Insert.io

About Insert.io

Insert.io operated as a codeless mobile engagement platform, established in Tel Aviv, Israel, in January 2015 by serial technology entrepreneur Shahar Kaminitz. Kaminitz, who served as CEO, previously founded Worklight, a mobile app development software company acquired by IBM in 2012. This background in mobile infrastructure directly informed Insert.io's mission.

The company developed a software-as-a-service (SaaS) platform targeting mobile marketers and product managers. Its primary function was to allow these professionals to launch in-app marketing campaigns, surveys, and user guidance messages without writing any code or depending on developer resources. This was achieved through a set of features, or "inserts," that could be integrated into live applications, enabling clients to personalize the in-app experience based on user behavior and demographics. The business model was based on subscriptions to this platform.

In January 2015, Insert.io announced a $5 million seed funding round from prominent investors including Shlomo Kramer, co-founder of Check Point and Imperva, as well as Mickey Boodaei and Rakesh Loonkar, co-founders of Trusteer. This capital was intended to expand the team and launch a beta version of the product.

A significant milestone occurred in September 2017 when Pendo, a product experience platform, acquired Insert.io. At the time of the acquisition, Insert.io was a 30-person team. The acquisition was driven by Pendo's desire to extend its web-based analytics and user engagement capabilities to native mobile applications, an area where Insert.io specialized. Following the acquisition, the Insert.io team and technology were integrated into Pendo, establishing Pendo's Israeli R&D center and contributing to a unified platform for analyzing and guiding users across both web and mobile devices.