M+ Group

What M+ Group does

M+ Group is a customer experience outsourcing and technology company headquartered in Zagreb, Croatia, operating under the legal name Mplus Group and publicly listed on the Zagreb Stock Exchange (ticker MRUL). The company provides end-to-end customer experience services including contact center operations, sales, support, retention, and recovery, delivered across voice, chat, email, and social media channels in multiple languages. It serves primarily large enterprise clients through outcome-based managed services contracts where performance is tied to client P&L metrics, distributed via a direct consultative enterprise field-sales motion rather than self-serve or channel-based distribution.

The company's core offering is the Experience Intelligence platform, which combines proprietary AI capabilities with human expertise in a closed-loop system. The proprietary Graia Engine is an in-house AI platform built inside live operations rather than bolted on after the fact, powering AI Agents, AI Voice, Omnichannel Routing, AI-driven intent classification, churn risk detection, and continuous learning from more than 4 million AI interactions per month. The solution architecture is organized into three pillars: Design (CX Strategy, Journey Mapping, AI Readiness), Agentic AI (AI Agents, AI Voice, Omnichannel Routing), and CX Intelligence (Care & Resolution, Retention, Activation). The platform maintains a no-cloud-replication EU data residency model and is certified GDPR, SOC, and NIS2 compliant to address regulated-industry enterprise procurement requirements.

M+ Group employs more than 10,000 people and reported 257M EUR of revenue generated in 2025. It is supported by 25 years of operational CX experience and operates from EU headquarters with no public funding rounds, M&A transactions, or named institutional investors disclosed. The business model is structured around project-based enterprise engagements with free CX audit calls as the top-of-funnel conversion mechanism and outcome-accountability terms that differentiate it from traditional volume-based BPOs and pure-play AI vendors.

Name

M+ Group

Legal name

Mplus Group

Website

https://mplusgrupa.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

M+ Group is a Croatia-based customer experience outsourcing and AI technology company serving enterprise clients with omnichannel contact center, sales, retention, and recovery services powered by its proprietary Graia Engine and 10,000+ employees.

Ownership category

akta.pro rank

Product category

Customer Experience Outsourcing

NAICS

Telephone Call Centers (56142), Telemarketing Bureaus and Other Contact Centers (561422), Custom Computer Programming Services (541511)

SIC

Services-Telephone Interconnect Systems (7385), Services-Management Consulting Services (8742)

akta.pro primary industry

General Customer Service & Contact Center Operations (BPAAAAAA)

akta.pro secondary industries

Customer Experience (CX) QA, Analytics & Voice-of-Customer Operations (BPAAABAN), Customer Experience (CX) & Digital Experience (BPAHAEAC), Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

Keywords

• Customer experience outsourcing
• Contact center services
• Business process outsourcing
• AI customer support
• CX transformation services

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. CX Transformation Services: End-to-end customer experience transformation engagements combining AI technology, operational expertise, and human agents. Revenue generated through managed services contracts with outcome-based accountability tied to client P&L metrics. The model emphasizes measurable business outcomes rather than activity-based metrics.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

M+ Group delivers Experience Intelligence, an outsourced customer experience (CX) service that combines proprietary AI (Graia Engine) with human agents across omnichannel touchpoints (voice, chat, email, social media). The company offers end-to-end managed services spanning CX strategy, AI-led automation, agentic AI routing, and expert-led customer care, retention, and recovery operations tied to client P&L outcomes.

Product overview

M+ Group offers Experience Intelligence, a unified customer experience platform combining proprietary AI (Graia Engine) with human expertise. The solution architecture consists of three solution pillars: Design (CX Strategy, Journey Mapping, AI Readiness), Agentic AI (AI Agents, AI Voice, Omnichannel Routing), and CX Intelligence (Care & Resolution, Retention, Activation). The platform operates as a closed-loop system where AI and human judgment are engineered together, with every interaction capturing data that trains the system in real-time. The offering is deployed with zero operational disruption and is optimized for outcomes tied to P&L metrics.

Differentiator

Problem solved

Functional benefit

Brands

• Graia Engine: The company's proprietary in-house AI engine, referenced as part of the Experience Intelligence operating model.

Products and services

• Experience Intelligence

Quantifiable outcome

• AI resolved 92% of interactions with 30% contact volume drop and 3.5x CSAT improvement
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Scale indicators10 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Genpact: Global professional services firm with a large CX and AI-led operations practice. Comparable to M+ Group in targeting enterprise clients for CX transformation, though broader scope across finance and supply chain.
• Concentrix: Global CX and BPO services firm with ~440,000 employees and a strong focus on AI-enhanced customer experience. Comparable to M+ Group in target customer (enterprise) and core service (CX management), but operates at substantially larger scale.
• Teleperformance: World's largest BPO/contact center operator with ~500,000 employees across 100+ countries. Closest scale and business-model analogue to M+ Group's omnichannel CX outsourcing, though its AI transformation is at a much earlier stage.

Direct peers

• Transcom: Specialized CX services provider with European delivery footprint and omnichannel capabilities. Comparable to M+ Group in customer base and operating model, with similar AI-enhanced CX focus.
• Sutherland Global: Digital transformation and BPO firm with strong AI-automated operations comparable to M+ Group's EI model. Competes for enterprise CX outsourcing contracts across multiple verticals.
• Foundever (formerly Sitel Group): Global CX BPO with ~150,000 agents serving enterprise clients across multiple verticals. Closely comparable to M+ Group in offering outsourced customer care, sales, and technical support with AI augmentation.
• TTEC (TeleTech): Customer experience technology and services company with significant CX outsourcing operations and proprietary AI/analytics platforms. Direct competitor in enterprise CX transformation deals.

Emerging players

• Decagon: AI-native agentic customer experience platform competing for enterprise CX budgets. An emerging disruptor whose technology could partially displace M+ Group's traditional BPO agent model.
• Sierra (agentic AI): AI agent platform for enterprise customer service founded by Bret Taylor. Represents the AI-native competitive frontier that traditional BPOs like M+ Group must defend against.

Regional players

• Majorel (now part of Teleperformance): European-headquartered CX BPO with strong multilingual delivery footprint. Comparable to M+ Group's European multilingual service delivery before its merger with Teleperformance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 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

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 M+ Group