Embrace Secures Funding for New Mobile Data Intelligence Software

The Challenge of Mobile Data Utilization

A significant number of organizations gather data from their user base, yet often struggle to differentiate between valuable and irrelevant information until after collection and subsequent analysis. The increasing prevalence of mobile devices – utilized for applications, ordering, and even vehicle connectivity – is reshaping how we interact with the world.

Despite widespread digitalization efforts to reach both employees and customers, with up to 92% of global digital traffic originating from mobile platforms, many companies experience a lack of insight into this data. This hinders their ability to translate it into improved customer retention and increased revenue streams.

Embrace's Data Intelligence Solution

Embrace, a Culver City-based observability and data company established in 2016, is addressing this challenge. Following a $45 million Series B funding round spearheaded by New Enterprise Associates, Embrace launched its Data Intelligence product.

This funding round also included participation from existing investors such as Greycroft, AV8, and Eniac, alongside contributions from founders of companies like PagerDuty, SendBird, LogDNA, Scopely, and Testflight. According to Crunchbase data, this investment brings the company’s total funding to $57 million.

The newly released Data Intelligence product empowers organizations to render their mobile data both accessible and actionable for business intelligence and data science teams. This allows departments like engineering, product development, and marketing to leverage data-driven insights for improved decision-making regarding new product launches and marketing initiatives.

This product complements Embrace’s existing Observability and Resolution tools, which are designed for the proactive identification, prioritization, and resolution of software regressions.

Applications and Growth

“The applications for this technology span various industries, from gaming and social media to emerging digital-first sectors utilizing mobile and IoT devices as point-of-sale systems,” explained Eric Futoran, CEO of Embrace, in an interview with TechCrunch. “Mobile data can often be disconnected from individual users and exist in large volumes; our product allows engineers to pinpoint a specific user and analyze their experience.”

Embrace operates on a Software-as-a-Service (SaaS) pricing model, offering both free and premium/enterprise tiers. Currently, the company serves over 100 organizations, including prominent names like Hyatt, GOAT, Apprentice, Cameo, Glo, TextNow, Dave, and ChowNow.

Alongside customer acquisition, Embrace has experienced substantial employee growth, increasing its headcount to 45 – a nearly 400% increase since its 2019 funding round. Futoran anticipates continued expansion, projecting a team of over 100 employees within the next 12 months, fueled by the recent funding.

To support this growth, and a tripling of annual recurring revenue over the past year, the new capital will be allocated towards strengthening the company’s leadership team, expanding its go-to-market strategy for enterprise clients, and furthering product development.

The Future of Mobile Data

Embrace is focused on specializing data specifically for mobile devices, a critical area given that 75% of all media consumed by Generation Z occurs on mobile platforms, as stated by Futoran.

“User expectations for mobile experiences are continually rising,” he added. “We are integrating advancements in Artificial Intelligence, mobile technology, and observability to interpret data effectively. This process must be real-time and automated to quickly identify and resolve issues, which presents unique challenges in the mobile environment. This represents a logical progression for our company, and we aim to provide the data necessary for informed decision-making through AI and Machine Learning.”