A few weeks ago, I wrote about our $100 million raise and what it meant for our customers. I talked about customer obsession, Merlin AI, and the journey that brought us here.

Today, I want to share what happened next. And more importantly, why it matters.

Completing the Round, Honoring the Builders

We’ve now closed an additional $180 million as part of our Series F, bringing the total round to $280 million, led by new investors ChrysCapital and Dragon Funds, alongside Schroders Capital, with continued participation from current investors TR Capital and B Capital.

But here’s the part that means the most to me.

Alongside this raise, we completed our second employee tender offer, totaling $15 million. 259 current and former employees participated in the secondary sale, giving them a chance to share directly in what we’ve built together.

Real growth only happens when our customers succeed. That’s true. But I also believe success is a collective effort. The people who wrote the code, took the support calls, and stayed late when things were hard. The investors who backed us before we had the numbers to prove it. They all deserve to share in what we’ve built, not just in spirit, but in real, tangible ways.

To everyone who believed in us when we were just getting started: thank you.

So, What Are We Building?

I previously mentioned that every milestone begins with a question: how can we help our customers create more value?

That question led us somewhere important.

We kept hearing the same thing from product and marketing teams at our customer companies: they’re trying to engage the same customer, but they’re working from different data, different tools, different timelines. The customer feels it. The experience is disconnected. Like talking to a company that doesn’t quite remember who you are.

Customer engagement has never belonged to just one team. Customers move through many moments, and those moments should feel connected and supportive.

So we asked ourselves: what if product and marketing could work from the same foundation?

MoEngage Inform and Enhanced Product Analytics

That’s why I’m excited about what we’re announcing with MoEngage Inform and our enhanced analytics capabilities for product teams.

MoEngage Inform addresses a problem every product team knows: transactional messages, such as OTPs, alerts, and account updates, getting tangled up with marketing campaigns. Inform streamlines these critical communications through a single API, ensuring reliability and speed when it matters most. Loblaw Digital is a great example. As Charu Pujari, SVP of AI and Engineering, shared:

 “MoEngage Inform has become a core part of how we run our e-commerce experience at Loblaw across our lines of business. It keeps customers updated on their delivery and pickup orders with the speed and reliability they expect, which has made a meaningful difference in how engaged and confident they feel throughout the process.”

And our MoEngage Analytics expansion connects insight to action. Product managers can finally understand the why behind user behavior and trigger experiences that improve retention and lifetime value. Bhavin Turakhia, Co-founder & CEO of Zeta, put it well:

 “MoEngage Analytics has helped us optimize critical journeys like onboarding, activation, and cross-sell, while their messaging capabilities allow us to instantly nudge customers, effectively bridging the gap between insight and action.”

When product, engineering, and marketing teams work from the same data and tools, they can come across more naturally to their audiences. That’s the experience we want to help companies deliver.

Bringing Everyone Along

If there’s one thread connecting everything we’ve done this year, it’s this: we believe in bringing everyone along.

Our employees, through the tender offer. Our early investors, through meaningful liquidity events. Our customers’ teams, through tools that help product and marketing work together instead of apart.

The next chapter for MoEngage is about connection. Not just between brands and customers, but between the teams responsible for those experiences.

Avendus Capital acted as the exclusive financial advisor to the company and its shareholders.

MoEngage, the insights-led customer engagement platform for consumer brands, today announced it has achieved the Amazon Web Services (AWS) Financial Services ISV Partner Competency. This prestigious designation recognizes MoEngage’s deep industry expertise and proven success in delivering innovative, secure, and scalable engagement solutions tailored to banking, insurance, fintech, and capital markets customers.

By earning this competency, MoEngage joins a select group of AWS Partners that meet the highest technical and business standards set by AWS, validated for their ability to help financial institutions accelerate digital transformation, personalized engagement, and AI adoption — while meeting stringent regulatory and compliance requirements.

Raising the Bar for Financial Customer Experience

With this competency, financial brands can confidently partner with MoEngage to modernize customer engagement at scale using AWS cloud‑native technologies, seamlessly integrate with core banking, digital banking, policy administration, and claims management systems, accelerate AI‑driven personalization while ensuring compliance, and achieve measurable results faster. This recognition also strengthens MoEngage’s ability to drive industry innovation through AI‑powered engagement that boosts acquisition, retention, and cross‑sell opportunities; regulatory‑compliant lifecycle marketing automation with proven ROI; secure cloud integration that unifies customer data across financial platforms; and actionable insights that help leaders shape new products and growth strategies.

