• US-based AI-native omnichannel experience Insider has closed a $500 million Series E funding round, led by General Atlantic.
• Founded in 2012 by Arda Koterin, Hande Cilingir, Mehmet Sinan Toktay, Muharrem Derinkok, Okan Yedibela and Serhat Soyuerel, Insider allows marketers and customer experience teams to create personalised omnichannel experiences and manage customer engagement from a single platform.
• Insider intends to use the new capital to further develop its next-generation marketing software product, spend extensively in R&D, and expand its talent base and global reach, which now spans 28 countries across five continents, including North America, EMEA, APAC, and Latin America.

Press release:

Insider, a leading AI-native omnichannel experience and customer engagement platform, today announced a $500 million Series E funding round led by General Atlantic, a leading global growth investor.

Insider plans to further develop its next-generation marketing software offering and invest heavily in research and development, focusing on expanding and evolving its AI solutions. The company also intends to scale its talent base and geographic footprint, leveraging General Atlantic’s global platform. With an established market position in 28 countries across five continents, including North America, EMEA, APAC, and Latin America, Insider plans to increase its regional investments on the back of strong demand in the U.S. market, where it has achieved significant growth. Additionally, the company will use the funds to explore strategic M&A opportunities.

As a leading enterprise marketing software provider, Insider enables marketers and customer experience teams to create highly personalised omnichannel experiences and manage customer engagement from a single platform. With an integrated CDP that vertically integrates data and marketing application layers to fuel marketing automation and personalised customer journey orchestration across 12+ natively supported channels—including WhatsApp, SMS, Email, Web, App, Site Search, and more—Insider helps marketers to efficiently collect, analyse, and predictively use first-party data in real-time. As a result, brands can accelerate growth, realise higher marketing efficiency, and create more valuable customer relationships.

Hande Cilingir, Co-Founder and CEO at Insider, said, “Our mission is to empower marketing and CX teams to deliver a holistic omnichannel experience and deepen customer engagement. Unlike traditional technology companies that focus on a single area or product, our approach has always been to build multiple best-in-breed and industry-leading products, bringing them together in one complete platform that outperforms single-point solutions. As a pioneer of predictive models in customer experience, this funding positions us to further build upon that foundation to disrupt the MarTech industry. We believe that our differentiators, especially AI-enabled tools, will set Insider apart as the preferred choice for marketing and customer experience teams, and we look forward to leveraging General Atlantic’s deep experience backing growth companies to drive the marketing technology shift.” 

“Many brands are eager to move away from traditional marketing clouds that limit their growth. We are on a mission to help as many users as possible transition from legacy marketing clouds to Insider. We have developed a white-glove migration blueprint designed to make the transition seamless. In the last year, 150 brands have successfully made the switch to Insider using our automatic migration and pre-built integrations and achieved up to 5X faster time to value compared to their previous vendor,” said Serhat Soyuerel, Co-Founder and CRO at Insider. 

Insider launched patent-pending Sirius AI™, a comprehensive solution for end-to-end omnichannel experience creation. The technology combines the transformative power of generative, conversational, and predictive AI.

“This funding will help accelerate our ambitious product roadmap and grow our 350+ in-house engineering team. Over the next two years, we plan to focus on realising our vision to build an end-to-end AI-native omnichannel experience and customer engagement platform that compounds promotional, transactional, and support capabilities into a seamless solution powered by an extensive set of channels. Harnessing generative AI to make user interactions more conversational at every level, we plan to further invest in Sirius AITM Co-Pilot, which guides teams at every stage of customer journey creation,” said Muharrem Derinkok, Co-Founder and Chief Product Officer at Insider.

Sascha Guenther, Managing Director and Head of DACH at General Atlantic, commented, “The MarTech industry is benefiting from a secular shift levered to ongoing tailwinds, including the proliferation of data traffic and channels, the growing importance of first-party data, and evolving customer expectations regarding personalised experiences across channels. Insider has successfully positioned itself as a leading and dynamic innovator in the B2B SaaS space and delivers tangible ROI to its customers. We believe the company is well placed to capture a greater share of the $15+ billion total addressable market as businesses race to upgrade their marketing strategies around the world in need of higher marketing efficiency and effectiveness.” 

Alex Crisses, Managing Director, Enterprise Technology, and Global Head of New Investment Sourcing at General Atlantic, continued, “Insider has disrupted traditional marketing cloud operators in the enterprise space by offering a differentiated and well-integrated suite of next-gen products. Insider’s success lies in consistently delivering unmatched value to their customers. Few platforms are capable of achieving this, setting Insider apart. We believe Hande and her team are talented product visionaries and entrepreneurs, and we’re excited to help them scale further.” 

As part of the transaction, Sascha Guenther, Alex Crisses, and Christopher Apfel, Vice President at General Atlantic, will join the Insider Board of Directors.