Mortar Group, a performance intelligence platform for the marketing industry, has merged with development business Firehouse Technology to create Mortar Tech in a move that is expected to accelerate global expansion plans by the two Adelaide-based companies.
Mortar Group, which was founded in 2020 to help marketers and agencies make “faster, smarter decisions that drive measurable growth”, says the merger will position the company as a strategic partner with expanded capacity to develop transformative proprietary technology solutions for businesses across the world.
Mortar Group elevated CEO James Zipeure to the position of group CEO earlier this year to oversee a global push into the UK, US and Asia, while Firehouse Technology already has a significant operations hub in Sri Lanka.
As an independent, privacy-safe measurement platform, Mortar Group is currently used by clients in the retail, automotive and fast-moving consumer goods sectors to connect data systems including CRM, CDP and advertising platforms.
“Mortar had already built a strong development foundation, but Firehouse changes our scale entirely,” says Zipeure.
“Mortar Tech is where everything connects - strategy, creative thinking, and engineering execution, all working together in one flow.
“That makes us faster, sharper, and more ambitious in what we can deliver. This merger and launch will help redefine our capabilities.”
Firehouse Technology, founded in 2020 by Nilan Mihindukulasooriya and Nisal Karunathilaka, specialises in "Safe AI" and data analytics for enterprises and government.
Firehouse Technology has a proven model of high-performance technology development and under the leadership of the founders the company has delivered projects across industries and geographies, developing a reputation for turning complex briefs into working solutions at speed.
The company says its dual presence in Adelaide and Sri Lanka has enabled Firehouse to combine its entrepreneurial agility with deep technical expertise, providing clients cost-efficient delivery.
“Firehouse has always been about taking bold ideas and turning them into reality for a range of enterprise clients,” says Mihindukulasooriya, the managing director of Firehouse Technology.
“By merging with Mortar, we now have the platform to push that vision further.
“Mortar Tech will be where our engineering talent meets Mortar’s global ambition, creating products and solutions that can reshape markets. It’s about scale, but it’s also about ambition, and together we have both.”
Mortar Tech has already set in train its international expansion plans after opening its first international office in Singapore, where it is overseeing strategy, delivery and market development across Indonesia, Malaysia, Thailand, Vietnam, the Philippines, Japan, South Korea and India.
Shane Mitchell, who has 20 years of experience in the technology and media sectors, has been appointed to lead Mortar’s Asia business as APAC strategy director.
In early September, Paul Sigaloff, former chief revenue and growth officer at oOh!media (ASX: OML) and APAC head of Yahoo, was appointed as global chief customer officer, a role created to accelerate the company’s global growth.
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