Vision Critical acquires Pressly

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By Ted Liu

Vision Critical Communications Inc. has acquired Pressly, a software company for content curation and distribution. Financial terms were not disclosed.

Founded in 2011, Toronto based Pressly had raised $3.6 million from Gibraltar Ventures, iNovia Capital, OMERS Ventures and others.

In February 2017, W Capital Partners, a New York based private equity firm specializing in shareholder liquidity solutions for growth companies, along with existing shareholder Georgian Partners, reportedly paid $76 million to buy out early shareholders including the remaining holdings of Dr. Angus Reid. OMERS Ventures remains as an investor in Vision Critical.

“Pressly was founded to help organizations simplify engagement among communities of their customers and employees to build better relationships,” said Jeff Brenner, CEO of Pressly. “That fundamental principle is one we share with Vision Critical, and we are excited to join the Vision Critical team in pursuit of that shared vision.”

The addition of Pressly’s technology to the Vision Critical portfolio enables Vision Critical to offer customers a sophisticated solution they can use to easily curate, present, and share insight, with both internal stakeholders and with community members themselves to nurture their relationship with the brand.

“The market research model doesn’t work anymore unless organizations can demonstrate to their customers that there is real value in participating,” said Scott Miller, CEO of Vision Critical. “Customer relationships are now impacted by every experience, and customers often feel that their contributions are not valued or even considered. With Pressly’s technology, our customers will be able to effortlessly deliver engaging intelligence back to their community members, to demonstrate their members’ influence on the company’s decisions and to build stronger, long-term customer relationships.”

The demand for customer intelligence has expanded across the enterprise, and Vision Critical customers are increasingly fulfilling requests from diverse functions, including marketing, customer experience, and product development. New functionality based on the Pressly platform will also enable community managers to efficiently compile and distribute insight to relevant internal stakeholders in a secure, accessible, and easily digestible environment, ensuring that investments in customer intelligence are optimized and that employees across the organization can make customer-centric decisions.

photo credit: Pressly