Aprimo announces acquisition of content personalisation and real-time analytics specialist Personify XP

Digital asset management and content operations firm Aprimo has snapped up content personalisation and real-time analytics startup Personify XP.

Financial terms of the deal were not disclosed.

“Our leadership in DAM has always been based on a spirit of innovation,” says Erik Huddleston, Chief Executive Officer at Aprimo.

“We are now redefining the relationship between content operations, AI, and omnichannel personalisation. With Personify XP, we’re creating a differentiated content operations and personalisation company.”

Personify XP’s anonymous real-time analytics and personalisation platform is used by the likes of Burberry, NBCUniversal, and boohoo.

In a LinkedIn post, Ben Mercer, CEO at Personify XP, said: “Thank you to everyone who has supported us on this journey.”

“To our investors, who took a real punt on us to try and bring together this warped vision that actually you do not need personal data on people to be able to personalise to people. Without you we wouldn't have got out of the gate.”

“To our employees past and present, the life blood of our company and the people that get it done. You've stuck with us and for that we'll be forever grateful.”

“We've never dared to say we get everything right, we probably got most things wrong, but you took a dream, made it a reality and executed at the highest level, every single day.”

“To our customers, thank you for pushing us to be better. You've challenged us, you've made us work for it, for sure and in return you've supported us, given us advice and more importantly we've delivered some awesome outcomes for you and your businesses. We are small, but mighty together.

“To our partners, I've appreciated you the whole way. From our early partners, who allowed us to connect into their ecosystem, to our more recent partners who have embraced the philosophy of MACH. You build really cool technology.”

He concluded: “To all the other startups, that we've spoken to, partnered with, worked with, drunk with, laughed with and (at times) cried with, we know how hard it is and I'll always be there to support whenever you need me.”

“I love you all, for everything. There are too many people to say thank you to individually and I'll certainly get around to doing that. And I'm sorry if I've let you down, I'm sorry if sometimes I've not been good enough. I'll never be sorry for trying. I've got a new challenge now. Best be getting at it.”