“Achieving AWS Financial Services ISV Partner Competency is a significant milestone for MoEngage. It underscores our commitment to delivering industry-specific engagement solutions that help financial services providers build trust, drive loyalty, and unlock growth. From hyper-personalized onboarding journeys to AI-driven retention strategies, we’re enabling banks and financial services to connect with customers in a secure, compliant, and intelligent way.”

— Sanjay Kupae, Head – Strategic Alliances, MoEngage Inc.

About the AWS Financial Services ISV Partner Competency

The AWS Financial Services ISV Partner Competency, part of the AWS Partner Network (APN), identifies and validates partners with proven expertise delivering solutions for financial services customers — including banks, insurance providers, asset management firms, and capital markets organizations and financial services. Competency Partners are vetted for technical proficiency, customer success, and adherence to regulatory and security standards, giving AWS customers confidence in their partner’s ability to meet complex industry needs.

About MoEngage

MoEngage is an insights-led customer engagement platform trusted by 1,350+ global consumer brands, including Edelweiss, Samsung, McAfee, Flipkart, Domino’s, Nestle, Deutsche Telekom, OYO, and more. Enterprises use MoEngage to be more agile, efficient, and independent. They achieve this by increasing campaign velocity, reducing the time to go live, optimizing at scale, and eliminating redundancy while maintaining data security and privacy. MoEngage was the only vendor to be named a Customers’ Choice Vendor in the Gartner Peer Insights™ Voice of the Customer: Email Marketing Report 2025, Contender in The Forrester Wave™: Real-Time Interaction Management, Q1 2024 report, and Strong Performer in The Forrester Wave™ 2023 report. MoEngage was also featured as a Leader in the IDC MarketScape: Worldwide Omni-Channel Marketing Platforms for B2C Enterprises 2023.

MoEngage complies with GDPR, CCPA, SOC2 Type 2, CSA STAR Level 2, ISO 27001:2022, HIPAA, PIMS ISO 27701: 2019, and the BCMS ISO 22301: 2019 requirements to fulfill the data privacy and security needs of enterprise brands.

For financial services organizations ready to reimagine their customer engagement journeys, MoEngage’s AWS-recognized solutions provide the expertise and innovation needed in today’s digital-first landscape. Visit MoEngage on the APN portal to learn more about our competency.

11 years ago, we were a small team trying to solve a simple but powerful problem: how can brands truly understand and serve their customers in every engagement?

Back then, we didn’t know how to build SaaS products or sell them globally. We learned everything the hard way, from long nights writing code to early calls with customers who trusted us when we were just starting out. It was tough, but it shaped who we are today.

Today, MoEngage, a customer engagement platform, supports over 1,350 global customers, including hundreds of brands that have migrated from legacy marketing clouds. That trust has brought us to an important milestone: raising $100 million, led by Goldman Sachs Alternatives, part of Goldman Sachs Alternatives and A91 Partners.

This moment is about continuing to build a company that is customer-obsessed, driven by our belief that real growth only happens when our customers succeed.

What this means for our customers

Every milestone we reach begins with a single question: how can we help our customers create more value for themselves?

This funding enables us to move faster on our mission by accelerating innovation across our platform through products and Merlin AI, our suite of intelligent agents purpose-built for marketing & product teams to help brands discover insights, generate assets, and drive engagement with agentic decisioning across touchpoints.

Glance is an example of a brand leveraging Merlin AI, helping them reduce campaign go-live times by 50 percent, highlighting how AI can unlock faster execution and drive stronger customer connections.

Another key part that will help accelerate the mission is the strengthening of our customer success and go-to-market teams in North America and EMEA, enabling them to stay closer to the growing base of enterprises choosing MoEngage. This will allow them to scale faster and create more connected experiences across channels for their audiences.

SoundCloud is one example. As Hope Barrett, Sr. Director of Martech, shared:

“MoEngage has been an incredible partner in our growth journey. Their platform enabled us to seamlessly migrate more than 120 million users in just 12 weeks and leverage AI-driven insights to accelerate product launches that have strengthened retention across our paid user base.”

Stories like this capture what drives us: helping brands connect with customers who feel relevant, human, and grow their businesses.

Customer obsession is our culture

That belief runs through every aspect of our company. Being customer-obsessed isn’t a slogan; it’s how we operate.

Every team, from product to engineering, sales, support, and success, shares the same mindset: do what’s right for the customer, even if it takes longer or costs more.

That mindset has shaped how we prioritize features, support our partners worldwide, and why word of mouth has been one of our strongest drivers of growth. Our customers don’t just use MoEngage; they advocate for it.

Our journey with AI

Our work with AI began in 2016, long before it became the trend it is today.

