"But here's the nuance: It's not that you can't proactively sell your startup. It's that acquisitions driven by an acquirer's initial interest usually yield better outcomes, given your situation and the state of the market. Our process started with inbound interest from a few companies looking to buy Kraftful for strategic reasons. To ensure the best deal, I also connected directly with CEOs, CTOs, and chief product officers at 25+ companies, leading to serious conversations with more than 10 companies."
"Amplitude, a public company, acquired Kraftful to integrate our company's AI-powered user feedback analysis directly into Amplitude's platform, empowering product teams to see what their users did and said, all in one place. Kraftful turns messy, multi‑channel user feedback into prioritized product insights that will be directly tied to product usage in Amplitude. Prior to the acquisition, I ran an M&A process involving 10+ potential buyers, from public tech giants to fast-growing private companies, and I learned a ton along the way."
M&A activity rebounded strongly, with 537 deals in Q4 2024 and AI acquisitions peaking in Q2 2025. Kraftful was acquired by Amplitude to embed AI-powered user feedback analysis into a product analytics platform, turning messy multi-channel feedback into prioritized insights tied to product usage. The acquisition followed an M&A process that involved inbound interest plus proactive outreach to 25+ companies and serious talks with over 10 potential buyers. Acquisitions initiated by acquirers often move faster and can yield better outcomes. Strategic fit, timing, and the opportunity cost of running a process require careful evaluation before committing to a sale.
Read at Fast Company
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