Cantarus expands CRM services with acquisition of FlexRM

Cantarus has acquired the London-based CRM specialist FlexRM to expand its digital transformation services for a range of sectors including membership organisations, non-profits, public sector and commercial clients.

The acquisition brings together Cantarus, a Manchester digital agency with a portfolio including website redevelopment for the British Army and digital publication of the 80-year-old Soldier magazine, and FlexRM, a Microsoft Dynamics 365 CRM integrator. The combined entity will now deliver integrated CRM, web design, development, mobile application, online community, digital publications, creative design, user experience, branding, consultancy, data services, and cloud hosting solutions.

Cantarus works with membership organisations such as the Royal Institute of British Architects, Royal College of Physicians, Chartered Institute of Marketing, British Medical Association, and Federation of Master Builders. The agency has also supported digital transformation for public sector bodies and non-profits, including Youth Sport Trust and the Stroke Association.

The company states that it supports organisations with a combined membership exceeding five million worldwide by helping them break down organisational and informational silos to drive growth and member retention. This collaborative approach was instrumental in deepening its previous working relationship with FlexRM.

Lee Adams, Chief Executive Officer at Cantarus, said: "People expect extraordinary, personalised and consistent interactions with the organisations we work with. With an ever-increasing number of digital and physical touchpoints available for use, excellent communication orchestrated across many channels has become increasingly difficult to achieve, yet ever more vital for our clients."

Steven Madden, Commercial Director and Co-founder of FlexRM, commented: "When our CRM product is integrated with the digital platforms Cantarus delivers, it has a transformational impact on our clients' growth, value delivery and agility. The need for full integration has become more and more profound and urgent for clients, and is one of the key reasons why we have joined the Cantarus fold."

Mike Cundall, Chief Operating Officer at Cantarus, added: "With the addition of FlexRM's skills and experience of cutting-edge CRM integration – something we've seen first-hand working in partnership with the team - Cantarus is uniquely positioned as the leading digital and CRM partner to deliver integrated experiences that drive engagement, new customer wins and retention, and long-term resilience."

The 2023-24 Digital Excellence Report from MemberWise found that 88% of membership organisations either had no or only partial integration of critical business systems needed to understand their members' needs and requirements, with only 12% reporting full integration. Obstacles to system integration included high costs, incompatibility, lack of time, skills, suitable suppliers, and technical quality.

Through this acquisition, Cantarus will be able to offer an approach that ensures all digital touchpoints - including websites, apps, online communities, emails and digital publications—deliver a coherent, personalised experience, surpassing the functionality of traditional standalone CRM or digital providers.

FlexRM's founders and owners will retain shareholdings in the newly combined business, reflecting confidence in the potential benefits of the integration. Cantarus reports that no staff roles have been or are expected to be eliminated as a result, and anticipates increasing its workforce in the coming months.

Cantarus, which recently marked its 22nd year of operations, provides digital integration and transformation services for a diverse client base spanning membership organisations, non-profits, educational institutions, public sector bodies and global brands. Its services ecosystem includes partnerships with Umbraco, Kentico, Contentful, Discourse and Higher Logic.

While the acquisition of FlexRM expands Cantarus' CRM capabilities, the company states it is committed to collaborating with other CRM and association management system providers to ensure clients receive solutions that best fit their specific needs.