CRM marketing platform Optimove has acquired Kumulos, which provides a personalized messaging platform for mobile apps. The acquisition furthers Optimove’s efforts to expand the native messaging capabilities of its CRM Marketing platform, to enable brands to connect with existing customers and deliver personalized multichannel journeys at scale. Kumulos Co-founder Mark Petrie will join Optimove, serving as its Director of Engineering for Mobile Services.

Optimove helps data-rich brands across industries manage large-scale CRM marketing frameworks. By personalizing thousands of campaigns to hundreds of segments, it allows brands to reach their customers with the right message on the right channel, autonomously determining the next-best-action for each individual customer.

Optimove’s platform sends more than 81bn optimized messages each year, for brands including Dollar Shave Club, Staples, JD Sports and Papa John’s. The company said the Kumulos acquisition will bolster its AI engine, adding native mobile capabilities to allow brands to seamlessly orchestrate multichannel marketing journeys across web, email, and mobile channels.

“Our accelerated growth has been driven by building the most powerful orchestration ‘brain’ in the market on top of our CDP,” said Optimove Founder and CEO, Pini Yakuel. “To support our next stage of growth, we will continue to add expanded capabilities to help marketers reach customers in many different ways. We already do this in email and Kumulos was a natural fit to offer this across mobile marketing as they provide an easy way to build out sophisticated mobile and web campaigns.”

With the Kumulos acquisition, Optimove now enables marketers to re-engage customers with mobile push notifications; create customized in-app messages and inbox messages; trigger automated messages leveraging geofences and beacon technology; and acquire new mobile app users from websites, emails, social media, digital advertising, out-of-home advertising, and more with deferred deep linking technology.