Deals
Vision Critical Sells Consulting Business, Prepares for IPO
- Sale allows firm to focus on its subcription software product
- Company was said to consider the unit sale as early as August
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Vision Critical Communications Inc. sold its marketing consulting business to research firm Maru Group, a move that focuses it on software ahead of a potential initial public offering.
The Vancouver-based company provides software to help clients including Nascar and Banana Republic build communities of customers they can tap for feedback on new products and approaches. Backed by Angus Reid, one of Canada’s leading social researchers, the firm has also included a consulting arm to help clients use those insights to build marketing campaigns.