They’re a private equity firm focused on buyouts and recapitalizations of Enterprise Software and Solutions companies. The founding partners, Greg Case and Paul Winn of Peak Equity Partners have nearly 60 years of collective experience as investors and operating executives in this sector.   Peak invests in businesses that have large addressable markets, proven technology and demonstrated traction with a meaningful base of customers. They leverage and provide access to extensive operating resources to give our companies an edge in capturing market leadership and achieving goals.

Peakequity

General Atlantic is a private equity firm that provides capital and strategic support for growth companies. General Atlantic combines a collaborative approach, sector-specific expertise, a long-term investment horizon, and a deep understanding of growth drivers to partner with great entrepreneurs and management teams to build market businesses.

General Atlantic

HighLevel

HighLevel is a marketing and advertising platform that captures message leads via voicemail, SMS, emails, FB messenger, and more. The platform's agencies need to manage their client's leads, websites, funnels, calendars, and many other services that are needed to maintain a customer. It integrates directly with Stripe to collect payments on websites, funnels, and even when people book appointments. HighLevel allows managing the conversation using artificial intelligence and machine learning.

HighLevel is a marketing cloud platform designed to improve marketing and sales for businesses. Its technology allows users to consolidate multiple marketing tools into a single platform, streamlining processes and increasing efficiency. Its features include lead capture through landing pages, surveys, and forms; automated messaging across multiple channels such as voicemail, SMS, and email; and full-featured course management for creating membership areas. In addition, HighLevel facilitates workflow and pipeline management and customer payment collection as well as providing analytics and reporting for performance tracking. The platform offers white-labeling options for users to customize their branding and create additional revenue streams. It also offers a community of digital marketers that provides training, resources, and networking opportunities to address common challenges and drive innovation through community-driven development.

Using AI to automate, enhance and optimize marketing activities

Marketing Automation

HighLevel Unveils New 'AI Employee' to Revolutionize Business Automation and Efficiency

HighLevel is a marketing cloud platform designed to improve marketing and sales for businesses. Its technology allows users to consolidate multiple marketing tools into a single platform, streamlining processes and increasing efficiency. Its features include lead capture through landing pages, surveys, and forms; automated messaging across multiple channels such as voicemail, SMS, and email; and full-featured course management for creating membership areas. In addition, HighLevel facilitates workflow and pipeline management and customer payment collection as well as providing analytics and reporting for performance tracking. The platform offers white-labeling options for users to customize their branding and create additional revenue streams. It also offers a community of digital marketers that provides training, resources, and networking opportunities to address common challenges and drive innovation through community-driven development.In&nbsp;<a href="https://sp-edge.com/updates/36099">November 2024</a>, HighLevel launched an AI Employee automation suite to enhance the productivity of sales and marketing teams.Key customers and partnershipsAs of May 2024, the platform had served more than 60,000 customers.&nbsp;

Outbrain is an algorithm-based content recommendation and discovery platform that curates native advertising content from the open web, providing personalized content for brands to increase customer engagement. Outbrain also allows content publishers to amplify its reach by supplying content to the platform. As of September 2023, customers could access 7,000+ online content sources including content by the Washington Post, Guardian, and BBC.&nbsp;Outbrain has been a pioneer in the content recommendation space and was the first to introduce an algorithm-based content recommendation in 2008. It was also the first to introduce a self-service platform for content recommendation in 2012. In May 2021, it tested “QualityRatings,” a tool that implements quality guidelines for the content featured on its platform while using machine learning and AI to create a more personalized user experience. In September 2022, the firm launched <a href="https://sp-edge.com/updates/13122">Keystone</a>, a business optimization solution for publishers.&nbsp;Outbrain has made a series of acquisitions over the years while making enhancements to its product offerings. In November 2021, <a href="https://sp-edge.com/updates/6992">Outbrain acquired vi</a>, a contextual video intelligence platform for USD 55 million to grow its CTV and other display ads offerings. In August 2024, Outbrain acquired <a href="https://www.adexchanger.com/online-advertising/outbrain-acquires-teads-from-altice-for-1-billion/">Teads</a>, an SSP and video monetization company, to create an "end-to-end, full-funnel platform" by expanding into TV, video, and CTV advertising.&nbsp; Key customers and partnerships&nbsp;Outbrain’s customers include leading news media outlets such as CNN, MSN, and Sky News, serving more than a billion monthly users (by December 2022).&nbsp;&nbsp;In April 2022, Outbrain’s platform was <a href="https://sp-edge.com/updates/9907">integrated with ID5</a> to provide a privacy-first customer identification solution.

