HomeFundingBerlin-based Embraase secures €600K for real-time app optimisation

Berlin-based Embraase secures €600K for real-time app optimisation

The Berlin-based startup embraase has secured €600K from High-Tech Gruenderfonds (HTGF) and Axel Springer for its A/B testing and personalisation platform for mobile apps (Update – May 2023: The startup seems to be no longer in business under this website, and we therefore deactivated the original link).

The fresh capital will be used for further product development and distribution setup. Embraase was founded in 2013 by Christian Stanke and Steffen Roemer and took part in the 2nd batch of Axel Springer Plug&Play Accelerators.

In order to permanently satisfy user demand, today’s mobile apps must be continuously adapted and improved, and bearing in mind that not every user has the same needs. This is where embraase comes in. The SaaS solution embraase is targeted at mobile app developers and publishers, and allows the individual optimisation of mobile apps for different user segments. For this purpose, native app elements can be exchanged and adapted with embraase without re-submitting the app. The normally required but time-consuming update process can be skipped completely and the adjustments are injected in real-time into the user’s app.

With embraase, all graphic and UI elements, such as backgrounds, colours, texts, and even entire menu flows can be optimised and adapted as often as necessary. embraase also allows the selective activation and deactivation of whole features. All these adjustments can be targeted to reach all users or only certain user groups. Practically, the team has identified two use cases that they will focus on initially: 1) A/B testing, which is data-supported optimisation through simultaneous testing of several variations directly on the user, and 2) personalisation, which is the targeted supply of individually adapted content to different user groups. embraase is currently in a closed Beta Phase.

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Thomas Ohr
Thomas Ohr
Thomas Ohr is the "Editor in Chief" of EU-Startups.com and started the blog in October 2010. He is excited about Europe's future, passionate about new business ideas and lives in Barcelona (Spain).

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