Founded in 2000 and led by Andrew Sprowell, DataTree compiles, manages and interprets large-scale data sets for market research and commercial decision-making.

The acquisition will strengthen Potentia Insight’s ability to harness complex datasets and expand its capacity to support clients’ research and analytics needs.

DataTree will continue to operate under its brand name while working with Potentia’s leadership team to integrate services.

The financial terms of the deal have not been disclosed.

Potentia launched in 2023, and later that year, acquired data science consultancy SigDiff to broaden its advanced analytics capabilities.

Suzy Hassan, managing director and co-founder at Potentia Insight, said: “Combining our experience allows us to deliver the most complex of data requests to further drive business impact for our clients.

“DataTree’s technical excellence and commitment to quality is so deeply aligned to Potentia’s core values, so together with our acquisition of SigDiff in 2023, we're creating a team of specialists positioned to deliver to organisations that refuse to compromise on data quality or capability.”

Andrew Sprowell, director at DataTree, said: “We’re proud of the reputation we’ve built for data expertise. Joining Potentia allows us to extend our capabilities as part of a larger group while continuing to deliver the accuracy and responsiveness our clients rely on. As we integrate, our focus remains on providing high-quality solutions and leveraging new opportunities to enhance our service.”

Pictured, left to right: Colin Clifford, Potentia commercial director and co-founder; Andrew Sprowell, chairman and director at DataTree; Suzy Hassan, Potentia managing director and co-founder; Danny Kelly, director of data processing at Potentia and Ant Randle, chief financial officer at Potentia