V12, a leading provider of purchase intent insight and marketing services, including mover data, announced that it has been acquired by Porch Group, Inc., a leading vertical software company for the home services industry. The acquisition combines the power of V12’s 27+ million mover database and billions of buyer intent signals with Porch’s unique new mover data assets to transform mover and homeowner marketing.
BrightTower an investment banking advisory firm focused on software, information, marketing, and business services, served as exclusive advisor to V12 in the transaction.
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Porch provides software and services to over 10,500 home service companies such as home inspectors, moving companies, real estate agencies, utility companies, and warranty companies. Through this unique, early access to movers, Porch identifies new movers 6 weeks before the move occurs. “The move is the most powerful economic trigger in marketing across all verticals. Today, most new mover marketing data becomes available when reported to the United States Postal Service after the move occurs,” said Andy Frawley, SVP, Porch Marketing Software Division and CEO of V12. “By combining V12’s comprehensive household, automotive, buying signal and mover data with Porch’s unique pre-move and other home-related data assets, we can transform the new mover marketing industry through data products and programs that marketers can’t get anywhere else.”
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According to Matt Ehrlichman, Porch founder, chairman and CEO, “With this acquisition, V12 immediately becomes the anchor in our strategy to attack the highly-attractive mover marketing opportunity. Together, we expect to provide unique and compelling products to brands leveraging the proprietary data both companies possess. With the strong SaaS and data products and leadership team from V12, we believe we are best positioned to win in mover marketing. We look forward to growing this business rapidly and are tremendously excited about the future together.”
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