Embrace Enhances User-Focused Observability Platform with New Web RUM Product

Embrace, the user-focused observability platform, announced today it has expanded its product suite beyond mobile with the introduction of Real User Monitoring (RUM) for Web. Built on OpenTelemetry and informed by Embrace’s foundational Mobile RUM product, the launch reinforces the company’s dedication to reliability from the perspective of end-users, regardless of screen.

The expansion is supported by Embrace’s existing investors NEA, Greycroft, AV8 (Allianz), and Eniac who back the company’s Web RUM initiative and vision to scale the only user-focused observability platform based on the OpenTelemetry standard.

“Embrace is the only observability platform built from the ground up around performance as experienced by end-users,” said Aaron Jacobson, Partner, NEA. “With a commitment to and leadership in OpenTelemetry, Eric Futoran and the Embrace team are ushering in the next generation of Real User Monitoring for engineers to deliver flawless digital experiences that impact the bottom line. We believe Embrace is redefining observability around users and business outcomes.”

Understanding How Performance Impacts User Engagement

Legacy RUM products are optimized for backend service monitoring, sometimes surfacing key aggregate metrics at a page level in an attempt to correlate to real user performance. But they lack the context to determine whether variations in render timing, client-side errors, or specific web vitals materially impact individual end-user experiences.

Embrace provides out-of-the-box solutions to help engineers make sense of site performance data and its impact on users. Teams can connect telemetry to what users are actually experiencing, offering clarity on what’s broken, why it matters, and how to fix it. From web performance regressions to mobile crashes affecting high-value users, Embrace helps prioritize the issues that impact people and revenue.

“Our customers wanted to see our product approach applied to the web, where we record individual end-user play-by-plays and use those to detect the types of regressions and issues that impact user engagement,” said Andrew Tunall, President and Chief Product Officer at Embrace. “With the addition of Web RUM to our premier mobile product, we’re empowering teams to understand reliability and performance exactly as their users experience it, on any device.”

The Next Generation of RUM for Web and Mobile

Embrace’s platform brings performance details, user context, and business-critical insight to the surface so frontend engineers and reliability teams can prioritize their work rather than wade through technical noise.

With Web RUM by Embrace, teams get:

• Full session timelines for deep insights into the user experience

• Core Web Vitals connected to the full technical details in each session

• Exceptions and error reporting with advanced troubleshooting tools

• Custom metrics and alerting around key flows and events

• OpenTelemetry-native ecosystem with semantic conventions for cross-system analysis and data portability

Now, engineers can improve the reliability of user experiences by connecting mobile, web, and backend systems with shared context, standards for instrumentation and conventions, and powerful cross-team workflows. Today, customers including Grailed, Hyatt, Masterclass, Pinterest, and Wondery use Embrace to effectively measure and improve user experiences, and this new capability means they can take advantage of OTel-based, modern RUM for their web experiences.

“Building for performance and reliability allows us to directly impact the user experience,” said Adeola Awoyemi, Senior Engineering Manager at Yahoo. “Embrace’s OTel SDK and insights have been much easier to work with than previous tools, and the team has been very responsive to our needs, helping us accelerate our usage of OTel.”

The Embrace team will be demoing the new Web RUM product live in person at React Summit in Amsterdam on June 13, 2025 as well as in a live webinar on June 26, 2025 at 10:00am PT.

About Embrace

Embrace is the only user-focused observability platform that ties technical performance to end-user impact. Powered by OpenTelemetry, Embrace provides Real User Monitoring (RUM) across mobile and web, giving engineering teams the visibility and context they need to prioritize and resolve issues faster, optimize performance, and deliver exceptional digital experiences.

Embrace is a member of the Cloud Native Computing Foundation (CNCF) and contributes to several OpenTelemetry Special Interest Groups (SIGs). Embrace counts AllTrails, Cameo, GOAT, Hyatt, Masterclass, The New York Times, Wondery, and many more as customers. Supported by NEA, AV8 (Allianz), Greycroft, and Eniac, Embrace is a YCombinator (YC Growth) company based in Los Angeles, Palo Alto, Buenos Aires, and London.

Contact Information

Colin Contreary

Head of Content

Embrace

press@embrace.io