Intent.ly

What Intent.ly does

Intent.ly is a UK-based, performance-based shopper journey optimisation platform serving online retailers and e-commerce brands. Founded in 2014 as Smarter Click and rebranded to intent.ly in October 2020, the company operates from Cambridge with a team of over 50 CRO experts and reports a customer base spanning thousands of global brands. Its core product suite comprises website overlays (personalised messaging targeting 2-10% of non-converting traffic), in-page campaigns, dynamic email remarketing, the SmartChoice generative AI product recommendation guide launched in August 2025, and a real-time analytics suite with propensity-to-purchase scoring.

The platform is differentiated by a CPA-only pricing model with no SaaS subscription fees, setup costs, or long-term contracts. Intent.ly operates as a fully managed service where dedicated Account Managers handle campaign design, A/B testing, and optimisation on the client's behalf. Technical infrastructure includes AWS hosting with encryption at rest, an ISO 27001-compliant ISMS maintained since 2021, GDPR and CCPA compliance managed via DataGuard, and integrations with 150+ affiliate networks (Awin, CJ, ShareASale, Impact, Partnerize, Rakuten) plus CRM and email platforms (Salesforce, Klaviyo, Mailchimp, Adobe, Iterable).

Intent.ly serves enterprise, mid-market, and SMB clients across retail, telecommunications, travel, and automotive verticals, with named customers including BT & EE Broadband, Currys, HP, Kwik Fit, Mud Pie, and Grupo Xcaret. The company markets globally with stated presence in the UK, US, and Australia, and is a founding member of the Affiliate & Partner Marketing Association (APMA). It is privately held with no disclosed funding rounds or institutional investors.

Name

Intent.ly

Legal name

intent.ly Global Ltd

Website

https://intent.ly

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Intent.ly is a UK-based performance-based shopper journey optimisation platform that serves online retailers with personalised website overlays, email remarketing, and a generative AI product recommendation engine (SmartChoice) under a CPA-only managed service pricing model.

Ownership category

akta.pro rank

Product category

Conversion Rate Optimization Software

NAICS

Advertising Agencies (54181), Software Publishers (5132)

SIC

Services-Advertising (7310)

akta.pro primary industry

Pricing, Revenue Growth Management (RGM) & Promo Analytics Services (CRAOAOAE)

akta.pro secondary industries

Shopper Marketing Strategy & Planning (MPAAAJAA), E-commerce & Retail Recommendation Engines (HDAAAGAA), Affiliate & Performance Creator Programs (BPAFAHAG)

Keywords

• Conversion rate optimization
• Shopper journey optimization
• Onsite personalization
• Email remarketing software
• Affiliate marketing platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Performance-based CPA Model: Customers pay only the CPA (Cost Per Acquisition) rate set within their program. No subscription fees, no long contracts, no setup fees. Fully managed service where intent.ly acts as an extension of the client's sales team, handling campaign optimization, creative design, and A/B testing.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Intent.ly operates a performance-based, fully managed onsite conversion optimization platform for online retailers. The company sells shopper engagement tools — targeted overlays, in-page campaigns, dynamic email remarketing, a generative AI product recommendation guide (SmartChoice), and a real-time analytics suite — on a CPA-only basis, acting as an extension of the client's sales team with dedicated account managers.

Product overview

intent.ly is a performance-based shopper journey optimisation platform that empowers online retailers to achieve ecommerce KPIs. The platform operates as a managed SaaS model with a team of over 50 CRO experts. The product portfolio consists of six core solutions: Overlays (targeted messaging for engagement and conversion), In-page Campaigns (seamlessly integrated campaigns for smooth shopper journeys), Email Remarketing (dynamic remarketing to recover abandoned baskets), SmartChoice (generative AI-powered product recommendation guide), Analytics Suite (real-time analytics and behavioural insights), and Integrations (API connections with 150+ affiliate networks and CRM/email/analytics platforms). The platform typically targets 2-10% of non-converting traffic with 1-100 campaigns per client.

