Automattic Acquires Clay to Expand Smart CRM Ecosystem
Automattic has acquired Clay, a personal CRM that aggregates contacts, social updates, and calendar events into a unified smart address book. Integrating with Beeper and other Automattic products, Clay offers AI-powered network insights, relationship timelines, and note-taking capabilities. The acquisition aims to embed Clay’s tools within Automattic’s ecosystem, enhancing user connectivity and setting the stage for broader identity services.
Automattic, the company behind WordPress.com, has acquired Clay, a next-generation personal CRM designed to help users stay on top of their networks.
Automattic Welcomes Clay
The deal closed last week, adding Clay to Automattic’s Other Bets division alongside Beeper and Gravatar. Financial details were not disclosed.
Clay’s Smart CRM Features
- Aggregated Contact Data: Pulls info from LinkedIn, Facebook, WhatsApp, X, calendars, and address books.
- AI-powered Network Insights: Nexus lets you query your network — who works at a target company or who to meet in New York.
- Timeline-based Engagement Tracking: View when you last reached out and track job changes or relocations.
- Customizable Notes and Tags: Record meeting details, personal preferences, and family info for richer context.
- Freemium Model with Team Plans: Free tier plus paid plans starting at $10/month or $40 per seat for teams.
Since its 2021 launch, Clay raised over $9 million from General Catalyst and Forerunner Ventures, managing 150 million relationships across macOS, Windows, iOS, and the web.
Integration Roadmap
Automattic plans to fold Clay into its ecosystem, leveraging its capabilities to create a unified identity layer and enhance Beeper’s universal messaging.
- Seamless data flow with Beeper for consolidated messaging and contacts.
- Unified identity layer across Automattic tools for consistent user profiles.
- Future support for ActivityPub and AT Protocol, aligning with open-source ethos.
No timelines are finalized yet, and pricing remains freemium, but the acquisition underscores Automattic’s commitment to relationship-centric tools.
Why This Matters for Developers
- Streamlined API integrations let you sync CRM data with messaging and content platforms.
- Opportunities to build custom workflows and plugins that leverage consolidated contact data.
- Enhanced user engagement through unified profiles across WordPress, Beeper, and Clay interfaces.
As Automattic integrates Clay, developers and businesses can expect robust CRM features embedded directly within their favorite publishing and messaging tools.
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