Kraftful's Modular AI Design Paves Way for Seamless Integration into Amplitude Following Acquisition

San Francisco – Kraftful, an AI-native Voice of Customer (VoC) startup, has been acquired by digital analytics leader Amplitude, Inc., in a move aimed at creating a comprehensive 360-degree view of customer behavior. The acquisition, announced on July 10, 2025, sees Kraftful's advanced qualitative feedback analysis capabilities integrated directly into Amplitude's platform, enhancing its existing quantitative analytics. Yana Welinder, CEO and Founder of Kraftful, recently reflected on the strategic foresight of Kraftful's modular architecture.

"In fact, I built @Kraftful to be modular on purpose. So every time a new model drops, I can test if it does any part of our analysis pipeline better and we can move platforms easily. Having said that, we’ve always used GPT models because they performed the best 🫶," Welinder stated in a social media post on August 31, 2025. This highlights the foundational design that facilitated the integration with Amplitude.

Kraftful specializes in leveraging proprietary Large Language Model (LLM) analysis to distill massive volumes of unstructured user feedback—including customer calls, support tickets, and app reviews—into actionable insights. The company has served over 50,000 product teams, helping them understand user needs at scale and identify top feature requests, complaints, and critical bugs. This qualitative data complements Amplitude's strength in analyzing user behavioral data, providing a holistic understanding of the customer journey.

Spenser Skates, CEO and co-founder of Amplitude, emphasized the strategic rationale behind the acquisition. "Kraftful and Amplitude share a deep belief: that listening to your users is the key to building great products," Skates said. He added that while Amplitude customers could previously see what users were doing, Kraftful helps "close that gap" by explaining the "why" behind those actions. The Kraftful team will join Amplitude to embed these VoC capabilities and accelerate Amplitude's AI strategy.

The integration will allow Amplitude users to automatically analyze customer feedback, identify pain points, and then visualize user journeys through session replays, all within a single platform. This aims to streamline product development, enabling faster feedback loops and smarter AI agents. While the financial terms of the acquisition were not disclosed, industry analysts view the deal as a significant step for Amplitude to strengthen its market position and enhance its AI-powered offerings.