Differentiator

Problem solved

Functional benefit

Products and services

• Overlays Targeted messaging overlays unique to every shopper, designed to maximise engagement and conversion by showing the right message at the right time. Supports multiple creative and personalised onsite campaigns typically targeting 2-10% of non-converting traffic. Built for online retailers and ecommerce brands.
• In-page Campaigns Seamlessly integrated in-page campaigns tailored to client goals, reducing friction, promoting selected products, building loyalty with rewards and incentives, and creating new revenue streams with brand partnerships. For online retailers seeking smooth shopper journeys.
• Email Remarketing Dynamic, personalised email remarketing that drives shoppers back to site and reminds them of abandoned basket contents. Generates demand and sends perfectly timed emails that convert lost sessions into sales. Designed for online retailers and ecommerce brands.
• SmartChoice Generative AI-powered product recommendation guide that acts as a virtual store assistant, using data feeds and intelligent questioning to deliver personalised product recommendations. Reduces choice overload and basket abandonment while increasing conversion rates and AOVs and capturing zero-party data in real time. For online retailers looking to provide personalized shopping guidance.
• Analytics Suite Real-time analytics providing complete transparency of campaigns and behavioural insights, including active and historic campaign analytics, journey flows, top pages, exit reports, and propensity-to-purchase scoring. Enables multivariate testing and strategy validation to drive marginal gains. For ecommerce and marketing teams needing performance visibility.
• Integrations Integration layer connecting intent.ly with CRM, email, and analytics platforms (Salesforce, Klaviyo, Mailchimp, Adobe, Emarsys, Iterable) and 150+ affiliate networks and agencies globally (Awin, ShareASale, Webgains, CJ, Impact, Partnerize, Rakuten). Includes one-click, container tag, Shopify, and Google Tag Manager deployments.

Quantifiable outcome

• Conversion rate increases of over 5% before last order dates (peak season)
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

AI capability6 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered core.

• CJ AffiliatecoreTechnology or Integration · 3 October 2024Strategic integration with CJ Universal Tag enabling CJ clients to access intent.ly's conversion optimization technology without complex technical setup. The partnership dramatically reduces integration time and effort, allowing brands to go live faster with performance-based conversion solutions.
• AwincoreTechnology or IntegrationPartnership with Awin affiliate network enabling one-click integration for Awin clients to access intent.ly's conversion technology. Featured in Awin Report 2021 on outsourcing innovation.
• 150+ Affiliate Networks & AgenciescoreChannel Partner/ Reseller/ DistributorPartnership with over 150 affiliate networks and agencies globally including ShareASale, Webgains, Tradedoubler, Admitad, Kwanko, AffiliateFuture, Rakuten, Partnerize, Impact. Container tag integrations available for rapid deployment.
• ShopifycoreTechnology or IntegrationNative Shopify integration enabling Shopify merchants to quickly add intent.ly's conversion optimization technology via simple tag integration guide.
• Google Tag ManagercoreTechnology or IntegrationGTM integration enabling two-minute tag deployment for any website using Google Tag Manager.
• AWS (Amazon Web Services)coreTechnology or IntegrationServers hosted on secure AWS environment with encryption at rest. Part of the business security ecosystem.
• DataGuardcoreTechnology or IntegrationGDPR & Information Security managed by DataGuard team of experts. DPO services partnership ensuring regulatory compliance.
• DarkTracecoreTechnology or IntegrationCyber security partnership providing 24/7 threat detection and resolution for internal and external threats.
• APMA (Affiliate & Partner Marketing Association)coreStrategic or Co-development PartnerFounding member of the Affiliate & Partner Marketing Association. Active participation in industry advocacy, regulatory lobbying, and industry research including State of the Affiliate Nation reports.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Yieldify: Yieldify is a direct competitor offering onsite personalization, overlays, and conversion rate optimization for e-commerce retailers, with comparable managed service and behavioral targeting capabilities.
• Justuno: Justuno provides onsite messaging overlays, exit-intent pop-ups, and conversion tools for e-commerce merchants, directly competing with intent.ly's core overlays and in-page campaign offerings.
• Nosto: Nosto is an e-commerce personalization platform offering product recommendations, personalized content, and onsite optimization — overlapping with intent.ly's SmartChoice AI and overlay suite.
• AB Tasty: AB Tasty is a leading experimentation and personalization platform offering A/B testing, on-site personalization, and AI-driven recommendations serving enterprise e-commerce brands comparable to intent.ly's customer base.

Broad incumbents

• Optimizely: Optimizely is a large incumbent digital experience platform offering experimentation, personalization, and content management as part of a broader enterprise suite, competing with intent.ly in CRO and personalization.
• Dynamic Yield: Dynamic Yield (owned by Mastercard) is a broad personalization platform offering recommendations, A/B testing, and behavioral targeting — overlapping with intent.ly's SmartChoice AI and onsite personalization features.
• Monetate: Monetate is an established personalization platform offering onsite personalization, recommendations, and A/B testing for enterprise retailers, with overlapping CRO capabilities to intent.ly's platform.

Emerging players

• Personizely: Personizely is a niche onsite personalization tool offering pop-ups, overlays, and product recommendations primarily to SMB e-commerce merchants, with partial overlap to intent.ly's overlay and recommendation features.
• Kibo Personalization: Kibo's personalization module offers product recommendations and onsite targeting as part of a unified commerce platform, partially overlapping with intent.ly's recommendation and personalization capabilities.
• Algolia Recommend: Algolia Recommend provides AI-driven product recommendations and search personalization for e-commerce, directly comparable to intent.ly's SmartChoice AI product recommendation engine.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/intent_ly

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Intent.ly