Brevo continues its consolidation strategy by buying the French startup Cohort, specializing in the Loyalty smart. This operation allows the CRM publisher to integrate new social and community features into its loyalty platform, launched in 2024, in order to strengthen the measurable value of customer engagement.
Cohort, created in 2021 by Séraphie de Tracy and Nathan Baraillé, has developed a solution that transforms interactions with Internet users into personalized engagement experiences on Tiktok, Instagram or YouTube. Already adopted by brands like Lacoste or Friend Paris in more than ten countries, the platform brings an emotional and social dimension to loyalty programs so far dominated by transactional logics.
With this acquisition, Brevo intends to link customer commitment to commercial performance. By integrating Cohort into its Customer Data Platform, the company offers brands the possibility of measuring the direct impact of community interactions on indicators such as purchasing recurrence, the Lifetime Value or the return on investment of campaigns. Marketing departments thus have a tool to justify and optimize their loyalty strategies.
The operation is part of a context of strong growth for Brevo, which made in 2024 an arr of 179 million euros, up 32 % over a year, of which 85 % of organic activity. The company has two-figure profitability and now achieves 70 % of its activity outside France, with the United States and Germany, each representing 15 % of turnover. Its rise in power on the Enterprise segment, which already represents a quarter of the activity, illustrates this repositioning towards major accounts and mid-market.
This acquisition completes a build-up strategy which has more than 11 startups acquired in Europe. In 2023, Brevo had already bought Wonderpush, a web notification solution created by Fred Mahé, and Octolis, SaaS platform for data marketing founded in 2021.
This does not prevent the startup from developing its R&D, with in particular the creation of the Brevo AI Lab, with 50 million euros over five years in order to develop artificial intelligence agents dedicated to personalization.
Founded by Armand Thiberge, the company claims more than 500,000 customers worldwide, ranging from SMEs to large groups like Ebay, H&M, Louis Vuitton, Carrefour and Michelin. Today it has more than 900 employees and has raised 198 million euros since its creation with Partéch, Bridgepoint, and Blackrock.
Since August 5, Brevo has been in the acquisition process via a co -control participation in the Oakley Capital and General Atlantic investment fund, the rest of the capital would remain in the hands of Armand Thiberge and the management of the company.
