Freshworks acquires Natero

Customer engagement service Freshworks which you may still remember under its old name of Freshdesk, has acquired Natero, a customer success service with some AI/ML smarts that helps businesses prevent churn and manage their customers.

The acquisition will help the company complete its mission to provide its users with a 360-degree view of their customers. Freshdesk started out with a focus on customer support and then added additional functionality for marketers and other roles over time. Today, however, companies want this full 360-degree view of a customer and are able to offer differentiated service to their top customers, for example. In many ways, the acquisition of Natero closes the loop here.

Natero will continue to exist as a stand-alone product, but it will also become part of the Freshworks 360 suite, Freshwork’s integrated customer engagement suite. Ahead of today’s acquisition, Natero had raised a total of $3.3 million. That’s not a lot for a startup that launched back in 2012, but Soules noted how he was able to fund the company’s expansion through revenue. The two companies did not disclose the acquisition price.

Freshworks acquires Zarget

Enterprise software firm Freshworks Inc., previously Freshdesk, had acquired Zarget, a website analytics start-up backed by marquee Investors including Sequoia Capital. This marks the ninth acquisition for Freshworks in less than three years. It had acqui-hired chatbot start-up Joe Hukum, data integration platform Pipemonk and social media customer service firm Airwoot, among others.

Founded in 2015, Zarget offers tools to businesses and marketers to understand user behaviour on websites. According to the company, its suite of solutions—which include a click map of visitors, tests to determine the webpages that are doing better and other patented tools deployed through Google Chrome extensions—deliver actionable insights to increase user engagement.

Zarget was started by former Zoho executives Arvind Parthiban, Naveen Venkat and Santosh Kumar and is based in Chennai. The start-up received a seed investment from Freshworks’ Mathrubootham and went on to raise $7.5 million over two rounds from Accel Partners, Matrix Partners India and Sequoia Capital India.

Zarget was built to help marketers make informed decisions on their online properties without the need for deep technical resources or large budgets. Together with Freshworks, Zarget expect to accelerate the digital marketing evolution and help our customers further transform the way they market with combined expertise and solutions.