Marketing software maker HubSpot will be giving its data troves a heavy infusion with the acquisition of social media startup Rekindle.
Founded just last year, the Boston-based private company built an eponymous iOS app designed for fostering new connections based on "friends of friends" derived from a user's existing pool of contacts on LinkedIn or Facebook.
Given the name "Rekindle," the app's makers also suggested these connections could have been made (offhand, informally, casually, etc.) offline. Thus the app is meant to "rekindle" that initial meeting for either personal or professional relationships.
Financial terms of the deal have not been disclosed, but the acquisition is effective immediately.
HubSpot specified "members of the Rekindle team" will join HubSpot full time at its global headquarters in Cambridge, Massachusetts.
According to CrunchBase, the Google Ventures-backed stealth startup only actually has three team members, suggesting the deal was also an acqui-hire for talent.
Nevertheless, HubSpot could be gaining valuable people data for its inbound marketing and sales platform, touted as a one-stop shop for social media publishing and monitoring, SEO, website content management, email marketing and other analytics.
The deal marks one of the first major strategic moves since the software company went public on the New York Stock Exchange last October.
After preparing for an estimated $100 million initial public offering last August, HubSpot debuted a few months later after raising roughly $125 million, opening at $25 per share under the ticker symbol "HUBS."