Platform Overview Sense Decide Act Learn Allyvate AI For AI Agents Inform Open Architecture Security & Compliance Integrations ChannelsModelsAnalytics
Banking & Finance Telecommunications Healthcare Insurance Wealth Management Government
Perspectives A Moment to Think Case Studies By Role Appice Academy Documentation Trust Centre Developer Portal ↗ Compare Alternatives Real-Time Decisioning AI Decisioning for Banking On-Premise Engagement Switch to Appice
Partners Overview Service Providers Advisory & Management Consulting Implementation Partners Technology Partners Reseller PartnersTraining & Certification Partners
Book a Demo
⌘K
AI Real-Time Decisioning to engage customers

The Action Layer for humans and agents.

Behavior sees the click. We see the customer.

Ingest anything. Decide in real time. Deploy anywhere.

Sub-200ms · CDP · ML · Omni Channel · Analytics
On-prem · Cloud · Hybrid · Zero lock-in

Book a Demo See the Platform →
Powered by
Allyvate AI →
The Action Layer

Sense. Decide. Act. Learn

One loop. Inside your perimeter. On every signal.

The Action Layer — Humans and Agents both feed the Sense-Decide-Act-Learn loop with Allyvate AI and Inform as orchestration, governed by policy, consent and audit
Sense

Connects your core systems and integrates every event into a live stream.

Signal Ingestion
Decide

Scores every signal against rules and models, reading customer intent.

Decisioning Engine
Act

Fires the decision on every channel to interact with customers in under 200ms.

Execution Layer
Learn

Measures what worked and feeds the insight back into the next decision.

Analytics & Outcomes
Allyvate AI

Orchestrates across all four stages: content generation, workflow optimisation, and decisioning assistance, moving toward autonomous execution.

Orchestration layer
Inform

Channel Orchestration. Manages alert logic, routing, and delivery confirmation across all execution channels.

Channel orchestration

You deploy where you need to.

On your infrastructure. With your data. Switch providers without re-platforming.

Deployment
On-Premise · Private Cloud · Hybrid · Multi-Cloud

Zero data egress on-prem. National sovereign clouds for regulated markets. AWS, Azure, GCP active-active.
Modular by design
Bring your own data, models, CRM, analytics

Snowflake, Databricks, BigQuery. Your propensity models. Bi-directional sync with Salesforce, Dynamics, SAP.
Traffic Manager
Switch providers in under 1 hour

Push, SMS, email, WhatsApp BSPs swappable without code changes or app releases. 200+ pre-built connectors.
See Open Architecture →
In Practice

Where it pays back

The same principle applies: Sense, Decide, Act, Learn, before the window closes.

+40%
Engagement uplift
Push, in-app, WhatsApp, email
+25%
Conversion
Cross-sell and onboarding
4×
Faster time-to-market
From weeks to days
Billions
Decisions daily
Across banking, telco, healthcare
Banking — Fraud
Signal: Unusual transaction pattern detected
Fraud alert triggered and account reviewed instantly.
Appice detects the anomaly, evaluates risk rules, and notifies the fraud team and customer simultaneously, before the transaction settles.
Faster intervention. Lower loss.
Lending — Offer
Signal: Customer browsing loan products
Personalised offer surfaced in session, for this customer, right now.
Appice reads the browsing signal, evaluates eligibility and propensity, and surfaces the right offer before the customer leaves the page.
Higher conversion. Less friction.
Telco — Churn
Signal: High-value customer usage drop detected
Recovery action initiated: the right offer, at the right moment.
Appice identifies the churn signal, scores risk, and triggers a targeted retention action before the customer contacts support or switches.
Churn reduced. Revenue retained.
See all case studies →

Perspectives

On marketing, agents, and the EASE framework.

Latest Articles

September 2, 2026

Context to Persuade. Context to Answer For.

August 18, 2026

The Regulator's Agent
All Perspectives →

A Moment to Think

Appice: A Moment to Think — book cover

Marketing was a workaround.

Twenty-one essays on what marketing becomes when the customer's agent does the matching.

21 essays · 100 pages · A4 PDF

Read → Download

EASE 9.0

Appice: Accelerating EASE with AI Agents — book cover

Sixteen categories. One infrastructure.

The RBI's PSU banking framework, and how AI agents address all sixteen categories.

16 categories · 27 pages · Letter PDF

Read → Download
Why existing platforms fail

Behavior sees the click. We see the customer.

Behavior stacks track one kind of signal because that's what a tracking pixel can see. Appice ingests every kind, behavioural, transactional, operational, because it connects to the systems of record themselves: a bigger integration than dropping a script tag on a page, in exchange for seeing the customer instead of the click.

