M&A
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Cloudera to go private as KKR & CD&R grab it for $5.3B
Cloudera was once one of the hottest Hadoop startups, but over time the shine has come off that market, and today it went private as KKR and Clayton, Dubilier & Rice, a pair of private equity firms, announced they intended to purchase Cloudera for $5.3 billion. The company has a market cap of around $3.7 billion.
Cloudera and Hortonworks, two key startups in the Hadoop space, merged in 2018 for $5.2 billion. Cloudera was likely under pressure from activist investor Carl Icahn, who took an 18% stake in the company in 2019 and now stands to gain from the sale, which the company stated represented a 24% premium for shareholders at $16 a share. Prior to the market opening this morning, the stock was sitting at $12.86.
Back in the day, about a decade ago, when Hadoop was the way to process big data, venture money was pouring into the space. Over time it lost some of its glow. That’s because it was highly labor intensive, and companies began moving to the cloud and looking at software services that did more of the work for them. More modern technologies like data lakes began replacing it and the company recognized that it must change its approach to survive in the modern data processing marketplace.
Cloudera CEO Rob Bearden sees the transaction as a way to do just that. “We believe that as a private company with the expertise and support of experienced investors such as CD&R and KKR, Cloudera will have the resources and flexibility to drive product-led growth and expand our addressable market opportunity,” Bearden said in a statement.
While there is a lot of executive jargon in that statement, it basically means that the company hopes that these private equity firms can give it some additional financial resources to move toward a more modern approach for processing large amounts of data.
While it was at it, Cloudera also announced a couple of acquisitions of its own to help it move toward that modernization goal. For starters, it grabbed Datacoral, a startup that abstracts away the infrastructure needed to build a data pipeline without using code. It also acquired Cazena, a startup that helps customers build cloud data lakes, giving the company a more modern approach to processing big data. Bearden sees both of these services helping Cloudera reposition itself in the big data self-service market
“Both businesses will enable our combined customers to enjoy a reduction in complexity and faster time to value for their data initiatives, leading to improved insights, faster innovation, and stronger engagements with their customers and partners,” Bearden said in a statement.
Cloudera went public in 2018, closing at $18.09 a share after raising $1 billion. The vast majority of that was a $740 million investment from Intel Capital in 2014. It’s worth noting that Cloudera bought Intel’s stake in the company at the end of last year for $314 million.
Hortonworks raised another $248 million. A third Hadoop startup, MapR, raised $280 million. The company’s assets were sold rather unceremoniously to HPE in 2019 for a price pegged at under $50 million, showing just how far the market has fallen since its earlier glory days.
The Cloudera deal includes a brief “go shop” provision that allows it to continue to look for a better deal. It’s doubtful it will find one, and if it doesn’t the transaction with KKR and CD&R is expected to close in the second half of this year subject to typical regulatory review. The company will announce earnings later today.
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Emotion-detection software startup Affectiva acquired for $73.5M
Smart Eye, the publicly traded Swedish company that supplies driver monitoring systems for a dozen automakers, has acquired emotion-detection software startup Affectiva for $73.5 million in a cash-and-stock deal.
Affectiva, which spun out of the MIT Media Lab in 2009, has developed software that can detect and understand human emotion, which Smart Eye is keen to combine with its own AI-based eye-tracking technology. The companies’ founders see an opportunity to expand beyond driver monitoring systems — tech that is often used in conjunction with advanced driver assistance systems to track and measure awareness — and into the rest of the vehicle. Together, the technology could help them break into the emerging “interior sensing” market, which can be used to monitor the entire cabin of a vehicle and deliver services in response to the occupant’s emotional state.
Under the terms of the deal, $67.5 million will be paid with 2,354,668 new Smart Eye shares, of which 2,015,626 are to be issued upon closing of the transaction. The remaining 339,042 Smart Eye shares will be issued within two years of closing. About $6 million will be paid in cash once the deal closes in June 2021.
Affectiva and Smart Eye were competitors. A meeting at the technology trade show CES in 2020 put the two companies on a path to merge.
“Martin and I realized like, wow, we are on a path to compete with each other — and wouldn’t it be so much better if we joined forces?” Affective co-founder and CEO Dr. Rana el Kaliouby said in an interview Tuesday. “By joining forces, we kind of check all the boxes for what the OEMs are looking for with interior sensing, we leapfrog the competition and we have an opportunity to do this better and faster than we could have done it on our own.”
