Belgium-based Dstny Group acquires UK’s Tactful AI: Here’s all you need to know



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Brussels-based Dstny, a business communications provider, announced on Wednesday that it has acquired the UK and Egypt-based Tactful AI, a technology startup that provides an intelligent customer experience platform.

Daan De Wever, CEO of Dstny Group, says, “With Tactful onboard, we are not only strengthening ourselves with next-generation Customer Engagement technology but we are also adding an excellent team to our group.”

“Supercharge customer retention & growth using AI”

Founded in 2016 by Mohamed Elmasry and Mohammed Hassan, Tactful AI offers omnichannel and AI-powered customer experience software that helps businesses grow by enabling meaningful and effective engagement with their customers across touchpoints.

The company says it’s Unified Customer Experience platform (UCX), an AI and data-centric solution, incorporates all technologies and tools required by businesses to deliver the ‘best’ customer experience. The software empowers businesses to manage, engage, and understand the customer journey. It also offers an omnichannel digital contact centre, multilingual conversational chatbots, and conversational analytics.

Currently, Tactful is based out of the UK, but also has a presence in EMEA. 

Aim of this acquisition

The deal will help Dstny to extend its product portfolio and help companies to enhance their customer engagement operations across digital and traditional voice channels with minimum effort.

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Tactful AI co-founder and CEO, Mohamed Elmasry, says, “Tactful and Dstny share the same vision to bring employees and customers together through interactive communications tools.  We both believe we can positively impact people’s lives even better together. By joining Dstny, we are excited to accelerate our go-to-market strategy and bring even more value to our customers.”

Dstny Group’s Chris Parker adds, “Our M&A strategy is all about product and revenue synergies, not cost synergies like you often see elsewhere. In that way, we grow faster as joint companies, and our customers get access to more and better products much faster. Tactful is a perfect match in every way.”

Making communication easy

Dstny claims to be a provider of cloud-based Business Communications with an aim to simplify the everyday lives of more than 2.3 million of its users. How? It offers interactive tools in Business Communications to bring employees and customers together across all communication formats such as voice, video, chat, and others.

The company’s tools are mobile-first, locally adaptable, and easy to integrate, for companies, partners, and service providers. With the help of its technology, Dstny claims to deliver the ‘best’ possible user experience and make the latest applications accessible to companies across Europe.

Currently, it has 800 employees in 7 European countries, including Belgium, Netherlands, France, Germany, Sweden, Denmark, and the UK. The company reports that its annual turnover in 2021 was nearly €190M.


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Vishal Singh

Vishal Singh is a News Reporter and Social Media Marketing Lead at Silicon Canals. He covers developments in the European startup ecosystem and oversees the publication's social media presence. Before joining Silicon Canals, Vishal gained experience at the Indian digital media outlet Inc42, contributing to its growth with insightful content. Despite being a college dropout, his passion for writing has driven his career in journalism.

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