enterprise marketing, communications, and customer service teams across Europe, with additional modules for EmotionAI analysis, automated industry insight delivery (Inform), and account-level commercial signal monitoring (Sales Signals). The platform also offers native Salesforce Service Cloud and Marketing Cloud applications distributed via the Salesforce AppExchange.

Product overview

Coosto is a unified content and social media marketing platform offered as a core platform plus multiple integrated modules. The main platform encompasses five core modules: Listen (comprehensive online media monitoring), Publish (smart social media planning and scheduling), Report (intelligent analytics and reporting), Engage (all-in-one social media inbox and customer engagement), and Discover (AI-powered content discovery). These core modules work together to cover the full content marketing lifecycle: monitoring brand reputation, planning and publishing content, analyzing performance, managing customer interactions, and discovering trending content. Beyond the core platform, Coosto offers three additional specialized modules: Inform (for structuring professional information delivery by team), Sales Signals (for identifying commercial opportunities and account risks), and EmotionAI (for analyzing emotions and sentiment intensity in online conversations). The platform integrates natively with Salesforce (Service Cloud and Marketing Cloud), ChatGPT/OpenAI, Google Analytics, WhatsApp Business, Livechat, and CM.com Mobile Messaging. Coosto targets organizations across industries including healthcare, retail, municipalities, education, hospitality, government, finance, housing associations, real estate, and construction.

Differentiator

Problem solved

Functional benefit

Products and services

• Coosto Platform The unified content and social media marketing platform that serves as the foundation for all Coosto modules. It enables organizations to discover the impact of their content, distribute it across social media, manage their community, and monitor and report results, targeting enterprise and mid-market marketing, communications, and customer service teams.
• Listen (Social Listening) Real-time monitoring of online news media, blogs, forums, reviews, and social media across Facebook, Instagram, LinkedIn, TikTok, X, Pinterest, and YouTube. Includes intelligent search, sentiment monitoring, reputation dashboards, media reach analysis, and competitor analysis for brand and communications teams.
• Engage (Social Media Inbox) All-in-one social media inbox for managing interactions on social media, messenger apps, live chats, and reviews. Features include automatic case assignment, quick replies, sentiment analysis, conversation history, and webcare KPI dashboards for customer service and community management teams.
• Publish (Social Media Planner) Content calendar and scheduling tool for planning, publishing, reviewing, and optimizing social media content across multiple platforms. Includes Prime Time auto-publishing and Post Optimizer capabilities for marketing and content teams.
• Report (Analytics) Intelligent reporting tool providing live dashboards and in-depth reports for measuring content performance and ROI. Enables data-driven decision-making across marketing, communications, and management teams.
• Discover (AI Content Discovery) AI-powered content discovery engine that explores trending content in the user's industry and identifies ideas for content that resonates with the target audience. Built for content marketers and communications teams seeking data-driven ideation.
• Inform Automatically delivers relevant industry insights organized by team, tailored to specific themes and responsibilities within an organization. Helps structure professional information delivery for communications and knowledge management functions.
• Sales Signals Monitors online news, social media, blogs, and forums to deliver commercial insights per account, identifying executive changes, reorganizations, mergers, investments, and negative publicity for renewal, churn, and expansion decisions. Built for sales and account management teams.
• EmotionAI Proprietary AI-powered emotion analysis capability that goes beyond positive/negative sentiment to recognize 13 distinct emotions and measure intensity in online conversations. Detects critical signals affecting trust and reputation for communications, marketing, and risk teams.
• Coosto for Salesforce Service Cloud Native Salesforce AppExchange application integrating real-time social media data into Salesforce Service Cloud. Enables omnichannel customer experiences by combining social interactions with the Salesforce CRM, targeted at enterprises already running Service Cloud.
• Coosto for Salesforce Marketing Cloud Native Salesforce AppExchange application enabling customers to manage their online content and social media presence directly within Salesforce Marketing Cloud. Positioned as a migration path for former Salesforce Social Studio customers and targeted at marketing teams operating in the Salesforce ecosystem.

