MarketResponse has acquired CX specialist Underlined from Broad Horizon. This acquisition strengthens MarketResponse's leading position as a specialist in customer experience in both the Dutch and international markets.

Underlined offers a unique CX data platform that provides organizations with comprehensive insights into their performance across the entire customer journey and interactions with customers. Many leading B2C companies already use Underlined to continuously monitor and adjust their customer experience, ultimately driving greater customer loyalty and increased revenue.

Jorgen Botermans, CEO of MarketResponse, commented: "This acquisition aligns with MarketResponse's strategy to grow into an international full-service provider of continuous insights-driven CX marketing. This is increasingly becoming a core business process for companies that prioritize customer experience. We achieve this through an optimal synergy between human expertise and innovative technology. Underlined fits perfectly into this vision."

Jean-Yves Charlier, CEO of Broad Horizon, stated: "For Underlined's future, it was important that the company becomes part of a larger ecosystem focused on customer experience. We found this in MarketResponse."

Theo van der Steen, founder of Underlined, added: "Underlined has established a strong position in an era where the customer journey has become the key to survival in highly competitive markets. Now that we are becoming part of MarketResponse, we will be integrated into a full-service proposition, allowing us to make an even greater impact for our clients. This also offers tremendous opportunities for our team, and personally, I look forward to contributing to MarketResponse's further growth as CTO."

Underlined by MarketResponse

Underlined will be fully integrated into MarketResponse. The brand names Underlined and ROCX’R will be retained for the CX platform, with the addition of "by MarketResponse," in line with the product portfolio in data tooling and research software.

The IMAP Netherlands team, led by Dennis van der Linde, exclusively advised Underlined on this transaction, supporting them in preparing, negotiating, and successfully closing the transaction.