Hexaware Enhances Data Capabilities Through Softcrylic Acquisition

Mumbai, India, May 6th, 2024: Hexaware Technologies, a leading digital solutions provider, has announced its acquisition of Softcrylic, a prominent data consulting firm headquartered in Minneapolis. This strategic move aims to bolster Hexaware’s data and analytics offerings, enabling the provision of a comprehensive suite of services to drive marketing and customer journeys through data and technology.

The integration of Softcrylic’s expertise in customer journeys and marketing technology with Hexaware’s engineering capabilities and AI proficiency will strengthen the capabilities of the CMO office in driving business growth through effective data utilization. Together, they will facilitate enterprises in extending and customizing the data journey beyond marketing into various lines of business.

Girish Pai, Global Head – Data & AI at Hexaware, expressed, “The acquisition of Softcrylic perfectly aligns with our vision of becoming a dominant preferred partner for our clients’ needs in customer and marketing analytics. Softcrylic’s profound data capability, combined with their expertise in marketing analytics, will enable us to assist our clients in unlocking the power of their data and driving tangible business outcomes.”

John Flavin, CEO of Softcrylic, remarked, “Collaborating with Hexaware presents an exciting opportunity to broaden our reach and accelerate our growth. We are confident that our combined expertise will establish a strong presence in the data consulting space.”

Softcrylic brings a unique blend of data strategy and engineering expertise, specializing in addressing complex data challenges ranging from data capture and validation to data modeling and activation. With expertise across Adobe, Google, and Salesforce marketing stacks, as well as engineering capabilities on Microsoft Azure and Amazon AWS, Softcrylic empowers organizations to leverage their data and gain deeper insights through advanced data activation techniques.

Softcrylic serves numerous renowned brands worldwide across various industries such as Travel & Hospitality, Food & Beverage, Retail, Financial Services, and Sports & Media. Aidan Lyons, CEO of FanCapital, a Softcrylic client, commented, “Softcrylic is a vital partner for FanCapital as we develop the largest sports vertical audience and incremental monetization platform globally. I anticipate continuing our collaboration with Softcrylic, and I believe that Hexaware’s expanded capabilities can further enhance our data strategy.”

Global Investment Bank, Canaccord Genuity, provided advisory services to Softcrylic for the transaction.