Mail Metrics acquires UK rival Adare SEC

Mail Metrics has announced its acquisition of Adare SEC, a UK-based customer communication management (CCM) company.

The acquisition of Adare SEC by Ireland-based Mail Metrics has been made to position it as a major multi-channel CCM technology provider in the UK market. The purchase is set to quadruple Mail Metrics’ employee count, growing the business from 150 to 600 employees, and bringing in a projected combined revenue of €210m (£175m).

The purchase marks Mail Metrics’ fourth acquisition in four years. Mail Metrics previously acquired companies including Scottish rival, Forth Communications, and Irish print and mail communications company, Dafil.

Among its range of multi-channel communication offerings, Adare SEC provides a range of in-house print solutions to compliment its direct mail services. Previously purchased by Opus Trust Communications in 2021, Adare SEC is currently headed by chief executive officer, Tony Strong, with three core sites in Huddersfield, Leicester, and Glasgow.

As part of the deal, private equity firm MML Growth Capital Partners Ireland has invested in Mail Metrics for a minority stake. The deal is also backed by the Bank of Ireland and Allied Irish Bank (AIB).

Speaking of the purchase, chief executive officer of Mail Metrics UK & Ireland, Nick Keegan, says: “This is a landmark day for Mail Metrics as we welcome Adare SEC into our group.

“Tony Strong and his team have built an exceptional business with a stellar reputation in the market. This acquisition is a natural step in our scaling journey, combining our strengths to deliver innovative and compliant communication solutions for our growing client base across the UK and Ireland.”

Adare SEC’s former chairman, Peter De Haan, will be retiring following the sale. De Haan, who has owned the company since 2000, comments: “We knew that the sale of the company had to be to a business with the same expertise, ambition, and deep respect for the industry.

“Mail Metrics is a perfect fit, and the growth to date of the business showcases the talent of Nick and the team.”

Strong adds: “This is a fantastic next chapter for Adare SEC and I greatly look forward to working with Nick and the team to ensure a seamless transition.

“These are exciting times, and the future looks extremely bright. I want to also thank our advisory teams Ernst & Young (EY) and Pinsent Masons who have been invaluable during this process.”