Upland Localytics

A mid-tier mobile engagement platform within Upland Software's portfolio, competing against larger standalone mobile marketing clouds and CDPs

Upland Localytics is a mobile marketing and analytics platform originally founded as Localytics in 2009, later acquired by Upland Software as part of its broader customer engagement portfolio. The platform enables brands to understand user behavior within mobile apps and web environments, then act on those insights through targeted messaging campaigns including push notifications, in-app messages, email, and SMS. It serves as an end-to-end mobile engagement solution combining analytics with multi-channel campaign execution. Localytics built its reputation as a leading mobile analytics and engagement platform, particularly popular among media, retail, travel, and financial services companies seeking to improve app retention and lifetime value. After being acquired by Upland Software, it was integrated into Upland's suite of digital engagement tools, giving it access to a broader enterprise customer base and complementary products. The platform competes in the mobile marketing automation and customer data platform space. Within the AdTech and MarTech ecosystem, Upland Localytics occupies a niche focused on mobile-first customer engagement, offering behavioral segmentation, A/B testing, funnel analytics, and personalization capabilities. Its value lies in closing the loop between data collection and campaign activation, making it relevant for product, marketing, and growth teams at mid-market to enterprise companies with significant mobile app audiences.