Outbrain

Marin Software is an adTech firm offering a suite of solutions for brands looking to conduct search, social media, and ecommerce advertising. The firm’s “MarineOne” solution enables Brands to integrate their data under a single platform; coupled with machine learning tools, marketers can optimize ad spending across multiple platforms. In the case of search and social media advertising, Brands can increase their visibility across a number of search engines and social media platforms including Google, Facebook, and Apple Search Ads.&nbsp;In recent years the firm has been making enhancements to transform its Marine One Software as a complete marketing campaign management &amp; intelligence solution. In line with the firm expanded its ecommerce advertising solution capabilities by increasing the number of integrations to include Criteo’s commerce media platform and Instacart’s advertising platform. In <a href="https://sp-edge.com/updates/12159">2022</a>, the firm rolled out a number of new product and features including 1) MarinOne bidding, the firm's ad bidding marketplace, 2) MarinOne support, to enable advertisers to improve ad performance with multi-edit ad scheduling solutions, 3) social rules engine, to help automate workflows, and 4) <a href="https://sp-edge.com/updates/15019">Budget Optimizer</a>, an ad budget management solution. More recently, in April 2023, the firm introduced an automation tool <a href="https://sp-edge.com/updates/17565">“MarinOne Scripts,”</a> which integrates Python scripting with its MarineOne platform, providing marketers with customized and data-driven solutions to optimize campaigns.&nbsp;Key customers and partnershipsAs of October 2021, several brands from varied industries, including Nissan, American Eagle outfitters, and Harmony, use the firm’s solutions.In 2021, the firm made a number of new initiatives in 2021, including an <a href="https://sp-edge.com/updates/7635">integration with Amazon Ads</a> and a <a href="https://sp-edge.com/updates/6973">partnership with CitrusAd </a>to expand the ecommerce capabilities of its platform. In January 2023, the company announced an <a href="https://sp-edge.com/updates/16172">integration with Yahoo</a> to broaden access to programmatic ad content.&nbsp;&nbsp;

Marin Software

Founded in China, Terminus claims to have the first account-based marketing (ABM) platform that unifies the marketing and sales teams’ roles under a single platform. Terminus specializes in B2B marketing and, according to the firm, its “Terminus Data Studio” has one of the largest B2B account databases, which by September 2021, covered more than 70 million businesses. Terminus’s customer data platform (CDP) is fully integrated with its marketing automation platform, through which teams can run multi-channel targeted campaigns across many channels including email, ad networks, live chat, and the web. This can then be analyzed with Terminus’ suite of analytics and attribution tools. By September 2021, Terminus served more than 1,000 customers, including Salesloft, Foundry, and Quantum Workplace.According to a study done by Forrester (in Q2 2020), Terminus has been recognized among the ABM platform leaders.Through a series of acquisitions, Terminus has transformed into a marketing cloud platform offering a range of services. Its two latest acquisitions took place within 12 months. In November 2020, it acquired Growflare, a lead generation and account-based intelligence platform catering to B2B startups, followed by B2B CDP Zylotech in September 2021. Terminus hoped to capitalize on these to build the most comprehensive ABM platform on the market.

Terminus

Founded in France, Brevo <a href="https://sp-edge.com/updates/18241">(formerly Sendinblue)</a> began as an email marketing automation platform catering to small and medium-scale businesses (SMB). It has since extended its services to become an all-in-one marketing platform; the range of services found on Brevo's platform include email and SMS marketing, customer relationship management (CRM) tools, landing page creation, and Facebook ad management, among others. In November 2022, the firm launched an <a href="https://sp-edge.com/updates/14388">integrated meetings solution</a> that brings together scheduling, video conferencing, and payment solutions. In March 2023, the company <a href="https://sp-edge.com/updates/17462">unveiled “Conversations”</a> to manage customer conversations across messaging channels in one centralized location.Brevo’s platform is compared with other well-known competitors such as Mailchimp and Hubspot and is commended for its live support and fair pricing, making it a strong contender in the SMB space.&nbsp;The company has expanded its product offering through a series of acquisitions during 2021-2022. Brevo acquired three firms in September 2021 for USD 47 million: 1) Metrilo, a provider of customer analytics and marketing services for ecommerce stores, 2) Chatra, a live chat messenger app for increasing online sales, and 3) PushOwl, a customer re-engagement website that uses web-based push notifications. In March 2022, the firm <a href="https://sp-edge.com/updates/9009">acquired MeetFox</a>, a meeting scheduling and video conferencing platform. In September 2022, the company <a href="https://sp-edge.com/updates/13360">acquired Yodel.io,</a> an Austrian cloud-based phone system provider, to enable additional customer touchpoints, and reduce the overall digital marketing spend for SMBs. More recently, in February 2023, the firm <a href="https://sp-edge.com/updates/16271?industryIds=62">acquired Captain Wallet,</a> a mobile wallet marketing platform, to broaden its reach internationally. In December 2023, Brevo acquired <a href="https://sp-edge.com/updates/24833">WonderPush and Octolis,</a> two customer interaction platforms, to expand its CRM capabilities.&nbsp;&nbsp;The firm achieved <a href="https://sp-edge.com/updates/15834">USD 100 million in Annual Recurring Revenue (ARR)</a> at the end of 2022 while maintaining a positive EBITDA position.&nbsp;Key customers and partnerships&nbsp;The platform catered to 500,000+ customers across 180 countries as of end December 2022.

