Cint acquires P2Sample

The deal sees Cint acquire 100% of P2Sample but financial details were not disclosed. The two businesses will operate as separate entities and will be brought together under the Cint Group umbrella by the end of the year.

P2Sample’s co-founders CEO Mathijs de Jong and chief operating officer, Janna de Bruijne, will remain in senior leadership roles in the combined business and will join the global management group.

Cint said there were three strategic advantages to the purchase: it will integrate with P2Sample’s 200 supplier relationships so its customers can access 100m panellists across 150 countries; it will get programmatic access to sample demand and supply, 100 API integrations and AI-based fraud detection capabilities; as well as P2Sample’s employees.

However, Cint has a supplier agnostic go-to-market model, so following this acquisition it will divest the two P2Sample proprietary panels Points2Shop and SurveyRewardz. 

Tom Buehlmann, CEO of Cint, said: "This is great news for our customers and partners. Cint and P2Sample have a strong shared culture and are two complementary businesses. We are impressed with P2Sample’s technology, know-how, supply chain and people. This acquisition creates a global sampling powerhouse with an enormous reach."

Mathijs de Jong (pictured), P2Sample’s current CEO, added: "We share Cint’s vision about the evolution of the industry and see huge potential in the combination. Cint is an organisation whose principles and culture are virtually identical to ours. We are excited to join the Cint team at this pivotal moment in time, and we are confident that it’s the right move."