Automattic, the parent company of WordPress.com, has further expanded its portfolio in the communication and productivity space by acquiring Clay, a relationship management app designed to help users stay connected and organized. This marks Automattic’s third major communication-focused acquisition after snapping up Beeper and Texts.com.
While the financial details of the deal remain undisclosed, Clay had previously secured over $9 million in funding from notable global investors. With this acquisition, Clay’s core team, including co-founders Zachary Hamed and Matthew Achariam, will now join Automattic.
Smarter Networking for the Digital Age
Launched in 2021, Clay functions as a personal CRM (Customer Relationship Management) tool, enabling users to manage their professional and personal connections more effectively. By integrating data from platforms like LinkedIn, WhatsApp, Facebook, and users’ own address books and calendars, Clay builds a comprehensive timeline of user interactions.
The app allows people to track key updates about their contacts such as job changes, location shifts, or recent social media posts and even take personal notes to recall important details like when they last spoke or where they met. It’s designed to bring depth and memory to everyday networking.
In its latest updates, Clay introduced an AI assistant called Nexus, which can help users navigate their connections by answering contextual questions like “Who do I know at this company?” or “Who should I meet in Bengaluru?”—aiming to integrate relationship intelligence into users’ workflows.
Vision Aligns With Automattic’s Open Ecosystem
Speaking on the acquisition, co-founder Matthew Achariam said, “Our goal has always been to build a tool that enhances how people maintain relationships. Automattic shares that same long-term vision.”
Automattic, known for supporting open-source projects, views Clay as a natural extension of its existing platforms. The long-term plan includes integrating Clay with Beeper, a universal chat app born out of the earlier Beeper and Texts.com merger, to enhance how people communicate across services.
Although integration timelines and pricing model changes remain unconfirmed, Clay currently operates on a freemium model, with paid plans starting at $10 per month for individuals and $40 per user for team plans.
Interest in Open Protocols and Future Growth
The Clay team has also expressed interest in aligning with open internet technologies, such as ActivityPub (used by Mastodon) and the AT Protocol (backing Bluesky). The company sees value in contributing to decentralized platforms that promote transparency and user control.
While Clay did not disclose its current user count, the app reportedly manages over 150 million relationships across its database. The platform is accessible across macOS, Windows, iOS, and web—making it available for a global, cross-device audience.
