Behavior-tracking software firm Amplitude Inc. revealed today that it has acquired Kraftful Inc., a “Voice of Customer” startup, for an undisclosed price.

Founded in 2019, Kraftful offers a product research and insights platform that uses artificial intelligence to help product teams deeply understand and act on user feedback at scale. The company offers a centralized system that ingests user input from dozens of channels, such as app store reviews, customer support tickets, Discord communities and customer relationship management platforms, into a unified, searchable space, rather than relying on manual analysis of disparate data sources.

The platform allows teams to spend less time sorting through feedback and more time building what users actually need.

Kraftful takes on the challenge of translating raw qualitative feedback into structured insights through the use of advanced large language models to identify trends, complaints, feature requests and sentiment with high accuracy while linking every insight back to its original source. The company also offers built-in hallucination detection to improve trust in AI-generated outputs, offering product managers a clear and reliable understanding of how users are experiencing their products.

Along with passive analysis, Kraftful also allows teams to gather insights with AI-generated surveys and live conversational interviews. The tools personalize questions in real time, adapting based on previous responses to uncover deeper motivations and unmet needs. Surveys can be launched based on topics drawn from existing feedback or on entirely new initiatives, making it easy to test concepts, prioritize features and validate ideas at scale.

Amplitude plans to integrate Kraftful’s capabilities as a native part of its platform, giving teams a faster way to turn customer input into better products. With these new capabilities, Amplitude customers will be able to see the full picture of what customers are doing and saying.

“Kraftful and Amplitude share a deep belief: that listening to your users is the key to building great products,” said Spenser Skates, chief executive officer and co-founder of Amplitude. “Today, Amplitude customers can easily see what users are doing, but not always why. Kraftful helps us close that gap.”

As part of the deal, the Kraftful team will join Amplitude to embed Voice of Customer capabilities into its platform and accelerate its use of AI.

Coming into its acquisition, Kraftful had raised approximately $6 million in venture capital funding, although the exact number differs depending on the source. Investors in the company included Y Combinator, Google Assistant Investments, Samsung NEXT Ventures, Precursor Ventures, Leadout Capital, F7 Ventures and Cleo Capital.

Photo: Kraftful