Salesforce agrees to buy Israeli AI analytics startup Loops in a deal estimated at $30M

Salesforce signed a definitive agreement on Monday. It did not disclose terms, and Calcalist estimated the price at about $30 million. Loops was founded in 2020 by CEO Tom Laufer, a former Google growth and analytics lead, and CTO Ido Adiv. It raised a $14 million seed round in 2022 led by Scale Venture Partners, with Cardumen Capital and operators including Lenny Rachitsky taking part. Its models track KPIs, flag anomalies and explain what drove changes in revenue, conversion or retention. Its Scout agent sends findings to Slack or email. The deal is subject to customary conditions. The purchase adds to a run of Israeli acquisitions by Salesforce, after Own, Zoomin and Doti. It also follows the Listen Labs deal announced in late September. For analytics startups, the signal is that incumbents want tools that explain results and suggest actions, not more dashboards. A small team with a working agent can sell to a platform before ever raising a large Series A.