Observed Signal · Oct 9, 2025 · M&A - Completed · Source: Tech.eu · Impact: 3/5 · Sentiment: Positive
Unaric expands UK AI footprint with DESelect acquisition
London-based software company Unaric has acquired US-based Salesforce independent software vendor DESelect for an undisclosed eight-figure sum, marking its ninth acquisition in two years. DESelect provides marketing optimization tools for Salesforce Marketing Cloud, enhancing Unaric's capabilities in data segmentation and audience engagement. The acquisition supports Salesforce's shift towards becoming a 'digital labour platform' through its Agentforce strategy. Unaric builds AI-powered Salesforce applications, consolidating data from marketing, payments, and telephony. The company has raised $35 million from investors including LocalGlobe, Concentric, FJ Labs, and Atempo Growth. DESelect brings an enterprise customer base including Motorpoint, Transport for London, Eroski, and ShareNow.
Acquisition indicates consolidation in the MarTech sector and growth of AI-driven tools for Salesforce, relevant to marketing automation and CRM ecosystems.
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Key Takeaways & Evidence Grounding
- Unaric acquired DESelect for an undisclosed eight-figure sum.
- This is Unaric's ninth acquisition in two years.
- DESelect offers marketing optimisation tools for Salesforce Marketing Cloud.
- Unaric has raised $35 million to date from investors including LocalGlobe, Concentric, FJ Labs, and Atempo Growth.
- Salesforce has pledged a $6 billion UK investment as part of its AI strategy.
Connected Companies & Entities
5 Entities mapped“The acquisition comes as Salesforce continues repositioning itself from a customer relationship management (CRM) provider to what it calls a...”
“The company has raised $35 million to date from investors including FJ Labs...”
“The company has raised $35 million to date from investors including Atempo Growth...”
“angel investors such as Hotjar’s Johan Malmberg...”
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