UmbrellaBrand Group acquires market research technology firm CMNTY

The UmbrellaBrand Group has acquired CMNTY. The New York City based company, with its origins in The Netherlands, specializes in software for online qualitative research.

By acquiring CMNTY, UmbrellaBrand Group takes two important steps in the realization of its strategy: setting up a software house for marketing solutions and entering the American market.

Mr. Jorgen Botermans, CEO UmbrellaBrand Group: “With this acquisition we respond to the growing need of companies to be able to conduct in-house research with user-friendly digital tooling. In addition, the CMNTY platform also offers solutions for professional research agencies. Our goal is to build a software house with a complete portfolio of digital marketing solutions, in addition to the data solutions and high-end market research that we already offer. Our successful products such as Direct Feedback (experience management software), quantitative data collection software SmartAllies, Ennis and the Customer Data Platform Connect, will eventually also form part of this software house.”

Tech company with research expertise

Founder Mr. Maxim Schram will stay on as CEO of CMNTY and will also lead the development of the software house. “In fourteen years, we have built a strong and leading position in online qualitative research. Thanks to this acquisition, we can keep innovating and stay ahead of the curve. This is a very logical step for us; we are primarily a tech company that develops software for market researchers. Being part of the UmbrellaBrand Group now gives us direct access to deep and broad expertise in qualitative and quantitative research and insights, allowing us to further align our solutions with our customers’ needs.”

Stepping-stone

CMNTY was founded in 2007 in Eindhoven, The Netherlands, but nowadays generates more than half of its turnover in the United States and Canada. Mr. Botermans: “For us, this is a stepping-stone to the large North American market and it enables us to give substance to our international ambitions.”