The people
What they build
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Working at PathFactory
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On the TechTO stage
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About
Mark Opauszky founded the company in love with a specific problem: making marketing better for people selling considered purchases, the things buyers think hard about, at a moment when attention spans were shrinking and the channel was getting louder. What he took to the February 2018 TechTO stage was the business rather than the product. Gartner had predicted around 2011 that chief marketing officers would outspend chief information officers on technology by 2017, and it broadly happened — but instead of breakaway winners, roughly 97 percent of the marketing-technology space saw average contract values fall and churn rise. His counter-intuitive first move was to charge more, which forced the company to tie its price to revenue and provable performance rather than to a good idea. The company rebranded from LookBookHQ to PathFactory three months after that talk, and Kaltura announced a definitive agreement to buy it in March 2026.
Backers
Venture-backed as LookBookHQ and PathFactory; Kaltura signed a definitive agreement to acquire the company for about $22 million in March 2026.
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Quick answers
Was PathFactory called something else?
Yes — LookBookHQ. The company rebranded in May 2018, three months after Opauszky's TechTO talk.
Who owns PathFactory?
Kaltura signed a definitive agreement in March 2026 to acquire it for approximately $22 million in cash, with closing expected in the second quarter of 2026.
What was the counter-intuitive lesson about pricing?
That asking more for the product helped — but only because customers responded by demanding proof, which pushed the company to tie its value to revenue and performance both before and after the sale.