Most contact centers sit on mountains of customer data they can't actually use. You've got millions of calls, chats, and emails, and somewhere in there are patterns that could prevent churn or fix product issues. But finding them means either paying someone to manually sample a tiny fraction or just waiting until enough customers complain.
UJET acquired Spiral on November 18, 2025 to fix that problem. The deal amount wasn't disclosed, but the strategy is clear: combine UJET's contact center platform with Spiral's conversation analysis to actually understand what customers are saying at scale.
Source: UJET press release and GeekWire coverage, November 18, 2025
What They Do
UJET runs cloud contact centers—the platform that routes calls, chats, and messages to support agents. They compete with Five9, Genesys, and others in the CCaaS market.
Spiral analyzes conversations. Founded in 2018 by Elena Zhizhimontova and Andrew DiLosa (both came from Amazon), they built software that scans customer interactions across every channel—voice, chat, email, surveys, social—and automatically spots patterns and issues. You can search through it using plain English questions.
Put simply: UJET handles customer interactions. Spiral figures out what those interactions mean.
Why Buy Spiral
Most contact center software gives you basic metrics—call volumes, wait times, satisfaction scores. That tells you if agents are busy, but not why customers are calling or what issues keep coming up.
Spiral scans millions of conversations and surfaces specific problems that wouldn't show up in normal reporting. UJET CEO Vasili Triant said companies lose $5 million to $30 million annually from churn they could've prevented if they'd caught issues earlier.
Now UJET can do both: run the contact center and understand what's actually going wrong. Spiral spots the problems, UJET's platform uses those insights to improve agent guidance and automation, which creates better data for Spiral to work with. The loop keeps getting tighter.
Who This Helps
Support leaders stuck with manual sampling. If you're only reviewing 2% of interactions to find quality issues, Spiral looks at everything. Remitly used it to scan two full years of support data instead of spot-checking.
Product teams trying to figure out what's broken. Customers tell support the real problems. Spiral pulls that feedback from every channel and lets you search it in regular English. "Where do customers get confused during signup?" gets answered with actual conversation data.
Companies not using UJET. Here's the smart part—Spiral stays a standalone product. If you run your contact center on Zendesk or Salesforce, you can still buy Spiral as an add-on analytics layer. UJET VP Matthew Clare confirmed they'll sell it over any contact center platform.
Anyone tired of missing obvious problems. Turo's COO Julie Weingardt said Spiral completely changed how they handle customer feedback. They used it to improve self-service, update their help docs, and train agents based on what customers actually struggle with.
What UJET Gets From This
Product completeness is the obvious play. UJET now offers both the contact center infrastructure and the intelligence layer. That's harder for competitors to match without acquisitions of their own.
A standalone revenue stream through Spiral by UJET. Keeping it as a separate offering that works with any contact center expands their addressable market beyond just UJET CCaaS customers.
Talent acquisition. Zhizhimontova becomes VP of Applied AI, and Spiral's team (less than 10 people) joins UJET. Former Amazon engineers who built conversational analytics are exactly the kind of team you want if you're serious about AI differentiation.
Data advantage. The more conversations Spiral analyzes, the better its AI gets at detecting patterns. The more insights it surfaces, the better UJET's automation becomes. That's a flywheel that gets stronger with usage, and it's harder for competitors to replicate without similar scale.
The Numbers Nobody's Talking About
Spiral raised about $7 million from investors including Trilogy Equity Partners, Bezos Expeditions, Techstars, Alumni Ventures Group, and the Alexa Fund. Less than 10 employees. Customers include Owlet, Whitepages, and Turo.
The acquisition price wasn't disclosed, but given the funding history and team size, this was probably a strategic tuck-in acquisition rather than a massive bet. UJET wanted the technology and team, and Spiral likely saw better distribution and resources as part of a larger contact center platform.
The customer service AI market was valued at over $13 billion in 2024. Spiral competed with much larger players like Qualtrics, Chattermill, and Medallia. Being acquired by a CCaaS provider gives them a clearer path to market and deeper platform integration than they could build as a standalone startup.
What This Means for Contact Center Software
There's a theme here: the gap between handling customer interactions and understanding what those interactions mean is expensive. Most companies operate their contact centers partially blind, reacting to problems after they've escalated rather than detecting them early.
The shift happening in CCaaS is from infrastructure (handling calls and chats) to intelligence (understanding why customers are calling). Automation matters, but only if you're automating the right things. You need conversational analytics to know what to optimize.
UJET's positioning this as closing the loop between communication, listening, and action. That's the right framing. A contact center that can't learn from its own data isn't much better than a phone bank with better routing.
If this works, expect other CCaaS vendors to either build or buy similar analytics capabilities. The alternative is becoming commoditized infrastructure while the intelligence layer gets owned by specialized AI companies.
The Quiet Signal
The most interesting part might be that Spiral operates as a standalone product. UJET isn't forcing customers onto their platform to get the analytics. They're willing to sell intelligence as an overlay to any contact center.
That's confidence. It means they believe the insights are valuable enough to pay for separately, and it gives them a wedge into accounts using competitor platforms. Once you're analyzing all customer conversations through Spiral, switching to UJET for the full integrated experience becomes an easier sell.
For contact center leaders, the question is shifting. It's not just "which platform handles interactions better?" It's "which platform helps us actually understand and fix customer issues before they become churn?"
UJET's making a bet that the answer is "the one with conversational intelligence built in."
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