Embrace announced the close of a preemptive funding round of $4.5 million in additional capital, led by Pritzker Group Venture Capital and joined by Greycroft and Vy Capital with follow-on from mobile-first experts, including the founders of Parse and MoPub, Eniac Ventures, and The Chernin Group.
This investment will help further its mission of automating identification of user issues and removing diagnostic inefficiencies for mobile engineering teams, with the ultimate goal of finally improving in-app mobile experiences without the inherently flawed feedback loop of a complaint, bad review, or uninstallation.
Embrace provides a comprehensive unified health and optimization platform dedicated to mobile applications. The company's technology enables businesses to make their apps stable and faster through an automated analysis of each and every user session.
Eric Futoran, co-founder and CEO of Embrace (and co-founder of Scopely), said: "Each of us, as mobiles users, continues to have poor experiences with our favorite mobile apps, and amazingly there is no efficient feedback loop to developers on which they can quickly prioritize and act. I faced this while helping to build Scopely. We're excited to already enable companies to identify and respond to issues impacting their market-leading apps. The platform has proven to reduce churn, drive engagement and increase revenues, and we look forward to educating the ecosystem, improving every mobile app, and ultimately making our own experiences so much better."
Gabe Greenbaum, LA-based Partner for Pritzker Group Venture Capital, said: "Embrace has an impressive founding team with strong roots in mobile. We saw many organizations trust Embrace's seamless and innovative optimization platform to quickly identify and resolve any user-impacting issues within their apps, and we're optimistic about the future of the company in this growing market. We look forward to this next stage in the company's growth journey and are honored to partner with Eric and Fredric to help them achieve their vision."
Dana Settle, Founding Partner at Greycroft, said: "Embrace is the company with the best platform and leadership to become the category leader in the rapidly growing, although still young APM market for mobile. The company has the ability to leverage its unique performance technology for the entire mobile industry."
More than 15% of users have suboptimal experiences directly tied to the performance of apps, and while many users complain of "crashes," almost all of these issues are not true app crashes. We, as users, all experience these issues, such as a slow startup with an endless spinner that forces us to close the app, a video that never seems to start, or a purchase that never goes through. For those issues of which the developers are aware, they are often too difficult to diagnose and impossible to reproduce. For many issues, there is no feedback loop (not even a crash stacktrace or complaint) and the users just leave -- to never return.
Embrace's platform analyzes and replays the details of every single user session to more accurately and quickly detect, diagnose and resolve any user-impacting issues. Embrace does not sample. The massive volumes of data gathered and processed has only become feasible in the last two years with the high scale and low-costs of cloud computing. Embrace is the first to capture and enhance that new power to become the next generation of APM. As a result, the platform typically uncovers 5X more issues than previously known by mobile teams and app developers.
The Latest
Enterprises are under pressure to scale AI quickly. Yet despite considerable investment, adoption continues to stall. One of the most overlooked reasons is vendor sprawl ... In reality, no organization deliberately sets out to create sprawling vendor ecosystems. More often, complexity accumulates over time through well-intentioned initiatives, such as enterprise-wide digital transformation efforts, point solutions, or decentralized sourcing strategies ...
Nearly every conversation about AI eventually circles back to compute. GPUs dominate the headlines while cloud platforms compete for workloads and model benchmarks drive investment decisions. But underneath that noise, a quieter infrastructure challenge is taking shape. The real bottleneck in enterprise AI is not processing power, it is the ability to store, manage and retrieve the relentless volumes of data that AI systems generate, consume and multiply ...
The 2026 Observability Survey from Grafana Labs paints a vivid picture of an industry maturing fast, where AI is welcomed with careful conditions, SaaS economics are reshaping spending decisions, complexity remains a defining challenge, and open standards continue to underpin it all ...
The observability industry has an evolving relationship with AI. We're not skeptics, but it's clear that trust in AI must be earned ... In Grafana Labs' annual Observability Survey, 92% said they see real value in AI surfacing anomalies before they cause downtime. Another 91% endorsed AI for forecasting and root cause analysis. So while the demand is there, customers need it to be trustworthy, as the survey also found that the practitioners most enthusiastic about AI are also the most insistent on explainability ...
In the modern enterprise, the conversation around AI has moved past skepticism toward a stage of active adoption. According to our 2026 State of IT Trends Report: The Human Side of Autonomous AI, nearly 90% of IT professionals view AI as a net positive, and this optimism is well-founded. We are seeing agentic AI move beyond simple automation to actively streamlining complex data insights and eliminating the manual toil that has long hindered innovation. However, as we integrate these autonomous agents into our ecosystems, the fundamental DNA of the IT role is evolving ...
AI workloads require an enormous amount of computing power ... What's also becoming abundantly clear is just how quickly AI's computing needs are leading to enterprise systems failure. According to Cockroach Labs' State of AI Infrastructure 2026 report, enterprise systems are much closer to failure than their organizations realize. The report ... suggests AI scale could cause widespread failures in as little as one year — making it a clear risk for business performance and reliability.
The quietest week your engineering team has ever had might also be its best. No alarms going off. No escalations. No frantic Teams or Slack threads at 2 a.m. Everything humming along exactly as it should. And somewhere in a leadership meeting, someone looks at the metrics dashboard, sees a flat line of incidents and says: "Seems like things are pretty calm over there. Do we really need all those people?" ... I've spent many years in engineering, and this pattern keeps repeating ...
The gap is widening between what teams spend on observability tools and the value they receive amid surging data volumes and budget pressures, according to The Breaking Point for Observability Leaders, a report from Imply ...
Seamless shopping is a basic demand of today's boundaryless consumer — one with little patience for friction, limited tolerance for disconnected experiences and minimal hesitation in switching brands. Customers expect intuitive, highly personalized experiences and the ability to move effortlessly across physical and digital channels within the same journey. Failure to deliver can cost dearly ...
If your best engineers spend their days sorting tickets and resetting access, you are wasting talent. New global data shows that employees in the IT sector rank among the least motivated across industries. They're under a lot of pressure from many angles. Pressure to upskill and uncertainty around what agentic AI means for job security is creating anxiety. Meanwhile, these roles often function like an on-call job and require many repetitive tasks ...