Localytics gives consumer behaviour insights within mobile app experiences to help create campaigns that convert better and drive customer loyalty.

With the purchase of Localytics, Upland’s customer experience management (CXM) cloud will be able to offer rich mobile experiences, personalisation, and real-time sentiment analysis across digital channels, including text, mobile app, browser, wallet, voice and email.

Jack McDonald, chairman and CEO of Upland Software, said: “It is now vital for brands to deliver seamless, highly-personalised, mobile-focused experiences at key customer touchpoints. The addition of Localytics to our CXM Cloud offering allows us to offer sophisticated mobile personalisation at scale.”

Jed Alpert, executive vice-president and general manager of the CXM Cloud at Upland Software, added: “Our CXM Cloud team is on a mission to give our customers the technology and insights to deliver experiences consumers want and value. Localytics’ technology and expertise are powering app experiences that convert at a consistently higher rate across key consumer verticals like telco, media, retail and consumer finance.”

The purchase price paid for Localytics was $67.7m in cash at closing (net of cash acquired), paid out of cash on hand, and a $0.3m cash holdback payable in 12 months (subject to indemnification claims).

This excludes any potential future earn-out payments tied to additional performance-based goals. Upland expects the acquisition to generate annual revenue of approximately $20m.