Embrace
Embrace, founded in 2016 and headquartered in the United States, operates in the infrastructure software space with a focus on user-facing observability for mobile and web applications.
Profile
Embrace provides a real-user monitoring platform that captures performance data from mobile and web applications to help engineering teams identify and fix issues affecting end users.
Embrace, founded in 2016 and headquartered in the United States, operates in the infrastructure software space with a focus on user-facing observability for mobile and web applications. The company provides a platform that captures real-time data from user interactions—taps, swipes, clicks—to help engineering teams diagnose performance issues, crashes, and bottlenecks. Its product line includes Mobile RUM (Real User Monitoring) and Web RUM, both built on OpenTelemetry, an open-source observability framework.
Embrace is the only frontend-focused vendor that is a member of the Cloud Native Computing Foundation (CNCF). The company’s customer base includes recognizable names such as Zynga, Forbes, and several other enterprises listed on its website. Financially, Embrace is a private company and does not publicly disclose revenue.
The most recent funding round reported by TechCrunch was in October 2021, when the company raised a new round (amount undisclosed) alongside the launch of a mobile data intelligence product. No subsequent funding rounds have been publicly reported as of June 2026. The company has not disclosed headcount or valuation.
Embrace positions itself as a competitor to legacy application performance monitoring (APM) tools by focusing specifically on the end-user experience rather than backend infrastructure metrics. Its reliance on OpenTelemetry is a strategic differentiator, allowing integration with broader observability stacks like Grafana, as cited by customers. However, the lack of recent funding news and the absence of disclosed financial metrics make it difficult to assess growth trajectory or market share. The company’s website lists logos of customers but does not provide detailed case studies or revenue figures, which limits independent verification of its market penetration.
Who buys this
- Mobile engineering teams at consumer-facing app companies
- Web development teams needing frontend performance monitoring
- Site reliability engineering (SRE) teams focused on user experience
- Digital product teams at e-commerce, media, and gaming companies
Publicly disclosed clients
- Zynga
- Forbes
Strengths and what to watch
Strengths
- First-mover advantage as the only frontend-focused observability vendor in the CNCF, lending credibility in the open-source community.
- Product built on OpenTelemetry, enabling integration with widely used observability backends like Grafana, which reduces vendor lock-in risk for customers.
- Named enterprise logos on the website (Zynga, Forbes) suggest traction in high-traffic consumer applications where performance is critical.
Watch for
- No publicly reported funding since October 2021; the absence of recent capital raises may indicate slower growth or difficulty attracting new investors.
- Revenue and headcount are not disclosed, making it impossible to independently assess financial health or market traction relative to competitors like New Relic or Datadog.
- Customer concentration risk is unclear; the website lists logos but does not disclose contract sizes, churn rates, or revenue concentration among top clients.
Key Information
- Industry
- MGMT/Monitoring
- Founded
- 2016
Frequently Asked Questions
What is Embrace and what does it do?
Embrace is a real-user monitoring platform that captures performance data from mobile and web applications. It helps engineering teams identify and fix issues like crashes and bottlenecks by analyzing user interactions such as taps, swipes, and clicks.
How does Embrace use OpenTelemetry for observability?
Embrace builds its Mobile RUM and Web RUM products on OpenTelemetry, an open-source observability framework. This allows integration with backends like Grafana, reducing vendor lock-in and enabling teams to combine frontend data with broader observability stacks.
Who are Embrace's main customers and notable clients?
Embrace serves mobile engineering teams, web developers, and SREs at consumer-facing companies. Notable clients include Zynga and Forbes, as listed on its website, indicating traction in high-traffic applications where performance is critical.
What funding has Embrace raised and when?
Embrace's most recent publicly reported funding round was in October 2021, when it raised an undisclosed amount alongside launching a mobile data intelligence product. No subsequent rounds have been reported as of June 2026.
Is Embrace a member of the Cloud Native Computing Foundation?
Yes, Embrace is the only frontend-focused observability vendor that is a member of the Cloud Native Computing Foundation (CNCF). This membership lends credibility in the open-source community and supports its OpenTelemetry-based approach.
How does Embrace compare to traditional APM tools like New Relic?
Embrace focuses specifically on end-user experience for mobile and web apps, unlike legacy APM tools that emphasize backend infrastructure metrics. Its OpenTelemetry integration allows it to fit into broader observability stacks, but financial metrics are not publicly disclosed for comparison.
Sources
- embrace.io — Product descriptions, customer logos (Zynga, Forbes), OpenTelemetry integration, CNCF membership claim, and testimonials from James Dimmock (Canva) and Tim Fuqua.
- techcrunch.com — October 2021 funding round and product launch details.
- envela.com — Envela Corporation financial results (not directly about Embrace, but included in dossier as a source for revenue context; no Embrace-specific data found).
- investors.arcb.com — ArcBest quarterly results (included in dossier but unrelated to Embrace; no relevant data).