Quantifiable outcome

• 99% interaction ratio increase
• +2 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability5 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core, infrastructure and minor.

• SalesforcecoreTechnology or Integration · 8 March 2023Coosto has a strategic partnership with Salesforce, offering two native applications on Salesforce AppExchange: Coosto for Salesforce Service Cloud (for social engagement within service workflows) and Coosto for Salesforce Marketing Cloud (for content management within marketing workflows). This enables customers to access Coosto capabilities directly within their Salesforce environment. The partnership was highlighted as a migration path for former Salesforce Social Studio customers.
• ChatGPT (OpenAI)coreTechnology or IntegrationCoosto integrates with ChatGPT as part of its AI Content Generator functionality. OpenAI is listed as a sub-processor in the privacy statement. The integration enables AI-powered content creation capabilities within the Coosto platform.
• WhatsApp BusinesscoreTechnology or IntegrationWhatsApp Business is integrated into the Coosto Engage inbox, allowing customers to respond to incoming WhatsApp messages directly within the Coosto platform alongside other social channels.
• Amazon Web Services (AWS)infrastructureOthersAmazon Web Services (hosted in Frankfurt, Germany) is used for hosting and infrastructure. AWS is listed as a sub-processor in Coosto's privacy statement.
• SendgridinfrastructureOthersSendgrid (EU) provides email functionality for Coosto. Listed as a sub-processor in the privacy statement.
• TalkJSminorOthersTalkJS (EEA) is an optional add-on for Livechat functionality. Listed as a sub-processor in the privacy statement.
• CM.comminorOthersCM.com provides Wireless Services for optional Mobile Messaging add-on. Listed as a sub-processor in the privacy statement.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sprout Social: Sprout Social is a public social media management SaaS serving publishing, engagement, listening, and analytics workflows. Closely comparable to Coosto in target buyers (mid-market and enterprise), pricing model, and core functionality across social CRM.
• Hootsuite: Hootsuite is a leading social media management platform offering publishing, monitoring, analytics, and engagement. Directly comparable to Coosto across Listen, Publish, Engage, and Report modules, with broader geographic reach and a larger enterprise footprint.
• Sprinklr: Sprinklr is an enterprise unified customer experience management platform with deep social media management, listening, and care capabilities. Direct competitor to Coosto in enterprise social CRM, with significantly broader product breadth and global scale.
• Brandwatch: Brandwatch is a social listening and consumer intelligence platform with strong analytics and AI-powered insights. Comparable to Coosto's Listen, EmotionAI, and Discover modules, particularly for enterprise research and brand tracking use cases.
• Meltwater: Meltwater offers media monitoring, social listening, and consumer intelligence, with an adjacent suite for social media management. Comparable to Coosto's Listen and analytics capabilities, particularly for PR and communications buyers in Europe.
• Khoros: Khoros provides social media marketing, care, and community management software for enterprise brands. Comparable to Coosto across publishing, engagement, and moderation, with stronger enterprise presence in North America.
• Talkwalker: Talkwalker is an AI-powered social listening and analytics platform with strong European roots. Closely comparable to Coosto's Listen and EmotionAI capabilities, with similar positioning around EU-based data handling.
• Falcon.io (Brandwatch): Falcon.io is a social media marketing and customer experience platform now part of Brandwatch, offering publishing, engagement, listening, and audience management. Highly comparable to Coosto's unified platform approach with European heritage.

Emerging players

• Buffer: Buffer is a social media management tool focused on publishing and analytics for small businesses and creators. Overlaps with Coosto's Publish and Report modules but serves smaller customers and a different GTM motion.

Broad incumbents

• HubSpot Marketing Hub: HubSpot offers a broad marketing automation, CRM, and content suite that includes social media tools. Larger incumbent with overlapping publishing and reporting capabilities, but social media management is not a specialty versus Coosto's depth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Coosto
• Facebookfacebook.com/coosto.solution
• LinkedInlinkedin.com/company/1543410
• Instagraminstagram.com/coosto_com
• Pinterestnl.pinterest.com/coosto

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Coosto