OTIC SOFOFA Capital Humano

What OTIC SOFOFA Capital Humano does

Metricool is a cloud-based social media management SaaS platform built and operated by METRICOOL SOFTWARE, S.L., headquartered in Madrid, Spain, and part of the team.blue Group. The platform provides a unified dashboard for planning, scheduling, analytics, reporting, competitor benchmarking, inbox management, ad-campaign administration, and link-in-bio (SmartLinks) functionality across eleven social networks: Facebook, Instagram, Threads, X, Pinterest, TikTok, YouTube, Twitch, LinkedIn, Bluesky, and Google Business Profile. Underlying technology comprises native API integrations with each supported network, a custom content-generation pipeline (AI Social Media Assistant and AI Alt Text Generator) gated by plan-based credits, a Model Context Protocol (MCP) connector to external AI models branded MetriLAB AI, and a public API with a 500-call-per-brand-per-month standard usage limit available on Advanced and Custom plans.

The platform operates a four-tier freemium subscription model (Free, Starter, Advanced, Custom) with add-on monetization for X account connections and a separate usage-based Hashtag Tracker service. Distribution is primarily self-serve through web and direct registration, with an OEM/White Label motion for agencies and platforms that embed Metricool under their own brand, and a Zexel-managed affiliate program offering 25-50% recurring commission. Customer types include social media agencies managing multiple client brands, individual community/social media managers, small businesses, and digital marketing consultancies, with primary segments identified as agencies and social media managers. The product is supported by Metrischool, an in-house education platform offering free courses, certifications, and annual platform studies that function as top-of-funnel content marketing.

Metricool was founded in 2015 and is registered as a private limited company (NIF B87527115). No venture funding rounds are disclosed in the source material, consistent with the company's status as an operating unit of the team.blue Group, which provides data-sharing infrastructure and cross-portfolio synergies. The platform claims more than 3.5 million users across its social media manager, brand, and agency base, with named showcase customers including Adidas, BMW, Burger King, Aldi, 7-Eleven, Alibaba, Cirque du Soleil, Havas, and Cannes Lions. AI capabilities are positioned as product features rather than proprietary models, with explicit reliance on third-party LLMs accessed via MCP.

Name

OTIC SOFOFA Capital Humano

Legal name

METRICOOL SOFTWARE, SL

Website

https://mtr.bio

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

Metricool is a Madrid-based SaaS platform that helps social media agencies, managers, and brands plan, schedule, analyze, and report content across eleven social networks, monetizing through a freemium subscription, paid add-ons, and White Label integrations.

Ownership category

akta.pro rank

Headquarters

HQ city

Gran Santiago, Región Metropolitana de Santiago

HQ country

Chile

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Freemium Subscription Plans: Metricool operates a freemium model with four plan tiers: Free (1 brand, basic features), Starter (5-10 brands), Advanced (15-50 brands), and Custom (50+ brands with API access). Paid plans unlock advanced features including analytics, reports, SmartLinks, team access, and integrations. Billing is monthly or annual with discounts for annual commitments.
2. X Add-on: Additional paid add-on required for each X (Twitter) account connection. Enables Twitter/X analytics, scheduling, and data access. Only available for paid plan customers.
3. Hashtag Tracker Service: Separate paid service for monitoring hashtag activity on X and Instagram. Charged per day of usage, not included in any standard plan.
4. Affiliate Program: Referral-based commission program managed through Zexel platform. Affiliates earn 25% (Tier 1) or 50% (Tier 2) of referred customer spending, up to $100/$300 per customer respectively. Tier 2 requires 200+ referred customers.
5. Custom/Enterprise Plans: Tailored pricing for enterprise customers requiring API access, White Label, or Integration solutions. Includes higher API call limits and advanced features.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

No source-backed product, service, program catalog, or pricing details are available for OTIC SOFOFA Capital Humano in the provided material. The company name indicates a human-capital and occupational-training focus, but no specific offering is evidenced.