Brevo

Acquia provides a digital experience platform (DXP) to support medium to large enterprises that use Drupal, an open-source content management system (CMS) that provides the back-end infrastructure for websites and by September 2021, powered approximately 2.1% of websites on the internet. The core product offered by Acquia is a marketing cloud that provides a full suite of services to manage the customer journey. The platform features a customer data platform (CDP), unifying data across multiple sources; sales automation tools to deliver personalized marketing campaigns across multiple delivery channels; marketing campaign management tools to manage distributed marketing teams; and a content management platform to organize and monitor content.&nbsp;Having been built on the Drupal framework, which does not require any programming skills to implement, Acquia’s marketing cloud claims to be more accessible and agile than enterprise cloud solutions provided by incumbents such as Adobe and Oracle. In 2021, Gartner’s Magic Quadrant report named Acquia a leader in DXP platforms, while a study done by Forrester (in July 2021) found that customers of Acquia’s DXP solutions experienced a payback on their investment in less than six months, generating an average return on investment (ROI) of 589% over three years.&nbsp;Acquia has made several investments and enhancements to its DXP platform. In January 2021, Acquia, in partnership with Commercetools and Lucidworks, launched “Acquia Digital Commerce,” a service for creating personalized digital shopping experiences for customers. The firm has also added a number of self-serve features to its CDP such as&nbsp;<a href="https://sp-edge.com/updates/11422">“right to erasure”</a> to bolster the privacy and security features of its platform to cater to enterprise users. In&nbsp;<a href="https://sp-edge.com/updates/35334">October 2024,</a> Acquia added AI capabilities to digital asset management solutions to accelerate campaign delivery.&nbsp;In September 2021, Acquia acquired Widen Enterprises, a digital asset management (DAM) and product information management (PIM) software company, for an undisclosed amount. As a result, customers can have a fully integrated experience on the platform, while the acquisition also added a further 700+ customers. In November 2023, the company acquired Monsido, a website accessibility and optimization solution from CivicPlus, to expand its platform capabilities.&nbsp;In&nbsp;<a href="https://sp-edge.com/updates/36365">November 2024,&nbsp;</a>Acquia acquired Monsid to expand Acquia's digital experience platform capabilities.Key customers and partnershipsBy September 2021, Acquia counted one in four Fortune 500 companies, including Johnson &amp; Johnson, Bayer, and Xerox, among its customers.&nbsp;As of September 2024, the company served more than 4,000 customers globally.&nbsp;In June 2022, Acquia&nbsp;<a href="https://sp-edge.com/updates/11352">partnered with Workato</a> (enterprise-level workflow automation platform) to integrate with Acquia’s CDP to expand enterprise use of the platform. The integration added 100+ technology integrations compatible with Acquia’s marketing cloud.&nbsp;

Acquia

Firms positioned as an 'all-in-one' marketing platform,  providing a variety of functions across the MarTech stack

Startups providing platforms for planning and managing marketing campaigns.

Startups offering tools for finding and attracting potential customers with targeted ads.

Startups providing tools to automate the execution of marketing campaigns across varied channels.

Startups providing tools for gathering, cleaning, and enhancing customer data to provide deep analytics. This also includes firms offering account-based marketing (ABM) solutions to drive targeted and personalized campaigns.

Companies that use GenAI as a core part of their product offering for marketing

Personalization tools are mainly used in AdTech and marketing campaign automation

Marketing automation provides measurement and attribution solutions to measure marketing effectiveness

Uses GenAI to automate content creation  and personalize content for marketing campaigns

Uses AI/ML to enable marketing automation, making it a core part of many companies' products

Metaverse advertising is being explored by AdTech segments for in-game advertising

The in-game advertising segment is in development and has a niche relevance to this area

ANALYST_QUICK_TAKE

PROMINENT_CATEGORY

<div>
 HighLevel, a CRM platform provider, has introduced AI Employee, a suite of business automation that blends six AI tools. It is freely accessible until the end of 2024, after which it costs USD 97 monthly per sub-account.
 AI Employee suite encompasses Voice AI for lead qualification and call handling, Conversational AI for customer support across multiple channels, Reviews AI for online review management, Content AI for content creation, Workflow AI Assistant for automating processes, and Funnel AI for setting up landing pages.
 The firm asserts that AI Employee operates as a full-time staff member, enabling companies to automate monotonous tasks, save time, and cut costs. The suite provides unlimited usage with no hidden API fees, and is aimed to manage the entire customer journey from lead acquisition to conversion.
 
</div> Analyst QuickTake: 
 This latest development is in line with Highlevel’s recent fundraising activity in <a href="https: 
//sp-edge.com/updates/28426"> April 2024 </a> , where it secured a strategic investment from General Atlantic to support further platform development.

HighLevel

About EDGE

Contact Us

Resources

Area of Focus

Technology Research Made Effortless