Adobe has acquired Rilo, an India-based marketing intelligence startup, in a deal involving licensing and team acquisition, TechCrunch reported on September 2, 2026. Financial terms were not disclosed. Beyond confirming the deal, Adobe declined to comment further.
Rilo was founded in 2025 by IIT batchmates Georgi Boby and Dhruv Jaglan. The six-member team built tools that allowed go-to-market teams to create custom workflows covering competitor intelligence, content repurposing and distribution, and sales call analysis. The startup had raised $1 million from investors including Peak XV, DeVC, and Day Zero Ventures at a $10 million valuation. Those investors will receive an exit as part of the deal.
Adobe will integrate some of Rilo’s technology into its existing products and bring on the startup’s six-person team. Rilo itself will shut down and will no longer be available to its current customers.
This is Adobe’s second acquisition from India, following its 2023 purchase of video platform Rephrase.ai. The deal comes after Adobe acquired SEO optimization company Semrush for $1.9 billion.
The acquisition could strengthen Adobe’s position in marketing automation as companies increasingly use AI to manage campaign creation, deployment, and tracking. DeVC’s Rahul Mathur told TechCrunch that Rilo could fit into Adobe’s customer experience and marketing suite to handle complex workflows and give customers visibility into actions taken on the platform.
“We’re very excited that Rilo has been acquired by Adobe in such a short span of time,” said Rahul Gupta, managing partner at Day Zero Ventures. “Their workflow builder product was way ahead of the curve and shall be extremely valuable to a giant like Adobe in enhancing customer experience and productivity.”
Adobe operates in a competitive market where rivals such as Canva have expanded their marketing portfolios through acquisitions, and companies including Amazon, Google, and Meta have developed their own AI-powered marketing tools.
Source: TechCrunch