Boston-based Affectiva brings its emotion-detection software to the deal, which will allow Smart Eye to offer its existing automotive partners a variety of products. Smart Eye helps Affectiva move beyond the development and prototype work and into production contracts. Smart Eye has won 84 production contracts with 13 OEMs, including BMW and GM. Smart Eye, which has offices in Gothenburg, Detroit, Tokyo and Chongqing, China, also has a division that provides research organizations such as NASA with high-fidelity eye tracking systems for human factors research.
Smart Eye founder and CEO Martin Krantz said that European manufacturers building luxury and premium vehicles led the charge for driver monitoring systems.
“We see the same pattern repeating itself now for interior sensing,” Krantz said. “I think a large part of the early contracts will be European premium OEMs such as Mercedes, BMW, Audi, JLR, Porsche.” Krantz added that there are a number of other premium brands it will target in other regions, including Cadillac and Lexus.
The opportunity will initially be in passenger vehicles driven by humans and will eventually expand as greater levels of automated driving enter the market.
Affectiva, which employs 100 people at its offices in Boston and Cairo, also has another business unit that applies its emotio-detection software to media analytics. This division, which will be part of the deal and will operate separately, is profitable, Kaliouby said, noting the software is used by 70% of the world’s largest advertisers to measure and understand emotional responses to media content.
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Sensor Tower makes its first acquisition with deal for market intelligence company, Pathmatics
Mobile app market intelligence firm Sensor Tower has made its first acquisition. The company this morning announced it’s acquiring Pathmatics, a market intelligence company which will now combine its paid digital and social media platform with Sensor Tower’s business. Deal terms were not detailed but include an undisclosed growth investment from Riverwood Capital into Pathmatics.
The acquisition will allow the companies to offer an expanded set of digital and mobile advertising insights to their respective customers, including new social insights for TikTok, YouTube mobile and Snap this year, powered by Sensor Tower.
The companies also will introduce digital TV (over-the-top) insights, expanded coverage for mobile apps and ad insights, and will extend Pathmatics’ social and digital coverage globally.
The deal follows Sensor Tower’s first significant fundraising last year, with $45 million also from Riverwood Capital. Though Sensor Tower had been profitable since its launch, now serving more than 350 enterprise-level customers for its app and ad intelligence products, it chose to raise the additional capital in order to further grow its business, with investments in hiring, marketing, infrastructure and other expansions.
With Pathmatics, it’s buying a company that’s also been on its way up. The company had seen over 100% year-over-year growth for its own market intelligence business since launching in 2011. It now has over 250 brands, media and advertising agencies as customers, as well as over 7,000 users of its platform, representing over 200% software-as-a-service growth since 2018.
The two businesses are teaming up at a time when digital advertising is also on the rise, in part due to the shifts in the market attributed to the pandemic. As more businesses began operating online last year, advertisers increased their digital ad spending by 12.7% to $368 billion, per eMarketer. And digital advertising will account for 58% of media spending in 2021.
We understand Sensor Tower acquired both the IP and its more than 60-person team from Pathmatics as a result of the acquisition. The entire team will join Sensor Tower, with the executive suite now being a combination of both companies’ leaders. Sensor Tower co-founder Alexey Malafeev will remain as CEO while Gabe Gottlieb, CEO and co-founder of Pathmatics, will become chief strategy officer.
Historically, Pathmatics had provided brands and agencies with all creative used by advertisers, spend and impression, and path to publisher and viewer, to help them reduce waste from their budgets, improve their own marketing and predict their competitors’ next move.
Going forward, both sets of customers will be able to opt into the other company’s solutions, including mobile, social media and digital insights. Longer-term, the two companies will work together to bring more products to the market for their over 600 combined customers across 50 countries. Among these is a plan to add Pathmatics’ Facebook, Instagram, Twitter and other digital ad intelligence capture into Sensor Tower, as well as an effort to augment Sensor Tower’s data set with ad insights beyond app installs.
These features will make the product a better fit for larger brands looking into all aspects of the competitors’ campaigns, ranging from how they’re advertising for app installs to how they’re building brand awareness.
The deal officially closed on May 17, 2021, Sensor Tower says.
