On a mission for acquisition: Taking Tactful AI to the next level

On a mission for acquisition: Taking Tactful AI to the next level
Tactful AI

With competition at an all-time high, businesses are finding new ways of optimising their infrastructure. One of these areas is in customer experience. That’s where Tactful AI comes in.

Co-founded in 2016 by Mohammed Elmasry, currently CEO, Tactful AI is on a mission to help businesses thrive by enabling meaningful and effective engagement with customers. Their intelligent AI-powered customer engagement platform boosts customer retention, sales and operations, giving businesses deeper insights into customers’ journeys. Their omnichannel platform allows businesses, like Burger King and AXA, to automate customer communications between their favourite apps and channels such as Websites, e-Commerce stores, Social Media, WhatsApp, Email, or even phones. With Tactful AI’s software, no-code is needed. Any organisation can employ their software with minimal effort.

Since co-founding the company originally in the University of Cambridge, Mohamed has expanded the company globally and their team continues to grow.

Mohamed faced challenges that many startup founders do… should they scale up? A mergers and acquisitions strategy has always been part of Tactful’s growth plans, so when the opportunity arose to partner with Dstny Group, a leading European provider of cloud-based business communications, it was a no brainer.

Mohamed approached us after being impressed by the support we’d provided to a business partner of his. Our Corporate team, who specialise in supporting ambitious businesses grow from start-up to scale-up and ultimately to founder exit, were able to provide the expertise that the Tactful founders needed. Adam Kudryl, Partner and Head of our Corporate team, ensured the acquisition was as smooth as possible, making sure the Tactful founders got the best deal terms.

Commenting on the acquisition, Mohamed said:

Tactful and Dstny share the same vision to bring employees and customers together through interactive communications tools. We both believe we can positively impact people's lives even better together. By joining Dstny, we are excited to accelerate our go-to-market strategy and bring even more value to our customers.

When asked what it was like working with Adam, Mohamed said:

It’s been great working with Adam. He’s approachable and very friendly. When initially contacting Harper James, I wanted an experienced advisor that knew how to maneuver the acquisition landscape. Adam certainly knew how to do this, and his timing and responsiveness was second to none.

Adam Kudryl said:

Working with Mohamed and his team was a lot of fun. The deal itself was very exciting with a lot of different aspects. There was also the additional challenge of this being a cross-border deal, so ensuring the expectations of both sides were met as far as possible against different M&A cultural backgrounds was key.  It’s great to see such a successful founding team embark on their next step.

The acquisition takes Tactful to the next level in customer engagement, paving the way for them to be the largest customer engagement platform in Europe in the next 5 years.

About our expert

Adam Kudryl

Adam Kudryl

Chief Legal Officer & Head of Corporate
Having qualified as a solicitor in 2003, Adam has over 20 years' experience in advising businesses on their growth and exit strategies. Adam joined Harper James as a Partner in 2018 and became Head of Corporate in 2022. As of April 2024, Adam’s new role is Chief Legal Officer & Head of Corporate. In this role, he is responsible for the legal services aspects of Harper James and for defining the firm’s strategic vision and objectives to achieve our long-term goals, together with our CEO, Toby Harper, and the other senior leaders.

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