Belfast-based digital firm Made to Engage has been acquired by Unrvld, a digital experience agency in the UK that is looking to expand further in European markets.

Founded in 2012, Made to Engage has grown to 60 employees with a range of clients including New Era Cap, Energia Group, Permanent TSB and Eason.

Made to Engage is a platinum partner with online optimisation platform Optimizely. The Belfast agency also won the Optimizer 2021 award for the most innovative digital experience in Europe, the Middle East and Africa.

“Joining the Unrvld Group will enable us to partner with our clients to take on even more ambitious challenges and to compete with the very best in the industry,” Made to Engage managing director Steven Cassin said. “After ten years of successful growth, this union marks a new milestone in our journey and enables us to achieve even greater success on an international footing.”

Unrvld helps companies plan their services and strategies through the use of digital experience platforms. The company works with brands in sport, manufacturing, real estate and service sectors like The Open, Barratt Homes, Biffa and the Southampton Football Club.

This acquisition increases Unrvld’s team to more than 250 employees across eight European hubs. It also gives Unrvld greater access to markets in Western Europe through Made to Engage’s offices in Belfast, Dublin and Amsterdam.

“Made to Engage brings deep Optimizely skills to Unrvld’s fast expanding digital family and widens our European reach, in line with our ambitious growth plans,” Unrvld CEO Dan Berry said. “Together, we will continue to drive Unrvld’s mission forwards – to improve our clients’ commercial success with ground-breaking digital products and services that improve their customers’ lives.”

Unrvld, formerly known as Kagool, was founded in 1999 by Chris Short who is now a non-executive director of the company. Made to Engage’s Cassin will now join Unrvld’s executive team, which is supported by a non-executive board from UK investment company BGF.

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