ERKNet

What ERKNet does

METRICOOL SOFTWARE, S.L. (operating as Metricool) is a Madrid-headquartered SaaS company providing a unified social media management platform for brands, digital marketing agencies, and content creators. The platform consolidates planning, publishing, analytics, advertising management, competitor benchmarking, and link-in-bio functionality across 11+ social networks — Instagram, TikTok, YouTube, Facebook, X, LinkedIn, Pinterest, Twitch, Google Business Profile, Threads, and Bluesky. Core product modules include Planner (scheduling with auto-publish), Analytics, Reports, Inbox (unified cross-network messaging), Ads (campaign management for Facebook Ads, Google Ads, TikTok Ads), Approval System, White Label, SmartLinks (a link-in-bio tool scaled to 3.5M+ users), and AI-powered content generation (AI Social Media Assistant, AI Alt Text Generator, MetriLAB AI via MCP).

The company runs a freemium-to-paid subscription model tiered by the number of Brands managed: Free (1 Brand), Starter (5–10 Brands), Advanced (15–50 Brands with API access and team features), and Custom (50+ Brands with White Label and full API integration). Additional revenue streams include the per-account X Add-on, the usage-based Hashtag Tracker service, and a 25–50% recurring affiliate program via Zexel. The customer base mixes large enterprise logos (Adidas, BMW, Aldi, 7-Eleven, Burger King, AliExpress, Alexander McQueen, Havas, Cirque du Soleil, Cannes Festival, BB Hotels) with a 3M+ long-tail of SMB brands, agencies, and creators. Metricool operates as a subsidiary under team.blue Group (team.blue N.V.), a European digital services conglomerate providing shared infrastructure and joint controllership for marketing, administration, and reporting.

Name

ERKNet

Legal name

METRICOOL SOFTWARE, S.L.

Website

https://mtr.bio

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Metricool is a Madrid-based SaaS platform that provides unified social media management, analytics, advertising, and AI content tools to over 3 million brands, agencies, and creators across 11+ social networks, operating under team.blue Group.

Ownership category

akta.pro rank

Product category

Social Media Management Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Advertising Agencies (541810)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

ERP Implementation & Systems Integration Services (BPAEAGAA)

Keywords

• Social media management
• Content scheduling
• Marketing analytics
• Campaign management
• Link-in-bio tools

Headquarters

HQ city

Heidelberg, Baden-Württemberg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Freemium Subscription Model: Metricool offers a freemium model with free basic services and paid plans (Starter, Advanced, Custom) providing access to advanced features. Revenue generated through monthly or annual subscription fees with tiered pricing based on number of Brands managed.
2. X Add-on: Additional paid add-on required for each X (Twitter) account connection, available only for paid plan subscribers.
3. Hashtag Tracker Service: Separate paid service for monitoring hashtag activity on X and Instagram, priced per day of monitoring.
4. Affiliate Program: Commission-based revenue through affiliate partners via Zexel platform - Tier 1: 25% of referred customer spending up to $100, Tier 2: 50% up to $300 after 200 referrals.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

ERKNet is identified in firmographic data as a non-profit organization based in Heidelberg, Germany. The associated content describes a unified social media management platform that enables users to plan, schedule, analyze, and promote content across 11+ social networks. The platform bundles AI-powered content creation, a customizable link-in-bio tool (SmartLinks), unified cross-network inbox, advertising campaign management across Facebook Ads, Google Ads, and TikTok Ads, and white-label capabilities for digital marketing agencies.

