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Impel acquires Outsell to create groundbreaking AI sales/marketing platform


Impel, the forefront leader in AI-driven customer lifecycle management for the automotive sector, has announced the acquisition of SaaS provider Outsell in a landmark deal exceeding $100 million. This transaction, comprising cash and Impel equity, marks the inception of the industry’s first comprehensive AI sales and marketing automation platform, serving a combined network of over 8,000 dealers across 51 countries.

Integrating Outsell’s advanced capabilities into Impel’s ecosystem empowers automotive dealers and OEMs to deliver seamless, hyper-personalized customer experiences throughout the entire lifecycle. Impel Co-Founder and CEO Devin Daly says, “Outsell’s unmatched ability to automate customer interactions through predictive AI has set a benchmark in our industry. This acquisition enables us to unify these strengths into a singular AI platform, connecting all channels and touchpoints within automotive retail.”

This strategic move represents Impel’s third acquisition in as many years, following previous integrations of Pulsar AI and Last year, Silversmith Capital Partners led a $104-million growth equity investment, which supported the move.

Established in 2004 by serial entrepreneur Mike Wethington, Outsell, headquartered in Minneapolis and comprising 170 employees, leverages first-party data, machine learning, and predictive AI models to drive automated customer engagement. Over the past year alone, Outsell has delivered over 500 million messages across SMS, email, direct mail, and social media, reaching 61 million consumers.

The automotive retail sector faces dynamic challenges, including the rise of electric vehicles, economic fluctuations, and evolving consumer behaviors amid digital transformation. In response, dealers increasingly turn to AI-driven solutions fueled by proprietary data to enhance operational efficiencies and deliver personalized consumer experiences.

Mike Wethington, Outsell’s Founder and CEO, expressed confidence in Impel’s capacity to extend Outsell’s technological advancements: “Impel’s leadership in automotive AI positions us to expand the impact of our technology and relationships. We are excited to join forces to redefine industry standards.”

Michael Quigley, Impel’s Co-Founder and Chief Strategy Officer, highlighted the strategic advantage gained through Outsell’s capabilities: “In an era where AI applications are becoming ubiquitous, Impel’s acquisition of Outsell strengthens our ability to deliver personalized, frictionless experiences seamlessly integrated into daily business operations.”

Looking ahead, Impel plans to enhance its partner ecosystem and expand platform capabilities through both organic development and strategic acquisitions, solidifying its position as a leader in automotive AI innovation.

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