Synthio

Feb 25, 2020

Austin's Vertify expands tech offerings with acquisition   Feb 25, 2020 at 2:40 PM Austin-based software startup Vertify has made its first acquisition, purchasing Atlanta-based data management company Synthio to ramp up its growth and technology offerings. Financial terms of the deal were not disclosed. Vertify offers a platform that can connect applications and people and provide behavioral insights based on data. The company launched in 2017 as a data integration product, linking marketing, customer success and finance systems. It employs about 15 people in its Austin office. Matt Klepac, CEO and co-founder of Vertify, said the company “sits at the intersection of data connection and data intelligence.“ The acquisition of Synthio will help Vertify expand its technology offerings, the company said. Vertify’s marketing technology is designed to let companies sync data between systems and bridge teams. Klepac said the platform can serve any business with a sales and marketing engine, but typically customers are in technology, financial services and manufacturing sectors. “We need to connect data,” Klepac said. “People in the sales and marketing space and revenue teams in general are struggling, because they don’t have information flowing between their systems.” Atlanta-based Synthio, which has nine employees, targets business-to-business marketers and gives clients the ability to clean and analyze data, such as contact records. “You want to make sure data stays clean, and you have the right information flowing,” Klepac said. Klepac said Vertify previously worked with Synthio, but realized that acquiring the company was the best next step for the customer intelligence platform. The combined technology will allow the platform to automate data movement between applications, cleanse and enrich data and provide more insights. "The rapid customer growth at Vertify validates the increased demand in the market for a true customer intelligence platform to address the inaccuracies manual workflows and unreliable data can cause," Bill Curran, CEO of Synthio, said in a written statement. "With our combined technologies and people, we are well positioned for market penetration." As part of the acquisition, Curran will join the combined company as president. Never miss a story Digital access or digital and print delivery.