Last week they were acquired. Now the next chapter begins as part of a Nordic powerhouse
Last week, Capturi unveiled some big news. The Aarhus startup has been acquired by the Norwegian customer service platform Puzzel. This means that Capturi is now part of a bigger machine.
“We’ve used our technological knowledge to create a solution that customers recognize for the value it creates. It’s a great recognition of something we built from the ground up,” CEO and co-founder of Capturi, Tue Martin Berg tells TechSavvy.
Since the team behind Capturi started in 2019, they have developed a leading conversation analytics tool for the customer service industry and were already working closely with Puzzel before the acquisition.
Originated as a spin-off
The project originally started as a spin-off from Aarhus-based software company FirstAgenda, which developed meeting software with a focus on scheduling meetings and delivering meeting materials online as an alternative to physical solutions in the public sector. They wanted to develop something more innovative by leveraging modern technology to offer advanced features that went beyond traditional solutions and quickly saw the potential in automating minute taking. While the idea of capturing knowledge from meetings was a good one, it required changes in user behavior and thought patterns, and making it commercially viable proved to be a challenge.
When Visma acquired FirstAgenda, this project was not part of the future plans. Capturi thus became an independent startup.
“We were a group of employees who decided to continue working on our technology. We believed it could compete with bigger international players. That’s how Capturi was born,” says Tue Martin Berg.
They quickly realized that many companies were recording meetings and conversations, but were not taking full advantage of the recordings. This became Capturi’s focus – quality analysis of interactions in Danish and other Nordic languages. Thus, a success was born.
“By analyzing customer interactions, we provided insights that helped understand customer needs and improve processes. Especially in contact centers, we were able to quickly show the value of insights that improved daily operations and helped manage contact centers more efficiently,” explains Tue Martin Berg.
High demand for more data
When Capturi started their journey five years ago, working extensively with data was far from normal. The approach for Capturi was therefore to take customers by the hand and not just deliver the raw data. Since then, things have developed rapidly, and there is now only an increasing demand for data of the highest quality.
“We’ve seen a trend towards all contact centers becoming more and more data-driven. The requirements for using data are increasing, and standards have been created quickly within the industry,” says Tue Martin Berg and continues:
“Our focus going forward will be to help customers achieve even better user experiences and we look forward to the next five years where data will play an even bigger role. Becoming part of Puzzel means we now have greater financial strength to continue our development.”
Strong Nordic cooperation
There will be no immediate changes at Capturi, which will continue as a company under Puzzel. Capturi will therefore continue to focus on its specialist area.
“Our partnership with Puzzel makes it possible to create a system where the customer gets the best of the best, rather than a ‘Swiss Army knife’ solution where the features often do not meet the customers’ real needs,” says Tue Martin Berg.
The acquisition of Capturi now gives Puzzel a major strategic advantage in both the Nordics and the rest of Europe, where the Norwegian platform plans to expand further. Capturi is optimized for Nordic languages and gives the company an advantage over US-based platforms, for example. Although large language models have improved, Tue Martin Berg believes that they have a great advantage in being tailored to Nordic needs.
“The most important thing for me has been that we work from a best of breed strategy where we focus on what we are best at. We can proudly say that we have built something that is recognized as a first-class solution in our field,” he says.
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