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Agents that let you act while others are still analyzing!
Why it matters:
In reading this post, marketers will learn how Optimove Custom Apps extend the value of the Optimove platform beyond core CRM execution by solving business-specific problems and operational pain points. They will also see how Optimove works with clients to turn those challenges into tailored applications, without requiring internal development resources, and how this model can benefit both large organizations and lean startup teams.
Key takeaways:
Custom Apps are one of the three surfaces of Optimove AI.
Optimove AI is the only marketing AI suite that works on three surfaces: inside the platform with Native AI, outside the platform through the Optimove MCP, and on top of the platform through Optimove Custom Apps.
Optimove Custom Apps are tailored applications built on top of the Optimove platform to address business-specific requirements.
The applications can use the data, capabilities, and infrastructure already available through Optimove, while providing an experience designed specifically around the issue the client needs to address, including workflows that may not be part of core CRM execution but still affect marketers' ability to work effectively.
This is one reason why Optimove offers Custom Apps: marketing technology can deliver more value when it adapts to how a company works rather than requiring every company to work in exactly the same way.
The customized app lives within Optimove, meaning that users do not need to move to a separate product or maintain another standalone system.
The process starts with the business challenge rather than a technical specification, with Optimove working alongside the client from the initial idea through deployment.
Custom Apps are tailored applications built by Optimove's Forward-Deployed Engineers (FDEs) for a specific business need, running inside the same governance envelope as everything else, maintained as a product rather than handed off as a one-time project. Their role ensures that a Custom App is not only technically sophisticated but designed to work in the reality of the customer's day-to-day operation.
The process begins with a scoping conversation to understand the client's pain points, current workflow, and desired outcome. Clients do not need to bring the solution they want, just a clear understanding of the problem they want Optimove to solve.
Optimove team of Business Intelligence, Forward Deployed Engineers, and Product Developers design the solution and build a responsive prototype using real information, including data inside Optimove's platform or external sources the clients provide.
This gives the client a realistic view of how the solution will work and makes feedback more concrete.
The client reviews the prototype with Optimove team, identifying what to add, change, or remove.
Once the workflow is defined, Optimove builds the application and provides the required technical infrastructure. The client contributes business expertise without needing development resources.
The users test the application, validate the experience, and provide final feedback. Optimove makes any necessary adjustment, and, after validation, the Custom App is deployed within the client's Optimove environment, no needing extra logins or changing environments.
Optimove manages the technical side and ongoing maintenance.
The result is essentially custom software without the traditional development burden: the company gets an application designed around a particular need without having to create and maintain a software product itself.
Optimove Custom Apps are not limited to a single category of marketing problems.
In fact, interesting opportunities lie precisely where the client's needs go beyond the core functionality of the Optimove platform.
The platform continues to address core areas such as customer data, segmentation, campaign orchestration, personalization, optimization, and CRM execution, while the Custom App can be created to support reporting, efficiency, and innovation.
Here are some examples of what a Custom App can do or be:
This adds another dimension to the relationship between Optimove and its clients.
The partnership is no longer limited to “How can we improve your CRM performance?” It can also include, “What is getting in the way of your marketing team, and can we build something that removes that friction?”
That proximity to the client's business can improve the overall Optimove experience while creating value in areas that extend beyond campaign execution.
Gaming operators operate within regulatory environments. Periodically, they may need to demonstrate that campaigns sent during a particular period complied with applicable requirements.
That can mean showing what campaign was sent, which customers received it, what promotion was included, and exactly what messaging or creative those customers saw.
For one Optimove iGaming client, preparing that information was an extensive manual process.
The necessary data existed, but it was spread across different places or needed to be gathered manually.
Optimove worked with the client to build a Campaign Audit Custom App that consolidates that workflow directly inside Optimove.
A user starts by selecting the period being reviewed. They can then filter activity by marketing channel, including email, SMS, push notifications, in-app messaging, WhatsApp, or other channels being used.
Clients operating multiple accounts can also isolate campaigns by account.
The app displays the relevant campaigns together with information including their campaign ID, schedule type, target audience, action, and channel.
The user selects the campaigns required for the audit and generates a package containing:
The package is generated in seconds.
What previously required gathering information manually from several different sources can now happen through a single workflow inside Optimove.
The impact is straightforward: a recurring process that once consumed significant team time can now be completed in seconds, allowing CRM professionals to spend less time retrieving information and more time on the marketing work they were hired to do.
To build the Campaign Audit App, the project was primarily driven by one CRM person on the client's side.
This is particularly relevant for startup iGaming operators and other lean marketing organizations.
For a one-person or very small CRM team, operational friction can consume a meaningful portion of the team's available capacity. At the same time, those companies may have limited access to internal development resources.
Optimove Custom Apps allow them to bring the business knowledge while Optimove provides the technical support required to turn the idea into a working solution.
Custom Apps extend Optimove’s value beyond campaign execution by addressing the operational gaps that can limit a marketing team’s effectiveness.
They turn Optimove's platform into an adaptable working environment that can reflect how a specific organization operates, rather than forcing every team into the same processes.
The Campaign Audit Custom App illustrates the impact. For one iGaming operator, preparing a regulatory audit once meant collecting campaign details, creative assets, and recipient lists from multiple sources over several days. The app consolidates that work into a single workflow that produces the required audit package in seconds.
The benefit is not simply faster reporting; it gives the CRM team a more reliable, repeatable process and frees time for higher-value work. And this principle can apply wherever marketing processes remain fragmented, manual, or dependent on disconnected tools.
The result is an even more strategic form of partnership between Optimove and their clients.
For more of Optimove Custom Apps, contact us to Request a Demo.
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Jonathan Inbar is a marketing data scientist on Optimove’s Strategic Services team. As a marketing data scientist, Jonathan leverages his extensive experience with building predictive models and generating data-driven marketing insights to consult with clients and help them optimize their CRM strategy and tactics.
Jonathan holds a BSc in Industrial Engineering and Management, specializing in Information Systems, and two specialization certificates in Machine Learning from Duke University and the University of Washington.
