Funding and Launch for Mobile Data Platform Embrace

Mobile-focused UX and 'observability' platform Embrace has raised $45m in funds, and launched a new product, Data Intelligence, which it says 'makes 100% of an organization's mobile user experience data accessible and actionable to its BI and data science teams'.

The new, Series B funding round was led by New Enterprise Associates (NEA), with participation from existing investors Greycroft, AV8 and Eniac, and founders from PagerDuty, Sendbird, LogDNA, Scopely and TestFlight. The firm says it will expand its executive leadership team and hire new talent across the entire business; and will continue to expand the suite of products built on top of its 'verticalized' data platform.

Embrace, which has quintupled its headcount since its last funding round, says traditional error logging and APM platforms collect 'extremely limited categories of data', dropping as much as 98% of what could be used to enhance UX and solve business problems. The firm claims its platform, built exclusively for mobile, provides actionable data and insights derived from 'every single user experience'.

Embrace already offers two products on the platform, Observability and Resolution, which engineering teams use to proactively uncover, prioritize and rapidly resolve any 'business-impacting regression'. The latest addition, Data Intelligence, promises user firms full visibility into all their mobile user experience data for use by engineering, product and marketing teams.

CEO Eric Futoran (pictured) comments: 'For businesses competing in the modern mobile ecosystem, continually delivering great mobile experiences while innovating rapidly is incredibly difficult. Mobile has so many variables to contend with that companies cannot afford to make decisions on guesswork. With Embrace, for the first time, companies can make truly informed decisions based on comprehensive datasets that work for their needs'.

Web site: www.embrace.io .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.