Aareon acquires Dutch Embrace ‒ The Human Cloud

Published on 31 Mar 2023

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

Two hands holding puzzle pieces

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.