Indian customer engagement software firm MoEngage has acquired San Francisco-based startup Aampe in an all-cash deal, signaling a major bet that AI agents — each making decisions for individual customers — will define the future of marketing.
MoEngage did not disclose the financial terms of the transaction, but a source familiar with the matter told TechCrunch that the all-cash deal was worth tens of millions of dollars.
Founded in 2020, Aampe develops software that assigns a dedicated AI agent to each customer, allowing brands to personalize messaging based on individual behavior rather than traditional audience segments and campaign rules. The startup has more than 30 customers across the U.S., Europe, and Asia-Pacific, and grew annual recurring revenue by 150% over the past year, MoEngage co-founder and Chief Executive Raviteja Dodda said in an interview.
Dodda told TechCrunch that the acquisition will help MoEngage win customers using rival marketing platforms such as Salesforce and Adobe.
“A large part of our growth is driven by migrations of enterprise customers from Salesforce Marketing Cloud and Adobe Experience Cloud,” Dodda said.
MoEngage recently signed three to four multi-million-dollar annual contract value deals with customers that switched from Salesforce, Dodda added. He is optimistic that the Aampe acquisition will help MoEngage secure even more such high-value customers.
The acquisition comes as software companies race to embed AI deeper into enterprise applications, moving beyond tools that generate content or assist employees toward agents that can make autonomous decisions. In marketing, this includes deciding which customers to target, what messages to send, and when to send them — a shift that is accelerating as brands look to personalize at scale.
Aampe’s technology is already used by brands including Swiggy, Grab, and Taxfix, some of which also use MoEngage’s customer engagement platform.
The deal follows MoEngage’s $280 million funding round raised through a mix of primary and secondary transactions just over six months earlier. Around 20 Aampe employees will join MoEngage, expanding its workforce to roughly 820 people.
Founded in 2020, Aampe has raised approximately $28 million across three funding rounds. Its investors include Peak XV Partners, Z47, and Theory Ventures.
via TechCrunch AI