Snapdeal founders, Helion, Exfinity invest $ 4.25 mn in MoEngage

The mobile user analytics and engagement startup will help Snapdeal in India's mobile app wars

MoEngage,an analytics firm that tracks users behaviour of mobile app users, said it has raised $4.25 million in funding led by Helion Ventures and Exfinity Ventures. The firm has also got personal investment from Snapdeal founders Kunal Bahl and Rohit Bansal, who are also customers for the product.

With the new funding, MoEngage will be launching their platform globally and continuing to build out its leading mobile marketing automation platform.

"We are pleased to see what MoEngage has accomplished in the Indian mobile market. As they have grown, they have become a crucial tool in the hands of Mobile App companies and marketers. We are excited to help the MoEngage team continue their success overseas and expand their client base globally," says Rahul Chandra of Helion Venture Partners.

MoEngage helps retain and engage users by enabling mobile app companies to deliver individual-level personalised interactions via push notifications, in-app recommendations, email campaigns and other retargeting channels which help to reduce churn and improve customer lifetime value.

"We have been working in with the largest internet companies and built out the next generation mobile marketing automation platform for B2C companies. We have seen tremendous growth in the very first year of our journey, becoming the number one mobile marketing automation platform in India. With this funding, we will double down on product innovation along with geographical expansion in US and emerging markets," claimed Raviteja Dodda, CEO of MoEngage.

"What attracted us to MoEngage was their unique and effective way to address the problems of mobile app marketing. Their technology enables apps to reach their market through extremely personalized channels allowing for an increase in users and revenue. We are excited to help expand MoEngage's product market and increase business overseas," stated Shailesh Ghorpade of Exfinity.

Along with new funding, MoEngage will also be unveiling three new capabilities so mobile marketers can further optimise their application.

Uninstall tracking and analytics: Mobile app companies can track the complete list of uninstalled users, along with plausible reasons for uninstalls through its prediction engine, providing an opportunity to proactively engage and retain these users and re-target them through email campaigns and advertising networks.

Geo-fencing capabilities: Marketers can easily create and update geo-fences, and trigger push notifications based on location combined with advanced segmentation capabilities.

Smart email campaigns: Mobile app companies can use the advanced segmentation capabilities to create mobile-optimized email campaigns with easy-to-use pre-built templates and end-to-end statistics from email opens to conversions inside the app. Email campaigns can be targeted towards un-installed users (or) based on the performance of push notification / in-app campaigns (for instance, users who haven't interacted with a push notification campaign).

On a monthly basis, MoEngage is currently profiling one fifth of smartphone users in India and delivering around one billion personalized interactions. The company currently works with many of the leading consumer-internet companies in India including Snapdeal, Cleartrip, OLA's TaxiForSure, Gaana, OYO Rooms, Yatra and Redbus. In the US, MoEngage has an office in San Francisco and currently works with companies like Sell It and SpotHero.