Infinity
Infinity is a b2B call intelligence software for attribution and conversation analytics.
Analyst Perspective
Infinity is a UK-based B2B software company that provides call tracking, call attribution, conversation analytics and campaign optimisation tools for marketers, agencies, sales teams and contact centres. Its platform links inbound phone calls and call outcomes back to digital marketing activity, helping customers measure offline conversions, improve campaign performance and analyse customer conversations at scale. The business primarily makes money through subscription software and usage-based charges tied to call volume, with additional revenue from enterprise add-ons and consultancy services. Its customer base appears to include enterprise marketing teams, performance marketers, contact centres and agencies that need to connect phone-driven revenue to media spend and customer journey data.
Analyst Signal Briefing
Updated: 2 Jul 2026Infinity has acquired ResponseTap to accelerate its development roadmap and enhance the management of inbound conversations for its clients. Furthermore, the firm has launched Smart Outcomes, an AI-powered tool designed for campaign optimisation. These developments consolidate Infinity’s position in the call tracking sector by integrating advanced analytics and conversational intelligence into its service offering.
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Key insights about Infinity
Category Differentiation
This is the UK martech software company focused on call tracking and conversation analytics, not a general IT services firm, blockchain project or unrelated software vendor sharing the Infinity name.
Infinity: About
Infinity operates a B2B SaaS model built around call intelligence. It provides software that captures inbound call data, attributes calls to marketing sources, analyses conversation content and feeds those insights into CRM, analytics and paid media workflows. Value is created by improving attribution, lead quality assessment, agent performance visibility and paid media optimisation for organisations where phone calls remain a meaningful conversion event.
How Infinity Works & Monetises
Business model analysis and core revenue streams
Infinity monetises chiefly through tiered SaaS subscriptions combined with usage-based call charges and telecom-related fees. Commercial packaging appears to include standard plans and enterprise contracts, with pricing scaling by call volume, tracked activity, feature access and integrations. Additional monetisation comes from premium modules such as advanced attribution and optimisation features, plus consultancy, onboarding and implementation support.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Infinity)
B2B Marketing Attribution: the ultimate guide
Customer journeys are never as simple as going from A to B. When it comes to B2B purchase decisions, it can look more like A to C, then a pit-stop at X, than R. With so many...
Read original sourceInfinity Acquires ResponseTap
ResponseTap became part of Infinity, allowing us to accelerate our development plans and help our customers own and improve all inbound conversations.
Read original sourceInfinity introduces Smart Outcomes
Smart Outcomes: the new AI-powered campaign optimization tool
Read original sourceInfinity: Frequently Asked Questions
What is Infinity?
Infinity is a B2B software company that provides call tracking, call attribution, conversation analytics and paid media optimisation tools.
Who uses Infinity?
Its users include marketing teams, PPC managers, agencies, sales teams, contact centres and analytics leaders that rely on phone calls as a conversion channel.
How does Infinity make money?
It mainly earns revenue from SaaS subscriptions, usage-based call charges, enterprise add-ons and consultancy or implementation services.
Company Facts
- Founded
- 2011
- Headquarters
- 1 Seebeck House, 1 Seebeck Place, Knowlhill, Milton Keynes, MK5 8FR, United Kingdom
- Core Segment
- AdTech Vendor
- Company Size
- 50–200
- Official Link
- infinity.co