Observability platform company Embrace Mobile Inc. announced today that it has acquired New Zealand-based web performance monitoring startup SpeedCurve Ltd., for an undisclosed price.

Founded in 2013, SpeedCurve offers a web performance monitoring platform that is dedicated to helping teams understand and improve how their sites and apps appear and respond to real users. The company combines synthetic testing and real-user monitoring to give an end-to-end view of performance, from controlled experiments to actual user experience in the wild.

SpeedCurve’s offering revolves around collecting key front-end performance metrics, such as page load time, Largest Contentful Paint, Cumulative Layout Shift, Time to Interactive and JavaScript/third-party script impact. With the data, the platform assists teams in setting performance budgets, including thresholds for acceptable performance, trigger alerts when performance degrades and benchmark against competitors.

To support users, SpeedCurve provides detailed dashboards and visualizations that include waterfall charts, filmstrip renderings, side-by-side competitor comparisons and session-level RUM data, to help identify exactly where and why user experience is lagging.

For example, users of SpeedCurve can surface which website users are suffering the worst experience and which page elements or third-party scripts are slow, then correlate the performance data with business outcomes such as conversion rate or bounce rate.

Post-acquisition, Embrace intends to combine its Open Telemetry-based observability platform with SpeedCurve’s deep web performance insights and synthetics to allow teams to deliver faster, more reliable experiences across every screen.

“The SpeedCurve team wrote the book on web performance and user engagement. Their expertise and credibility are unmatched,” said Andrew Tunall, president and chief product officer at Embrace. “Together, we’re helping the world’s most user-oriented companies deliver faster, more reliable digital experiences and bringing performance into the modern observability arena.”

The two companies combined will serve nearly 1,000 customers, including AllTrails Inc., the British Broadcasting Corporation, Insider Inc., Cameo, Edmunds.com Inc., Forbes Media LLC, Ford Motor Co., Guardian Media Group plc, Gumtree Ltd., Hyatt Hotel Corp., New York Times Co. and Trivago N.V.

Embrace will offer customers immediate access to SpeedCurve’s synthetic monitoring, while existing SpeedCurve customers won’t be affected as the product and platform will continue to be fully supported and users will get early access to new web RUM capabilities the companies are building together.

There is no record of SpeedCurve having raised funding before its acquisition, making the company likely bootstrapped.

Embrace is a venture capital-backed startup that has raised $79.5 million over five rounds, according to data from Tracxn. Investors in the company include Allianz SE, New Enterprise Associates Inc., Greycroft Partners, Eniac Ventures, AV8 Ventures, Y Combinator and Pritzker Group.

Photo: Embrace