Back then, we believed marketing needed to move beyond rules and static segments toward real-time understanding and intelligent decisioning. This became the foundation for Merlin AI, our suite of intelligent agents with decisioning capabilities that help marketing and product teams launch campaigns faster and scale conversions across every touchpoint. 

Merlin empowers marketers by transforming complex data into clear actions, enabling teams to craft moments that feel natural and human, while driving measurable business impact.

As AI continues to evolve, that same conviction still guides us: technology should make marketing more human, not less.

Looking ahead

This funding enables us to continue doing what matters most: helping brands truly understand and engage with their customers.

We’ll continue to invest in innovation, deepen our global presence in North America & EMEA, and strengthen partnerships with the enterprises that trust us. But most of all, we’ll keep listening because innovation begins with a customer conversation.

We’ve come a long way, but there’s still so much more to build. Together with our customers, partners, and team, we’re creating technology that strengthens human connection.

Avendus Capital acted as the exclusive financial advisor to the company and its shareholders.

Turo is redefining how people move through the world. Their mission is to put the world’s 1.5B cars to better use by building a trusted car sharing marketplace, where every guest and host feels supported, respected, and connected from start to finish.

To bring that level of trust to life, every message matters. Whether someone is booking a car, listing one, or just browsing the app, the timing, relevance, and clarity of communication can make all the difference.

The platform that Turo’s CRM team was utilizing wasn’t able to deliver on this as Email and push lived in separate platforms and Data didn’t flow smoothly between them. Personalization was limited. Most importantly, the team couldn’t send real-time messages based on in-the-moment user behavior.

They weren’t just looking for a new tool. They were looking for a partner who could help them move faster, stay connected to their users, and build the kind of experience that reflected the trust Turo is known for.

That’s where MoEngage came in.

​​Today, Turo’s team is running cross-channel journeys from one place. Push and email are working together, real-time behavior triggers real-time engagement, and journeys are easier to build. With sharper segments, clearer reporting, and fewer workarounds, the team is experimenting more, launching programs they once had to put on hold, and moving faster with less friction. All while measuring the true impact of their campaigns through incrementally testing and a universal holdout group that keeps every new experiment grounded in clear, measurable results.

As they continue their journey of building the most trusted car sharing marketplace, they’re doing it with a customer engagement platform that helps turn that trust into action through smarter targeting, clearer communication, and real-time engagement that meets users in the moment.

Delivering experiences that build trust, one car share at a time.

It is a season of customer recognition for MoEngage!

After being named a Customers’ Choice Vendor in the 2025 Gartner Peer Insights(™) Voice of the Customer for Multichannel Marketing Hubs Report a couple of months back, I am proud to announce that MoEngage is the only vendor recognized as a Customers’ Choice in 2025 Gartner Peer Insights™ Voice of the Customer for Email Marketing.

I firmly believe our customers’ recognition of MoEngage validates our platform’s enterprise readiness and the trust the top global consumer brands put into MoEngage to power their customer engagement.

How does MoEngage compare to other vendors?

The Voice of the Customer report transforms customer reviews on Gartner Peer Insights™ into actionable insights that help brands make better software buying decisions. Vendors are placed into four quadrants based on ‘User Interest and Adoption’ and ‘Overall Experience’ scores derived from verified peer reviews.

According to the 2025 Gartner Peer Insights™ Voice of the Customer for Email Marketing, MoEngage is the only vendor with customer scores that meet or exceed the market average for ‘User Interest and Adoption’ and ‘Overall Experience’. MoEngage’s “Willingness to Recommend” score of 97% based on customer ratings is the highest of all vendors included in the report.

What do customers think about the MoEngage platform?

I was eager to see what the top global consumer brands think about MoEngage, and when I stumbled upon the ratings and reviews MoEngage had from customers on Gartner Peer Insights™, I was ecstatic!

With the launch of our recent migration program, MoUpgrade, brands can seamlessly switch their Customer Engagement vendor to MoEngage in a matter of weeks, and this sentiment has been well reflected in customer ratings.

MoEngage’s customers have highly rated our ‘Service & Support’ and ‘Integration & Deployment’, closely followed by our ‘Product Capabilities’ and ‘Evaluation & Contracting’.

What do marketers say about MoEngage’s Email Marketing capabilities?

In the last 12 months, 65 customers from different verticals, such as Banking, Financial Services, Retail, E-commerce, Travel & Hospitality, Media & Entertainment, and more, from across the world have shared their love for MoEngage on Gartner Peer Insights™. Here’s what they have to say:

“Simple Yet Powerful Segmentation Fuels Better Email Engagement!”

