December 1, 2023

Lilit Davtyan stated that Phonexa Holdings thrives on chaos, which it has seen in the previous few years. Because the advertising and marketing automation platform’s chief govt, she stated that the final yr has been filled with development at a stage that not all tech corporations can match.

“We’ve lots of shoppers on (our platform) however on the similar time we’re increasing into new industries,” Davtyan stated. “So we’re type of taking part in this startup however profitable firm mode, and all people’s all palms on deck.”

Glendale-based Phonexa, which was based in 2016, calls itself an all-in-one suite for advertising and marketing automation. It permits corporations to trace the sources of site visitors coming in and monitor their client interplay patterns with a view to maximize advertising and marketing and communication efforts. Phonexa owns and operates MailCon, an e-mail and omnichannel advertising and marketing conference that takes place yearly in Las Vegas. MailCon was most just lately held April 17-19.

And at a time when many tech corporations are decreasing their workforce or workplace area, Phonexa has accelerated its development. The corporate has doubled its worker depend since 2020 and now has 60 workers in its Glendale workplace. It additionally just lately reaffirmed its dedication to its Glendale presence by including greater than 18,000 sq. toes of workplace area, bringing its whole to 42,000 sq. toes throughout the highest three flooring of its present constructing. Along with its headquarters workplace area in Glendale, Phonexa has associated enterprise entities in the UK and Ukraine and stated it just lately began growth plans into Canada to satisfy market demand.

Davtyan stated that its prospects typically have a excessive stage of buyer demand. Phonexa initially specialised with corporations within the lending sector however has branched out to industries equivalent to authorized and residential companies. Companies within the auto insurance coverage, life insurance coverage and schooling sectors have flocked to Phonexa in rising numbers within the final yr.

Its enterprise is exclusive, Davtyan stated, due to the massive number of advertising and marketing monitoring platforms that it provides in a single place. It has eight totally different companies, which incorporates an accounting system for companies to robotically bill the businesses they’re shopping for or promoting site visitors with and a click on monitoring platform to establish how customers are coming to entry that enterprise’ web site. The one different method a enterprise might have all these assets, she stated, could be by hiring a number of totally different advertising and marketing distributors.

“Not lots of corporations on the market do offer you one suite the place every little thing is correctly built-in,” Davtyan stated. “(As well as), we’ve adopted a really concierge model of service. Irrespective of how huge we get, we don’t deal with the smaller corporations (any in another way).”

Phonexa’s companies are provided on a subscription foundation. There are three separate tiers, or suites, primarily based on how a lot entry to those companies a enterprise needs. The Lite suite is $100 per 30 days with no setup price, the Premium suite is $500 per 30 days with a $1,000 setup price and the higher-level Enterprise suite is customized priced.

Every suite gives entry to all eight of Phonexa’s advertising and marketing automation companies, however larger tiers have larger utilization capacities. 

The corporate’s income comes from the subscription and setup prices in addition to from its utilization fees: for instance, the Lite suite fees 30 cents per 1,000 clicks for its click on monitoring platform and 20 cents per 1,000 emails for its e-mail and SMS advertising and marketing platform. Shoppers are solely charged for the companies they use. Davtyan stated its shopper base elevated throughout and after the pandemic as companies appeared to chop prices by ensuring its advertising and marketing efforts have been as environment friendly and productive as potential.

“Top-of-the-line methods to (reduce prices) is to be sure that your advertising and marketing could be very focused, (prospects) are literally changing and also you’re not losing cash,” Davtyan stated.

Development and hiring

HQ: Phonexa workers in its Glendale workplace area. The corporate has grown to 200 workers. (Picture by Ringo Chiu)

Enterprise has picked up because the pandemic and Davtyan stated that, in contrast to many different tech corporations proper now, Phonexa has been hiring persistently during the last couple of years. As different tech corporations, together with Meta and Amazon, have introduced massive layoffs in latest quarters, Phonexa has doubled its workforce measurement because the begin of the pandemic from about 80 to over 200. Davtyan stated that in 2020 alone, it introduced on 60 new workers.

Davtyan stated Phonexa seems to rent workers who’re open to going into an organization and treating it “like a startup with an enormous revenue potential.” Workers in several departments at Phonexa work with corporations throughout quite a lot of sectors to show them to how totally different markets work.

“I believe that’s been an enormous turning level, exposing our workers to all components of the enterprise that method and getting them concerned,” Davtyan stated. “It’s constructed a very nice camaraderie throughout the corporate.”

Phonexa and its entity companies generate about $200 million in income yearly. It’s self-funded and has no outdoors traders.

Tech companies in Glendale

HQ: Phonexa workers in its Glendale workplace area. The corporate has grown to 200 workers. (Picture by Ringo Chiu)

Phonexa shouldn’t be the one firm with its pulse rooted in Glendale. Different outstanding Glendale-based tech corporations embody ServiceTitan and Britive. Town has seen its tech enterprise group develop over latest years which it has fostered with connections to the annual Glendale Tech Week, a competition that hosts and promotes native tech corporations. Soua Vang, Glendale’s deputy director of group and financial growth, stated that town works intently with Phonexa.

“(Phonexa) is extremely invested in seeing the success of the tech ecosystem within the Metropolis of Glendale and have been an enormous a part of Glendale Tech Week for a number of years now,” Vang stated.

Glendale additionally gives a $1 million fund by means of the state for 2 tech accelerator applications: Hero Home, a startup hub owned by enterprise capital agency SmartGateVC, and KidsX, an incubator for tech startups within the pediatric healthcare sphere.

Town is an optimum location for companies resulting from its workplace area costs, which value considerably lower than these within the Silicon Seaside space. In accordance with Jones Lang LaSalle Inc., asking lease for sophistication A workplace areas in Glendale averaged $3.25 a sq. foot within the first quarter of 2023. In contrast, asking lease on the Westside, the place many tech corporations are primarily based, averaged $5.59 a sq. foot.

“Tech is absolutely booming right here,” Davtyan stated. “There have been a few tech corporations (after we began), now there’s much more. We’ve been actually fortunate hiring some actually nice expertise right here domestically as effectively. So these are a few of the most important the explanation why we’re in Glendale.”