Denmark’s Umbraco acquires Dutch-based uMarketingSuite to strengthen its CMS with marketing solutions

Odense-based Umbraco, a Danish open-source content management system (CMS) platform, has acquired the Dutch company uMarketingSuite, an extension of the CMS Umbraco.

Umbraco says uMarketingSuite provides integration, intuitive design, and full data ownership, making it a valuable addition to enhancing user experience.

Currently, uMarketingSuite will remain available through existing channels as the teams at uMarketingSuite and Umbraco work together to ensure a “smooth transition” and “seamlessly” integrate development, support, and sales processes.

Aim of the acquisition

With the acquisition of uMarketingSuite, Umbraco can now provide a first-party solution for web analytics, profiling, content A/B testing, and personalisation. 

This acquisition also allows Umbraco to offer these tools as a first-party solution, enabling digital marketers to optimise content, target visitors, and manage campaigns more effectively within the Umbraco platform.

Kim Sneum Madsen, CEO of Umbraco, says, “This acquisition aligns perfectly with our mission to simplify building digital experiences. uMarketingSuite’s advanced marketing features, help make Umbraco an even more compelling choice for end-clients, empowering them with powerful personalisation and analytics tools.”

By integrating uMarketingSuite, Umbraco strengthens its value proposition for partners worldwide. This acquisition enables its partners to offer digital marketing tools to their end clients, enhancing their ability to execute strategies and boost user engagement. 

Leveraging Umbraco’s partner programme, partners can offer “greater” value, gain a competitive edge, and drive growth for their clients. 

Leon de Wildt, CEO of uMarketingSuite, says, “Joining Umbraco is an exciting opportunity for us. We get to continue working on a product we poured everything into the last few years. We believe that together, we can make both uMarketingSuite, the current DXP offering, and Umbraco shine and deliver even greater value to Umbraco users.”

The uMarketingSuite team will continue working from within the Umbraco Commercial Packages/DXP team. Together, they aim to innovate and enhance the CMS experience and help Umbraco users be successful.

Filip Bech-Larsen, Umbraco CTO, adds, “Personalisation is a key area in Umbraco’s long-term product strategy. With this acquisition, we’re integrating key product innovation into the Umbraco product offering. uMarketingSuite can easily be added to existing projects which makes it such a great fit, not only for future projects but all our partners and customers.”