You can read the full review on Gartner’s website here.

“Exploring the Data-Driven Efficiency of MoEngage Campaigns”

You can read the full review on Gartner’s website here.

“New MoEngage Features Enhance Personalization and Email Creation”

You can read the full review on Gartner’s website here.

How Can MoEngage Help Your Brand Grow?

With strong data ingestion and management capabilities, analytical prowess, cross-channel automation, and proprietary AI, MoEngage unifies promotional and transactional communication into a single unified messaging hub – all without compromising your or your customers’ data.

1. A Unified Messaging Hub for all communications

After the launch of MoEngage Inform, brands can now use a single platform to send both critical, timely alerts (such as OTPs, password reset emails, security alerts, and more) and promotional communication (over email, SMS, push notifications, WhatsApp, and more) to their customers.

Brands can use MoEngage’s Smart Recommendations to dynamically add information about relevant products (based on likes, interests, items purchased together, and more) to their emails to drive first-time or repeat purchases. With 100+ email built-in templates and an easy-to-use drag-and-drop email editor, marketers can reduce their email campaign go-live times by hours.

We’ve also recently launched Gmail Annotations to help brands improve their open rates and conversions from email campaigns. This feature, paired with our existing capabilities to send AMP emails, helps brands increase RoI from their Email Marketing efforts.

2. Superior Segmentation and Data Management capabilities

MoEngage is a warehouse-native Customer Engagement platform. Top global brands quite often host first-party data in data warehouses or lakes like Snowflake, Google BigQuery, Databricks, Amazon Redshift, and Azure Synapse. Brands can use MoEngage to build microsegments and email lists in real-time using this first-party data without moving any data to MoEngage.

Our zero-copy mechanism ensures your brand always sends out relevant communication, reducing unsubscribe rates, increasing engagement, and improving brand loyalty, without copying any data to MoEngage.

Marketers can tap into MoEngage’s Segmentation Suite to create real-time customer segments based on likes, interests, affinity, RFM scores, and propensity to convert or churn. This helps brands send email communication based on a customer’s journey and behavior on their platform, from onboarding to first purchase, repeat engagement, and prevention of churn.

3. Purpose-built AI for Marketers

Brands can use MoEngage’s AI technology – Merlin AI – to reduce campaign go-live times and improve the efficiency of their email campaigns.

Merlin AI is a generative and predictive AI engine that helps marketers create content (email copies or subject lines) and creatives within minutes. The best part? Merlin learns from your past campaigns to improve its copies, whether it is to avoid specific keywords or optimize the tone, based on your conversion goals.

Merlin AI is also an optimization engine you can use to improve conversion rates across the Customer Lifecycle. It learns from customer behavior to predict the best time to send campaigns, the best channels to communicate with your customers, and dynamically select the most optimal path to conversion in a customer journey. Top brands also use Merlin AI to run various A/B/n tests.

4. Enterprise-grade Data Security & Privacy

At MoEngage, we take data privacy extremely seriously. Thanks to our patented technology on PII Tokenization, email marketers can send campaigns without the risk of exposing any PII information about either their customers or themselves. Paired with team management, access role features, and our various certifications, we ensure concerns about data security do not hold you back from delivering delightful customer experiences.

About Gartner Peer Insights™

Gartner Peer Insights™ “Voice of the Customer” report consolidates verified customer reviews on its Peer Insights portal and categorizes vendors based on User Interest and Adoption, and Overall Experience.

Gartner, Peer Insights™, and The Gartner Peer Insights Customers’ Choice badge are trademarks of Gartner, Inc., and/or its affiliates, and are used herein with permission. All rights reserved. Gartner Peer Insights content consists of the opinions of individual end users based on their own experiences with the vendors listed on the platform, should not be construed as statements of fact, nor do they represent the views of Gartner or its affiliates. Gartner does not endorse any vendor, product, or service depicted in this content, nor makes any warranties, expressed or implied, with respect to this content, about its accuracy or completeness, including any warranties of merchantability or fitness for a particular purpose.

References:

• Gartner, Gartner Peer Insights™ ‘Voice of the Customer’: Email Marketing, Peer Contributors, July 2025.
• Gartner, Gartner Peer Insights™ ‘Voice of the Customer’: Multichannel Marketing Hubs, Peer Contributors, 13 May 2025.

We’re excited to share that MoEngage has been named “Customers’ Choice” Vendor in the latest Gartner Peer Insights™ Voice of the Customer: Multichannel Marketing Hubs Report! 

