# Optimove

> Optimove is a CRM marketing platform that helps consumer brands plan, orchestrate, measure, and optimize large volumes of personalized customer campaigns across email, SMS, push, web, WhatsApp, and ad networks. Built around a customer data platform and AI-driven decisioning, it is used by more than 1,200 brands - with particular strength in iGaming, retail, e-commerce, and financial services. Founded in Israel in 2009 by Pini Yakuel and Shachar Cohen, the company has repositioned itself around 'Positionless Marketing,' an approach that lets a single marketer take a campaign from idea to launch without waiting on separate data, creative, and optimization teams.

- **Founded:** 2009
- **Headquarters:** New York, USA (R&D and roots in Tel Aviv, Israel)
- **Founders:** Pini Yakuel (Co-Founder & CEO), Shachar Cohen (Co-Founder)
- **Team size:** 500+ employees
- **Products:** Optimove CRM Marketing Platform, Orchestrate, Engage, Personalize, Gamify
- **Notable:** Named #1 in Journey Orchestration in Gartner's 2023 Magic Quadrant analysis (per company), Positionless Marketing won Innovation of the Year at the 2025 European iGaming Awards, Grew to 1,200+ brand customers across multiple industries

## Products & services

- **Optimove CRM Marketing Platform** — Core platform combining a customer data platform, AI decisioning, multichannel orchestration, personalization, and reporting to plan, run, measure, and optimize personalized campaigns at scale.
- **Orchestrate** — AI-assisted multichannel journey and campaign builder that maps customer journeys across channels.
- **Engage** — Personalized campaign delivery across email, SMS, mobile push, web, WhatsApp, and ad networks.
- **Personalize** — Real-time, dynamic content and product recommendations for web and app (built on the Graphyte acquisition).
- **Gamify** — Gamification, missions, and loyalty mechanics for customer engagement and retention.
- **Optimove AI / OptiGenie** — AI suite including predictive models, generative content, self-optimizing experiments, and marketing agents/MCP capabilities.

## Achievements

- Named #1 in Journey Orchestration in Gartner's 2023 Magic Quadrant analysis (per company)
- Positionless Marketing won Innovation of the Year at the 2025 European iGaming Awards
- Grew to 1,200+ brand customers across multiple industries
- Bootstrapped for roughly its first five years before raising external capital
- Standardized as CRM marketing for a majority of the EGR Power 50 iGaming operators
- Executed a multi-acquisition strategy (Kumulos, Graphyte, Smartico) to expand messaging, personalization, and gamification

## Latest updates

- **2026-04** — Optimove announced an agreement to acquire iGaming gamification-CRM company Smartico; both firms to continue operating independently.
- **2025-09** — Company rebranded around 'Positionless Marketing' as its central positioning.
- **2025-01** — Positionless Marketing won Innovation of the Year at the European iGaming Awards; Optimove reported strong iGaming client growth.
- **2024-01** — Appointed Hila Shabtai Shemesh as VP of Finance amid continued growth.
- **2022-07** — Acquired real-time personalization platform Graphyte (~$40M) following the purchase of mobile messaging platform Kumulos.

## Links

- Website: https://www.optimove.com
- LinkedIn: https://www.linkedin.com/company/optimove/
- Twitter/X: https://twitter.com/optimove
- YouTube: https://www.youtube.com/c/Optimove
- Instagram: https://www.instagram.com/optimove/
- Facebook: https://www.facebook.com/Optimove/

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Profile page: https://yespress.io/optimove
Published by YesPress — https://yespress.io
Last updated: 2026-08-06