Optimove

Optimove is an Israeli martech company founded in 2009 by Pini Yakuel, who serves as CEO. The company is headquartered in Tel Aviv and also maintains offices in New York. Optimove is privately held.

Optimove's primary product is a Customer-Led Marketing platform — a SaaS solution that enables marketers to orchestrate and personalize customer communications across multiple channels based on behavioral data and predictive modeling. The platform is aimed at retention marketing: helping brands increase customer lifetime value by sending the right message to the right customer at the right time. Its primary buyers are marketing teams at mid-to-large enterprises, with particular traction in regulated or high-churn industries such as online gaming (iGaming), retail, and financial services. The product is sold through a sales-led, enterprise-contract model.

Optimove's core offering is its Customer Data Platform (CDP) combined with a multichannel campaign management layer, allowing marketers to segment audiences, run A/B tests, and measure the incremental lift of each campaign. The company has emphasized AI-driven decisioning under the branding "Positionless Marketing," a positioning it adopted around 2024 to describe a world where marketing execution is less constrained by team structure and more driven by automated, data-driven decisions. In 2024, Optimove acquired Adact, a gamification marketing platform, extending its product suite into interactive promotional mechanics.

Optimove competes in the broader Customer Engagement and Marketing Automation space against players such as Braze, Salesforce Marketing Cloud, and Iterable. Its differentiation has historically been its science-first approach — emphasizing statistical measurement of campaign incrementality rather than raw send volume — and its deep specialization in the iGaming and sports-betting verticals, where it holds a strong installed base. Gartner has included Optimove in its Magic Quadrant for Multichannel Marketing Hubs.

Optimove's R&D and engineering functions are based in Tel Aviv. The founders are Israeli, and the company's technical leadership is concentrated in Israel. The company typically hires in Israel for backend engineering, data science, machine learning, and product roles.