The Polish company Positionly, specializing in e-marketing software for SEO monitoring, finalized the acquisition of UsabilityTools, a Polish UX platform. Until now, the two companies used a cross-selling cooperation model. After the merger, Positionly will provide SXO (search experience optimization) solutions to its users. The terms of the acquisition remain undisclosed.
Positionly is a B2B company. It offers a tool for SEO monitoring, allowing its users to rank higher in search engines, get more leads and in consequence more revenue. The interface is intuitive enough for unexperienced users and gives a sufficient amount of options for experts. Positionly entered the Polish market in 2012. Since then, the company achieves a hundred percent annual growth (in terms of both the number of customers and revenue) year after year. Currently the company has over 2000 subscribed users, and only 20% of them are Polish. Positionly acquired 5 million PLN external funding in total, mostly from VC funds like Point Nine Capital, Protos CV and Xevin Investments.
UsabilityTools, a company also using the B2B model, is a platform for improving the UX of other websites. Their tool allows you to understand how the users navigate your platform, what problems they encounter and what improvements can be introduced. Its clients include companies like Play or T-Mobile. Last year, their revenue exceeded 1 million PLN.
As both companies operate in the same field, they decided a merger will create added value for their customers. “We want to share our experiences to be more efficient in supporting our users at each stage of their business development, as well as offer integrated solutions,” said Grzegorz Kazulak, the CEO and co-founder of Positionly. The company will put also special emphasis on their employees’ training. It will focus mostly on foreign markets that already account for most of Positionly’s revenues.
Bartosz Mozyrko, the CEO of UsabilityTools, will assume the position of the Head of Product after the merger. This acquisition won’t have any impact on the customers’ user experience – the first integrated product will be launched in the upcoming months.