Infinity

Infinity operates as a call intelligence platform, providing businesses with tools to analyze phone conversations with customers and prospects. The company was conceived in 2010 by the marketing agency Jellyfish to address the need for a more effective call tracking solution for digital marketers. It was formally established as an independent entity in 2011 by co-founders Paul Walsh and Rob Pierre, with Walsh currently serving as CEO. The initial idea stemmed from their experience managing paid search campaigns and the challenge of attributing sales to specific keywords when a customer journey ended in a phone call.

The company's business model is based on a Software-as-a-Service (SaaS) subscription, where clients pay a license fee to access the platform. This model offers different tiers, such as 'Essentials' and 'Pro', allowing businesses to select a plan based on their usage and needs. Infinity serves a diverse client base across various sectors, including automotive, financial services, healthcare, retail, and travel, by helping them connect marketing spend to inbound call revenue.

The core of Infinity's service is its call analytics platform, which tracks the customer's digital journey before they make a call, identifying which channels and marketing campaigns are generating leads. Using dynamic number insertion, a unique phone number is displayed to each website visitor, enabling precise tracking from the initial click to the final conversation. The platform also offers conversation analytics, leveraging AI to transcribe and analyze calls for sentiment, key topics, and agent performance. This provides businesses with actionable insights to optimize marketing return on investment, improve sales tactics, and enhance contact center operations. Key features include visitor and keyword tracking, multi-channel attribution, call recording, IVR, and integrations with major CRM and analytics platforms like Google Analytics and Salesforce.

Initially self-funded for its first two years, Infinity secured a significant £10 million Series A funding round led by Smedvig Capital in September 2016 to accelerate growth. This was followed by a merger with ResponseTap in March 2021 and a £5 million debt facility from CIBC Innovation Banking in January 2025 to support product development and European expansion. Headquartered in Reigate, UK, the company has expanded its presence internationally, with offices in London, Baltimore, and San Francisco.

Keywords: call intelligence, call tracking, conversation analytics, marketing attribution, lead generation, SaaS, marketing ROI, call analytics software, sales optimization, contact center performance, dynamic number insertion, visitor level call tracking, keyword tracking, call recording, customer journey mapping, marketing technology, inbound call management, PPC campaign optimization, multi-channel attribution, revenue intelligence