Embrace The Human Cloud has been acquired by Aareon
Embrace The Human Cloud (Embrace), a leading Netherlands-based all-in-one customer engagement software company, has been acquired by Aareon, a prominent Germany-based provider of SaaS solutions for the European property industry. The acquisition strengthens Aareon’s position as a SaaS proptech company and emphasizes its international growth strategy by expanding its portfolio in the Netherlands.
Founded in 2001, Embrace, based in Groningen, Netherlands, is the Benelux leader in the digital workspace and customer engagement SaaS market. The company serves clients in various sectors, including public housing, healthcare and local government. The company offers a one-stop shop software solution consisting of portals, social intranet and omnichannel conversation tools, including email, voice, chat, social and messaging tools and (AI) chatbots. Until 2019, Embrace consisted of the individual brands Embrace, Umbrella and Q-Vision.
By joining forces with Aareon, Embrace can further accelerate growth and realize its international growth ambitions. Together with Aareon, Embrace envisages leveraging its market-leading position in the Benelux and expanding across Europe. Embrace will continue to operate under its own name, fully independent in the market.
Aareon is the leading provider of ERP software and digital solutions for the European property industry and its partners. The firm offers pioneering and trusted software solutions to optimize business processes and business model development. Aareon is an international company with offices in the DACH region, Finland, France, the UK, the Netherlands, Norway and Sweden. The company employs over 1,800 people, with more than one-third based in its international subsidiaries. Aareon is owned by Aareal Bank (majority) and Advent International (minority), an international private equity firm.
Oaklins’ team in the Netherlands served as the exclusive sell-side advisor to Embrace’s shareholders in its sale to Aareon. This transaction emphasizes Oaklins’ deep expertise in enterprise SaaS and in advising founders and private equity on monetizing industry-leading businesses. Oaklins’ team in Germany provided support and essential intelligence, emphasizing the added value of Oaklins’ global reach.
Martin Holwerda
CEO, Embrace The Human Cloud
Talk to the deal team
Frederik van der Schoot
Oaklins Netherlands
Related deals
Dolmans Landscaping Group has welcomed Foreman Capital as a new shareholder to support further growth
Dolmans Landscaping Group, a leading full-service provider of landscaping services, has welcomed Foreman Capital as a new shareholder. By partnering with Foreman Capital, which has extensive experience in building stronger companies in the maintenance of public spaces, Dolmans can accelerate its growth trajectory across core verticals and further professionalize the business.
Learn moreMiddlecon has been acquired by Nion
Middlecon has been acquired by Nion, a digital consultancy backed by Stella Capital. The acquisition strengthens Nion’s capabilities in data management and advanced analytics, enabling it to undertake larger and more complex data-driven initiatives for its customers. The partnership with Nion provides Middlecon with a strong foundation for continued growth and expansion.
Learn morePresight Solutions has been acquired by Banyan Software
Banyan Software, a leading acquiror and operator of mission-critical software businesses, has entered Norway with the acquisition of Presight Solutions AS, a SaaS company delivering advanced software for safety, operational integrity and regulatory compliance in high-risk industries. The transaction marks a new chapter for Presight, strengthening its ability to scale while preserving the product focus, sector expertise and customer trust built since its founding in 2003.
Learn more