Phonexa Grows In Glendale

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

“Now we have plenty of shoppers on (our platform) however on the similar time we’re increasing into new industries,” Davtyan mentioned. “So we’re type of taking part in this startup however profitable firm mode, and everyone’s all arms 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 to be able to maximize advertising and marketing and communication efforts. Phonexa owns and operates MailCon, an electronic 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 lowering their workforce or workplace house, Phonexa has accelerated its development. The corporate has doubled its worker rely 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 house, bringing its whole to 42,000 sq. toes throughout the highest three flooring of its present constructing. Along with its headquarters workplace house in Glendale, Phonexa has associated enterprise entities in the UK and Ukraine and mentioned it just lately began enlargement plans into Canada to fulfill market demand.

Davtyan mentioned 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 reminiscent of authorized and residential providers. Companies within the auto insurance coverage, life insurance coverage and training sectors have flocked to Phonexa in growing numbers within the final yr.

Its enterprise is exclusive, Davtyan mentioned, due to the big number of advertising and marketing monitoring platforms that it gives in a single place. It has eight totally different providers, which incorporates an accounting system for companies to mechanically bill the businesses they’re shopping for or promoting site visitors with and a click on monitoring platform to determine how shoppers are coming to entry that enterprise’ web site. The one different manner a enterprise might have all these sources, she mentioned, can be by hiring a number of totally different advertising and marketing distributors.

“Not plenty of corporations on the market do provide you with one suite the place every thing is correctly built-in,” Davtyan mentioned. “(As well as), we’ve adopted a really concierge model of service. Regardless of how large we get, we don’t deal with the smaller corporations (any otherwise).”

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

Every suite offers entry to all eight of Phonexa’s advertising and marketing automation providers, however greater tiers have greater 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 electronic mail and SMS advertising and marketing platform. Shoppers are solely charged for the providers they use. Davtyan mentioned its consumer base elevated throughout and after the pandemic as companies seemed to chop prices by ensuring its advertising and marketing efforts had been as environment friendly and productive as doable.

“The most effective methods to (reduce prices) is to make it possible for your advertising and marketing could be very focused, (prospects) are literally changing and also you’re not losing cash,” Davtyan mentioned.

Development and hiring

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

Enterprise has picked up because the pandemic and Davtyan mentioned that, not like many different tech corporations proper now, Phonexa has been hiring persistently over the past couple of years. As different tech corporations, together with Meta and Amazon, have introduced massive layoffs in current quarters, Phonexa has doubled its workforce dimension because the begin of the pandemic from about 80 to over 200. Davtyan mentioned that in 2020 alone, it introduced on 60 new workers.

Davtyan mentioned Phonexa appears to be like to rent workers who’re open to going into an organization and treating it “like a startup with a giant revenue potential.” Staff in several departments at Phonexa work with corporations throughout quite a lot of sectors to reveal them to how totally different markets work.

“I feel that’s been a giant turning level, exposing our workers to all components of the enterprise that manner and getting them concerned,” Davtyan mentioned. “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 exterior buyers.

Tech companies in Glendale

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

Phonexa will not 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 current years which it has fostered with connections to the annual Glendale Tech Week, a pageant that hosts and promotes native tech corporations. Soua Vang, Glendale’s deputy director of group and financial improvement, mentioned 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 mentioned.

Glendale additionally offers a $1 million fund by way of the state for 2 tech accelerator packages: 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 as a result of its workplace house costs, which value considerably lower than these within the Silicon Seashore space. Based on 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 based mostly, averaged $5.59 a sq. foot.

“Tech is basically booming right here,” Davtyan mentioned. “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 regionally as effectively. So these are a number of the important the explanation why we’re in Glendale.”