European Open Business School

What European Open Business School does

Metricool is a Madrid-based social media management SaaS platform founded in 2015 by Juan Pablo Tejela and Laura Montells, serving more than 3.5 million social media managers, brands, agencies, and creators across 120+ countries. The platform unifies scheduling, content planning, analytics, paid campaign management, and reporting across 10+ social networks including Instagram, TikTok, YouTube, LinkedIn, Facebook, Pinterest, Threads, Twitter, Twitch, Bluesky, and Google Business Profile.

The product portfolio is organized around three pillars: reporting (Metricool Studio, Campaign Dashboard, Reports, Looker Studio connector, Hashtag Tracker), planning and execution (Planner, Approval System, SmartLinks link-in-bio tool, AI Assistant, Inbox), and measurement and growth (Analytics, Competitors, Ads, Integrations, Metricool MCP). Supporting modules include a White Label solution for agencies, a Chrome Extension, and the Metrischool education platform offering courses and certifications. The MCP (Model Context Protocol) integration enables connection with Claude and other AI assistants, positioning the platform within the emerging agent ecosystem.

The business model is a classic product-led growth freemium SaaS, with self-serve onboarding via web and iOS/Android apps, paired with a Custom/Enterprise plan that includes White Label rebrand and priority support for agencies. Distribution occurs through self-serve PLG, mobile app stores, an OEM/embedded channel via 16+ partner platforms (Acumbamail, Bewe, SimplyBook.me, Influencity, etc.), and direct enterprise sales. Marquee customers include Adidas, ALDI, BMW, Burger King, KFC, Warner Music Group, H&M, Volvo, Forbes, Costco, and Havas. Annual proprietary research studies (YouTube, Instagram, TikTok, LinkedIn) analyze millions of posts and accounts, functioning as both content marketing assets and a proprietary data asset.

Name

European Open Business School

Website

https://mtr.bio

Company type

Private

Founded year

2014

Headcount range

101–250 employees

Short description

Metricool is a Madrid-based freemium SaaS platform founded in 2015 that unifies social media scheduling, analytics, reporting, and paid campaign management across 10+ networks, serving 3.5M+ managers, brands, agencies, and creators in 120+ countries.

Ownership category

akta.pro rank

Product category

Social Media Management Software

NAICS

Computer Systems Design and Related Services (54151), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising (7310)

akta.pro primary industry

Marketing Automation & Lifecycle/Drip Campaign Management (MPAAAIAC)

Keywords

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

Headquarters

HQ city

Las Rozas de Madrid, Comunidad de Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Freemium SaaS Subscription: Metricool operates under a freemium model providing free basic services with advanced features available through paid tiers

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Metricool is an all-in-one SaaS platform for social media management that enables users to plan, schedule, analyze, and optimize content across 10+ social networks (Instagram, TikTok, YouTube, Facebook, LinkedIn, X, Threads, Pinterest, Twitch, Google Business Profile, Bluesky) from a unified dashboard. It also offers paid campaign management for Google, Meta, and TikTok ads, automated reporting (Metricool Studio), a link-in-bio tool (SmartLinks), a unified inbox, an AI Assistant for post generation, and a White Label solution for agencies and integrators.

Product overview

Metricool is a unified social media management platform providing tools for content planning, scheduling, analytics, advertising management, and automated reporting. The core platform integrates multiple modules including Metricool Studio (reporting automation), Campaign Dashboard (paid ads), SmartLinks (link-in-bio), the AI Assistant (content generation), Inbox (unified messaging), and Analytics. Additional offerings include White Label solutions for agencies, the Metricool MCP for AI integration, and educational resources through Social Media School with certification programs. The platform supports scheduling and management across major social networks including Instagram, TikTok, YouTube, Facebook, LinkedIn, Twitter, Pinterest, Threads, Twitch, Google Business Profile, and Bluesky.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Trusted by over 3.5 million professionals, brands, and agencies
• +3 more outcomes

Named customers18 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability3 records

Feature8 records

Partnerships

Two partnerships are on record, tiered core.

• LinkedIn Marketing Partner ProgramcoreTechnology or IntegrationMetricool joined the LinkedIn Marketing Partner Program to help brands, marketers, and creators manage their LinkedIn presence through enhanced integration and capabilities
• Adobe Express IntegrationcoreTechnology or IntegrationPartnership allowing users to use Metricool inside Adobe Express, enabling create, post, track workflow within Adobe ecosystem

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Linktree: Linktree is a leading link-in-bio tool that directly competes with Metricool's SmartLinks product. It serves the same creator and brand persona with a freemium SaaS model.
• Hootsuite: Hootsuite is a leading social media management platform offering scheduling, analytics, and social inbox across major networks. It directly competes with Metricool on the same SMB-to-enterprise customer base and core feature set.
• Buffer: Buffer is a social media scheduling and analytics tool with a freemium model similar to Metricool. It serves the same content creator and SMB persona with publishing, analytics, and engagement tools.
• Later: Later is a social media management platform with strong positioning in visual content (Instagram, TikTok, Pinterest). It overlaps with Metricool's creator and brand segments on scheduling, link-in-bio, and analytics.
• Sprout Social: Sprout Social is a publicly traded social media management platform serving mid-market and enterprise brands. It competes directly with Metricool's enterprise and agency tier offerings on scheduling, analytics, and reporting.
• Sendible: Sendible is a social media management platform built specifically for agencies, with white-label dashboards and client reporting. It is a direct competitor to Metricool's agency/White Label offerings.
• Agorapulse: Agorapulse is a social media management tool with strong agency and SMB focus, including white-label and reporting capabilities. It directly competes with Metricool's agency and SMB/freemium segments.

Broad incumbents

• HubSpot Marketing Hub: HubSpot Marketing Hub includes social media management as part of a broader marketing automation and CRM platform. It competes with Metricool at the mid-market/enterprise tier where social media is bundled into a wider marketing stack.
• Zoho Social: Zoho Social is part of the broader Zoho business software suite, offering social media management alongside CRM, email, and other productivity tools. It competes with Metricool for SMB and mid-market customers seeking an integrated stack.

Emerging players

• SocialBee: SocialBee is a smaller social media management tool with AI content generation and category-based posting. It is a niche competitor to Metricool's creator and SMB segment with AI-driven scheduling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/school/europeanopen

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 European Open Business School