Automattic acquires relationship manager Clay to add an identity layer to online tools

Automattic, the parent company of WordPress.com, has made a strategic move by acquiring Clay, a relationship management application, further enriching its portfolio of communication-focused startups. While the financial details of the acquisition remain undisclosed, Clay has previously secured over $9 million in venture funding, with investments from notable firms like General Catalyst and Forerunner Ventures. Launched in 2021, Clay functions as an advanced personal CRM or address book, allowing users to manage their contacts and stay updated on their professional and personal milestones. The app integrates information from various platforms, including LinkedIn, Facebook, WhatsApp, and X, alongside traditional address books and calendars. Users can track significant events in their contacts' lives, such as job changes or relocations, and even add personal notes to entries, enhancing the depth of their relationships. The app features a timeline for each contact, showcasing when notes were added and the last interaction with that person. Recently, Clay introduced an AI assistant named Nexus, designed to facilitate users' networking by answering queries about their connections, such as potential contacts at specific companies or suggestions for networking in new cities. Following the acquisition, Clay's team, including co-founders Zachary Hamed and Matthew Achariam, will integrate into Automattic’s Other Bets Division, which also encompasses Beeper and Gravatar. Achariam emphasized the shared mission between Clay and Automattic, stating, "Our goal has always been to enhance relationships and promote mindfulness in connections." He expressed excitement about continuing to develop Clay's features under Automattic's umbrella, especially as the app aims to become an essential identity layer within a broader array of tools. While the integration timeline remains uncertain, Automattic envisions Clay working closely with Beeper, creating a more cohesive ecosystem. Currently, Clay operates on a freemium model, with premium plans starting at $10 per month, or $40 per seat for teams. The founders highlighted a mutual commitment to open-source principles, aligning with Automattic's ethos. They also expressed an interest in connecting with other open technologies like ActivityPub and AT Protocol in the future. Though specific user statistics weren't disclosed, Clay manages over 150 million relationships across its platform, which is available on macOS, Windows, iOS, and the web.