The announcement by customer engagement software supplier Capillary Technologies of the purchase of Texas-based Brierley+Partners, which offers loyalty programmes to numerous international brands, from Japan-based Nomura.

 

This is Capillary's second acquisition in the US and its fifth worldwide, as part of its ambitions to diversify into the North American market. The business previously purchased the US-based customer experience company Persuade, the machine learning startup Ruaha Labs, and the provider of digital commerce solutions MartJack.

 

Additionally, it has made investments in other start-ups, such as WebEngage, a supplier of CRM software.

 

Last year, the company submitted draught documents to collect Rs 850 crore through a public listing in order to float on Indian stock exchanges.

 

“Brierley+Partners has some of the best people in the loyalty space and combining forces with the firm will help take Capillary’s offering to the next level, especially in the North American and Japanese markets,” said Aneesh Reddy, founder, managing director, and vice chairman of Capillary Technologies.

 

By acquiring Brierley, Capillary will increase the scope of its loyalty solutions, capitalise on the latter's Emotional Loyalty Quotient platform to create value, and cross-sell fresh items to current customers with a strengthened array of services.

 

“We believe that our combined expertise will enable us to provide our clients with even more innovative and effective loyalty and customer engagement solutions through Capillary’s next-generation SaaS platform,” said Bill Swift, chief executive of Brierley.

 

For large businesses in the retail and travel sectors, Brierley+Partners offers CRM and loyalty marketing software.

 

It generates $20 million to $25 million in annual revenue.