Stourbridge automotive loyalty company bought by global data business

Chrysalis Loyalty

Stourbridge-based Chrysalis Loyalty, which develops loyalty products for manufacturers, finance companies and retailers, has been acquired by Autofutura, the global data business intelligence provider, backed by Inflexion Private Equity.

Autofutura and Chrysalis Loyalty provide complementary solutions to the global lead management, loyalty and retention, and risk management to the global automotive industry. Chrysalis specialises in the retail sector, while Autofutura has expertise in both the fleet and retail sectors.

Christian Erlandson CEO of Autofutura, said “Combining the capability and reach of Autofutura with Chrysalis Loyalty creates a unique fusion of expertise. Forged into one focused team, our new venture will leverage best of breed technology and data, giving us an unparalleled offering in the market. Through our enriched suite of solutions, we will be expertly positioned to support both new and existing clients as they seek to capitalise on opportunities today and future-proof their operations and strategic planning decisions for tomorrow.”

(Editor comment – I am not entirely sure what the above comment actually means, there’s so much PR shizzle in there, but I’m guessing it means Mr Erlandson is quite pleased with his purchase. I tried editing his comment, but gave up. I’m sure they know what they mean).

The global automotive sector is evolving, with significant growth in ecommerce, mobility and evolving vehicle ownership models, so the ability to retain customer loyalty, through a seamless and engaging customer experience, with personalised finance offerings, is key to success in the automotive industry. As is the ability to identity and track emerging industry trends, as well as anticipate, plan and react from a commercial perspective.

The acquisition, which saw Autofutura advised by Taylor Wessing and GCA Altium, will see the business consolidate the two privately owned companies. The new structure will also enable the larger business to expand its capability and underpin organic global growth opportunities, by leveraging access to mutually beneficial markets, specifically in the UK, Europe and APAC.

Lodders’ corporate and commercial team advised the shareholders of Chrysalis Loyalty.

The new entity will be led by Autofutura’s CEO Christian Erlandson, with Chrysalis Loyalty CEO and Founder Jolyon Barker progressing to a new role as Strategic Adviser under the new structure. Newly combined, the company will serve customers in over 20 markets via its UK-based headquarters and international offices in Australia, Canada and Germany.

Jolyon Barker Founder and former CEO of Chrysalis Loyalty, now Strategic Adviser to the merger, said: “When Chrysalis launched in 2004, we defined a new approach to retention and loyalty technology with our award-winning Key2Key software platform. I am excited that Autofutura and Chrysalis are now joining forces. The combination of our highly skilled and dedicated teams, leading-edge global-data insights and technologies will provide OEMs, Fleets, Financiers and Retailers an even greater wealth of customer acquisition, retention and renewal assets, which have never been more crucial for delivering success than in this period of remarkable transformation within the global automotive industry.”