Go to deals
Private Equity | TMT

Embrace The Human Cloud has been acquired by Aareon

Embrace The Human Cloud (Embrace), a leading Netherlands-based all-in-one customer engagement software company, has been acquired by Aareon, a prominent Germany-based provider of SaaS solutions for the European property industry. The acquisition strengthens Aareon’s position as a SaaS proptech company and emphasizes its international growth strategy by expanding its portfolio in the Netherlands.

Founded in 2001, Embrace, based in Groningen, Netherlands, is the Benelux leader in the digital workspace and customer engagement SaaS market. The company serves clients in various sectors, including public housing, healthcare and local government. The company offers a one-stop shop software solution consisting of portals, social intranet and omnichannel conversation tools, including email, voice, chat, social and messaging tools and (AI) chatbots. Until 2019, Embrace consisted of the individual brands Embrace, Umbrella and Q-Vision.

By joining forces with Aareon, Embrace can further accelerate growth and realize its international growth ambitions. Together with Aareon, Embrace envisages leveraging its market-leading position in the Benelux and expanding across Europe. Embrace will continue to operate under its own name, fully independent in the market.

Aareon is the leading provider of ERP software and digital solutions for the European property industry and its partners. The firm offers pioneering and trusted software solutions to optimize business processes and business model development. Aareon is an international company with offices in the DACH region, Finland, France, the UK, the Netherlands, Norway and Sweden. The company employs over 1,800 people, with more than one-third based in its international subsidiaries. Aareon is owned by Aareal Bank (majority) and Advent International (minority), an international private equity firm.

Oaklins’ team in the Netherlands served as the exclusive sell-side advisor to Embrace’s shareholders in its sale to Aareon. This transaction emphasizes Oaklins’ deep expertise in enterprise SaaS and in advising founders and private equity on monetizing industry-leading businesses. Oaklins’ team in Germany provided support and essential intelligence, emphasizing the added value of Oaklins’ global reach.

Parties
“Our goal was to find a strategic buyer for Embrace who not only wants to invest in further growth, but also wants to give us the space to remain independent and, above all, ourselves. Throughout the entire process, Oaklins’ deep industry experience and contacts, together with their pragmatic and result-oriented approach, has helped us find the best partner for Embrace that aligns with our values.”

Martin Holwerda

CEO, Embrace The Human Cloud

Talk to the deal team

Frederik van der Schoot

Managing Partner
Amsterdam, Netherlands
Oaklins Netherlands

Jan P. Hatje

Managing Partner
Hamburg, Germany
Oaklins Germany

Jan-Pieter van Doorn

Director
Amsterdam, Netherlands
Oaklins Netherlands

Koen Bodewes

Senior Associate
Amsterdam, Netherlands
Oaklins Netherlands

Baran Temur

Senior Associate
Amsterdam, Netherlands
Oaklins Netherlands

Oscar van Rijn

Associate
Amsterdam, Netherlands
Oaklins Netherlands

Related deals

Bayer AG has entered into a takeover agreement with Cara Care
Healthcare | TMT

Bayer AG has entered into a takeover agreement with Cara Care

Bayer AG, renowned for its advancements in healthcare and life sciences, has finalized the acquisition of Cara Care (HiDoc Technologies GmbH), which entered debtor-in-possession proceedings in October 2024. Cara Care, an innovative digital health platform and official DiGA, aligns perfectly with Bayer’s strategic focus on digital health and the expansion of its innovative solutions portfolio. The transaction is expected to close in Spring 2025.

Learn more
Mark Climate Technology has acquired Heber GmbH
Private Equity | Industrial Machinery & Components | Other Industries

Mark Climate Technology has acquired Heber GmbH

Heber GmbH has been acquired by Mark Climate Technology, a specialist in climate control systems and a portfolio company of Bolster Investment Partners. This partnership strengthens the positions of both companies in the global market for innovative and sustainable climate solutions, as well as creating unique synergies. Mark Climate's expertise in standardized, scalable solutions is enhanced by Heber's emphasis on customer-specific customization.

Learn more
Grupo Veta 2017 S.L. has been acquired by MSA Mizar
Private Equity | Business Support Services | Financial Services | TMT

Grupo Veta 2017 S.L. has been acquired by MSA Mizar

The Franco-Belgian fund Kartesia has sold Grupo Veta 2017 S.L. to the Italian group MSA Mizar. Kartesia, the main shareholder of Veta+ together with its founding partner, has sold 100% of the capital. For MSA Mizar, this transaction represents the consolidation of its presence in Spain, the entry into the multi-risk claims management market and the opportunity to apply Veta+’s expertise to other European markets.

Learn more