Product overview

Metricool is an all-in-one social media management platform with a modular architecture. The core platform provides unified dashboard functionality for planning, measuring, and promoting content across 11 social networks (Instagram, TikTok, YouTube, Facebook, LinkedIn, Twitter/X, Pinterest, Threads, Twitch, Google Business Profile, and Bluesky). Key product modules include: SmartLinks (link-in-bio tool), Planner with approval workflows, Analytics and Reports with competitor analysis, Inbox for unified messaging, Ads management, and an AI Assistant for content generation. The platform operates on a freemium model with Free, Starter, Advanced, and Custom plans, where higher tiers unlock additional features like API access, Team Members, Zapier integration, and Looker Studio connector. Add-on services include X Add-on and Hashtag Tracker (purchased separately). The AI capabilities are powered through MetriLAB AI (MCP connection) and include an AI Social Media Assistant and AI Alt Text Generator.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

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

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability4 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Google (YouTube API)coreTechnology or IntegrationMetricool uses YouTube API Services provided by Google to enable features including connecting YouTube channels, scheduling videos, accessing analytics data, and managing YouTube content from within Metricool.
• Social Media Platforms (Facebook, Instagram, TikTok, LinkedIn, X, Pinterest, Twitch, Bluesky, Google Business Profile)coreTechnology or IntegrationNative API integrations with major social networks for scheduling, analytics, and content management. X connection requires paid add-on. LinkedIn and X accounts only available for paid plans.
• ZexelminorChannel Partner/ Reseller/ DistributorZexel platform manages affiliate billing and commission payments for Metricool's Affiliate Program.
• team.blueminorOthersMETRICOOL SOFTWARE is part of team.blue Group with joint controllership. Data shared with team.blue N.V. for marketing statistics, internal administration, and reporting purposes.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Buffer: Buffer is a social media scheduling and analytics tool with a freemium model targeting SMBs, creators, and agencies. Highly comparable on pricing structure, PLG motion, and social network coverage, with similar AI assistant features.
• Hootsuite: Hootsuite is the incumbent social media management SaaS platform offering scheduling, analytics, and content management across major networks. Directly comparable to Metricool across core product, target customers (agencies and brands), and freemium-to-enterprise pricing tiers.
• Sprout Social: Sprout Social is a publicly traded social media management platform serving mid-market and enterprise customers with publishing, analytics, listening, and reporting. Directly comparable on enterprise reporting, approval workflows, and CRM-like agency features.
• Later: Later is a social media management platform with strong visual planning for Instagram, TikTok, and Pinterest, plus a link-in-bio tool (Later's Link in Bio) that competes directly with Metricool's SmartLinks.
• SocialPilot: SocialPilot is a social media scheduling and analytics tool for agencies and SMBs with bulk scheduling, white-label reports, and AI-assisted content. Directly comparable on agency pricing, white-label reporting, and AI content features.
• Loomly: Loomly is a social media calendar and management platform with collaboration, approvals, and analytics for brands and agencies. Comparable on collaboration workflows and brand-centric content planning.
• Sendible: Sendible is a social media management platform built for agencies with white-label reporting, client dashboards, and multi-brand management — directly comparable to Metricool's agency and white-label positioning.
• Agorapulse: Agorapulse is a social media management suite with publishing, inbox, reporting, and listening tailored to agencies and SMBs. Comparable on agency-first positioning, approval workflows, and report generation features.

Broad incumbents

• HubSpot: HubSpot's Marketing Hub includes social media tools within a much broader CRM and marketing automation suite. Comparable as an incumbent competitor overlapping on social scheduling, reporting, and AI content generation.
• Salesforce Marketing Cloud: Salesforce Marketing Cloud (including Social Studio / Marketing Cloud Engagement) offers social publishing and analytics inside an enterprise marketing cloud. Comparable as a broad incumbent targeting large enterprises with overlapping social media management functionality.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/metricool
• YouTubeyoutube.com/channel/UC0NjePvj-YE5qeysRNfY-gA
• Facebookfacebook.com/metricoolEN
• LinkedInlinkedin.com/company/otic-sofofa-capital-humano
• 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 OTIC SOFOFA Capital Humano