Agillic buys Danish CDP maker Arrigoo for DKK 5.1M to broaden platform
What's the deal? Danish marketing software firm AgillicDealroom has a profile for this one. Try Dealroom → has agreed to acquire 100% of ArrigooDealroom has a profile for this one. Try Dealroom →, a Danish Customer Data Platform (CDP) provider, for an initial DKK 5,143,750. The price splits into a DKK 2,500,000 cash payment and 450,000 new Agillic shares worth DKK 2,643,750, with a potential earn-out of up to DKK 3,400,000.
What does Arrigoo do? Its European-hosted platform helps companies collect, consolidate, and activate customer data across systems. It builds unified customer profiles and enables behaviour-based segmentation, giving marketers a stronger foundation for personalised communication and automation.
What's the endgame? The deal adds functionality Agillic's platform lacks today, making its offering more complete. Agillic expects it to draw new customers, open cross- and upselling opportunities, and support continued growth and improved profitability.
Arrigoo targets the same verticals as Agillic — including NGOs and media and publishing — and brings customers such as DiabetesforeningenDealroom has a profile for this one. Try Dealroom → and Sjællandske MedierDealroom has a profile for this one. Try Dealroom →. Its native AI capabilities are set to enhance the Agillic platform.
Who's joining? Arrigoo's two founders and directors, Kristoffer Arrild and Jesper Goos, will stay on as Agillic employees, joining the management team as chief technology officer and chief revenue officer, respectively.
The bottom line: "The Arrigoo CDP is a strong fit for both the Nordic market and Agillic, further strengthening our offering and growth potential," said Agillic chief executive officer Christian Samsø. Due to the late-year timing and both companies' deferred subscription revenue, the deal will have limited impact on Agillic's 2026 results.
The signal: The acquisition positions Arrigoo as a streamlined, lower-cost alternative to enterprise CDPs that can be too complex or costly for much of the market — a pitch Agillic hopes will sharpen its competitive edge as it pushes for profitable growth.
Image credit: Generated with Gemini
