Really Simple Systems joins Spotler Group
Dutch martech group Spotler has acquired UK CRM specialist Really Simple Systems in an M&A transaction originated by CapEQ.
Overview of Really Simple Systems
Founded in 2004, Hampshire-based Really Simple Systems offers an easy-to-use, cloud-based CRM primarily utilized by marketing teams in the UK, Europe, Australia, and the USA. Notable customers include prestigious organizations like the British Museum, Royal Academy of Arts, and the British Red Cross.
Strategic acquisition by Spotler Group
The recent acquisition follows Spotler Group’s €30 million capital raise, led by CNBB Equity Partners, marking Really Simple Systems as the fifth brand to join the Rotterdam-headquartered group.
Helen Armour, General Manager of Really Simple Systems, expressed her enthusiasm, stating, “I’m delighted that our team and our customers are joining the Spotler Group. We share the same values in supporting ambitious marketing teams, and by bringing our technologies together, we will significantly strengthen the value to our customers.”
Enhancing the Spotler marketing suite
The extensive Spotler marketing suite includes automated omnichannel marketing, web and email personalization, social media management, visitor intelligence, brand monitoring, and intelligent chatbots. The addition of CRM functionality is viewed as a crucial element for enhancing their martech stack, indicating that further acquisitions by the group are anticipated.
Vision for data-driven marketing
Aaron Yates, CTO of Spotler Group, emphasized the company’s vision: “The vision that drives our technology development, R&D, and acquisition strategy has always been to build a data-driven, AI-powered marketing automation platform. This acquisition is another step towards realizing this goal as marketing technologists recognize that implementing a CRM is key to their effectiveness.”
Commitment to B2B marketing solutions
With the strategic acquisition of Really Simple Systems, Spotler continues its investment in a robust B2B offering based on marketing data and actionable audience insights.
Lee Chadwick, CEO of Spotler Group, stated, “I believe that marketing science is in the data, not just in the message, and I’m excited by what the team at Really Simple Systems and their technology will bring to the group.”
Comprehensive marketing technology solution
The integration of CRM functionality into the Spotler marketing suite creates a complete set of marketing technology, providing a one-stop shop for ambitious marketing teams, particularly in the mid-market, which often faces challenges from enterprise vendors regarding modularity and cost.
M&A advisory support
The shareholders of Really Simple Systems received advisory support from CapEQ (corporate finance) and HCR Law (legal). Spotler was advised by McCarthy Denning (law). The price and terms of the deal remain undisclosed.
Doug Edmunds, Partner at CapEQ, commented, “It’s been a pleasure working with Really Simple Systems founder John Paterson and the team at Spotler. It’s a great business combination that will benefit customers, staff, and partners, and we wish everyone the best for the future.”
About Really Simple Systems
Founded in Petersfield Hampshire UK in 2006, Really Simple Systems opened a Sydney office in 2008.
Winning multiple awards for its campaign management, email marketing and cross-platform functionality, RSS served 900 customers from marketing agencies to inhouse SME marketers.
About Spotler
Founded in Rotterdam in 2016, Spotler Group secured investor backing from CNBB Equity Partners, Mill Reef Capital to build a portfolio of sales, marketing and CX brands, including Squeezely, Flowmailer, Redeye, OBI4wan and CrossEngage.
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