The Boda Group acquires a 40% stake in customer experience consultancy Kaptive CX, aiming to boost growth and enhance client retention strategies.
Digital marketing agency collective, The Boda Group, has made its first marketing agency part acquisition, taking a significant ownership stake in customer experience consultancy, Deborah Knight CX.
The deal, which is The Boda Group’s second in six months, sees it take an initial 40% stake in the business, which has begun with the rebranding of it to Kaptive CX.
Kaptive is a customer experience consultancy that counts Eurocell PLC, Rated People and Perkbox amongst its client base. It empowers brands to drive customer adoption, solve retention challenges and unlock sustainable growth from their existing customer base.
The rebranded organisation will see founder Deborah Knight continue as managing director, whilst The Boda Group’s Phil Kelsey and Max Bavis will take board roles as commercial and operations director respectively. The Boda Group will use its skills and resource to help Kaptive build its team of consultants and implement Boda’s proven agency framework for growth.
Experienced CX leader, Deborah Knight, who started Kaptive just over a year ago, says of the deal:
“I had been approached by a number of potential investors, who were attracted by my achievements in previous leadership teams, and who recognized the challenges facing organizations with their CX programs and the real demand for such external knowledge and expertise.
“The team at Boda were introduced to me by Kaptive’s now non-executive director, Tim Sutton, and their vision for the business immediately appealed. Not only could they bring their agency operational expertise and financial investment, but their own culture, vision for the business and their ability to help build and deliver further services within Kaptive really appealed to me.”
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Phil Kelsey, Boda Group commercial & strategy director, adds:
“Kaptive is such a valuable addition to our Group. Whilst our other agencies mostly help businesses to find new customers, we’re now able to help them keep customers for longer and achieve more customer-led growth.”
Joining The Boda Group’s other marketing agency brands, Tank and Warbox, Kaptive will operate primarily from the Group’s head office on Kayes Walk in Nottingham.
As with The Boda Group’s recent Versaclimber UK deal, this was managed by Phil Kelsey, with legal assistance from Michael Squirrell, a corporate partner at Shakespeare Martineau.
