Traject, a company that has been rolling up digital marketing tools into a comprehensive suite over the past year or so, has added a new company to its portfolio. The company announced this week its acquisition of Sendible, a social media management platform based in London. Traject didn’t disclose terms.
This acquisition is the fourth social media company and the 10th company overall that Traject has absorbed into its portfolio. Traject tends to allow the companies it acquires a degree of autonomy. For example, last year Traject acquired the review management software company GatherUp. Now it operates as GatherUp by Traject. Other acquired companies have adopted similar branding.
This acquisition represents a great opportunity for Katelyn Sorensen, who is elevated from VP Sales & Marketing at Traject to become the new CEO of Sendible. Sendible’s founder and now former CEO Gavin Hammar is staying on for a brief transition period before moving on.
Hammar launched the company in 2009 from a spare bedroom in his London home using a server purchased for about $15. The company originating as a tool for distributing content across social networks. It evolved into a social media management platform for agencies and brands. The company now has 47 employees and serves more than 20,000 users across 125 countries.
Why Sendible?
The deal announcement of course includes the usual “we’re very excited” statements.
The deal does seem to fill some gaps for Traject, which is on a mission to acquire its way into a full-service martech platform for digital agencies.
“Sendible has become a market leader because of Gavin’s vision, the team he’s brought on, the product they have built, and the company’s relentless focus on the customer,” says Sorensen said in the announcement. “The social media space is only continuing to grow. I’ve been a fan of Sendible from afar for a long time. I’m beyond excited to join an exceptional team and be part of this next phase of our innovation.”
We spoke to Katelyn last year about the then newly formed Traject brand. The company was its owner ASG as a vessel to roll up smaller martech companies.
“We really wanted to create a suite of tools centered around this idea that we are serving marketing agencies and we want to help our customers grow,” she told us last year.
One expectation was that over time, synergies would develop among the capabilities available in each of the acquired units.