MoEngage is one of the two vendors recognized as a  “Customers’ Choice” vendor in the 2025 report, which indicates that overall reviewer scores meet or exceed the market average for user interest & adoption, and overall experience. 

This is the second time we’ve featured in the report after the recognition in 2022. We believe MoEngage’s inclusion in the report validates the readiness and ease of use of the MoEngage platform for enterprise use cases.

Top Ratings That Speak Volumes

We’re also thrilled to see the testimonials we’ve received from our customers, with 92% of respondents willing to recommend MoEngage (as of January 2025, out of 36 reviews). Here’s what our customers have to say about MoEngage:

Link to full review 

*Reviews have been edited to account for errors and readability.

Link to full review

*Reviews have been edited to account for errors and readability.

Empowering Consumer Brands with AI

Our advanced AI features empower you to adapt and respond to ever-changing customer expectations. Using MoEngage, marketers can use the powerful predictive and generative capabilities of Merlin AI to cut through the clutter with razor-sharp strategies and relatable creatives and copies. We’re here to ensure you can keep up and stay ahead of the game. 

Our Commitment to Your Success

Today, MoEngage is among the top multi-channel marketing and customer engagement vendors evaluated by enterprise consumer brands, alongside Adobe, Salesforce Marketing Cloud, and others. 

We take pride in being customer-obsessed. From easy contracting processes to smooth migrations and ongoing support, we work hard to be the vendor you can trust. Our constant aim is to ensure your experience with us is seamless and that you feel supported every step of the way.

Thank you to our customers who have shared their experiences and insights. Your feedback helps us refine our products and services continuously. Together, let’s keep innovating and pushing the boundaries for multichannel customer engagement. 

About Gartner Peer Insights(™)

Gartner Peer Insights(™) “Voice of the Customer” report consolidates verified customer reviews on its Peer Insights portal and categorizes vendors based on User Interest and Adoption, and Overall Experience.

Gartner, Peer Insights™, and The Gartner Peer Insights Customers’ Choice badge are trademarks of Gartner, Inc., and/or its affiliates, and are used herein with permission. All rights reserved. Gartner Peer Insights content consists of the opinions of individual end users based on their own experiences with the vendors listed on the platform, should not be construed as statements of fact, nor do they represent the views of Gartner or its affiliates. Gartner does not endorse any vendor, product, or service depicted in this content, nor makes any warranties, expressed or implied, with respect to this content, about its accuracy or completeness, including any warranties of merchantability or fitness for a particular purpose.

References:

• Gartner, Gartner Peer Insights ‘Voice of the Customer’: Multichannel Marketing Hubs, Peer Contributors, 13 May 2025.
• Gartner, Gartner Peer Insights ‘Voice of the Customer’: Multichannel Marketing Hubs, Peer Contributors, 21 December 2022.

As we close the book on another remarkable year, we are filled with nostalgia and pride to celebrate MoEngage’s 10th anniversary as the preferred customer engagement platform (CEP) for consumer brands and move further in our vision to build the world’s most trusted CEP. 

The journey so far has been exciting. There have been challenges at times, but we’ve navigated through storms together, and I couldn’t be prouder of what we’ve accomplished. Thank you all for being a part of this incredible journey.

Reflecting on 2024: Key Highlights 

This year has been special, and here are some numbers that illustrate our growth and achievements: 

We grew our quarterly revenue by over 47% year-over-year

Our net revenue retention rate increased by over 8 percentage points, showcasing our ability to continuously deliver value to our existing customers, enhance retention, and secure new business.

We welcomed over 300 new customers and successfully migrated over 90 brands from legacy marketing clouds, such as Salesforce, Adobe, Oracle, and competitors like Braze 

Our multi-geo strategy paid off – our platform was adopted across 60 countries this year

Enterprise customers have shown great interest in products like MoEngage Inform and MoEngage Personalize, marking an exciting step in our multi-product journey

We are proud to be recognized as a “Strong Performer” in The Forrester Wave™: Cross-Channel Marketing Hubs report

This incredible journey wouldn’t have been possible without our amazing teams worldwide. Your dedication and hard work have driven our success. To all our customers and partners, we sincerely thank you for your trust and support. Your belief in us fuels our commitment to delivering exceptional experiences and innovative solutions. As we look ahead to 2025, we are excited about the future and the opportunities ahead. Let’s continue to evolve, innovate, and make MoEngage the beloved choice for brands worldwide! 

Here’s to 2025—bigger wins, bolder dreams, and brighter horizons.

I want to start the 2024 year review with the mindset that has always worked for us and helped move MoEngage engineering in the right direction.

