Hexaware Technologies acquires data consulting firm Softcrylic

Hexaware Technologies has announced the acquisition of Softcrylic, an esteemed data consulting firm headquartered in Minneapolis. This is a strategic alliance that amplifies Hexaware's current data and analytics capabilities, thereby allowing the company to provide clients with a broad array of services to amplify marketing and consumer journeys through data and technology.

By incorporating Softcrylic's expertise in customer pathways and marketing technology with Hexaware's exceptional engineering endeavours and AI ability, the synergistic collaboration is set to enhance the capabilities of the CMO office in driving business growth through proficient data utilisation. Collectively, they will empower enterprises to extend and customize their data journey, beyond marketing, into multiple business lines.

"The integration of Softcrylic aligns flawlessly with our vision of becoming a primary preferred partner for our clients' requirements in the sphere of customer and marketing analytics," commented Girish Pai, Global Head - Data & AI at Hexaware. He further emphasized that, "Softcrylic's profound data competency combined with their marketing analytics skill will capacitate us to assist our clients in unlocking the potential of their data and subsequently drive visible business outcomes."

John Flavin, CEO of Softcrylic, stated, "Amalgamating with Hexaware provides a thrilling opportunity to augment our reach and expedite our progression. We are confident that our combined expertise will engender a potent force in the data consulting landscape."

Softcrylic is characterized by their unique blend of data strategy and engineering prowess. They specialize in addressing complex data challenges, encompassing data capture, validation, modelling, and activation. By boasting multi-tiered marketing stack competency across renowned platforms such as Adobe, Google, and Salesforce, coupled with their engineering capabilities on Microsoft Azure and Amazon AWS, Softcrylic enables organizations to leverage their data and gain in-depth insights through advanced data activation techniques.

Softcrylic collaborates with several globally recognized brands in industries such as Travel & Hospitality, Food & Beverage, Retail, Financial Services, and Sports & Media. Aidan Lyons, a Softcrylic client and CEO of FanCapital, affirmed Softcrylic's critical role in the development of the world's largest sports vertical audience and incremental monetisation platform. He is eager to continue collaborating and is optimistic about Hexaware's expanded abilities further enhancing their data strategy. The consultative transaction was advised by Global Investment Bank, Canaccord Genuity.