Santa Monica-based Pathmatics had raised $7.7 million to date from Upfront Ventures, BDMI and Baroda Ventures.
“As the global economy increasingly shifts to digital, it’s imperative that companies can understand and
navigate the entire digital landscape — from mobile to web and desktop — using accurate and insightful data,” noted Ramesh Venugopal, principal at Riverwood Capital, in a statement about the acquisition. “The combination of Sensor Tower and Pathmatics presents a unique and valuable offering to customers allowing them to take advantage of a broad range of datasets with increased focus on consumer privacy and deep digital insights that leaders in every industry will need,” he added.
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Invoca acquires DialogTech for $100M to expand its conversational intelligence tools
On the heels of expanding its marketing call analytics platform last year to provide more insights to help those in sales, e-commerce and customer experience, Invoca is making its first acquisition to widen the net of companies that it targets. The company has acquired DialogTech, a startup that builds tools for marketers to analyze inbound phone calls and other contacts, in what TechCrunch understands to be a $100 million deal.
As part of the transaction, Santa Barbara-based Invoca will be divesting Swydo, a company that Chicago-based DialogTech acquired in 2018. Swydo — originally from The Netherlands — will remain a partner of Invoca’s, the company said.
Invoca has up to now focused on larger consumer-facing enterprises — its customers include the likes of ADT, AutoNation, DISH, TELUS and The Home Depot — providing them with an AI-based platform that lets their marketing, sales and other teams analyze calls from consumer customers and provide call tracking, coaching and other insights in real time and in the form of post-call reports to help those teams do their jobs more easily.
Gregg Johnson, Invoca’s CEO and one of a growing pool of Salesforce veterans who are reinventing the marketing and sales technology landscape, described DialogTech as “complementary” to what Invoca does, but will specifically help Invoca better target mid-market companies.
The opportunity that both Invoca and DialogTech have identified is that, despite the growth of digital media advertising, social media and other channels for brands to connect to would-be customers, inbound calls remain a very key part of how companies sell goods and services, especially when the sale is of a complex item.
“About 40% to 80% of revenues come through contact centers,” Johnson said. “Brands can do all the retargeting they want but the same strategies in digital don’t work there.”
For those working at the other end of the line, the need for tools to do their jobs better became even more pressing in the last year, a time when customers stayed home and away from physical stores, shifting all of their interactions to virtual and remote channels. Subsequently, they demanded and expected better levels of service there.
“This move enables us to be an even better partner to enterprises and agencies looking to optimize their marketing and drive sales,” said DialogTech CEO Doug Kofoid, in a statement. “Together as Invoca, our combined company will deliver an unrivaled solution for conversation intelligence, with the most innovative technology, expertise, experience, and resources in our industry.”
The combined business will become one of the bigger “martech” startups focusing on conversational insights, with 2,000 customers, more than 300 employees and on track to make more than $100 million this year in revenue. This is, however, just the tip of the iceberg: The conversational intelligence market was estimated to be worth some $4.8 billion in 2020 and is expected to balloon to nearly $14 billion by 2025.
Given how many startups we’ve seen launch in the name of better sales intelligence, it’s likely that this will not be the last piece of consolidation in the area. Combining to expand the functionality of a platform, or to expand the scale and reach of a business, or simply to bring on interesting tech that is easier to acquire than build from scratch, are three areas that will likely drive more M&A.
Invoca last raised funding in October 2019, a $56 million round just ahead of the world shifting into COVID-19 pandemic mode. Johnson confirmed that Invoca — which has to date raised $116 million from Accel, Upfront Ventures, H.I.G. Growth Partners, Morgan Stanley, Salesforce Ventures and others — is in a strong enough position as a business not to need to raise more for this acquisition.
However, I suspect that scaling up like this will help it bid for bigger money and a bigger valuation when it does, as will the fact that peers in the market like Gong (which Johnson described to me as the “B2B version of Invoca”) have seen their valuations catapult in the last year, spurred by the changes in how customers interact with businesses, and sales and marketing can work to better serve them.
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Netlify snags YC alum FeaturePeek to add design review capabilities
Netlify, the startup that’s bringing a micro services approach to building websites, announced today that it has acquired YC alum FeaturePeek. The two companies did not share the purchase price.
