Physical marketing firm acquired

Iamproperty buys property mailing specialist Information Works

Ridgeway (R): The purchase will help drive innovation in both firms
Ridgeway (R): The purchase will help drive innovation in both firms

Property market tech firm Iamproperty has bought hybrid marketing firm Information Works.

The deal, inked on 2 February, saw the £77m turnover software and services firm for property agents and sellers take on Information Works’ shares and five-person team, with the brand operating as usual for the time being.

Iamproperty said the purchase was a “key milestone” in its ecosystem roadmap, and would add a comprehensive data and prospecting platform to its portfolio.

Information Works specialises in holistic marketing services for the property sector, combining creative direct mail with targeted consumer data taken from its database of over 28 million residential addresses.

The firm sources its print work externally.

Nigel Ross, Information Works’ managing director, will leave the business following a handover period, with the firm’s existing management team continuing as normal.

Ross said: “This acquisition marks the next phase of growth and innovation for Information Works, building on our established success. 

“Iamproperty is the perfect partner to take this forward, as one of the fastest and most innovative property technology and service providers in the UK. 

“After 13 years leading the business, I am taking the opportunity to retire and am pleased to be handing over to our experienced and well-established leadership and operational team. 

“I’d like to thank the team and our clients for their continued support and loyalty, and wish them all the best for the future.” 

Ben Ridgeway, co-founder of Iamproperty, said: “Our solutions save estate agents time, support them to drive efficiencies and revenues in their business, and ultimately make their lives easier. 

“Information Works aligns with our portfolio and this acquisition is a key step as part of delivering on our ecosystem vision, creating strong opportunities for innovation and development for both businesses. 

“Synergies are not only in our mission and innovation agendas, but our culture, vision and commitment to service excellence and experience”

The transaction was supported by law firm Muckle and accountancy company Azets.