Hexaware Technologies announced the acquisition of Softcrylic, a premier data consulting firm headquartered in Minneapolis. This strategic acquisition bolsters Hexaware's data and analytics capabilities, enabling the company to offer clients a comprehensive suite of services to drive marketing and customer journeys through data and technology.

By leveraging Softcrylic's expertise in customer journeys and marketing technology alongside Hexaware's engineering prowess and AI expertise, the integrated organization will enhance the capabilities of the CMO office in driving business growth through effective data utilization. Together, they will enable enterprises to extend and customize the data journey beyond marketing into multiple lines of business.

"The acquisition of Softcrylic aligns perfectly with our vision of becoming a dominant preferred partner for our clients' needs around customer and marketing analytics," said Girish Pai, Global Head - Data & AI at Hexaware. "Softcrylic's deep data capability combined with their marketing analytics expertise will enable us to help our clients unlock the power of their data and drive tangible business outcomes."

"Joining forces with Hexaware presents an exciting opportunity to expand our reach and accelerate our growth," said John Flavin, CEO, Softcrylic. "We are confident that our combined expertise will create a powerhouse in the data consulting space."

Softcrylic brings a unique blend of data strategy and engineering expertise. They specialize in tackling complex data challenges, from data capture and validation to data modeling and activation. With multi-tiered marketing stack expertise across Adobe, Google, and Salesforce, coupled with their engineering capabilities on Microsoft Azure and Amazon AWS, Softcrylic empowers organizations to harness their data and gain deeper insights through advanced data activation techniques.

Softcrylic works with many of the most recognized brands in the world across Travel & Hospitality, Food & Beverage, Retail, Financial Services and Sports & Media. Aidan Lyons, a Softcrylic client and CEO of FanCapital, stated, "Softcrylic is a critical partner for FanCapital as we build the largest sports vertical audience and incremental monetization platform in the world. I look forward to continuing our work with Softcrylic and believe the expanded capabilities of Hexaware can further enhance our data strategy."