Insider

Insider is an AI-powered marketing technology platform based in Istanbul, Turkey, that helps brands connect cross-channel customer data, deliver personalized experiences, and predict consumer behavior. The platform enables digital marketers to create individualized customer journeys efficiently using AI and data analytics, serving multinational brands and enterprises. In March 2022, Insider raised $121 million in Series D funding, achieving unicorn valuation and becoming one of the first female-founded and female-led SaaS unicorns. The company currently employs over 1,000 professionals across 26 countries and has been recognized by Endeavor for its rapid growth. Founded in 2012 by Hande Cilingir and Serhat Soyoerel, Insider continues to enhance customer engagement through its B2B SaaS marketing software. Its business model centers on saaS subscription model for B2B marketing software.

High-Level Overview

Insider (also known as Insider One) is a Turkish AI-native SaaS company providing an omnichannel customer engagement platform that unifies customer data, leverages AI for personalization and journey orchestration, and delivers individualized experiences across web, app, email, SMS, WhatsApp, and more.[1][3][4][5] It serves enterprise marketers in industries like retail, beauty, automotive, financial services, and telecom, helping over 1,200-2,000 global brands such as Samsung, Vodafone, GAP, Coca-Cola, and Adidas predict customer behavior, boost acquisition, retention, and ROI through tools like its CDP, predictive AI, and generative AI features such as Sirius AI™.[1][3][5][6] As one of Turkey's first unicorns, Insider has raised over $771M in funding, including a $500M Series E in 2024 led by General Atlantic, fueling AI R&D, U.S. expansion, and global scaling with 25+ offices worldwide and HQ in Singapore.[1][4][5]

The platform solves fragmented customer data and inefficient engagement by creating 360° profiles, enabling predictive analytics, real-time personalization, and cross-channel orchestration to drive loyalty and revenue growth.[1][3][6]

Origin Story

Insider was founded in 2012 in Istanbul, Turkey, by Arda Koterin, Hande Çilingir (current CEO), Mehmet Sinan Toktay, Muharrem Derinkök, Okan Yedibela, and Serhat Soyuerel, initially as a SaaS startup focused on customer experience tech.[4] The idea emerged from recognizing the need for unified, data-driven marketing in a fragmented digital landscape, evolving from early traction in Turkey to global expansion after relocating HQ to Singapore.[1][4] Key milestones include raising $2B total (notably $105M from Qatar Investment Authority and Esas Private Equity in 2021-2023), acquiring MindBehind in January 2023 for AI enhancements, launching Sirius AI™ in February 2024 for generative AI-driven campaigns, and earning IDC MarketScape Leader status in 2023 for omnichannel platforms.[1][4][5] This trajectory transformed it into a unicorn with robust growth, now trusted by thousands amid heavy AI investments.[3][5]

Core Differentiators

Insider stands out in the crowded martech space through these key strengths:

• AI-Native Platform with Sirius AI™: Combines agentic, generative, and predictive AI for intent prediction, content generation, campaign ideation, and automated journeys, making teams 60% more productive while integrating seamlessly into existing workflows.[1][3][5]
• Comprehensive Omnichannel Reach: Supports web, app, site search, email, SMS, WhatsApp, and more with real-time personalization and a unified CDP for 360° customer views, outperforming siloed tools.[1][3][6]
• Global Scale and Support: 25+ offices across continents provide localized sales, success management, and implementation, reducing TCO with white-glove onboarding and rapid value delivery.[1][3]
• Proven ROI and Recognition: Trusted by 1,200+ enterprises, with IDC Leader status, predictive analytics for behavior forecasting, and compliance-focused data management.[1][5][6]

These enable faster innovation and deeper customer loyalty compared to competitors.

Role in the Broader Tech Landscape

Insider rides the AI-driven personalization wave in martech, capitalizing on explosive demand for generative AI and CDPs amid rising customer expectations for seamless, predictive experiences across channels.[1][3][5] Timing is ideal post-2023 AI boom, with its $500M Series E aligning with market shifts toward unified platforms that cut through data silos—especially as regulations like GDPR demand compliant, actionable insights.[4][6] Favorable forces include enterprise digitization in retail/telecom, WhatsApp/SMS growth in emerging markets, and martech consolidation, where Insider's unicorn status and acquisitions position it to influence ecosystem standards.[1][4] It shapes the landscape by empowering 1,200+ brands to achieve higher CLTV, fostering a community of AI-adopting marketers and accelerating global adoption of omnichannel AI.

Quick Take & Future Outlook

Insider's momentum—fueled by massive funding, AI launches like Sirius AI™, and U.S./global expansion—positions it for dominance in AI-native customer engagement, potentially surpassing 2,000+ customers soon.[1][3][5] Trends like agentic AI evolution, deeper WhatsApp integration, and predictive retail analytics will propel growth, while martech M&A could amplify its reach. Its influence may evolve from regional unicorn to global martech leader, redefining personalized CX at scale and delivering outsized ROI for enterprises navigating data complexity. This cements Insider as a top bet in AI-powered growth tech.