MBA Group, a 40-year-old leader in customer communications, has launched Pulse, a conversation intelligence platform designed to solve a fundamental problem facing many enterprises: siloed workflows that fragment customer data and communications channels.
The move addresses a critical gap in how organizations manage customer interactions. Research from Aspire CCS found that only 13% of companies describe themselves as fully integrated. As AI adoption accelerates and teams deploy automation and agents across departments, businesses risk compounding existing workflow problems rather than fixing them. Pulse offers an alternative to the costly, disruptive process of replacing entire technology stacks.
Sami Aintaoui, CEO of MBA Group, framed Pulse as a shift in the company’s role. “We built Pulse as the first comprehensive customer experience platform for complex businesses,” Aintaoui said. “A modular platform that can be used as a powerful supplement within your existing stack, or as a pre-integrated comms ecosystem in its own right. No longer do you need one tool for marketing and another for servicing.”
Integration Without Replacement
Unlike competitors that require businesses to remove and rebuild their technology infrastructure, Pulse integrates directly with existing systems, data sources, and communication tools. This approach lets enterprises modernize customer communications without disrupting the infrastructure they already depend on.
The platform operates through four connected capabilities: View, Create, Orchestrate, and Deploy. View consolidates fragmented data into a single customer context. Create enables businesses to build compliant communications across every channel. Orchestrate maps and manages complex campaigns visually or through natural language instructions to an AI assistant. Deploy reaches customers across SMS, email, WhatsApp, push, print, video, and emerging channels like RCS.
Implementation typically takes five weeks, according to the company. Businesses retain operational flexibility: they can manage the full platform themselves, hand all operations to Pulse, or adopt a hybrid approach where teams run certain functions in-house while Pulse handles others.
Early Results From Current Customers
OutsideClinic, one of Pulse’s early adopters, has measured tangible outcomes. The company achieved a 35% increase in open rates, a 76% uplift compared to industry averages. It also saw a 6x increase in email enquiries directly from using the platform.
Dan Young, Head of Process Improvement at OutsideClinic, highlighted the operational efficiency gain. “If we work out the time it’s saved from other people, we’re now spending a lot less time having to try and get cohorts of data together, and sending things off to the print house where it would then need to be proofed to make sure it’s printed correctly,” Young said. “Whilst within Pulse, you can do all of that instantly.”
Current customers using Pulse include Currys, OVO Energy, Affinity Water, The Atlanta and MarkerStudy Insurance Group, Melton Building Society, and Funding Circle. Over 9 million customers receive communications through Pulse, with billions of data points processed at a quality and speed that legacy technology cannot match.
Timing and Market Context
MBA Group’s move comes as organizations face mounting pressure to integrate fragmented marketing, customer service, and communications workflows. Many enterprises have layered new AI tools and automation onto existing systems without consolidating the underlying infrastructure, creating complexity rather than clarity.
The Pulse platform allows regulated brands, a focus for MBA Group given its work with companies like AMEX, Deloitte, Legal and General, and National Trust, to meet compliance requirements while managing multi-channel customer communications. This is particularly valuable for industries where communication governance and audit trails matter.
The company’s four decades of customer communications expertise informed Pulse’s design. Rather than betting that enterprises would abandon their existing stacks, MBA Group built a platform that supplements and coordinates what already exists, reducing implementation risk and time-to-value.
Whether modular integration becomes the standard approach for customer communications platforms will depend on adoption by larger enterprises and whether the operational gains OutsideClinic achieved prove repeatable across industries and company sizes. MBA Group has positioned Pulse as a practical answer to a widespread problem: how to modernize customer communications without dismantling the systems teams already rely on.