Leanplum

A leading mobile marketing automation platform acquired by CleverTap, competing in the retention and lifecycle marketing segment against Braze, Iterable, and MoEngage.

Leanplum, now part of CleverTap following its acquisition in May 2022, is a mobile marketing and customer engagement platform designed to help brands deliver personalized experiences across the full mobile lifecycle. Founded in 2012 and headquartered in San Francisco, Leanplum built its reputation on enabling marketers to run sophisticated A/B tests, orchestrate push notification campaigns, deliver in-app messages, and automate lifecycle communications — all from a unified platform. Its data-driven approach allowed mobile-first companies to optimize user engagement and retention at scale. Within the AdTech and MarTech ecosystem, Leanplum carved out a strong position serving mobile app publishers, gaming companies, media brands, and consumer-facing enterprises seeking to reduce churn and increase lifetime value. The platform's strength lay in combining real-time personalization with robust experimentation capabilities, giving product and marketing teams the tools to test and iterate on messaging strategies without heavy engineering involvement. Clients such as Tinder, Grab, and Zynga leveraged Leanplum to drive measurable improvements in retention and conversion metrics. CleverTap's acquisition of Leanplum was a strategic consolidation play in the retention marketing space, combining CleverTap's analytics and segmentation depth with Leanplum's experimentation and messaging infrastructure. The deal was valued at approximately $150 million and signaled broader consolidation among mobile engagement platforms. Under CleverTap's ownership, Leanplum's technology and customer base have been integrated into CleverTap's broader retention cloud offering, strengthening its competitive position against rivals like Braze, Iterable, and MoEngage.