Product overview

Metricool is a unified social media management platform offering a comprehensive suite of tools for managing social media accounts and advertising campaigns. The platform provides products organized into tiers: the Free Plan for basic management of 1 Brand, the Starter Plan for 5-10 Brands, the Advanced Plan for 15-50 Brands with API access and team features, and the Custom Plan for enterprise needs with White Label and full API integration capabilities. Core modules include SmartLinks (link-in-bio tool), Planner (scheduling and content planning), Analytics (metrics and competitor analysis), Reports (report generation), Inbox (unified messaging), Ads (campaign management), and AI-powered features including the Artificial Intelligence Assistant for content creation, AI Alt Text Generator, and MetriLAB AI (MCP connection to external models). Additional add-on services include Hashtag Tracker, X Add-on, Chrome Extension, and integrations with platforms like Canva, Zapier, Looker Studio, and various social networks and advertising platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Metricool Studio Unified social media management platform providing a single dashboard for planning, measuring, and promoting content across multiple social networks, with integrations for Instagram, TikTok, YouTube, Facebook, X, LinkedIn, Pinterest, Twitch, Google Business Profile, Threads, and Bluesky.
• SmartLinks Link-in-bio tool that creates mini landing pages with multiple outgoing links, customizable appearance, themes, templates, and built-in analytics for tracking visits, clicks, CTR, and conversions. Used by more than 3.5 million social media managers, brands, and agencies.
• Hashtag Tracker Standalone paid service for monitoring hashtag activity on X and/or Instagram, sold separately with per-day pricing and not included in any subscription plan.
• Metricool MCP / MetriLAB AI Model Context Protocol integration enabling connection between the platform and external AI models for advanced AI capabilities, available for paid plans.
• Chrome Extension Browser extension providing quick access to platform features while browsing.

Quantifiable outcome

• More than 3.5 million social media managers, brands, and agencies use SmartLinks daily
• +1 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability2 records

Feature12 records

Partnerships

Six partnerships are on record, tiered core and flagship.

• Google (YouTube)coreTechnology or IntegrationYouTube API integration for channel connection, video scheduling, analytics access, and content management within Metricool platform
• Meta (Facebook, Instagram)coreTechnology or IntegrationFacebook and Instagram integration for account management, post scheduling, analytics, comments and messages through Meta's Graph API
• TikTokcoreTechnology or IntegrationTikTok integration for video scheduling, trending music access, and content analytics
• LinkedIncoreTechnology or IntegrationLinkedIn integration for company page management, scheduling, analytics, and PDF document publishing
• X (Twitter)coreTechnology or IntegrationX (Twitter) integration for account connection, scheduling, and analytics with X Add-on requirement
• team.blue GroupflagshipStrategic or Co-development PartnerMetricool is part of team.blue Group with joint controllership. team.blue provides shared infrastructure, marketing statistics, internal administration, and reporting support

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Buffer: Buffer is a social media scheduling and analytics tool with a strong freemium and PLG motion. Closely comparable to Metricool in pricing model, target persona (small brands and creators), and feature parity.
• Loomly: Loomly is a social media calendar and scheduling platform with collaboration features aimed at brands and agencies. Directly comparable to Metricool's Planner and Approval System modules.
• Sendible: Sendible is a social media management tool built specifically for agencies with white-label reporting and multi-client dashboards. Comparable to Metricool's agency-tier and white-label offerings.
• Hootsuite: Hootsuite is a leading social media management platform offering scheduling, analytics, and social inbox across multiple networks. Directly comparable to Metricool as a horizontal SaaS serving the same SMB and agency segments.
• Agorapulse: Agorapulse is a social media management platform with social inbox, scheduling, reporting, and agency-focused features. Comparable to Metricool's agency and reporting positioning.
• Sprout Social: Sprout Social is a social media management platform with scheduling, analytics, listening, and customer engagement tools. Direct competitor with overlapping enterprise and agency features.
• Later: Later is a social media planning and scheduling platform with strong visual content focus on Instagram, TikTok, and Pinterest. Directly comparable to Metricool's Planner and SmartLinks offerings.

Broad incumbents

• HubSpot: HubSpot is a broad marketing, CRM, and customer engagement platform with social media tools embedded in its Marketing Hub. A larger incumbent with overlapping social management capabilities as part of a wider portfolio.
• Zoho Social: Zoho Social is part of the broader Zoho business application suite, offering social media management with tight CRM integration. A larger incumbent with overlapping capabilities linked to a wider enterprise stack.

Emerging players

• SocialBee: SocialBee is a content-focused social media management tool with category-based scheduling and AI content generation. Partial overlap with Metricool's AI Assistant and Planner features.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/metricool
• YouTubeyoutube.com/channel/UC0NjePvj-YE5qeysRNfY-gA
• Facebookfacebook.com/metricoolEN
• LinkedInlinkedin.com/company/erknet
• Instagraminstagram.com/metricool
• TikToktiktok.com/@metricoolglobal
• Pinterestpinterest.com/metricool

Revenue estimate

Valuation estimate

Number of profiles

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 ERKNet