CleverTap
CleverTap is a customer engagement SaaS combining CDP, automation, analytics and loyalty.
Analyst Perspective
CleverTap is a private B2B MarTech software company that provides a customer engagement platform for digital-first businesses. Its core platform combines customer data, analytics, segmentation, experimentation, personalisation, and omnichannel campaign orchestration so marketing, CRM, growth, and product teams can manage lifecycle engagement across push, email, in-app, web, SMS, and related channels. The company primarily serves consumer apps, e-commerce businesses, publishers, and enterprise brands rather than end consumers directly. The business generates revenue through enterprise SaaS subscriptions, with pricing typically based on tracked users, usage volumes, messaging activity, and access to advanced modules. Its product portfolio has expanded beyond core marketing automation into loyalty and rewards, AI-assisted decisioning and copy generation, and no-code product experience optimisation. Acquisitions such as Leanplum and rehook.ai indicate a strategy of broadening retention and engagement capabilities while strengthening presence in North America and Europe.
Analyst Signal Briefing
Updated: 4 Jul 2026CleverTap has undergone a significant leadership restructuring, with co-founder Sunil Thomas returning as CEO to oversee growth alongside the firm’s recent recognition as a Leader in the 2026 Gartner report for personalisation at scale. The company also published an extensive benchmark report on Indian e-commerce engagement standards derived from over 200 billion messages. These developments highlight a clear strategic emphasis on leadership stability and data-driven market expansion within the global customer engagement sector.
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Key insights about CleverTap
Category Differentiation
CleverTap is a B2B customer engagement and retention software platform, not a consumer app or an advertising media buying platform. It is closer to Braze, MoEngage, and parts of Salesforce Marketing Cloud than to DSPs, SSPs, or pure CRM systems.
CleverTap: About
CleverTap operates a B2B SaaS model centred on customer engagement and retention software. It creates value by unifying customer data, behavioural analytics, segmentation, campaign orchestration, AI-assisted decisioning, and loyalty tools in one platform, reducing the need for buyers to assemble separate CRM, engagement, experimentation, and incentive systems. Revenue is generated from software subscriptions and platform usage, with expansion driven by larger customer data volumes, more channels, advanced AI modules, and adjacent products such as rewards management and experience optimisation.
How CleverTap Works & Monetises
Business model analysis and core revenue streams
The company monetises through customised SaaS subscriptions under a predominantly sales-led model. Commercial terms appear to be usage- and tier-based, with pricing influenced by monthly tracked users, event volumes, campaign and message volumes, channel usage, and access to premium capabilities such as AI decisioning, analytics, loyalty management, and additional modules. Upsell opportunities likely come from cross-selling newer products such as Promos, Scribe, Product Experiences, and AI-driven automation to existing platform customers.
Revenue Channels
Side-by-Side Comparisons
Compare CleverTap directly with top competitors
Products & Services in Categories
Verified structural categorizations from the graph
CleverTap: Key Competitors & Alternatives
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Customer engagement software for real-time cross-channel personalisation.
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Enterprise SaaS platform for CRM, marketing, data, analytics, and workflows.
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CRM and growth software platform for business teams.
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B2B retention marketing platform with CDP, automation and analytics.
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B2B martech suite for engagement, data, email, and personalisation.
Recent Signals (CleverTap)
Benchmark Report 200B+ Messages Later, Here's What Actually Works in Indian E-Commerce
Grab the 2026 Benchmark Report
Read original sourceSunil Thomas Returns as CEO of CleverTap
Sunil Thomas, previously Co-founder and Chairman, is now listed as Co-founder & CEO, indicating a leadership restructuring.
Read original sourceCEPs Owning In‑App UI Creates Hidden Costs
The article argues that customer engagement platforms (CEPs) such as CleverTap, MoEngage and WebEngage were built for data ingestion, segmentation and orchestration — not native UI rendering — and that adding in‑app rendering to these systems creates a 'template tax', performance gaps and vendor lock‑in. It details practical consequences: limited design flexibility, slower creative iteration, missing custom interaction patterns, and campaign logic living outside the app codebase. The piece cites specific performance behaviours (MoEngage waiting for images; WebEngage trigger delays) and contrasts them with purpose‑built rendering layers that render from in‑memory components in under 100ms. It recommends decoupling segmentation/journey orchestration (stay in the CEP) from a dedicated rendering SDK to preserve performance, experimentation speed and portability.
Read original sourceCleverTap: Frequently Asked Questions
What is CleverTap?
CleverTap is a B2B customer engagement platform that combines customer data, analytics, personalisation, and marketing automation for lifecycle campaigns.
Who uses CleverTap?
It is used by marketing, CRM, growth, product, loyalty, and data teams at consumer apps, e-commerce businesses, publishers, and enterprise brands.
How does CleverTap make money?
It makes money through customised SaaS subscriptions, typically priced by tracked users, usage volumes, messaging activity, and access to premium modules.
Company Facts
- Founded
- 2013
- Headquarters
- United States
- Core Segment
- MarTech Vendor
- Company Size
- 501–1,000
- Official Link
- clevertap.com