With FeaturePeek, the company gets a major upgrade in its design review capability. While Netlify has had a previewing capability called Deploy Previews in the platform since 2016, it lacked a good way for reviewers to discuss and comment on the design. The preview alone was useful as far as it goes, but having the ability to collaborate on the design remained a missing piece until today.
With FeaturePeek, the company can expand on Deploy Previews to not only preview the design, but also enable all the stakeholders in the design process to add their opinions, edits and changes as the design moves through the creation process instead of having to wait until the end or gather the comments in a separate document or communications channel.
As FeaturePeek co-founder Eric Silverman told me at the time of their seed funding last year, his product removed a lot of frustration when the web coders would get all their review comments at the last minute:
“Right now, there’s no dedicated place to give feedback on that new work until it hits their staging environment, and so we’ll spin up ad hoc deployment previews, either on commit or on pull requests and those fully running environments can be shared with the team. On top of that, we have our overlay where you can file bugs, you can annotate screenshots, record video or leave comments.”
Matt Biilmann, CEO and co-founder, Netlify says that when his company created Deploy Previews, it was in reaction to customers who were kloodging together their own solutions to the issue. They learned that even with their own preview feature, customers craved a communications capability.
In the classic build versus buy debate, the company began building its own, then it met the FeaturePeek team and decided to switch course. “We had a team working on a prototype when the founders of FeaturePeek, Eric and Jason, gave us a demo of their product. As the demo progressed, our jaws got increasingly closer to hitting the floor and we knew straight away that what we had just seen was miles away from both our internal prototypes and any of the other tools we had seen in the space,” Billmann told TechCrunch.
He added, “It also quickly became apparent that fully building towards this vision as two different companies, without a deep end-to-end experience from initial Pull Request to a new feature release, would never really allow us to build what we were dreaming of, so we decided to join forces.”
The companies’ combined effort actually comes together today in a new release of Deploy Previews that includes the new FeaturePeek collaboration/commenting capabilities.
FeaturePeek was founded in 2019, went through Y Combinator Summer 2019 batch, and raised around $2 million. Netlify was founded in 2014 and has raised over $97 million, according to Crunchbase. Its last raise was a $53 million Series C in March 2020.
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Unbounce snags Snazzy.ai to add automated copywriting to platform
Unbounce, a Vancouver startup best known for helping marketers create automated landing pages, added a new wrinkle this morning when it announced it has acquired Snazzy.ai, an early-stage automated copywriting startup. The two companies did not share the terms.
Unbounce Chief Strategy Officer Tamara Grominsky says that her company focuses on helping customers convert their customers into sales, and with Snazzy, it gets some pretty nifty technology based on GPT-3 artificial intelligence technology.
“We’re focused right now on building conversion intelligence software that will allow marketers to work with machines to really unlock their true conversion potential […] and we saw a huge opportunity with Snazzy to focus particularly on the content creation and copy creation space to help us accelerate that strategy,” Grominsky explained.
She points out that the product is really aimed at the marketing generalist charged with overseeing landing pages, and who is responsible for a range of tasks including writing copy. “The average Unbounce customer isn’t a specialized copywriter, so they don’t spend [their work] day writing copy. They’re what we would consider a marketing generalist or really someone who’s responsible for a wide range of marketing responsibilities,” she said.
Snazzy co-founder Chris Frantz says the tech is really about getting people started, and then they can tweak the results as needed. “The hardest part has always been to get that first line, that first page, the first couple of words in — and we eliminate that entirely. That might not always result in amazing copy, but on the plus side you can always click the button again and give it another try,” he said.
Frantz says that with so much competition in the space, he and his co-founder felt they could build a market much faster as part of a larger and broader marketing platform solution like Unbounce.
“I love Tamara’s vision for the future of Unbounce. I think she has a very ambitious vision. She sold me on that very early on in the process. At the same time, there was a lot of competition in the space, and to have a key differentiator with a company like Unbounce, which has a decade of marketing experience and a lot of trust within this community, I think it’s a very powerful wedge that we can use to further grow our audience,” Frantz said.
The tool lets you write a range of copy, from landing pages to Google ad copy. The company launched in alpha last October and already had 30,000 customers, which Grominsky says Unbounce hopes to convert into customers. The good news for those customers is that the company plans to leave Snazzy as a standalone product, while incorporating the tech into the platform in ways that make sense in the coming year.
