Bryter

Originally founded as ClickFox in 2000, the company now known as BryterCX operates as a customer journey intelligence firm headquartered in Greenwood Village, Colorado. The venture was initiated by Marco Pacelli, a seasoned executive with prior experience in founding and scaling tech companies. He identified an opportunity to commercialize sophisticated algorithms developed by Georgia Tech researchers that could map consumer behavior across various interactions. This led to a strategic pivot in 2004 from analyzing simple web interactions to a more comprehensive cross-channel analysis, laying the groundwork for what the company termed "journey science".

BryterCX provides a business-to-business software-as-a-service (SaaS) platform, primarily serving large enterprises in sectors such as financial services, insurance, telecommunications, and utilities. Its flagship product, the IRIS™ Journey Intelligence platform, is designed to consolidate a client's siloed data from numerous touchpoints—including websites, call centers, mobile apps, and in-person visits—into a unified, omnichannel view of the customer journey. By applying machine learning and AI, the platform analyzes this aggregated data to identify patterns, friction points, and opportunities for improvement in near real-time. This enables client organizations to understand customer behavior, enhance satisfaction, reduce operational costs, and improve digital channel adoption. The platform provides visualizations and analytics that help businesses measure performance against key benchmarks and optimize processes.

The company's journey includes several key milestones. After its founding, it secured multiple rounds of funding to fuel its growth and product development. A significant investment from Arrowroot Capital in 2018 was aimed at scaling into new vertical markets. In May 2021, BryterCX raised an additional $9 million in a Series A round, also led by Arrowroot Capital, to further advance the IRIS™ platform and expand its go-to-market strategy. A major turning point occurred in January 2022 when the assets of BryterCX were acquired by IgniteTech, a member of the ESW Capital group. This acquisition integrated BryterCX into IgniteTech's software library, making its journey intelligence solutions available to a broader customer base through IgniteTech's subscription model.

Keywords: customer journey intelligence, journey analytics, omnichannel analytics, customer experience management, CX platform, ClickFox, Marco Pacelli, IRIS platform, journey science, cross-channel analysis, B2B SaaS, customer behavior analytics, data consolidation, machine learning CX, operational efficiency, financial services, telecommunications, insurance, utilities, IgniteTech, Arrowroot Capital