Observed Signal · Jan 26, 2026 · M&A - Completed · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Verndale Acquires Amp's Product Experience Division
Verndale, a North American digital experience agency founded in 1998, has acquired the Product Experience Division of Amp from Advantage Solutions. The deal was announced on Jan. 22, 2026. The acquired team will operate under the Verndale brand and brings capabilities in product strategy, rapid prototyping, product development, UX and product design, engineering, and digital marketing via SEO, analytics, and experimentation. The acquisition is part of Verndale's aggressive expansion strategy since securing private-equity backing from Trinity Hunt Partners in early 2025. Verndale previously acquired Fishtank, a Sitecore Platinum Partner, in November 2025, and Vaan Group, a Shopify Platinum D2C agency, on Jan. 8, 2026. The company aims to support the full digital experience lifecycle for mid-market and enterprise organizations, extending its reach into technology and CPG verticals.
Acquisition consolidates digital experience agency capabilities, expanding Verndale's product strategy, UX, and marketing services; relevant to MarTech ecosystem but not an industry-shifting event.
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Key Takeaways & Evidence Grounding
- Verndale acquired Amp's Product Experience Division from Advantage Solutions on Jan. 22, 2026.
- The acquired team will operate under the Verndale brand.
- The deal adds product strategy, UX/product design, rapid prototyping, engineering, and digital marketing capabilities.
- Verndale secured private-equity backing from Trinity Hunt Partners in early 2025.
- Verndale also acquired Fishtank in November 2025 and Vaan Group on Jan. 8, 2026.
Connected Companies & Entities
2 Entities mapped“The expansion began in February 2025 when Verndale announced a strategic partnership with Trinity Hunt Partners....”
“Forrester's introduction of the Brand Experience Index at its 2025 CX Summit signals a fundamental shift: aligning brand promise and deliver...”
Ontology Mapping & Concepts
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