Insider
Unicorn · $2BNew York City, US · 10 known investors
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Insider offers InStory, a website feature that adds Instagram/TikTok-style story experiences to ecommerce and marketing sites to drive product discovery, engagement, and conversions. It is part of the company's Insider One customer experience and personalization platform serving retail and consumer brands.
Also known as Insider One · useinsider.com
Founders & leadership
Board
Investors · 10
Funding
SEC filings, press & company announcements- Undisclosed amountSeries aAug 2026Source ↗
Source: company announcements and press reports — follow each round's link for the claim.
Valuation · disclosed
Disclosed eventsSource: SEC prospectus filings, and round valuations the company or its investors disclosed — follow each entry's link for the claim.
Company profile
researched Aug 2026Insider operates a business-to-business software-as-a-service platform, marketed as Insider One, for customer engagement, personalization and marketing automation. The platform combines a customer data platform (CDP) that unifies customer records from advertising services, analytics tools and other third-party applications, de-duplicates entries and flags connector issues, with segmentation, personalization, journey orchestration and reporting capabilities. Marketers use unified profiles to build buyer segments — for example repeat website visitors who have not purchased recently — and then deliver personalized promotions to those segments.
Delivery spans a broad set of channels, including web, mobile app, email, SMS and RCS, WhatsApp, push notifications, site search, conversational experiences, and InStory, a full-screen story-style format aimed at mobile product discovery. The company layers artificial intelligence across the products: Sirius AI machine-learning features automate segment creation, channel selection and A/B testing, while the current Insider One AI and Agent One offerings are described as combining predictive, generative and agentic AI for autonomous decision-making.
Insider was co-founded in Istanbul in 2012 and is led by co-founder and CEO Hande Cilingir. Its website states more than 2,000 customers, and press coverage in 2024 cited more than 1,500 companies using the platform, including Nike and Samsung Electronics. The company maintains a security program that includes an information security policy and a SOC 2 examination.
Founding story
The company was co-founded in Istanbul in 2012; Hande Cilingir, one of the co-founders, serves as chief executive officer.
Business model
Insider sells a multi-product cloud platform to brands, positioning a consolidated suite (CDP, personalization, journey orchestration, reporting, and channel messaging) as an alternative to single-point solutions, with customers citing return-on-investment from campaign and personalization use cases.
Sold as a subscription-style B2B SaaS platform to brands; specific pricing terms are not disclosed.
Traction
Company site states more than 2,000 customers with a 4.9/5.0 Gartner Peer Insights rating; November 2024 press coverage reported more than 1,500 companies using the platform. Customer case studies cite outcomes such as 6x and 7.4x ROI, 30x ROI in 12 weeks, a 259% increase in average order value and a 35% increase in conversion.
Latest developments
In November 2024 Insider announced a $500 million Series E round led by General Atlantic, roughly 18 months after raising $105 million at a valuation approaching $2 billion. The company said proceeds would fund market expansion, particularly in the United States, additional hiring and new AI features. Its current product positioning centers on agentic AI, with Agent One and the Insider One AI layer.
▸Full profile — market position, technology, go-to-market, geography
Market position
Positioned as a marketing technology and customer engagement platform serving large consumer brands; the company cites analyst recognition including Gartner Magic Quadrant leadership for Personalization Engines, Gartner Peer Insights Customers' Choice designations for Multichannel Marketing Hubs and Personalization Engines, and a Forrester Wave leader placement for cross-channel campaign management (independent platforms).
Management describes its approach as building multiple best-in-breed products and combining them into a single complete platform, in contrast with vendors focused on a single product area, and highlights breadth of supported engagement channels.
Technology
A cloud platform built around a customer data platform that ingests and de-duplicates customer records from external systems, plus segmentation and orchestration tools. AI capabilities include the Sirius AI machine-learning suite for automated segment building, channel selection and A/B testing, and the current Insider One AI stack spanning predictive, generative and agentic AI, including Agent One autonomous agents. Channels supported include web, mobile app, email, SMS/RCS, WhatsApp, push notifications, site search, InStory and conversational messaging.
Go-to-market
Consumer-facing brands and enterprises running e-commerce and multichannel marketing, including retail, electronics and automotive marketers; named users reported in press coverage include Nike and Samsung.
Geography
Co-founded in Istanbul, Turkey, with a global B2B customer base; proceeds from the 2024 round were earmarked in part for expansion of the US business.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Founder mafia
2 people who came through Insider went on to found or lead other companies.
Timeline · 3
launches, deals, and filingsInsider One states it was named a 2026 Gartner Magic Quadrant Leader for Personalization Engines and a 2026 Gartner Peer Insights Customers' Choice for Multichannel Marketing Hubs.
Insider One states it was recognized as a Gartner Peer Insights Customers' Choice for Personalization Engines in 2025, with an overall rating of 4.8/5.0.
Insider announced a $500 million late-stage Series E round led by growth equity firm General Atlantic, to be used for market expansion including in the US, hiring and new AI feature development. The company declined to disclose the valuation.
$500M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
Fast Growing Stocks With High Insider Ownership Worth A Closer Look Now - Simply Wall St Newssimplywall.st · Aug 2026
Pfizer Shares Gain 1.4% as Insider Acquisition Worth $3 Million Counters Reports of Fund Salests2.tech · Aug 2026▸Research sources · 8
primary sources listed
- Insideruseinsider.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Insider do?
- Insider is a B2B SaaS provider of an AI-driven customer engagement, personalization and marketing platform.
- Who founded Insider?
- Insider was founded by Mehmet Sinan Toktay, Muharrem Derinkök.
- Who are Insider's investors?
- Insider's investors include General Atlantic, Riverwood Capital, Wamda Capital, 212, Qatar Investment Authority, Sequoia Capital, 500 Emerging Europe, 500 Global and 2 more.
- Where is Insider headquartered?
- Insider is headquartered in New York City, US.