Israeli company Optimove acquires Estonian startup Adact

Israeli marketing software company Optimove has become the new owner of Estonian startup Adact. This is an exit for Estonian Business Angel Network and Startup Wise Guys, which invested about $240K in Adact in several rounds. 

Adact is an Estonian company in the gamification of marketing. It provides brands with a platform that allows them to create interactive gaming applications, including lotteries, quizzes, prediction games and branded mini-games. Its clients include Disney, Starbucks and Amazon. It was founded in 2019 by Kalev Kärpuk in Tallinn, Estonia.

Optimove is a leading marketing CRM solutions company founded in 2009 by Pini Yakuel and Shahar Cohen in Tel Aviv, Israel. The company also has offices in London and New York. And now Optimove will open its own office in Tallinn, Estonia, headed by Kalev Kärpuk, founder and CEO of Adact.

Optimove said it plans to integrate Adact's artificial intelligence-based gamification technology into its Positionless Marketing platform, allowing brands to use gamification to attract, engage and retain customers. By merging with Optimove, Kärpuk said his team will be able to invest more in gamification software development.

Launched in 2012, Estonian Startup Wise Guys is an accelerator that invests in early-stage startups from the Baltic, Central European, and Africa n regions. Startup Wise Guys typically invests up to €500K per company through multiple funds that manage €45M and are backed by more than 150 investors. The CEO of Startup Wise Guys is Cristobal Alonso.

Founded in 2012, EstBAN is a syndicate organization of angel investors. The lead investors are Martin Gorosko and Mait Sooaru. EstBAN's members include Estonian Change Ventures and Tera Ventures, Lithuanian Practica Capital and Firstpick, Nordic Secondary Fund from Denmark, and others. The main focus is on early-stage companies with high growth potential and high risk.