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Cisco strikes again grabbing threat assessment tool Kenna Security as third acquisition this week
Cisco has been busy on the acquisition front this week, and today the company announced it was buying threat assessment platform Kenna Security, the third company it has purchased this week. The two companies did not disclose the purchase price.
With Kenna, Cisco gets a startup that uses machine learning to sort through the massive pile of threat data that comes into a security system on a daily basis and prioritizes the threats most likely to do the most damage. That could be a very useful tool these days when threats abound and it’s not always easy to know where to put your limited security resources. Cisco plans to take that technology and integrate into its SecureX platform.
Gee Rittenhouse, senior vice president and general manager of Cisco’s Security Business Group, wrote in a blog post announcing the deal with Kenna that his company is getting a product that brings together Cisco’s existing threat management capabilities with Kenna’s risk-based vulnerability management skills.
“That is why we are pleased to announce our intent to acquire Kenna Security, Inc., a recognized leader in risk-based vulnerability prioritization with over 14 million assets protected and over 12.7 billion managed vulnerabilities. Using data science and real-world threat intelligence, it has a proven ability to bring data in from a multi-vendor environment and provide a comprehensive view of IT vulnerability risk,” Rittenhouse wrote in the blog post.
The security sphere has been complex for a long time, but with employees moving to work from home because of COVID, it became even more pronounced in the last year. In a world where the threat landscape changes quickly, having a tool that prioritizes what to look at first in its arsenal could be very useful.
Kenna Security CEO Karim Toubba gave a typical executive argument for being acquired: it gives him a much bigger market under Cisco than his company could have built alone.
“Now is our opportunity to change the industry: once the acquisition is complete, we will be one step closer to delivering Kenna’s pioneering Risk-Based Vulnerability Management (RBVM) platform to the more than 7,000 customers using Cisco SecureX today. This single action exponentially increases the impact Kenna’s technology will have on the way the world secures networks, endpoints and infrastructures,” he wrote in the company blog.
The company, which launched in 2010, claims to be the pioneer in the RBVM space. It raised over $98 million on a $320 million post-money valuation, according to PitchBook data. Customers include HSBC, Royal Bank of Canada, Mattel and Quest Diagnostics.
For those customers, the product will cease to be standalone at some point as the companies work together to integrate Kenna technology into the SecureX platform. When that is complete, the standalone customers will have to purchase the Cisco solution to continue using the Kenna tech.
Cisco has had a busy week on the acquisition front. It announced its intent to acquire Sedona Systems on Tuesday, Socio Labs on Wednesday and this announcement today. That’s a lot of activity for any company in a single week. The deal is expected to close in Cisco Q4 FY 2021. Kenna’s 170 employees will be joining the Security Business Group led by Rittenhouse.
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Substack acquires team from community consulting startup People & Company
New media poster child Substack announced today that they’ve added a small community-building consultancy team to its ranks, acquiring the Brooklyn-based startup People & Company.
The small firm has been working with clients to build up their community efforts, and its team will now be tasked with building up some of the newsletter company’s upstart efforts for writers in its network.
In a blog post, Substack co-founder Hamish McKenzie said that the company had previously used the People & Co. team to consult on their fellowship and mentorship programs and that members of the team would now be working on a variety of new efforts, from scaling programs to help writers with legal support and health insurance to community-guided projects like workshops and meetups to help crowdsource insights.
“These people are the best in the world at what they do, and now they’re not only working for Substack, but they’re also working for you,” McKenzie wrote.
Beyond Substack, previous partners with People & Company include Porsche AG, Nike and Surfrider.
Substack has been blazing ahead in recent months, adding new partners and raising cash as it aims to bring on more and more subscribers to its network. The firm shared back in late March that it had raised a $65 million round at a reported valuation around $650 million, according to earlier reporting by Axios.
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Cisco to acquire Indy startup Socio to bring hybrid events to Webex
Cisco announced this morning that it intends to acquire Indianapolis-based startup Socio, which helps plan hybrid in-person and virtual events. The two companies did not share the purchase price.
Socio provides a missing hybrid event management component for the company to add to its Webex platform. The goal appears to be to combine this with the recent purchase of Slido and transform Webex from an application mostly for video meetings into a more comprehensive event platform.
