Hg to launch sale of business messaging group Commify

Gustav Hoejmark-Jensen , Charlie Taylor-Kroll and Joao Grando
12 July 2022

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Hg has appointed Moelis to sell Commify, a UK-based business communications services group, three sources familiar with the situation said.

An auction process is still in the prelaunch phase, one of the sources said, with teasers distributed, another of the sources added.

The company is being marketed off EUR 25m in EBITDA, said two of the sources. The business reports financials in EUR, due to its diverse portfolio of brands and countries in which the brands operate, one of them added.

The business messaging sector has been a hot space for a while, with Sweden-based Sinch among the largest players, said one of the sources.

Hg has completed a number of bolt-on acquisitions since acquiring Commify in January 2017. Most recently, it acquired US-based CDYNE, a multi-channel CpaaS solutions provider for an undisclosed amount in April 2022, and Dutch messaging provider Spryng in August 2021, as reported.

Commify is a group of multiple brands providing application‑to‑person (A2P) messaging services in Western Europe. The group was originally a roll‑up of four businesses: Mobyt, SMS Envoi, Esendex and SMS Publi. It has since made several acquisitions across Germany, Spain and the UK, according to Hg's website.

The customer base comprises mainly SMEs and some larger enterprises which use Commify's services to communicate with their end customers through messages, voice and other media. Commify sends billions of messages across Australia, France, Germany, Italy, Spain and the UK, and services more than 46,000 clients, according to its website.

Headquartered in the UK, Commify employs close to 300 staff across offices in Europe, the US and Australia.

Hg and Moelis both declined to comment. Commify did not respond to requests for comment.