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Press > Press releases > 2023

Aareon acquires Dutch Embrace ‒ The Human Cloud

Aareon accelerates expansion in the Netherlands by acquiring Embrace, Dutch market leader in digital workspace and customer engagement SaaS solutions.

Mainz, 31 March 2023 ‒ Aareon, the leading provider of SaaS solutions for the European property industry, has acquired Embrace - The Human Cloud, the Dutch market leader in digital workspace and customer engagement SaaS solutions.

Harry Thomsen, CEO of Aareon AG: "We strengthen our position on the Dutch market thanks to the high-quality and proven CRM, self-service and digital workspace solutions of Embrace. The solutions increase the quality of our offering and have great potential to drive value across our Dutch and European customer base."

Martijn Weesjes, founder and CTO of Embrace, is delighted with this development: "Both our CEO Martin Holwerda and I felt it was important to find a strategic buyer for Embrace who not only wants to invest further in international growth but also offers us the freedom to follow our own strategy and continue to operate independently. Aareon as the largest proptech in Europe is that ideal partner."

Moreover, the acquisition allows Embrace to continue developing and rolling out their existing products and expanding their proposition into new niches.

About Embrace

Embrace - The Human Cloud. With its software, Embrace helps organisations automate processes and unlock knowledge. Embrace likes to make meaningful connections between people. Smart technology helps the organisations move forward but cannot do so without the knowledge and experience of people. Embrace is market leader in the housing association sector with innovative and modern SaaS solutions. Approx. 120 employees help more than 500 customers serve 1.4 million tenants efficiently and with satisfaction every day.

About Aareon

Aareon is the leading provider of SaaS solutions for the European property industry. The company is digitalising the property management by offering user-oriented software solutions that simplify and automate processes, support sustainable and energy-efficient operations and interconnect all process participants. Research and development activities of Aareon pursue a collaborative approach in which knowledge and expertise of the technology leader meet the needs and requirements of its clients. This results in solutions that help make peoples’ lives and work easier and enable companies to realise new value-creation potential. 

Across Europe more than 7,000 clients manage approximately 14 million units. The Aareon Group has a presence with offices in the DACH region, in France, the United Kingdom, the Netherlands, in the Nordics and employs more than 2,000 people. In 2021, Aareon generated revenue of €269 million and adjusted EBITDA of €67 million.

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