Unaric Strengthens UK AI Presence With DESelect Acquisition

The acquisition strengthens Unaric’s AI-driven Salesforce offerings, adding DESelect’s marketing optimisation tools and enterprise clients like Motorpoint, Transport for London and Eroski.

Founded in 2023, Unaric builds AI-powered Salesforce applications that integrate fragmented apps into intelligent agents, helping businesses scale sales, marketing, and payment operations. DESelect enhances data segmentation and audience engagement within Salesforce Marketing Cloud, supporting actionable insights across industries including automotive, retail, finance and the public sector.

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The move aligns with Salesforce’s shift toward an AI-enabled “digital labour platform” and its $6B UK investment, positioning Unaric to integrate and scale disconnected apps. The company’s software already processes 25M calls, $2B in payments and 200 external data sources.

Anthony Lamot, CEO and Co-Founder of DESelect said: “What started out as an idea for a segmentation app seven years ago has turned into a marketing optimisation platform used by enterprise businesses around the world. We’re excited to join Unaric as we enter the next phase of our growth and expand our AI offering. We’ve been impressed by the Unaric team and the growth they’ve achieved in the past two years, and we’re excited to join them on this journey.”

Unaric’s founders Peter Lindholm, James Gasteen, Moritz Birke, and Neil Crawford have raised $35M from investors including LocalGlobe, Concentric, FJ Labs, Atempo Growth, and angels such as Sam Gutmann and Johan Malmberg.

James Gasteen, CEO and Co-Founder of Unaric, said: “AI is reshaping how enterprises work inside Salesforce and Unaric is at the centre of that change. Legacy tools are struggling to keep pace with the scale and complexity of modern data, but by turning traditional applications into AI agents, we’re enabling businesses to unlock far greater intelligence and productivity. We’re delighted to welcome Anthony, Jonathan and the DESelect team to Unaric.”

About DESelect

DESelect, founded in 2019, is a Salesforce Marketing Cloud partner providing a leading Marketing Optimization Platform (MOP). With offices in Antwerp and Austin, it helps global businesses and Fortune 500 companies segment audiences, optimize marketing frequency, and deliver highly personalized campaigns via the Salesforce AppExchange.