I have seen the best engineers live by this mindset.  Organizations with a strong desire for success, like ours, recognize the importance of living by this idealogy. We maintain a strong commitment to growth, and recognizing that every member’s contribution is valuable, we work together to unlock our organization’s full potential.

We at MoEngage Engineering constantly strive to reinforce our core principles, and as a natural part of our growth journey, we have doubled our efforts to ensure every team member embodies these values moving forward.

Building on our foundational beliefs, I’m excited to share the significant improvements we’ve recently implemented in our Engineering division, which have already begun delivering impactful results.

Vision

In 2024, we formalized our vision for MoEngage Engineering. This vision statement continues to guide us in making decisions and serves as a foundational framework that shapes our coherent and thoughtful decision-making. It still remains a source of inspiration and guidance that deeply resonates with our entire team.

Scale

The scale at which our platform operates has challenged our team for years, and our challenges grew by about 30% last year. 

Developing an application that effectively serves millions of users is a complex challenge that goes far beyond initial production – it requires expert fine-tuning to meet rigorous service standards while carefully managing operational costs. How do we strike the perfect balance for 2 billion monthly active users, ensuring customer satisfaction and sound financial management? That’s the question guiding our development strategy.

Our collective strength lies in our ability to elevate our problem-solving approaches when faced with complex challenges – an aspect we are proud to encounter and address every day at MoEngage.

Speaking of scale, we launched a new data center for our customers in Indonesia, taking the total count of our worldwide data centers to 6.

As we move into 2025, our strategy includes a targeted expansion that will strengthen our global presence and introduce our services to a range of new markets.

Security

In 2024, we took proactive steps to embed security best practices into the core of our development workflow, ensuring that secure design is a central element of our product development from the outset. 

We improved our DLP practices across the software applications used by our teams. We enhanced our cloud security posture, allowing our team members to access the data they have access to securely. 

Our team integrated advanced GenAI technology into our operations to revolutionize our processes. This technology offers substantial time savings and operational efficiencies that we anticipate will be game-changers for us in 2025.

The past year brought unexpected and profound challenges, none greater than the loss of our head of security, whose memory will continue to inspire our path forward. 2024 was a year of resilience for our team. We also welcomed our new head of security, whose expertise is already evident through their recent completion of PIMS & BCMS certifications, a testament to our enduring dedication to excellent security practices even in times of transition. 

As we reflect on this loss, our security team is committed to achieving our 2025 objectives with the excellence and focus they have always championed.

Quality Assurance

We all know bugs and incidents are unavoidable in production. Over the last few years, we have made significant investments to shift the testing leftwards and become more reliable. 

As part of our initiative to integrate testing and security earlier in the product development cycle, we set a goal to enhance automation across all products by the end of 2024. Our efforts paid off, as we saw a significant reduction in manual effort. Today, we save 105 hours in testing per release cycle, greatly accelerating our time to market.

We implemented a new initiative known as Blackbox monitoring. This system rigorously tests our live production environment at regular intervals, ensuring that any potential issues are identified and resolved promptly. Thanks to this strategy, in 2024, we efficiently addressed over 40 incidents before they impacted our users. Our dedicated QA team has wholeheartedly adopted this methodology, and their commitment is reflected in the marked improvement of our service reliability and user satisfaction.

SDKs

How do we automate our releases for various Maven repositories? I’m proud to share that our SDK team’s innovative approach to solving this challenge has been recognized within the Maven community. Our plugin contributions are now listed on the Maven Central Repository; take a look. 

Embracing a Kotlin multi-platform development approach enabled us to use the same codebase for iOS and Android platforms. This strategic move not only cut down development time significantly but also ensured a uniform experience for our customers interacting with our SDKs, which are the first touchpoints of integration for our customers.

Frontend

In a significant enhancement to our development process, we transitioned our frontend technology to use React instead of the Angular code that we used in the past.

Our frontend teams pioneered the adoption of micro frontend architecture, streamlining our systems so that each team can autonomously develop their part of our applications while presenting a unified platform to our consumers. This innovative approach has led to an impressive 3-5 days reduction in release times for each team. The commitment and skill our team has demonstrated through this transition are truly commendable, and I am thrilled with the progress.

Backend

While we always aim for continuous improvement and know we have the potential to achieve even more, in 2024, we successfully delivered several key initiatives that have positively impacted our customers and driven business growth.

