In Conversation with Pini Yakuel, Optimove: Data as Oxygen for Your Business

Data as Oxygen for Your Business_FinovateFall

PINI YAKUEL_FinovateFallPini Yakuel, CEO and founder at Optimove, has extensive experience in analytics-driven customer marketing, business consulting, and sales. These traits, along with his innovative approaches to entrepreneurship and business-building, have earned him recognition as a thought leader. Yakuel demoed Optimove at FinovateFall 2017, where he showcased the company’s Science-first Relationship Marketing Hub.

Ahead of him speaking at FinovateFall – September 24 through 27 – about Data as Oxygen for your Business, we chat with him about his experience, his outlook, and what he thinks the future holds for emerging technologies.

Finovate: What was your window into fintech?

Pini Yakuel: Technology fascinates me. Always has, since I was a child. When I am thinking about it, I’m drawn in by the promise that the most bizarre, crazy, foolish and inexplicable idea you have can actually come to life. Looking at some of the inventions, developments and tools that have been brought to life in the last decade, you can’t help but think how foolish and crazy, bizarre and inexplicable they probably seemed when they were first originated, talked about in conference rooms, or pitched at board meetings.

This is the aspect that still fascinates me at my work. How will my role change in 10 years? How will my company look? What professions and skills will be necessary, and which will be lost forever, replaced by a simpler, faster solution?

So, I began speaking with a number of people both within my company and outside, to understand how marketing might look 10 years from now. I want to share some of the ideas and notions that were brought up in these conversations.

Finovate: How do you see the marketing world in a decade?

Yakuel: In 2028, rich and diverse customer data will become a commodity, and this data is relevant for everyone. It’s cheap, it’s abundant, and it is easily accessible. All the trends are pointing in the direction of data as a product; consumers are already preferring the benefits of personalization, and 3rd party data is readily available.

As a result of data commodification, consumer data will be available in every marketing channel; the trend toward this commodification can already be felt, although the full-scale effect has not yet taken place. I believe that if we look into the future and imagine a world with easily accessible data, we will also be able to create a single, continuous, customer lifecycle. If today we have three realms of marketing; acquisition, conversion and retention, that are treated as separate aspects of a customer lifecycle and are addressed by different departments, by 2028, we’re going to have one continuous customer cycle.

Finovate: What does this mean?

Yakuel: This potential change has two elements we can apply – the theoretical and the practical. In theory – all marketing campaigns will be built with a mindset of beginning a conversation, a relationship, rather than a “look at me” attitude. Marketers will no longer look at the process as acquiring, converting or retaining customers. Instead, we will all be working toward building relationships with people.

In practice – your CRM database will encapsulate every person in the world, creating an almost infinite database. Your key differentiator will be the ability to leverage AI and ML to discover and deploy actionable insights in a scalable manner.

Finovate: What else does it mean in practice?

Yakuel: This is maybe the most interesting part. Marketing teams will change from the core. Instead of having a few sub departments within marketing, the structure will transition to one self-sufficient relationship marketing studio, in which channels are not siloed. This will give marketers the speed to execute and expand. I also believe this will bring in amazing new talent – the best and brightest, a new breed of marketers – the data savvy individuals who are also highly creative, those who excel at both paths.

Finovate Alumni News


  • Personetics Scores Minority Stake Investment from United Overseas Bank.
  • StockViews Announces New Investment from Fuel Ventures.
  • CardFlight Teams with BoomTown.

Around the web

  • Entersekt partners with the GSMA to offer Mobile Connect to institutional clients.
  • Bpm’online earns recognition as a Challenger in Gartner’s 2018 Magic Quadrant for Sales Force Automation.
  • Finastra hires former Laing O’Rourke executive Gareth Burton as its new Chief Information Officer.
  • Fintech News Switzerland interviews 3rd-eyes CEO Rodrigo Amandi.
  • Exate Technology and Xero sign on to PwC’s She Can Charter initiative to increase the number of women in technology.
  • ProgrammableWeb features three new APIs from Hydrogen in its Daily API Roundup.
  • Wipro credits its banking financial services and insurance business, as well as its consumer business unit, for strong quarterly revenue growth.
  • Optimove announces new Chief Operating Officer, Yarden Malta, formerly of Earnix.
  • Top Image Systems appoints John London as Interim Chief Financial Officer.
  • Find Biometrics explores BehavioSec’s commitment to PSD2 compliance
  • AlphaPoint powers new exchange platform, matching engine, and real-time settlement exchange for SeACrypto.
  • Ephesoft named one of the 2018 Best Places to Work in Orange County.
  • Bloomberg features Crypterium. Come see Crypterium’s demo at FinovateFall this September.

