Improvado

Improvado operates an end-to-end marketing and revenue data platform aimed at medium and large enterprises and agencies. The platform automates extraction and loading of data from more than 1,000 online and offline sources, transforms raw data into analysis-ready datasets without code, applies marketing data governance rules, and delivers reporting through pre-built dashboards and AI-driven insights. An AI agent layer provides real-time answers, dashboards, anomaly detection, forecasting and recommendations from connected marketing data.

The current product is positioned as an agentic reporting layer: customers connect Improvado once and query their marketing data through external AI agents such as Claude or Codex via an MCP and OpenAPI surface, generating governed SQL with lineage and querying warehouse tables in natural language. The company describes capabilities including ETL, ELT and reverse-sync pipelines, entity memory across campaigns and accounts, experiment tracking, budget-pacing and brand-safety pre-flight checks, and audit logging. At the time of its 2022 Series A the product was described as a Revenue Data Platform aggregating 300+ marketing and sales sources, including Facebook, YouTube, Salesforce and TradeDesk, so analysts and executives could evaluate budget allocation without writing SQL.

Add-on intelligence modules span creative analytics, multi-touch attribution, incrementality testing and marketing mix modeling. The company states compliance with SOC 2 Type II, GDPR, CCPA and HIPAA, and holds an American Medical Association license for healthcare data workflows.

Founding story

The company was founded in 2015 by CEO Daniel Kravtsov, with co-founders including CTO Dmitry Nasikanov and Ali Flynn. Kravtsov has described the founding rationale as the difficulty revenue leaders face making decisions amid fragmented data across the many vendors used by enterprise marketing departments, and the cost of assembling a modern data stack in-house across analytics, DevOps and engineering resources.

Business model

Improvado sells software subscriptions to enterprises and agencies, complemented by professional services. Paid tiers add higher data volumes, more frequent syncs, governance rules, SSO, premium support and white-glove professional services, with advanced intelligence modules sold as separately priced add-ons. The company also runs a partner ecosystem for solution and technology partners.

Tiered subscription pricing: a free limited tier with 50 MCP actions per week and one workspace; an MCP Only plan at $100 per month covering 2M rows per year, daily sync and 300 MCP actions per week; and custom-priced Advanced (600M rows/year, 200 actions/day, up to 50 workspaces) and Enterprise (1B rows/year, 600 actions/day, unlimited workspaces) plans. Creative Analytics, multi-touch attribution, incrementality testing and marketing mix modeling are priced as add-on modules.

Traction

Reported customer outcomes include ASUS unifying marketing data across six regions and saving roughly 90 hours per week, illy automating data across 140+ countries with 80-100 engineering hours saved weekly, Booyah Advertising migrating over 600 reports and reaching 99.9% data accuracy, Eicoff cutting client onboarding from a month to days and saving $500K per year in staffing costs, AdCellerant saving $280K and cutting integration costs by 70%, AdRoll reducing cross-channel attribution development time by 82% while integrating 11 platforms in six months, SoftwareOne centralizing 80% of its martech stack, and Signal Theory reducing report prep from four hours to 30 minutes. The company reports 95+ employees across 14 time zones and $34M in total funding.

Latest developments

In 2025 Improvado announced the Google Cloud Ready - BigQuery designation (March 2025), participation in SXSW as the official marketing analytics partner (March 2025), and the launch of marketing intelligence and real-time campaign monitoring on the Snowflake AI Data Cloud (May 2025). The website now markets an agentic operating system for marketing that connects Claude, Codex and other AI agents to over 1,000 marketing data sources through MCP, alongside a new free tier, a $100 per month MCP-only plan, and a Creative DNA Intelligence offering.