Lytics Acquired by Contentstack Boosting Personalized Digital Experiences
Deal News | Jan 08, 2025 | Voyager Capital LLC
Portland-based marketing software firm Lytics, known for its innovative customer data platform, has been acquired by Austin, Texas-based Contentstack. The acquisition, finalized in December, promises to enhance Contentstack's platform by incorporating Lytics' capabilities to better personalize digital experiences for brands. Lytics, founded by James McDermott and Aaron Raddon, developed a leading cloud-based customer data platform, enabling marketers to create personalized customer profiles using first-party data. This strategic acquisition is expected to improve the product offerings of Contentstack, as the combined company will now cater to a broad customer base, including major clients like Kraft Heinz and Clorox. Financial terms of the deal were not disclosed, but Voyager Capital, a significant backer of Lytics, views this transaction positively for shareholders.
Sectors
- Marketing Technology
- Software and Technology
- Private Equity
Geography
- United States – The transaction involves companies based in Portland, Oregon and Austin, Texas.
- Portland, Oregon – Lytics, the target company, is based in Portland, which is relevant as a hub for the company's operations.
- Austin, Texas – Contentstack, the acquiring company, is based in Austin, emphasizing its role in the transaction and subsequent strategy.
Industry
- Marketing Technology – The article discusses the acquisition of Lytics, a firm specializing in customer data platforms which are part of the marketing technology industry, providing tools that enable marketers to enhance customer engagement.
- Software and Technology – Both Lytics and Contentstack are companies involved in developing software solutions—Lytics with its customer data platform and Contentstack with its content experience platform.
- Private Equity – The article mentions Voyager Capital and JMI Equity, which are private equity firms involved in funding Lytics.
Financials
- $58 million – Total amount raised by Lytics from investors, including a significant $35 million round led by JMI Equity in 2019.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Lytics | Target Company | Company | A Portland-based software firm known for its cloud-based customer data platform. |
| Contentstack | Acquiring Company | Company | An Austin-based company specializing in content experience platforms aiming to enhance its personalization features. |
| Voyager Capital LLC | Private Equity Backer | Company | A major investor in Lytics, involved in funding rounds that supported the company's growth. |
| JMI Equity | Investor | Company | A private equity firm that led a $35 million funding round for Lytics in 2019. |
| James McDermott | Co-Founder and CEO of Lytics | Person | Co-founded Lytics and will continue as Contentstack’s global head of data products post-acquisition. |
| Neha Sampat | Founder and CEO of Contentstack | Person | Overseeing Contentstack's strategic acquisition of Lytics to enhance their digital experience offering. |
| Aaron Raddon | Co-Founder of Lytics | Person | Co-founded Lytics and had exited the company in 2023. |