Unifonic, a Riyadh-based customer engagement platform, announced on June 10, 2026 that it had acquired Segmentify, an AI personalization and behavioural analytics company founded in Türkiye that works with retailers and e-commerce brands across Europe, the Middle East and Africa.
Terms were not disclosed. Unifonic did not give a price, say how the deal was paid for or name a closing date. It described Segmentify as its most decisive investment yet in what it calls agentic marketing, meaning software agents that run marketing tasks on their own.
Segmentify co-founder and chief executive Murat Soysal said the combined company's first priority was to give existing customers more value. He said the two businesses would offer Segmentify's existing clients in the UK, Europe and Türkiye a wider set of engagement tools, while Segmentify's predictive technology would be introduced to Unifonic's core markets in the Middle East, North Africa and the Gulf.
What Segmentify built
Segmentify sells software to large retailers and online shops. Its products cover AI-driven personalization, on-site search and product discovery, customer intelligence and cross-channel marketing. In practice it tracks how shoppers behave and uses that data to predict what they are likely to want and to recommend products.
The company has operations in the UK, Türkiye and Germany, according to Unifonic. It did not disclose its headcount, customer count or revenue at the time of the deal.
According to CB Insights, Segmentify raised about $12.4 million across 11 rounds. They included a $1 million round from Esor Investments in September 2022 and a $7 million round in July 2023 with Koç Holding, Sabancı Ventures and the Türk Telekom Ventures Pilot Program. CB Insights does not publicly list all of the company's 17 investors.
“This acquisition strengthens our vision of building the AI-native engagement platform for emerging markets, one that helps enterprises move beyond fragmented customer journeys toward intelligent, adaptive, and deeply personalized experiences across every interaction.”
Why Unifonic is buying
Unifonic sells communication and engagement software to enterprises and public-sector bodies in emerging markets. Its products send messages over SMS, voice, WhatsApp, Facebook Messenger, Instagram and push notifications, and include a chatbot, campaign tools, a flow builder and an agent console. The industries it serves include retail, banking, logistics, healthcare and government.
Unifonic said that Segmentify adds behavioural analytics, predictive personalization and AI recommendations to its platform. The goal is to let companies run marketing agents that decide which message to send each customer, on which channel and at what moment. Unifonic co-founder and chief executive Ahmed Hamdan said AI, behavioural data and real-time orchestration were converging into a single platform layer.
Ibrahim Almohaimede, Unifonic's chief financial and strategy officer, said the company had chosen Segmentify for strategic fit and product depth. He described the purchase as a disciplined, capability-led investment that supports Unifonic's next phase of international expansion.
The buyer's own funding
Unifonic was founded in 2006 by Ahmed Hamdan and grew without outside capital until 2018, when it raised a $21 million Series A led by STV. In 2021 it raised a $125 million Series B led by SoftBank Vision Fund 2 and Sanabil Investments, a subsidiary of Saudi Arabia's Public Investment Fund. At the time it said it had more than 5,000 enterprise clients across the region.
WAYA reported that the deal extends Unifonic's reach beyond the Gulf and the wider Middle East and North Africa. Through Segmentify it gains a team and customers in Europe and Türkiye, while Segmentify gets access to Unifonic's markets.
What happens to customers
Unifonic did not say whether Segmentify will keep its brand or run as a separate product. It said the combination would bring customer intelligence, engagement and marketing into one system, and listed better acquisition efficiency, conversion, retention and customer lifetime value among the expected benefits for clients.
Soysal said the deal fills a gap in the Middle East and North Africa for real-time personalization at scale.