Behavior stacks

Appice

They track behavioural events. And nothing else.
Clicks, page views, sessions. Not the transaction. Not the account state. Not the branch visit. Not the fraud flag. The customer picture is one thin slice.
We ingest every signal. And resolve it to the customer.
Behavioural, transactional, operational: all in one live profile. Web clicks, core banking transactions, CRM updates, contact-centre calls, IoT events all attach to the same person in real time.
They batch. They segment. They broadcast.
Overnight pipelines aggregate clicks. Segments group thousands of customers into one bucket. Campaigns fire on schedule. The individual disappears into the average.
We decide 1:1, in real time.
Every event triggers a decision for that specific person. Rules, models, and compliance run together. Sub-200ms end to end.
They report clicks. They don't decide.
Attribution dashboards explain yesterday's clicks. They don't explain why the platform served this customer, or what the outcome was worth.
We decide, and the audit follows.
Every decision logs the customer, the signal, the reason, and the outcome. The regulator's question is answered from the same record the marketer reads.
Who It's For

Built for every team that acts on customers

Two tiers, one platform. Enterprise scale for regulated markets, startup speed for what comes next.

Enterprise
Built for enterprises at scale.

On-premise or private cloud. ISO 27001, PCI-DSS, SOC-2. Full audit trails, compliance enforcement, and integrations across core banking, BSS, and EHR systems.

View enterprise plans →
Growth & Startup
Appice Liftoff: enterprise foundation, startup speed.

$30,000 in credits, pre-built connectors and fast onboarding. It's the same Appice decisioning platform, packaged for early teams to ship real-time actions from day one, without re-platforming later.

Explore Appice Liftoff →
Security & Compliance

Engineered for regulated markets

Compliance is checked inside the decision, not audited after it fires: more to build upfront than a policy layer bolted on top, but no gap between what fired and what a regulator can verify.

Regulatory Coverage
RBI · SAMA · MAS · GDPR · LGPD · LFPDPPP · HIPAA
Active Regions
India Southeast Asia Middle East Latin America
Languages

English, Spanish, Portuguese, Arabic and Hindi, with agent and channel content adapted to local language and tone.

Certifications
Enterprise Security
ISO 27001
Cyber Security
CERT
Secure Web Hosting
OWASP
Secure Source Code
SAST
Also: PCI-DSS · SOC-2 Type 2 · ISO 22301 · ISO/IEC 27017 · ISO/IEC 27701
See the full Trust Centre →

Frequently Asked Questions

People also ask

What is Appice?
Appice is the Action Layer for humans and agents: an AI-driven, real-time decisioning and execution platform. It senses customer signals across your systems, decides the next best action using AI models and compliance rules, then executes that action across push, SMS, email, WhatsApp, in-app and web channels, all in under 200 milliseconds. It's built for Banking, Telco, Healthcare, Insurance, Wealth Management and Government.
Is Appice a CDP or a CRM?
No. Appice is an integrated platform: CDP + ML + CMP + Omnichannel + Analytics as one system. It ingests customer signals (CDP), decides the next best action using ML, executes across channels (CMP), and learns from outcomes (closed-loop analytics). Sub-200ms decisioning is only possible with true integration. Appice replaces the scattered stack of CDP + CMP + analytics tools with a unified decisioning platform.
How is Appice different from CleverTap, MoEngage or Braze?
Three differences. First, Appice does real-time decisioning, not batch campaign orchestration: decisions happen within 200 milliseconds of the signal, not on the next scheduled run. Second, Appice runs on-premise or in your private cloud, so PII never leaves your perimeter. Third, Appice is purpose-built for enterprises, with audit-ready decisioning and compliance enforced at the model level.
Can Appice run on-premise?
Yes. Appice supports on-premise, private cloud, and hybrid deployment. PII never leaves your perimeter: Appice's Central Notification Service (CNS) preserves customer privacy while still delivering 1:1 personalisation at scale. That's the core architectural choice that makes Appice the right fit for enterprises.
Is Appice compliant with ISO 27001, SOC-2 and PCI-DSS?
Yes. Appice is ISO 27001, SOC-2 and PCI-DSS compliant, and supports India's DPDP Act and the EU GDPR. Every decision the platform makes is logged with a full audit trail. Compliance is enforced inside the decisioning step itself, not as a downstream filter, which is what makes Appice safe for use in banking, healthcare and government deployments.
Does Appice support AI agents?
Yes. Appice's Allyvate layer runs agentic AI for marketing teams: autonomous agents that propose next-best-actions, optimise campaigns, generate copy and answer data questions. All agentic actions sit inside the same compliance and audit envelope as the rest of the platform.