Infinity

Infinity operates a B2B SaaS model focused on call intelligence for marketing and sales operations. It provides cloud-based call tracking, conversation analytics and call-to-revenue attribution capabilities that help customers understand which marketing activities drive valuable phone calls and revenue, while also surfacing insights from call content for quality assurance and optimisation.

Value is created by capturing and linking web interactions, ad campaign data and call outcomes, then feeding these signals into reporting, analytics and ad platforms. This enables customers to reduce wasted ad spend, improve bidding strategies and refine sales and contact centre processes. The company deepens value through integrations with major advertising and analytics ecosystems and through products like outcome-based signal generation for PPC optimisation. Recurring subscription and usage fees, plus enterprise contracts and add-ons, underpin its revenue base.

Infinity is a UK-based software company providing call tracking and conversation analytics for marketing and contact centre teams. Its platform links digital customer journeys to inbound phone calls, records and analyses conversations, and attributes revenue back to specific campaigns to inform media optimisation and operational decisions.

The company generates revenue by selling usage-based SaaS subscriptions to businesses that rely on phone calls as a conversion channel, such as performance-led advertisers, in-house marketing teams, sales operations and contact centres. It expanded its call-intelligence capabilities via the acquisition of ResponseTap and continues to invest using equity and debt funding secured since 2016.