Xtremepush, an Irish-owned multi-channel analytics and engagement firm, has acquired Emailcenter UK Ltd, in a deal that will see the Dublin tech firm more than double in size immediately.
The UK email marketing business founded in 2001 in Towcester, Northamptonshire, was an early innovator in exploiting the market potential of email in customer relationship management.
The acquisition of Emailcenter’s trade, technology and products, ‘Maxemail’ and ‘Maxautomation’, fit perfectly into the existing Xtremepush multichannel analytics and engagement product offering, Xtremepush CEO Tommy Kearns says.
“Emailcenter are experts in the enterprise Email Service Provision market (ESP), and have been for over 15 years. They have evolved to become the email marketing platform of choice for some of the UK’s biggest brands, and this acquisition provides an ideal platform to market a complete multi-channel solution, giving Xtremepush a unique digital marketing offering internationally”, the tech boss outlines.
Emailcenter was established by tech entrepreneur Nigel Williams, and clients for its data driven digital marketing services include Saga Group, Ethiopian Airlines, MegaBus, skypark secure, Jardine Motors , Citybond Holdings, Onthebeach.co.uk, Pearson Education, NS & I, and Jason Atherton Group.
The UK business has over 200 enterprise customers across 6 main verticals including agencies, travel, leisure, E-commerce, insurance and Government. Liz Earle Beauty Co, Affinity Bars & Restaurants, hungryhouse, Gordon Ramsay Group, the Natural History Museum, Visit Britain and Go Compare are among the consumer brands working with the email marketing specialists.
Xtremepush was founded by CEO Tommy Kearns and CTO Dr. Kevin Collins in 2014 and is based in Ranelagh in Dublin. The business currently employs 20 people in Ireland, the Ukraine, and the US, with the Emailcenter acquisition bringing total employment to 41. To further support business development, Xtremepush intends hiring at least 20 additional staff in Ireland, in the next 18 months, in roles including customer support, sales and engineering.
This strategic acquisition sees Xtremepush add a product which will enhance its service offering, grow the customer base, and continue the company’s international expansion, Tommy Kearns says, adding that recruitment is already underway in the Dublin business. Acquisition will continue to be a key part of the growth strategy for Xtremepush, with complementary planning to grow the business through new channel partners and organic growth.
“The wider group now comprises the UK leader in email service provision for enterprise customers, using best of breed technology and complementary products to the Xtremepush offering. In geographic terms, the new large UK team gives us good reach for fast growth”, Kearns claims.
“The technical capabilities Xtremepush now own puts us in the same bracket as Adobe, IBM and other such service providers for the mid-sized enterprise market”, he adds.
Xtremepush has achieved year-on-year growth of over 100% in the last two years, and approximately 115% growth in 2017 alone. The business is targeting 100% growth over the next 12 months, on top of the UK email service revenue, and will achieve this through further sales expansion through direct and partner channels.
Cross-selling multi-channel analytics and engagement tools to existing Emailcenter clients will be a focus for growth, and gives the Dublin business a unique offering internationally. There are plans for additional investment in the UK business, in the region of £500-£700K per year, for the next two to three years, to achieve maximum business integration and customer alignment.
Xtremepush owns its own technology stack and the UK acquisition completes a multi-channel solution, creating one of few global companies owning their own entire technology, end-to-end, the CEO says.
“With the way the industry is going, the vast majority of Emailcenter’s 200 clients already have, or will have, a need for the other Xtremepush multichannel services, such as push, In app, web push, location services, SMS or social channels”, Tommy Kearns says.
FinRes, the Dublin-based mergers and acquisition advisory firm, advised on the Emailcenter deal and capital strategy. The multi-million-pound acquisition was funded by UK based Capital Step in an innovative revenue-linked and debt-financing structure.
Two globally recognised figures in digital technologies and transformation, John Hartnett, Chief Development Officer with Paddy Power Betfair, and Bryan Carroll of iConnect 101, a digital banking specialist, were recently appointed Non-Executive Directors to the Xtremepush Board.
The appointments reflect the active global expansion plans for the tech business that was originally a HPSU (high potential start-up) Enterprise Ireland client, and is now pursuing ambitious acquisition and organic growth strategies.
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