“As part of Cisco Webex’s vision to deliver inclusive, engaging and intelligent meeting and event experiences, the acquisition of Socio Labs complements Cisco’s recent acquisition of Slido, an industry-leading audience engagement tool, which together will create a comprehensive, cost-effective and easy-to-use event management solution [ … ],” the company explained in a statement.
The impact of the pandemic was not lost on Cisco, and it’s clear that as we can foresee going back to live events, having the ability to combine it with a virtual experience means that you can open up your event to a much wider audience beyond those who can attend in person. That’s likely not something that’s going away, even after we get past COVID.
Jeetu Patel, SVP and GM for security and collaboration at Cisco says that the future of work is going to be hybrid, whether it’s for work meetings or larger events and Cisco is making this acquisition to expand the use cases for the Webex platform.
“Whether it’s a 1:1 call, a small team huddle, a group meeting or a large external event, we want to remove friction and help people engage with each other in an inclusive manner. Slido allows for every voice to be heard — even when you’re not talking. Socio allows for getting your voice heard by a large number of people,” Patel said.
And the company believes that Webex provides the platform to make it all happen. “It’s a really potent combination of technology to make human interactions more engaging, no matter the type of conversation,” he added.
Brent Leary, founder and principal analyst at CRM Essentials, says that it’s a smart move to take advantage of the changing events landscape and that this acquisition helps make Cisco a serious player in this space.
“As we get closer to a post-pandemic world, the need to create hybrid event experiences is going to quickly accelerate as people start venturing out to attend physical events. So having an event stack that combines local event support/participation with tools to integrate a broader virtual audience will be the future of event management,” Leary told me.
Socio was founded in 2016 and raised around $7 million in investment capital, according to Crunchbase data. It has a prestigious list of enterprise customers that includes Microsoft, Google, Jet Blue, Greenpeace, PepsiCo and Hyundai.
The deal is expected to close in Q4 of FY2021. When it does close, Socio’s 135 employees will be joining Cisco. The plan is to incorporate Socio’s tooling into the Webex platform while allowing it to continue as a stand-alone product, according to a Cisco spokesperson.
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Jamf snags zero trust security startup Wandera for $400M
Jamf, the enterprise Apple device management company, announced that it was acquiring Wandera, a zero trust security startup, for $400 million at the market close today. Today’s purchase is the largest in the company’s history.
Using a set of management services for Apple devices, Jamf provides IT at large organizations. It is the leader in the market, and snagging Wandera provides a missing modern security layer for the platform.
Jamf CEO Dean Hager says that Wandera’s zero trust approach fills in an important piece in the Jamf platform tool set. “The combination of Wandera and Jamf will provide our customers a single source platform that handles deployment, application lifecycle management, policies, filtering and security capabilities across all Apple devices while delivering zero trust network access for all mobile workers,” Hager said in a statement.
Zero trust, as the name implies, is an approach to security where you don’t trust anybody regardless of whether they are inside or outside your network. It requires that you force everyone to provide multiple forms of authentication to prove their identity before they can access company resources.
The need for a zero trust approach became even more acute during the pandemic when employees have often been working from home and have needed access to applications and other company resources from wherever they happened to be, a trend that was happening even prior to COVID, and is likely to continue after it ends.
Wandera, which is based in London, was founded in 2012 by brothers Roy and Eldar Tuvey, who had previously co-founded another security startup called ScanSafe. Cisco acquired that company, which helped protect web gateways as a service, for $183 million back in 2009. The brothers raised over $53 million along the way for Wandera. Investors included Bessemer Venture Partners, 83North and Sapphire Ventures.
Sapphire co-founder and managing director Andreas Weiskam had this to say about the company: “I’ve had the pleasure of working with co-founders (and brothers) Eldar Tuvey and Roy Tuvey for the last several years now and I can honestly say they’re great entrepreneurs and leaders, having built a real company of consequence.”
He added, “They’ve created a unique security product which addresses mobile threats by leveraging the increasingly important zero trust network. By joining the Jamf family, the two will help shape the future of the zero trust cloud. And it goes without saying that this is a big win for the customers, especially for those in the Apple ecosystem.”
Under the terms of the deal, Jamf is paying Wandera $350 million in cash, then paying them two $25 million payments on October 1, 2021 and December 15, 2021. The deal is expected to close in the third quarter, assuming it passes regulatory scrutiny.
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