Amplitude acquires Kraftful, cultivating complete, 360-degree customer understanding
Amplitude, Inc., is announcing its acquisition of Kraftful, the AI-native Voice of Customer (VoC) startup that turns volumes of user feedback into actionable product insights. With this strategic acquisition, Amplitude integrates Kraftful’s capabilities as native components of its platform, strengthening its digital analytics prowess.
Kraftful’s proprietary large language model (LLM) analysis processes and distills vast repositories of unstructured user feedback data—including customer calls, support tickets, app reviews, and online chatter—to surface actionable insights. Now integrating Kraftful’s capabilities, Amplitude delivers the ability to merge quantitative user behavioral data and qualitative user feedback, developing a robust, 360-degree view of the customer.
Fundamentally, this integration sheds light on the wants and needs of customers, automatically analyzing feedback to surface insights regarding feature requests, user complaints, and critical bugs. In combination with Session Replay, which visualizes how users navigate products, Kraftful’s VoC features further drive positive business outcomes, such as higher NPS, improved retention, and stronger feature adoption, according to the companies.
“Kraftful and Amplitude share a deep belief: that listening to your users is the key to building great products," said Spenser Skates, CEO and co-founder of Amplitude. “Today, Amplitude customers can easily see what users are doing, but not always why. Kraftful helps us close that gap. We’re excited to bring Kraftful’s capabilities into Amplitude to power more comprehensive insights, faster feedback loops, and smarter AI agents.”
“Our vision has always been to help teams build products users love,” said Yana Welinder, CEO and founder of Kraftful. “AI has unlocked an entirely new way for teams to perfect products with insights from every feedback channel and user behavior. Together with Amplitude, we’ll make that vision a reality.”
To learn more about Amplitude and Kraftful, please visit https://amplitude.com/ or https://www.kraftful.com/.