Infinity acquires ResponseTap

Infinity is pleased to announce that it has completed the acquisition of ResponseTap from its management and venture capital investors.

Infinity has developed a class-leading conversation analytics suite to enhance its core call tracking services and ResponseTap has created highly innovative outcome tracking software, alongside customer experience technology that can personalise the call experience.

Together, the companies have combined annual recurring revenues in excess of £15 million and employ a team of 135 staff with plans to grow by at least 30% per annum, before acquisitions, and creates the only global call and conversation intelligence provider providing services in over 70 worldwide markets.

The acquisition will enable the enlarged SaaS group to increase its focus on innovation and offer its existing customer base, comprising 350 enterprise and more than 1,000 SMB clients, with an enriched set of services.

The transaction was funded by existing shareholders, led by both its NEDs including Paul Walsh (Founder) and Smedvig Capital, which originally invested in late 2016. It was also supported by Claret Capital Partners with a new growth debt facility.

Warren Newbert, CEO at Infinity, said: “The past 18 months has seen considerable disruption to the economy across all verticals. This has accelerated the pace and scale of digital transformation as many businesses have doubled down on their digital strategy, and we have seen remote working for all staff including in contact centres.  The role of a phone call in managing new leads, completing sales, and providing effective service, is crucial as part of owning and improving all inbound customer conversations.

“We have recently signed new partnership agreements with the digital giants, Google and Facebook, to further develop new products to ensure that our clients and partners have the actionable insights to allow them to invest in marketing, accelerate sales performance, and optimise the customer experience through effective operations.

“This acquisition broadens our product portfolio, and allows us to accelerate our investment into product, with the aim of increasing the impact of every phone call, adding insight to conversations and reaching more insightful conclusions.”

“From the outset, our ambition was to create a world-leading call intelligence platform, helping marketers to understand which campaigns were driving inbound sales and how they could prioritise their most valuable callers” added Barry Cochrane, Director of Operations from ResponseTap.

“We’re immensely proud of what we’ve achieved at ResponseTap. Working with Infinity means we are well placed to continue our combined growth in the UK and internationally, while continuing to deliver the latest technology innovation to help our customers grow their businesses.”

About Infinity

Since 2011 Infinity has been developing call tracking technology to optimise marketing campaigns for clients in the automotive, travel, finance, healthcare, property, telecommunications, retail, and technology sectors. With offices in London, Madrid, San Francisco, Baltimore, Manchester, and Reigate, the business now offers an innovative suite of products across the Call Intelligence spectrum.


About ResponseTap

Providing the missing piece of data to optimise marketing spend and increase phone call conversion rates, ResponseTap’s products gives brands and contact centres incomparable power. Since 2008 the business has been pioneering advanced visitor-level call tracking, heralding many industry firsts, including integration into Google AdWords and Google Analytics. In 2020 ResponseTap developed a call personalisation product, to personalise the phone call experience and, in an industry-first, kill off the need for businesses to use IVRs.