We revamped one of the most coveted products of MoEngage – Flows. The new stack rollout is ongoing for some customers. This change will improve the reliability of Flows for our customers. Firebase Cloud Messaging has moved away from accepting multiple tokens in a single API to send push notifications. This was a massive surprise to us, but our team adopted it brilliantly, and HTTP2 multiplexing was introduced to counter this. We saved about $7k/month due to this change. We have also introduced FastAPI to one of our public-facing services, which receives burst traffic. This has reduced our p99 latencies for this service by about 10 times.

MoEngage data ingestion has become close to real-time, and we have greatly improved our customer experience. You can read more about that here. 93% of the time, we can provide data to our customers within 5 seconds of the data hitting our servers. The extension of this project is real-time segmentation for our customers, where we can help them interact with their audience accurately. Real-time segmentation capability has boosted our personalization experiences massively.

In our efforts to incorporate Iceberg tables into our data framework, we gained valuable insights into the optimizations needed to fully leverage this technology. With a clear roadmap for these enhancements, we are confident as we prepare for a successful implementation in 2025.

Operations and Culture

We have always aimed to excel in engineering practices, and a key priority for us is to consistently set and achieve higher standards. We have started refining our performance evaluation process, anticipating strategic enhancements in 2025 that will further our commitment to excellence.

We also reboarded all our team members, emphasizing what we expect from each team member and what kind of support they can get from the leadership team.

Additionally, we’ve initiated a comprehensive review with our engineering teams to clarify roles, expectations, and the extensive support available from our leadership. 

This reinforced alignment ensures that every team member is fully engaged and supported in contributing to our collective success.

Improvements

Towards the end of 2024, we conducted a thorough review of our engineering practices and identified several opportunities for further advancement.

Operational excellence is our priority, and we’re taking concrete steps to enhance our processes in 2025. We developed a comprehensive action plan with clear targets to elevate our performance and deliver on our commitment to quality and innovation.

Ensuring every team member understands their role and contributions, we enter 2025 with a shared focus on executing these strategies and achieving our objectives.

As we reflect on 2024, I see not just the outcomes but also the heart and dedication our platform teams poured into every challenge.

 My belief has never wavered that with the right focus, our platform teams are nothing short of remarkable – they’re the heartbeat of our company. 

Together, we will continue to refine our approach until we meet the high standards we know we’re capable of.

In my years as CTO, I’ve seen the transformative power of data and clear objectives. As we step into the next year, I’m committed to fostering a data-driven and impact-focused culture that aligns with our passion for excellence. We will collaboratively redefine our OKRs, sharply focusing on the meaningful results that drive us forward.

What’s in Store for 2025?

In 2025, we want to change how we look at our success. 

We have been examining micro metrics so far, but we want to change them to macro metrics and align them with our values. It’s not just about numbers; it’s about the real value each of those numbers represents for our customers.

Customer obsession is one of the core values of MoEngage. 

From a deeply personal place, and as the CTO of MoEngage, I’m leading us towards embracing a ‘macro’ view of our impact—one that resonates with the meaningful experiences we strive to deliver to our customers every day.

We will judge our engineering triumphs not just on features and functions but on the true enrichment they bring to our customers’ lives – this is the question that will be at the heart of all our endeavors:

Recently, MoEngage had the honor of sponsoring the prestigious Women Leaders in Financial Services Executive Forum hosted by AWS. This gathering brought together esteemed women leaders and the financial services industry allies to share insights, discuss challenges, and pave the way for future leadership in fintech, banking, and insurance.

A Day of Inspiration and Networking

The event kicked off with a delightful check-in and brunch, complete with a mimosa bar, setting a convivial tone for the day. Ernest Jones, AWS General Manager of Financial Services for North America, opened the forum with powerful remarks about inclusion and his commitment to balancing the gender gap in the industry. His message set an inspiring tone for the rest of the day, underscoring the importance of diversity in leadership roles.

Fireside Chats and Powerful Insights

The heart of the forum was marked by thought-provoking panel discussions featuring dynamic leaders such as Ashley DeSimone, Sabrina DeVito, Beth Fatusin, and Ellen Rubin. Each speaker brought unique perspectives shaped by their remarkable careers in various sectors of financial services.

Ashley DeSimone, Chief Marketing Officer at Clear Street, shared her extensive experience in U.S. capital markets and the entertainment finance sector. Her journey from Wall Street equity analyst to an investor relations leader highlighted women’s evolving role in traditionally male-dominated fields.

Sabrina DeVito, Chief Strategy Officer at Best Egg, discussed her role in steering company strategy at the nexus of innovation and customer experience. During the chat, she addressed many of the common problems that women face in the workplace like being talked over in meetings, imposter syndrome and having men take credit for their work. Her leadership in strategic partnerships and customer insights has been instrumental in aligning business success with customer and employee satisfaction.

