Adobe Buys Marketing Intell / Automation Startup Rilo

Creative and marketing software giant Adobe has acquired an Indian start-up, Rilo, which focuses on marketing intelligence and the automation of marketing processes. Financial terms were not disclosed.

Originally known for its graphics and document display software, Adobe now offers solutions spanning content supply chain, customer engagement and brand visibility. A digital experience division accounts for around a quarter of its total revenue, and in November last year it announced it would acquire Boston-based brand visibility platform Semrush, adding SEO and GEO expertise to help clients enhance their brand visibility and expand audience reach, and augment existing Adobe products such as AEM, Adobe Analytics and the newly introduced Brand Concierge.

Rilo, founded by IIT Bombay alumni Georgi Boby and Dhruv Jaglan, is less than a year old and had raised around $1 million from investors, valuing the company at $19 million. Its team of six will join Adobe and the company will be closed, according to reports on TechCrunch and elsewhere.

Rilo's technology, which brought competitor intelligence and sales call analysis into customised workflows for sales teams, is likely to be integrated with Adobe's CX and marketing product.

Web sites: www.adobe.com and www.getrilo.ai .