Mobile software company Swrve is acquired by US-based MessageGears

Irish mobile marketing software company Swrve has been bought by US marketing technology company MessageGears for an undisclosed sum.

Founded by Hugh Reynolds and Steve Collins and employing around 40 people, wrve has raised nearly €100 million in funding over its 12-year life.

The two entrepreneurs were also co-founders of gaming software company Havok,

While no acquisition number has been released, it’s believed to be a mix of cash and stock.

The acquisition follows MessageGears’ announcement of a $62 million growth financing.

Swrve’s list of Irish institutional investors is extensive and includes the Irish Strategic Investment Fund, ACT Venture Capital and Atlantic Bridge.

The customer list includes Ryanair, Sony and Three.

“We are very excited to bring Swrve’s industry-leading capabilities to mobile app marketing,” said Roger Barnette, CEO of MessageGears. “Swrve’s combination of mobile push, in-app and embedded content has made them a global leader in mobile app marketing. Now, as part of MessageGears, we have created the preeminent end-to-end customer engagement platform for modern businesses, where brands can unlock the potential of their data and activate it across any digital channel.”

Swrve provides a mobile analytics platform that picks up signals from customer activity and responds to them in real-time, allowing software users to tailor their marketing techniques accordingly. It helps businesses retain customers and mobile user “engagement”. Although headquartered in the US, it was incorporated in Dublin with an office in London.

MessageGears counts brands such as Expedia, Indeed, OpenTable and T-Mobile among its customers.

“For years, marketers have been stuck with archaic platforms that limit their ability to truly connect with their customers,” Mr. Barnette said.

“Over the next few years, we will see a wave of enterprise brands adopting new technologies that free them from these limitations. Our innovative approach helps the world’s biggest brands unlock the potential of their data so they can create experiences that blow their minds.”