Hexaware Technologies, a leader in digital solutions, announced its acquisition of Softcrylic, a Minneapolis-based data consulting firm. This strategic move is intended to enhance Hexaware's data and analytics offerings, allowing the company to deliver a comprehensive suite of services aimed at improving marketing and customer journey initiatives through advanced data and technology integration. The financial terms of the acquisition were not disclosed.

Hexaware stated that combining Softcrylic’s marketing technology and customer journey expertise with Hexaware’s strengths in engineering and artificial intelligence will significantly bolster the capabilities of chief marketing officers (CMOs) in driving business growth through efficient data utilization. The partnership is expected to extend the use of data beyond marketing to various business functions, enabling enterprises to customize their data journeys comprehensively.

Girish Pai, Hexaware's Global Head of Data and AI, emphasized that the acquisition aligns with Hexaware's vision to become a premier partner for customer and marketing analytics solutions. He noted that Softcrylic’s profound data expertise and marketing analytics proficiency would empower Hexaware to help clients unlock the full potential of their data, leading to tangible business outcomes.

Softcrylic specializes in resolving complex data issues, from data capture and validation to modeling and activation. Their services enable organizations to derive deeper insights and activate data effectively.

John Flavin, CEO of Softcrylic, expressed enthusiasm about the acquisition, highlighting the potential for expanded reach and accelerated growth. He is confident that the merger will create a formidable entity in the data consulting industry.

With its headquarters in Minneapolis and additional offices in Atlanta, Princeton, Chennai, and Canada, Softcrylic serves a global clientele across various sectors including travel and hospitality, food and beverage, retail, financial services, and sports and media.