Bristol-based customer experience services firm Anana has been sold to a fast-growing group aiming to be the leading player in the industry across the European market in a deal secured by Momentum Corporate Finance.
Anana, which was founded in 2001 and now employs more than 100 people at its Cribbs Causeway head office and a sister site in South Africa, provides a comprehensive range of customer experience (CX) solutions and services to leading brands such as Dŵr Cymru Welsh Water, Marks & Spencer and Vodacom. 
It has become the latest in a string of takeovers by London-based Sabio, which is backed by Horizon Capital. The acquisition supports Sabio’s goal of becoming Europe’s leading customer experience firm by adding scale and significantly strengthening its multi-vendor capabilities across EMEA.
Bristol-based Momentum acted as lead advisor on the transaction, with Waterfront Solicitors providing legal advice to Anana’s shareholders.
Anana CEO Chris Woodward said: “Over the last 20 years Anana has worked closely with leading brands across the UK, Europe and Africa, unlocking the power of the Genesys platform and delivering the best customer experiences.
“As part of the Sabio group, we’ll now be able to take this to the next level, taking advantage of the latest cloud and AI innovations to help our customers deliver high-value, personalised experiences at scale across both human and digital touch-points.
“It was a pleasure working with the Momentum team and their support and guidance was crucial in getting this deal done.
“At every stage of the transaction they provided us with clear commercial advice and managed the process from start to finish. The biggest compliment I can give them is that they very much felt like a part of the Anana team throughout.”
Momentum partner Alastair Boorman added: “We are delighted to have advised the shareholders on this transaction. This is the fourth transaction we have completed in the last two months and the third technology deal in this time, further underlining our credentials in this space.
“From our initial conversations with Sabio, it was clear that there was an excellent strategic and cultural fit between the businesses and we very much look forward to watching the business continue to grow as part of the Sabio group.”
