Emplifi
Corporate brand
UnclaimedEmplifi is a private American customer-experience software company formed through the combination of Astute and Socialbakers.
Last updated August 25, 2026
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Overview
Emplifi is a customer-experience software company headquartered in Columbus, Ohio, with operations and offices serving international markets. Its products are designed to help organizations manage and improve interactions with customers across social media, digital channels, commerce, service, and video-enabled experiences. The company positions its platform around connecting marketing, commerce, and customer-care activities rather than treating social publishing, analytics, and service as separate functions. The present-day business emerged from the combination of two earlier software companies. Socialbakers, founded in Prague in 2008, developed social-media monitoring, measurement, analytics, and competitive-insight tools. It became one of the better-known independent companies in the social-media analytics sector and expanded its capabilities through the 2014 acquisition of EdgeRank, a company focused on Facebook monitoring and analytics. Socialbakers later grew to approximately 350 employees by 2016 and had raised approximately $34 million in cumulative funding, according to historical company information reported in reference material. Astute, the other predecessor, was a customer-engagement software business. In 2020, Astute acquired Socialbakers, bringing social-media intelligence together with customer-experience and engagement capabilities. The combined organization adopted the Emplifi name in June 2021. The name was described as a blend of “empathy” and “amplification,” reflecting the company’s stated ambition to help brands understand customers and expand the impact of customer interactions. Yuval Ben-Itzhak, who had led Socialbakers, became president of Emplifi after the rebrand. The company continued expanding its portfolio in September 2021 by acquiring Go Instore, a video-streaming and assisted-shopping service. That transaction added live and video-supported customer interaction capabilities to Emplifi’s broader customer-experience offering. The resulting portfolio has been associated with social-media management and analytics, influencer and content workflows, customer-care engagement, commerce experiences, and video-based assistance. Emplifi remained privately held. In 2022, an additional investment valued the business at more than $1 billion, giving it unicorn status. The company reported approximately 750 employees in September 2021 and maintained offices in multiple countries. Publicly available reference material does not establish a complete current ownership structure, a current chief executive, or a definitive present-day employee count. Emplifi’s historical development is therefore best understood as the evolution of Socialbakers’ social analytics expertise and Astute’s customer-engagement software into a broader customer-experience platform.
History
Emplifi’s roots lie in Socialbakers, a social-media monitoring and analytics company established in Prague in 2008. Socialbakers built software for measuring brand performance on social networks, tracking competitors, and analyzing audience and content activity. Its work addressed the growing need for companies to evaluate social-media performance using structured data rather than relying solely on native platform reports. In 2014, Socialbakers acquired EdgeRank, a company specializing in Facebook monitoring and analytics. The transaction broadened Socialbakers’ social-data capabilities and reinforced its position in the independent social-media measurement market. Socialbakers co-founder and chief executive Jan Rezab left the chief executive role in 2015, after which Robert Lang was appointed chief executive. By 2016, the company reportedly had approximately 350 employees, annual revenue in the range of $30 million to $50 million, and approximately $34 million in total funding. Socialbakers remained one of the significant independent companies in social-media analytics as the market increasingly consolidated around large marketing-technology vendors and social platforms. Its products and expertise centered on social intelligence, measurement, content performance, and competitive benchmarking. The next major stage came in 2020, when Astute acquired Socialbakers. Astute operated in customer engagement and customer-experience software, while Socialbakers contributed a substantial social-media analytics business. The acquisition created a broader technology base spanning customer engagement and social interactions. In June 2021, the combined organization changed its name to Emplifi. The name was described as combining the ideas of empathy and amplification. Yuval Ben-Itzhak, previously associated with Socialbakers’ leadership, became president of the newly branded company. Emplifi continued to broaden its capabilities later in 2021 through the acquisition of Go Instore. Go Instore provided video-streaming and assisted-shopping technology, giving Emplifi additional tools for live or video-supported customer interactions. This transaction aligned with the company’s effort to connect social, marketing, commerce, service, and digital experience activities within a single platform. The company reported approximately 750 employees in September 2021 and maintained offices internationally while remaining headquartered in Columbus, Ohio. In 2022, Emplifi received additional investment that valued the privately held business at more than $1 billion, making it a so-called unicorn. Available reference material does not provide a complete account of subsequent ownership changes, current executives, revenue, or employee totals. Emplifi’s documented history nevertheless shows a clear progression from an independent social-analytics specialist to a wider customer-experience technology company.
