Showpad And Bigtincan Merge Under Vector Capital To Lead AI Sales Tech

The merged company will continue under the Showpad name, offering a comprehensive, AI-driven platform designed to empower revenue teams globally.

“Our unwavering focus on driving success for customers fueled a record-breaking year of growth for Showpad in 2024,” said Hendrik Isebaert, CEO of Showpad. “Together we will deliver a breadth of flexible solutions and an incredible team to help customers engage with buyers in new and creative ways they never thought possible.”

Founded in 2011 with dual headquarters in Chicago and Ghent, Showpad has become a global leader in sales enablement technology. Its Enablement Operating System (eOS) unites marketing and revenue teams on a single platform to deliver training, content, and analytics aimed at accelerating deal velocity and enhancing buyer engagement.

More than 1,000 companies in over 50 countries use Showpad, including Coca-Cola EuroPacific Partners, GE Healthcare, Dow, DuPont, and Schneider Electric.

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Bigtincan, serving over 1,000 clients such as Abbott, AT&T, Clorox, Merck, Nike, and Winnebago, is known for integrating AI deeply into the sales cycle—from content automation to seller readiness and insights into buyer behavior.

“The combination of Bigtincan with Showpad brings together best-in-class innovation and market leaders with thousands of customers,” said Amish Mehta, Chief Investment Officer and Managing Director at Vector Capital. “The combined company will lead the digital and AI-fueled buyer and seller engagement and drive a new generation of experiences that people and brands love.”

The financial terms of the deal were not disclosed. Expected to close in 2025, the transaction will bring together two sales technology leaders under Vector Capital’s ownership. This move follows Vector’s acquisition of Bigtincan earlier in April 2025. As part of the agreement, Insight Partners, a longtime investor in Showpad will fully roll over its investment into the newly combined company.

“The merger of Showpad and Bigtincan represents a watershed moment for the sales enablement market,” said Jim Lundy, Founder and Lead Analyst at Aragon Research. “By uniting complementary strengths in content, readiness, and AI, the combined company is poised to deliver on the market’s unmet demand for AI-centric sales enablement platforms that are easier to deploy, simpler to use and more impactful for revenue teams worldwide.”

The revamped Showpad will gain from expanded geographic reach and a stronger R&D team, the companies say, enabling faster innovation in AI capabilities. The aim is to equip enterprise clients with tools that align more closely with today’s buying behaviors and the changing dynamics of sales teams.

“Evolving preferences and rapid technology advancements are aggressively transforming buying and selling behaviours,” said Jim Hopkins, Chairman of Bigtincan. “We invested early and heavily in AI, and our combined global R&D resources will accelerate innovation so customers can rapidly reap the benefits of AI and emerging future innovations.”

Founded in 1997 and headquartered in San Francisco, Vector Capital manages over €3.4 billion in private equity and credit investments, specializing in transforming established technology companies into market leaders.

“Vector Capital has a long history of building category-defining technology companies,” said Rob Amen, Managing Director at Vector Capital. “Both companies bring impressive industry expertise and commitment to excellence. Together, they will continue to drive the future and set industry standards and best practices globally.”