Beth Fatusin, Managing Director of Fintech at AWS North America, shared her expertise in leveraging digital technologies for business transformation. Her work in driving growth and incubating new industry segments at AWS exemplifies the impact of visionary female leadership in tech and sales.

Ellen Rubin, Founder and CEO of Causely, spoke about her experiences in founding companies and leading them to successful exits. Her current venture in Causal AI for DevOps is a testament to her continuous impact on emerging technologies.

MoEngage’s Commitment to Diversity and Innovation

As a sponsor, MoEngage is not only proud to support such an empowering event but also committed to the values discussed. The forum provided invaluable networking opportunities and served as a catalyst for talking about innovative approaches to leadership and technology.

Our own Christina Harewood, representing MoEngage, echoed the sentiments of progress and optimism shared by the panelists in her recent LinkedIn post. Her interactions throughout the event highlighted MoEngage’s dedication to fostering an inclusive environment that champions women’s advancement in tech.

Moving Forward

The event concluded with a networking session and a Generative AI Art Gallery Experience, symbolizing the blend of art, technology, and human interaction that defines our collective journey in tech.

We at MoEngage are excited about the strides being made toward a more inclusive future and are committed to supporting initiatives that promote diversity in all aspects of business and technology. This event is just one step in our ongoing journey to bridge gaps and build a more equitable industry.

We spoke to Budi Anggakusumah, a Customer Success Manager at MoEngage about his journey and experiences in the organization. Here’s a transcript of the interview.

Can you tell us a little about yourself and your journey before joining MoEngage?

Hi, I am Budi Anggakusumah and I am a Customer Success Manager at MoEngage. I am part of the Customer Success team in Southeast Asia. I enjoy playing video games, walking around with my family, and reading a book when not working. Before MoEngage, I worked for an IT Delivery (Infrastructure) company. While the work was enjoyable, I found myself dealing with stagnant infrastructure.

I’ve always been interested in marketing and customer engagement. Although I did not have relevant work experience, I found this space fascinating. After researching several companies, I pursued a position at MoEngage. This transition was a game-changer. I was able to explore my potential in a dynamic and challenging environment. Looking back, this decision has led to a deep sense of fulfillment and growth.

How has your journey been as part of Team MoEngage?

When I first joined MoEngage, I was warmly welcomed by my colleagues and supervisors, who went above and beyond to help me adapt to the company and my role. I have improved my technical and soft skills in communication, problem-solving, and adaptability. These skills have enriched my professional and daily interactions, allowing me to navigate complex client interactions and manage challenging situations easily.

During my early days at MoEngage, I worked closely with senior colleagues to serve our clients. Eventually, I got the opportunity to manage SMB clients independently. After three months, I was entrusted with full responsibility to support a client, allowing me to delve deeply into the world of customer engagement and gain first-hand experience working with MoEngage clients.

It’s been 2 years since I joined the team. Within this period, I was entrusted to support enterprise clients in my region, helping them solve customer engagement challenges and drive business results for their organizations.

What do you like most about working for MoEngage?

There are many things that MoEngage offers to its employees that many other companies don’t.

1. Inclusive work culture

Working at MoEngage is fun! The work culture at MoEngage is fast-paced, productive, and transparent. For example, we host monthly online coordination meetings with our international partners. It’s an excellent opportunity to openly discuss challenges and share exciting discoveries in our field, collaboratively finding practical solutions. These meetings serve as a bridge for us to tackle and overcome challenges.

2. Supporting dreams beyond work

Outside work, I focus on creating a nurturing environment for my family. When I applied for a home loan, MoEngage went above and beyond to guide me through the bank approval process. Despite the initial setbacks of securing a virtual work office, they provided unwavering support, offering to vouch for my employment and income stability. Their assistance with the paperwork, which included preparing the necessary documents and liaising with the bank, was invaluable. The bank finally approved my mortgage. This support has truly filled my heart with immense pride. I am grateful to MoEngage for their support in making my home dream a reality.

3. Recognizing dedication and hard work

MoEngage celebrates employees who are passionate about their work. The company acknowledges individual contributions with diverse quarterly awards, inspiring employees to excel. I was awarded the “Rock Star” award last year  – this was an incredible milestone for me and has motivated me to strive for more.

Grateful for the all-round support and growth at MoEngage

I am incredibly thankful to MoEngage for their unwavering professional and personal support. Their consistent guidance has been pivotal in my overall development, making my experience at MoEngage exceptional and rewarding.

If you’re looking to work for a fast-paced growth organization and be part of a strong team, look at ways to build your career at MoEngage.