- 2022
Emplifi achieved unicorn status
[1]An additional investment valued the private company at more than $1 billion.
- 2021
The combined business became Emplifi
[1]Astute and Socialbakers adopted the Emplifi brand in June, with Yuval Ben-Itzhak becoming president.
- 2021
Emplifi acquired Go Instore
[1]The acquisition added video-streaming and assisted-shopping capabilities to Emplifi’s customer-experience offering.
- 2020
Astute acquired Socialbakers
[1]Astute combined its customer-engagement software business with Socialbakers’ social-media analytics operations.
- 2015
Leadership changed at Socialbakers
[1]Co-founder and chief executive Jan Rezab resigned, and Robert Lang became chief executive.
- 2014
Socialbakers acquired EdgeRank
[1]The acquisition expanded Socialbakers’ Facebook monitoring and analytics capabilities.
- 2008
Socialbakers was founded
[1]Socialbakers was established in Prague as a social-media monitoring and analytics company.
Products and positioning
An integrated customer-experience platform that combines social-media intelligence, marketing and commerce workflows, digital engagement, customer care, and video-enabled experiences for brands.
Customer-experience software · 2021
Emplifi Customer Experience Platform
Emplifi’s broader software platform brings together capabilities associated with marketing, social-media management, customer care, commerce, and digital engagement. Its purpose is to give brands a connected view of customer interactions and to support workflows across customer-facing teams. The available reference material does not specify a complete current module list or product packaging structure.
Social-media intelligence and analytics · 2008
Socialbakers social-media analytics
Originally developed under the Socialbakers name, this product line focused on monitoring social activity, evaluating content and brand performance, comparing competitors, and producing analytics for social-media teams. These capabilities formed a central part of the technology inherited by Emplifi after Astute acquired Socialbakers.
Video commerce and assisted shopping
Go Instore capabilities
Go Instore supplied video-streaming and assisted-shopping technology. After Emplifi acquired the company in 2021, these capabilities extended Emplifi’s portfolio into video-enabled customer assistance, live interaction, and commerce experiences. The reference material does not identify the current product name or detailed feature set.
Brand decisions
2021
Acquisition of Go InstoreM&ABackground
Emplifi sought to broaden its customer-experience offering beyond social and digital engagement into video-supported shopping and customer assistance.
Action taken
Emplifi acquired video-streaming service Go Instore.
Aftermath
The transaction added video and assisted-shopping capabilities to Emplifi’s product portfolio.
2021
Rebranding as EmplifiStrategyBackground
Following Astute’s acquisition of Socialbakers, the combined company needed a unified identity covering customer engagement, social analytics, and broader customer-experience activities.
Action taken
The organization changed its name to Emplifi in June 2021.
Aftermath
The new brand presented the business as an integrated customer-experience technology company rather than solely a social-media analytics provider.
2020
Acquisition of Socialbakers by AstuteM&ABackground
Astute operated customer-engagement software, while Socialbakers contributed social-media monitoring and analytics. Combining the businesses created a broader customer-experience technology platform.
Action taken
Astute acquired Socialbakers and integrated the two businesses.
Aftermath
The combined organization later adopted the Emplifi name and expanded through the acquisition of Go Instore.
Recent events
- Unconfirmed
Reported
PCTEL introduces portable case for SeeHawk Monitor RF monitoring platform[3]
PCTEL introduced a new portable case for its SeeHawk Monitor RF spectrum monitoring platform, aimed at field engineers who need to deploy RF monitoring equipment quickly outside a fixed installation. Astute, a franchised PCTEL distributor, said it can support customers configuring a SeeHawk Monitor deployment including the new portable case option.
Reported
Domino's partners with Emplifi on customer experience tools[4]
Domino's selected Emplifi to support customer engagement on social media and improve call center efficiency; Domino's uses Emplifi tools including Social Engage and its bot platform.
- Unconfirmed
Reported
Astute acquires Socialbakers[5]
Astute announced that it had acquired Socialbakers. Socialbakers CEO Yuval Ben-Itzhak will become president of Socialbakers for the combined company, and the Socialbakers team will join the organization.
Reported
Astute announces acquisition of Socialbakers[6]
Astute announced its acquisition of Socialbakers, saying the combination would bring social media marketing capabilities into its customer engagement offering.
Sources6 sources
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