This post will be updated throughout the day as news and developments emerge. You can also follow all the alumni news headlines on the Finovate Twitter account.

Optimove Acquires PowerInbox’s DynamicMail Business

Relationship marketing hub Optimove has taken a step further in helping brands build an emotional relationship with their customers. The New York-based company announced today it acquired DynamicMail from PowerInbox.

DynamicMail specializes in real-time email personalization and dynamic subscriber engagement and is expected to boost Optimove’s growth. Here’s how Optimove described the acquisition in its announcement: “After being built and developed as a brain, the company is now at a position to acquire muscle and give our clients a more holistic solution to their relationship marketing needs.”

The 3,000 brands that use Optimove can now email their subscribers that can be updated in real-time to keep the contents relevant at the time the consumer opens it. Brands can also include dynamic content such as countdown timers, videos, and information, such as weather, that is based on a reader’s current location.

As a part of the transition, eight of DynamicMail’s employees will join Optimove’s team. The financial details of the deal were not disclosed.

Optimove was founded in 2009 with a mission to “empower marketers with the emotional intelligence required to communicate with their customers most effectively at all times, via all available channels.” At FinovateFall 2017, the company’s CEO & Founder, Pini Yakuel, showcased the Science-first Relationship Marketing Hub. That same year, the company’s clients sent more than 3 billion personalized emails to their customers.

Finovate Alumni News


  • Optimove Acquires PowerInbox’s DynamicMail Business.
  • CardFlight Teams Up with Paya to Bring EMV-Ready Payment Solutions to Merchants.
  • Coinbase Unveils Institutional Grade Solutions for Cryptocurrency Trading.

Around the web

  • Currencycloud and Cashplus partner to help SMEs save on international payments.
  • New risk screening feature from Thomson Reuters filters unstructured data to help FIs fight financial crime.
  • IdentityMind Global to help decentralized private social media platform, ONe Network, meet KYC and AML compliance requirements.
  • Honor Credit Union ($850 million in assets) to launch member-owned, digital insurance agency courtesy of new partnership with Insuritas.
  • Consumers Credit Union ($968 million in assets) credits boost in deposit account openings to December deployment of digital sales platform from Gro Solutions.

This post will be updated throughout the day as news and developments emerge. You can also follow all the alumni news headlines on the Finovate Twitter account.


FinovateFall Sneak Peek: Optimove

A look at the companies demoing live at FinovateFall on September 11 through 14 in New York. Pick up your tickets today and save your spot.

To customer-centric businesses, Optimove is the Science-First Relationship Marketing hub that drives measurable growth by autonomously generating actionable insights which empower customer engagement.


  • Plan, execute and optimize a complete, winning customer marketing plan
  • Leverage predictive customer modeling, AI, and machine learning
  • Automate effective customer communications that maximize revenues

Why it’s a must-see
Optimove’s Relationship Marketing Cloud combines predictive data science and multi-channel campaign automation to help marketers maximize customer engagement, loyalty, and value.


Pini Yakuel, Founder and CEO
Yakuel is Founder and CEO of Optimove, the Science-First Relationship Marketing Hub, and a thought leader on analytics-driven customer marketing, entrepreneurship, and business-building.

Finovate Alumni News


  • Emailage Raises $10 Million in Round Led by Anthos Capital.

Around the web

  • Federacion Nacional de Cooperativas de Ahorro y Credito selects core banking technology from Temenos.
  • Azimo introduces “one hour or less” cash pick-up services in the Philippines.
  • ING Bank in Czech Republic to deploy decision management software from FICO.
  • Virtual StrongBox secures 5th patent for secure document exchange technology.

This post will be updated throughout the day as news and developments emerge. You can also follow all the alumni news headlines on the Finovate Twitter account.