At R$ 2 billion, the transaction becomes the largest in Latin America in the SaaS industry
With the acquisition, TOTVS takes an important step in consolidating the dimension of Business Performance, which is fundamental in the strategy of building an ecosystem of B2B technologies, also comprising the dimensions of Management and Techfin. The construction of this ecosystem, in addition to expanding the addressable market, allows customer loyalty and advances in its value chain.
"This acquisition is the largest private software M&A transaction in the country and uniquely expands TOTVS 'capabilities in the Business Performance segment", says Dennis Herszkowicz, CEO of TOTVS. ”The union of two pioneering companies in the technology market, without a doubt, is an unprecedented milestone for consolidating an ecosystem of B2B technologies in Brazil and in the world.” adds Dennis.
RD Station is a leader in marketing automation software. Founded in 2011 by Eric Santos and four other partners, with net revenue forecast for 2021 of approximately R$ 206 million, which represents an average compound growth of 46% since 2016. With the acquisition, the executive remains ahead of the company with autonomy to execute its business plan based on the growth of the operation and leadership in Brazil, platform vision and international expansion.
“TOTVS is the largest technology company in the country, with maximum governance and indisputable financial capacity. We found the company the ideal partner to accompany us in the next cycle, as it recognized the impact that we generate on the ecosystem, the value that our product and business model has and the strength of our corporate culture ”, comments Eric. "We will be able to contribute mutually with our expertise to leverage the business and think about solutions that better serve our customers"
The digital marketing market has been strongly driven by the accelerated adoption and digitalization of medium and small companies in the acquisition and relationship with new customers. In this context, RD Station has built a complete platform of solutions that leads companies on this journey, generating sales and results for their customers. This platform includes products such as RD Station Marketing, a leading marketing automation tool in Latin America, and RD Station CRM, aimed at the sales area, which controls and organizes the commercial process of medium and small companies. With a modern architecture and SaaS contracting model, the solution has the capacity to add new offers, as well as to scale its growth through the PLG (Product Led Growth) strategy.
The agreement provides for the payment of the amount of R$1.861 million, subject to adjustments, to be paid at the closing of the transaction, for approximately 92% of the company's share capital. The valuation reflects the Enterprise Value of R$ 2 billion and includes usual adjustments for this type of transaction.
In December 2020, also to strengthen its business performance portfolio, TOTVS announced the acquisition of TAIL Target, a company specialized in omnichannel data intelligence, with solutions aimed at the digital transformation of the marketing and sales areas, through the use of Data Science and Machine Learning.
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