Twilio today announced its biggest acquisition to date, spearheading a strong move into customer data management alongside its existing API-based tools for building and running customer communications services. Twilio is paying $3.2 billion “in Twilio Class A common stock, on a fully diluted and cash free, debt free basis” to acquire Segment, a marketing technology startup that lets organizations pull in customer data from one app into another, by way of APIs, and use its platform to better control the movement of that customer data.
The deal is expected to close in Q4 2020, and Segment will become a division of Twilio, the companies said.
The deal was first reported to be in the works on Friday. (FWIW we’d also gotten the same tip and had been investigating it when that story got published. Our sources had said that the deal was going to be between $3 billion and $4 billion, and announced possibly as soon as Monday.)
“Data silos destroy great customer experiences,” said Jeff Lawson, co-founder and CEO of Twilio, in a statement. “Segment lets developers and companies break down those silos and build a complete picture of their customer. Combined with Twilio’s Customer Engagement Platform, we can create more personalized, timely and impactful engagement across customer service, marketing, analytics, product and sales. We are thrilled to welcome Segment to the Twilio team.”
“Together, Twilio and Segment have an incredible opportunity to build the customer engagement platform of the future,” added Peter Reinhardt, Segment’s co-founder and CEO. “We created Segment to help businesses set themselves apart in the digital age and deliver rich, connected customer experiences built on high-quality data. By joining forces and applying our customer data platform to Twilio’s engagement cloud, we’ll be able to make the entire customer experience seamless from end-to-end.”
This is Twilio’s