Dotdigital adds to personalisation offering with Fresh Relevance acquisition

SaaS provider Dotdigital on Wednesday announced the £25m acquisition of Fresh Relevance, a cross-channel personalisation tech specialist, which it said will give a big boost to its customer experience and data platform (CXDP) ambitions.

Founded in 2013, Fresh Relevance's tech increases conversions and boosts revenues by using data to personalise customer experiences across web, email, mobile app, SMS and ads.

The purchase brings together highly complementary personalisation tech and website expertise to the Dotdigital group, the company said in a statement.

Fresh Relevance will operate as its own brand under its new parent group, and is expected to add £6m in annual revenues and £0.6m in annual EBITDA.

"The acquisition of Fresh Relevance and its expertise in the realm of web significantly enhances our personalisation capabilities and provides opportunity for average revenue per user expansion," said Dotdigital's chief executive Milan Patel.

"Its addition marks a leap forward in our CXDP growth journey, bringing together customer insights, cross-channel engagement, and on-site personalisation capabilities to provide marketers with the tools to exert greater influence across the customer journey."

Dotdigital's shares were up 1.6% at 86.6p by 0848 BST.