Socio's case rested on multi-session conferences and held only if events stayed hybrid rather than returning to mainly in-person formats; standalone event solutions from Hopin and Zoom were the alternatives it competed against. Its technology gave Cisco the ability to run the entire lifecycle of large-scale conferences spanning multiple days and sessions, and it became clear that the market would not return to the pre-pandemic standard of mostly in-person events. Cisco included Socio in the Webex portfolio and suite pricing, giving buyers savings over those standalone alternatives.

Socio Labs counted Google, Microsoft, PepsiCo and Hyundai among its customers. The company reached thousands of customers in 80+ countries.