The deal, which is for an undisclosed amount, will help expand Ackwest’s global presence and its data creation capabilities.

Safiyo covers 15 African nations, including Ghana, Nigeria, Kenya, South Africa and Egypt, and at Ackwest will be based in the UK and Africa within the company’s broader group of insight teams, working across the consumer, healthcare and business-to-business markets.

Colin Turner-Kerr (pictured), operating partner at Ackwest Group and TestSet managing director, said: “Safiyo gives our clients access to first-party data across the African continent at a time when local insights are becoming essential to growth.

“Safiyo’s mobile platform and proprietary consumer panels, across 15+ countries in Africa including Ghana, Nigeria, Kenya, South Africa and Egypt, make that possible.”

Hugh Davis, co-founder and managing partner at Ackwest, commented: “Safiyo’s mobile-first solution and flexible authoring engine is a powerful addition to our integrated tech platform. It strengthens how we connect with consumers, and improves how we build, manage and deliver first-party data.”

Stephan Eyeson, Safiyo’s co-founder and chief executive, added: “From the beginning, our focus has been on making local insights more accessible and actionable.

“Having worked across tech, data, and product roles globally, I’ve seen how critical it is to have context-rich insights you can trust. Joining Ackwest gives us the platform and shared vision to advance that mission further.”