Acquisition Details
Capillary Technologies, through its subsidiary Capillary Pte Ltd, has acquired the CustomerGlu software platform and associated intellectual property from Marax AI, Inc. through an asset purchase agreement. The acquisition was announced on August 4, 2026, and involves the Delaware-based gamification company backed by Techstars, Better Capital, Pentathlon Ventures, SmartStart, Ramakant Sharma (founder of Livspace), and Paradigm Shift Capital.
Strategic Rationale
The acquisition represents a strategic move to unite an interactive engagement layer with AI-led personalization, creating a scaled platform for the next generation of loyalty programs. The integration addresses core challenges of IT dependencies that hinder marketing agility, enabling teams to launch and optimize digital experiences in real-time.
CustomerGlu Platform Capabilities
CustomerGlu leverages GenAI to predict buying behavior and trigger in-app gamified actions that drive retention at scale. The platform allows enterprise brands to bypass heavy IT dependencies, enabling marketers to launch interactive UI experiences like challenges and streaks directly into their digital products in near real-time. The technology evolved from RNN-based churn prediction to AI-driven actioning.
Leadership Commentary
Siddhant Jain, Chief Customer Officer of Capillary Technologies, stated: "This acquisition addresses a core challenge of IT dependencies that hinder marketing agility. With CustomerGlu, Capillary enables teams to launch and optimize digital experiences in realtime, reinforcing our marketer-first commitment and giving brands the speed to deliver interactive engagement at scale."
Prateek Gupta, Co-Founder and CEO at CustomerGlu, commented: "The future of loyalty lies at the intersection of intelligence and experience. Our journey evolved from RNN-based churn prediction to AI-driven actioning, leading to CustomerGlu's SDK as the interactive layer for modern loyalty and customer engagement. Capillary's enterprise reach and AI foundation make this a natural fit to help brands deliver more personalized, effective engagement at scale."
Company Background
CustomerGlu was founded by Prateek Gupta, Raman Shrivastava, and Sumant Subrahmanya. The acquisition follows an eight-month AI-led transformation spearheaded by CEO Prateek Gupta, who leveraged AI to expand into new markets and scale the business.
About Capillary Technologies
Founded in 2012, Capillary Technologies is a global leader in AI-powered customer loyalty and engagement solutions. The platform helps brands deliver personalized, omnichannel experiences that drive customer retention and business growth. The company supports 100+ loyalty programs in over 46 countries and powers loyalty for enterprise brands. Capillary's SaaS platform delivers loyalty experiences for 1.9 billion+ consumers and is recognized by leading industry analysts.